WWO: Creative is the Key Sales Driver
Suffice it to say that all the planning and targeting in the world is for naught if your audio ad stinks. This week’s blog from Cumulus Media | Westwood One’s Audio Active Group looks at several studios to determine what actually drives sales and one of the key takeaways from a study by NCSolutions is
“creative quality is the number one sales driver” and this is often a surprise to advertisers and media agencies who think media tactics (targeting, reach, etc.) drive the most sales. It’s for good reason that everyone wants high brand awareness. A major study from TikTok reveals the greater a brand’s awareness, the greater the purchase conversion. Brands with high aided awareness have 2.86x greater conversion rates compared to low awareness brands. But not all categories operate similarly, Podscribe says that purchase conversion varies widely by advertising category and advises that it’s important to understand the purchase conversion benchmarks for your product category. See the full blog post here.
South Florida viewers are confused. WPLG, which brands as “Local 10,” was an ABC-TV affiliate for 69 years… until yesterday. Now it’s more local than ever, after divorcing its network, whose programming moved to the FOX affiliate’s digital channels 18.1 and 7.2, now branded “ABC Miami.” Among courteous FAQs about this change on WPLG’s web site: “How do I rescan my TV?” to find ABC programming.
the program “continues to build a powerful platform that champions American values, highlights critical national security issues, and gives voice to law enforcement, veterans, and grassroots advocates.” Letts adds, “I’m honored to bring our message to listeners in Los Angeles and Portland. Now more than ever, we need open, honest dialogue on the challenges facing our country – and we’re doing just that, one conversation at a time.”
Myers/Naples; Jacksonville; Pittsburgh; Indiana, PA; Greensburg, PA; and Punxsutawney, PA) that do not overlap with Townsquare’s market footprint. Townsquare Ignite president Todd Lawley states, “We’re excited to partner with Renda Media to bring our market-leading digital advertising solutions to their expansive client base. Our success stems from a deep expertise in leveraging our proprietary in-house programmatic platform and data-driven strategies to deliver measurable value. Through this partnership, we look forward to equipping Renda Media with the tools, insights, and proven strategic approach needed to strengthen their digital capabilities and accelerate client growth.” 
Vingan moves to the 3:0 pm to 6:00 pm daypart. The late morning Chase & Big Joe show – Chase McCabe and Joe Dubin – moves to the 12:00 noon to 3:00 pm slot, and a new program hosted by Jake Lyman launches in the 9:00 am to 12:00 noon daypart. Director of operations & sports program McCabe says, “This new lineup reflects 102.5 The Game’s deep commitment to being the go-to destination for Nashville sports fans. We’re the place to get your news, celebrate wins, and vent about the losses. Your Sports Live Here!”
says, “Weekday shows ‘Sunrise Carolina with Joey Hudson,’ ‘The Tara Show,’ ‘The Mike Gallagher Show,’ ‘Straight Talk with Bill Frady,’ and ‘The Charlie James Show’ also secured the top spot across all prime dayparts with persons 12+ and adults 35+.” Audacy South Carolina operations manager Mark Hendrix says, “The exceptional performance of our Audacy Greenville stations is a direct reflection of our incredible talent, the passion they bring every day, and their connection with our listeners.”
group and sales operations, effective September 1. Licata has been serving as EVP of sales operations and client success. Other changes include 
A New Jersey radio station thought they were just being clever online. They scanned a photo from New Jersey Monthly, cropped out the photographer’s credit line, and posted it on Facebook – inviting listeners to edit and reshare it for fun. ying to engage listeners to interact with the station with more than just their ears.”
threatening free speech, medical autonomy, and the core doctor-patient relationship.” Dr. Gold states, “This is a wake-up call. We’re watching medicine become weaponized against the people it’s meant to serve. This film asks the question every American should be asking: Who does your doctor work for?” SalemNOW general manager Robert Ellis adds, “We’re proud to give a platform to voices willing to stand for truth. This film is essential viewing for anyone who believes medical freedom is worth protecting.”
company’s media platforms, bringing her energy, expertise, and signature charisma to a wide array of content.” Crull will be full-time co-host of “The Buck Belue Show” and will make regular appearances on “The Locker Room” morning show, in addition to leading efforts to expand Dickey Broadcasting’s digital footprint through original podcast content and cross-platform storytelling. Station president and GM David Dickey says, “We couldn’t be more excited to bring Kelly on board full time. She’s the kind of multi-talented broadcaster that elevates everyone around her. Whether she’s behind the mic, in front of the camera, or developing digital content, Kelly brings a passion and professionalism that align perfectly with our mission to inform, entertain, and connect with sports fans across Georgia and beyond.”
Salzone to operations manager for the 10-station cluster. Salzone will take over for Chris Allinger who is retiring at the end of August. Cayuga Media Group president and GM Chet Osadchey says, “Joe is an incredibly hard-working and knowledgeable broadcast professional. He will be a guiding force in our continued evolution as a local media source.”
and actions prior to the Paramount-Skydance merger. Paramount’s CBS agreed to a settlement with President Donald Trump over a Kamala Harris interview on “60 Minutes.” The complaint says, “Everyone from U.S. senators to CBS employees to a dissenting FCC commissioner has said the settlement appears to have been a bribe to grease the wheels for Carr’s FCC to approve the merger. Even putting Paramount aside, Carr has pursued numerous other frivolous and unconstitutional legal proceedings and threatened more of them in furtherance in his efforts to intimidate broadcast licensees to censor themselves and fall in line with Trump’s agenda.” It goes on to say, “Carr’s actions brazenly violate legal and ethical standards that govern the practice of law and public officials, undermining the First Amendment, the FCC’s credibility, and the laws he is trusted to administer. His abuse of his office to force an unwarranted settlement of a private lawsuit is shameful and warrants disbarment.”
Reviewing radio’s challenges:
of Atlanta. And raised an event record of more than $2.1 million. WSB director of operations Ken Charles says, “95.5 WSB has the most generous listeners in the country, without them this is not possible. I am blessed to work with the most passionate, dedicated and hardworking team in the business. I couldn’t be prouder of what we achieved over these incredible and inspirational 38 hours.”
media users, and linear TV viewers. Ad-supported audio listeners are more likely to be Amazon Prime members, spend more, and were more aware of Amazon Prime Day 2025; 2) Ad-supported audio (AM/FM radio, music streaming, and podcasts) are ideal media platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners spend more online than TV viewers; 3) AM/FM radio makes your TV better – “20 gets you 50”: A 20% shift of a TV media budget to AM/FM radio generates a +50% increase in campaign reach. Nielsen Media Impact campaign optimizations reveal shifting media weight to AM/FM radio generates significantly more reach, especially among younger 18-49 demographics. AM/FM radio does an extraordinary job in increasing campaign reach among light TV viewers who will not see retailer TV ads; and 4) Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase, and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising. 
for free markets, Gomez called out the FCC’s role and Paramount for “cowardly capitulation.” Trusty said, “This transaction reflects the free market at work, where private investment, not government intervention, is preserving an iconic American media institution. During its review of the transaction, the Commission determined the merger was lawful and would serve the public interest. This deal brings fresh 
leadership, new capital, and a clear plan to compete with dominant tech platforms.” Gomez stated, “In an unprecedented move, this once-independent FCC used its vast power to pressure Paramount to broker a private legal settlement and further erode press freedom. Once again, this agency is undermining legitimate efforts to combat discrimination and expand opportunity by overstepping its authority and intervening in employment matters reserved for other government entities with proper jurisdiction on these issues. Even more alarming, it is now imposing never-before-seen controls over newsroom decisions and editorial judgment, in direct violation of the First Amendment and the law… The Paramount payout and this reckless approval have emboldened those who believe the government can – and should – abuse its power to extract financial and ideological concessions, demand favored treatment, and secure positive media coverage. It is a dark chapter in a long and growing record of abuse that threatens press freedom in this country.”
Mark Walters
iHeartMedia Norfolk announced today (7/25) the debut of BIN 92.1 FM, Norfolk’s Black Information Network, effective immediately. The Black Information Network has transitioned from 105.3 FM (WNOH) to its new home at 92.1 FM (WHBT), where it will continue delivering what is described as “nonstop, reliable news coverage shaped by the Black community.” According to iHeartMedia Norfolk market president, Denene Moore, “Listeners can count on the same high-quality journalism, in-depth reporting, and culturally relevant storytelling—now on 92.1 FM and available on the iHeartRadio app.” Moore continues, “BIN has become a vital voice in communities across the country, and we’re proud to continue that trusted news and perspective here in Norfolk. This move ensures that our listeners have access to the stories that matter most, told through a lens that reflects their experiences and voices.”
by President Trump’s claims of liberal bias at NPR, voted to strip public broadcasting of all federal funding. But Chapin says the choice was hers and not driven by the action in Congress. Chapin says, “I have had two big executive jobs for two years, and I want to take a break. I want to make sure my performance is always top-notch for the company. NPR CEO Katherine Maher says, “Edith has been an indispensable partner during my first year at NPR, a steady leader for a large part of this organization, and a fantastic collaborator as a member of the executive team.”
Conventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”
SVP of sales for the station group. This move comes after the recent retirement of Jeff Tyler. iHeartMedia division president Nick Gnau comments, “Over the past two years, Dan has consistently demonstrated exceptional performance and a deep understanding of the market, earning him this well-deserved promotion to market president. His leadership as the sales lead has been instrumental to our success, and we are confident that both our team and partners will benefit even more from his expanded role.”
the country, particularly in rural and underserved areas. However, Americans are increasingly skeptical of media institutions, with trust in media at historic lows. That reality cannot be ignored. It is not unreasonable for taxpayers to expect transparency, accountability, and balance from any outlet receiving federal support. Nor is it unreasonable for Congress to reassess whether public funding models established in a different media era remain justified today, especially when Americans have more access to more content from more sources than ever before. This action does not signal the end of public media. Instead, it presents an opportunity for innovation, partnerships, and more localized decision-making. As a regulator, I will continue to support policies that promote access and competition in media, without presupposing that one model of funding or content creation should be immune from public scrutiny or reform.”
that Audacy bargain respectfully and in good faith as we work to improve our salaries, benefits, pathways to promotion, workplace safety, remote work options, preserve severance, and protect against the growing threat of artificial intelligence.” Regarding the issue of safety, WGAE president Lisa Takeuchi Cullen says, “1010 WINS runs 24/7 and requires people to commute to the office at all hours. The station’s journalists have been threatened and even attacked. Audacy needs to take responsibility for the safety of its employees and our members. This is one of the many issues that management still needs to address in a fair and equitable contract.” 
receive on our mobile phones. With underlying frameworks that are 31 and 13 years old respectively, we think it’s time to explore if structural changes to these systems are needed, with an eye towards making sure we are leveraging the latest technology to save lives. Similarly, we will also vote to initiate a review of our system for collecting real-time data on network outages and restoration during and after major disasters. Since its inception in 2007, our Disaster Information Reporting System (DIRS) has proven to be a valuable tool for collecting actionable information to help with recovery efforts. While the DIRS reports are valuable, they can be time-consuming to produce, drawing resources away from responding to an ongoing disaster. The Commission will vote on reforms to streamline DIRS to make sure that its benefits outweigh its burdens. We’ll close our August meeting by removing unnecessary regulations and injecting common sense across the Commission’s policies—critical features to streamline the implementation of our Build America Agenda.” 
“Eric from Dominion saying he was going to make sure President Trump lost the 2020 election.” That was picked up and broadcast by OAN network and further repeated by the Trump campaign and Trump attorneys Rudy Giuliani and Sidney Powell. Coomer also sued MyPillow CEO Mike Lindell and won a $2.3 million judgement. Courthouse News also reports that Coomer is also suing Salem personality Eric Metaxas who recently filed with the court to settle and is awaiting approval from the court. Interestingly, Corporon – a practicing attorney – is representing Gateway Pundit owner James Hoft who is also being sued by Coomer for defamation. That case is scheduled to go to trial in April of 2026. 
and NPR’s most popular podcasts – “NPR News Now” and “Up First” – maintain their first and second-place finishes, respectively. Changes of note from May to June include Salem Podcast Network’s “The Charlie Kirk Show” rising three places to #5, Cumulus Podcast Network’s “VINCE” rising one spot to #10, and iHeartRadio’s “Clay Travis & Buck Sexton” falling two places to #16.