While many of the stations being shut down by Cumulus Media had low listenership, they each had some.
But the company has pretty much thrown out any attempt to move any of the listeners to another of Cumulus’ platforms. Outside of the local Sports shows in Amarillo TX and Melbourne FL being moved elsewhere and the Red Dirt Country station in Wichita Falls TX, which was granted a two-week extension with its morning host moved elsewhere in the cluster before signing-off jockless, no attempts were made to keep any of the listeners of the now-Silent stations within their portfolio. Station social media accounts have been abandoned for months or deleted completely.
Websites for the affected stations have been deleted with their domains repointing to Cumulus’ Digital Support Service Desk showing staffers how to do such things as ad contests to a webpage, submit a logo change to corporate, or make the station’s site compatible with SEO rules from a decade ago. All for the benefit of the listener? Advertiser? Or an over-worked talent making next to minimum wage?
A boilerplate page that explained that the station was no-longer on the air, where the programs that were broadcast on the station could be heard elsewhere in the Cumulus eco-system, and contact information to perhaps prove to local management that said station had a viable audience and potential advertisers could have been made in minutes. Instead, these listeners now know that any logo change must be approved by Brian Philips or John Dimick, and either the local Market Manager, PD or corporate PD for the format. Very useful for those simply trying to hear music from Garth Brooks or the Rich Eisen Show.
If little things like this are not being overseen to guarantee success for a brand and the company overall how many bigger things are also being lost in the shuffle?
Author’s note: In addition to publishing RadioInsight, I provide digital content strategies to stations, shows, and broadcast related entities across the country. For further details please email [email protected].
It’s not only Cume -you-maybe…it’s other big time stations and companies as well. Jock is booted more than a week ago? His pic is still on the KSON website. Other items include “invalid time” on other websites. Updating the talent and/or music list? Updating the promotions (if any)? it’s a lost art, Lance. If the big shots don’t see this sticking out like a sore thumb, then they should get an optical exam now.