Cumulus just launched the Country format in NYC as “94.7 NASH-FM America’s Country Station.” But the name itself is apparently indicative of an overall strategy as well: The Wall Street Journal reported the switch is part of an effort by Cumulus to begin converting all of its now 83 country stations across the nation to the newly created Nash brand starting 1/22.
The story also said Cumulus expects WNSH-FM (yes, they’re pulling the calls from one of their AC stations in Minnesota) to become a top-10 station in the Big Apple. The company sees this happening by in attracting listeners in NYC suburbs.
Cumulus CEO Lew Dickey said in the article that in addition to building a Nash-branded network of stations, Cumulus also plans to launch a Nash country lifestyle magazine via Modern Luxury, the magazine it operates. The company is also exploring ways to bring the Nash brand to cable.
RBR-TVBR observation: This is good news in that the Nash brand will resonate stronger with Country artists, labels, concert promoters and national advertisers looking to reach those listeners. But two questions remain, in the move to brand all of their Country stations to Nash, will there be layoffs at the station level? How will the music be picked in each market? Will it all be the same? We’re working on getting these answered.