AdLarge signs Pulse 87 NYC

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AD Large MediaAdLarge Media has signed an agreement for exclusive digital ad sales representation of Pulse 87 New York, the online Electronic Dance Music (EDM) radio station, including its on-demand and mobile platforms.  Born from New York City’s infamous Pulse 87 FM — a frontrunner in EDM music radio programming – the station has a passionate audience, including dedicated fans who followed the station online from its terrestrial roots.


“In just three years, Pulse 87 New York has captured hard-to-reach 18-34 Millennials with a playlist that dominates the vanguard of the phenomenal EDM format,” said Eric Ronning, EVP/Chief Revenue Officer, Digital, AdLarge Media. “This is a great digital audio platform for our advertisers who need to reach the elusive, younger demographic in an engaging, lifestyle-relevant environment.”

The station is programmed by legendary New York City programmer Joel Salkowitz, who is known for his successes at audio outlets such as Hot 97, New York, and SiriusXM Satellite Radio.

“One of the challenges with developing ad revenue in the online audio space is that when sold by multiple ad networks only, it can be a long slog to establishing a successful business,” Salkowitz noted.  “What I like about AdLarge is that they are putting time and focus specifically on the Pulse 87 New York brand and pitching it to advertisers who would like to reach the audience and life group that listens to it.”

“EDM’s astounding popularity with younger demographics continues to skyrocket, and Pulse 87 New York is at the heart of that culture,” observed Frank DeSantis, VP/Business Development, AdLarge Media.  “Joel has created exactly the kind of independent audio experience fans seek online — specific, passion-based, and with a personal touch that differentiates from algorithmic generated playlists in a manner that is both comfortable and fresh.”

RBR-TVBR observation: From 2/11/08 to 9/30/09, WNYZ-LP operated the EDM  format on 87.7 FM, or Channel 6 audio. The station is operated by Salkowitz, who purchased the Pulse 87 automation equipment and the intellectual property in a bankruptcy auction from Island Broadcasting, which owns the license. WNYZ-LP now airs Russian-speaking Danu Radio.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.