The Country initiatives of radio giant Cumulus Media managed to get the attention of the New York Post. The company’s multi-faceted approach to the genre is seen both a stabilizer and a diversification move.
It all starts with 66 Cumulus O&O Country stations: 38 playing NASH and 38 playing NASH Icon.
The Post noted that Cumulus is facing a challenging year, with tepid advertising results and no political income to speak of to help out.
Q2 results are due to be reported later this week, on the afternoon of Thursday 7/30/15.
On the diversification front, Dickey told the Post it’s a must in today’s business environment. “Everybody is getting into everybody else’s business,” he said. “You have to create multiple touch points.”
These points include a major talent contest, a magazine and streaming platforms. Merchandising is on the way into the mix.
Country is particularly attractive from a musical genre perspective – it has been less affected by the rapid fire change being experienced in the music business – not the least of which is the continued preference of Country fans for albums rather than streamed music.