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Within the new structure, devised by radio sales director Adrian Serle, five agency-facing teams are to be created, tasked with getting closer to planners and clients, rather than simply dealing with one part of a campaign.
Under the previous structure airtime, sponsorship and promotions were sold by separate people, who each met with the client to plan that stage of a campaign.
The trading division is now a separate department, headed by existing trading director John Judge. He will report to Serle, who in turn reports to broadcast sales director of Emap Radio, Karen Stacey.
In a further development, a six-figure sum has been invested in Emap Insight.
The investment, which will be divided up among client briefs, will fund the creation of pieces of work tailored to each customer to show them how radio advertising could work for them.
Serle told Media Week: "We have undertaken the restructure so we can deliver growth, bring new clients to radio and sell the medium in a more innovative way.
"That's why we've split the trading division, which is still incredibly important to us, and the strategy and solutions that will enable us to link customers with listeners in a more creative way."
No one has lost their job in the change and recruitment is taking place for a number of positions.
The news comes as plans to relaunch Heat Radio are revealed. The announcement was made at an internal conference yesterday (Monday) and was called "risky but innovative".
Radio bosses at the conference also revealed they will "exit where we can't win", a strategy that is reflected in its plans to sell its radio assets in the Republic of Ireland, given their lack of association with any of the company's UK business.