WRWM Goes From Worst To First To Gone In Three Years

I94 93.9 The Beat WRWM Indianapolis Classic Hip-HopAfter flipping from CHR to Classic Hip-Hop in December 2014 and surging from a 1.7 share to leading the Indianapolis market with a 7.7 share in its first full ratings period, Cumulus has pulled the plug on Classic Hip-Hop “93.9 The Beat” WRWM Lawrence/Indianapolis IN.

WRWM began stunting for the holiday season at 5:30pm today as “North Pole Radio” after a ten minute farewell to the old format and teasing random formats. WRMW had still been doing better than it was prior to its flip to Classic Hip-Hop but had dropped back down into the 2’s in recent months with a 2.7 in the October PPM’s.

The move also gives WRWM a head-start against Emmis AC “B105.7” WYXB which will go Christmas next Friday.

Cumulus Media announces that it has delivered the best of the North Pole to Indianapolis Christmas music lovers with today’s launch of North Pole Radio 93.9! WRWM.FM/93.9 The Beat turned on the holiday cheer in a big way with the warm sounds of the season on North Pole Radio 93.9, launching today at 5:30pm EST with the Christmas favorite, Mariah Carey’s “All I Want for Christmas is You”. North Pole Radio 93.9 plays all Christmas music, all the time, and offers a nostalgic and fun-filled soundtrack of holiday classics to help listeners make the holiday memories of a lifetime doing the things they love with the people and the music they love most.

Tom Stemlar, Vice President/Market Manager, Cumulus Media-Indianapolis, said: The listeners of Indianapolis love holiday music and our advertisers love great results and we think North Pole Radio will make both of those stakeholders very happy this holiday season!”
  
Jay Michaels, Program Director, WRWM-FM, said: “It’s been a rough year – and what else can bring people together more than Christmas music?  We’re excited to kick off the holiday season a little early, and spread some Christmas cheer to Indy!” 

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

7 Comments


  1. Cumulus’s treatment of the “throwback” format reminded me too much of Jammin’ Oldies. The ones using the satellite feed are pretty awful.

    There are a few stations around the country who have a good idea of how to do rhythmic gold, but there are more who haven’t figured it out yet. Hint: research the hell out of the local market and don’t plug in a satellite feed because not all of these songs will work everywhere!


  2. Rap Oldies is STILL a gimmick format. Read the headline on this article.


  3. Cumulus’ iteration of the format is one of many failed initiatives from the mind of Lew Dickey (NASH, CBS Sports Radio). Done on the cheap to make a quick buck, it absolutely deserved to fail.

    It doesn’t matter if the format is “jammin’ oldies,” hip-hop classic hits, all-sports, country or CHR: if you treat it as nothing but a line item on a budget and make zero investment, the station will fail and/or severely underperform.

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