Bridge Ratings Analyzes Cumulus' Condition

Rx For Cumulus

In its latest post on its Navigate The Future blog, BRIDGE RATINGS delves into CUMULUS' financial situation and its ensuing executive transition, then creates a to-do list for new CEO MARY BERNER and CUMULUS' most impactful radio stations using the book, "The 22 Immutable Laws of Marketing," by RIES & TROUT.

The challenge: "While marketing is a battle of perceptions (another RIES & TROUT law), the uphill battle for CUMULUS is restoring a positive perception for their stations that have lost their position in the minds of listeners ... This is at the heart of the question of whether CUMULUS can revive itself. Marketing -- and tons of it -- along with improved on-air programming is the only way to restore brand confidence in markets where, frankly, there is just too much competition.

"The programming issues faced with many CUMULUS stations can be fixed or have already been addressed by the hiring of some of our industry's most talented programmers," the post noted. "The challenge is to change perception in the mind of the consumer..."

Get all the details and its initial conclusion here.

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