Is ‘Content Innovation’ Key To Radio’s Growth?


On Monday morning (1/30), the fourth-largest radio broadcaster in the U.S. launched a new division.

This segment of the company, Entercom Communications, will focus its efforts squarely on “providing listeners with a deeper, richer experience both on and off air via exclusively developed digital and social content and national syndication of locally curated content.”

What the heck does this mean?

It means a major owner of AM and FM radio stations is investing in something some industry observers have lamented doesn’t get enough attention.

Kyle McCann

Entercom now has a Content Innovation Group, and its leader is Kyle McCann, who takes the role of Managing Editor. McCann reports to VP/Programming Innovation Liana Huth, and joins Entercom from Townsquare Media, where he led content development. He previously served as a senior news producer at Fox O&O WTXF-29 in Philadelphia.

“We are pleased to kick off the year with this exciting and progressive move,” said Entercom President of Programming Pat Paxon. “The launch of this new team underscores our continued commitment to investing in best-in-class content and syndication tools and delivering the top-notch listener experience that our fans across the country have come to expect.”

In addition to a Managing Editor, the “CIG Team” will also include three content managers:

  • Lauren Hoffman, formerly a country music blogger and an entertainment reporter for The Journal magazine in New Jersey
  • Joe Hyer, formerly a key member of Townsquare Media’s digital content team who led development of format-specific content for Townsquare markets across the country
  • Maura O’Malley, formerly from Main Street Hub in Austin, where she served as a senior content editor and social media community manager.

The group will be spearheaded by Paxton.

The Content Innovation Group brings a new dynamic to Entercom, as it builds a bridge between the social media consumed by its listeners and the radio stations and air personalities tied to Entercom. It also helps to reduce third-party content on Entercom radio station websites, reducing the so-called “fake news” that can appear on syndicated feeds while failing to make the content on each station’s website fully align with the station’s over-the-air brand proposition.

“With the creation of this new team, we will be focused on pushing out exclusive and original new content as well as  pulling compelling and engaging local content to enhance the local listener experience,” said Huth.

She did not elaborate on what type of content the group will first develop. However, it is clear that local staff at each of the company’s radio stations will now be empowered to create material that could appear across the nation.

Huth added, “This is a strategic effort to leverage the great content that is created at the local level in each of our 28 markets across the country and maximize our broadcast, digital and social media platforms to provide a comprehensive and engaging experience for our listeners.”