Radio’s Sudden Rebranding

David Field thinks a name change will right the wrongs of Entercom since his ill-fated merger with CBS Radio (stock price down from $16 to $4 and revenue declining).

Bob Pittman thinks audio is “the” word, not “radio” even though radio specifically defines the medium and advertisers and consumers happily use the term he rejects.

This rebranding outbreak has been bubbling under for decades as stations have forsaken their call letters for slogans and positioners.

If radio is not a word that owners want to use, where is individual station identification headed – we have some early clues.

For example, there are things happening right now around the letters “K” and “W”.

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The Cumulus Struggle to Remain Solvent

Wall Street loves a loser.

Cumulus first quarter results were down 23.8% but their stock closed UP last week.

iHeart was down 21% year over year and their stock went UP almost $3.

Audacy went down 19% and their stock only lost 20 cents in shareholder value.

Apparently, there is money to be made when companies claw their way to the bottom and now after sprucing up the radio sector’s worst numbers, Proud Mary Berner is predicting a big comeback in the next quarter.

Something is wrong here so I asked radio executives familiar with Cumulus operations and some competitors to weigh in on their chances to remain solvent.

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