N.Y. Times: The Incredible Rise Of Cumulus' 93.9 The Beat/Indianapolis
July 20, 2015 at 1:18 PM (PT)
This Sunday's NEW YORK TIMES MAGAZINE tells the incredible story of CUMULUS MEDIA's INDIANAPOLIS station WRWM, renamed 93.9 THE BEAT, with a format consisting of classic hip-hop hits from 1991-2004. The station has climbed from 15th in the market (as Hot AC i94) to first in JANUARY with a 7.7 share, first among people 18-34, 18-49 and 25-54.
Reporter ALEX FRENCH visited the station, where he visited station PD JAY MICHAELS while he worked on CUMULUS' proprietary song-scheduling software, STRATUS, which insiders referred to as the company's "secret sauce."
FRENCH offered a brief history of how Oldies formats took hold and evolved on radio, from '50s doo-wop through '60s Top 40 to '70s classic rock, adding that hip-hop is just the latest genre to spawn its own retro appeal.
The article also revealed NIELSEN's analysis of four months' worth of airplay data at 11 new Classic Hip-Hop stations, revealing the Top 5 most-played were LUNIZ's "I Got 5 On It," ICE CUBE's "It Was A Good Day," SNOOP DOGG's "Gin And Juice," NOTORIOUS B.I.G.'s "One More Chance" and 50 CENT's "In Da Club."