Cumulus Puts This Software In A Corporate-wide Orbit


The nation’s second-largest radio broadcasting company by number of stations has inked a licensing agreement that brings a variety of software, including one that handles traffic, across all of its AMs and FMs.

It’s a big coup for WideOrbit, as Cumulus’ begins the phase-out phase of its proprietary Stratus traffic system. Implementation is expected to begin before the end of 2017 and continue through March 2019.

In a deal announced last week, Cumulus will install WO Traffic software and other WideOrbit software at all 447 of its radio stations.

The agreement allows WideOrbit to also provide Cumulus with a comprehensive operations solution for traffic management, digital advertising, network and barter ads, electronic payments, revenue optimization, and hosting. The software allows all stations to log into the same database, and is designed to streamline corporate reporting and credit management, optimize spot scheduling, and give Cumulus advertisers a simple, integrated method for paying invoices with credit cards and ACH electronic payments.

Cumulus’s move to WideOrbit comes after an extensive search for dedicated traffic software to succeed Stratus.

“Cumulus is one of the radio industry’s marquee station groups, so we are honored by its selection of WideOrbit to standardize its advertising business operations,” said Eric R. Mathewson, Founder and CEO of WideOrbit. “We look forward to helping Cumulus simplify its technology infrastructure, grow revenue and assure that its managers have timely, high-quality insights into business performance.”

Cumulus President/CEO Mary Berner added,”WideOrbit’s best-in-class traffic operations system will support and propel our businesses across the U.S. by simplifying and streamlining the advertising process. This step is another move to further integrate operating systems company-wide, empowering managers in local markets with tools to maximize revenues by making it easier for our customers to buy radio in every Cumulus market.”