Inside Music MediaJerry Del Colliano

Cumulus-owned WABC, New York has hit an all-time ratings low.

WABC's 2.2 ties their absolute worst share since they dropped Top 40 music and became a talk station.

Back then – all the way back in the Winter of 1984, WABC posted a 2.2 share.

It took almost a year for Cumulus to do what hadn’t been done in almost 30 years – tank the talk station.

Look, I could dump on Cumulus but what’s the use.

They just don’t know what they’re doing in any format and don’t seem to care.  That’s not their game.

What I am really interested in is why a radio staple, the talk format, is not just declining but taking a nosedive.

But there are a few things that could be done …

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If you’ve been thinking about subscribing and would like to access this story, let me tell you what you will get.

1. Why an aging audience is not the real culprit and what is.
2. What the next generation – the one that represents two thirds of the money demo 18-49 for the rest of this decade – considers real talk radio.
3. The biggest talk radio turnoffs to young listeners.
4. Why the really big killer of talk radio isn’t even something that is happening on the air – and it’s scary.
5. Two instant fixes that could help a declining talk station now – one costs money and one requires the smarts to do it before it’s too late.

If you would like to see why talk radio is taking a nosedive and what can be done to reverse it for now, click “read more” below.

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