WWO: Case Study in Creating Future Demand
This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at a Joplin, Missouri hardware store’s successful efforts to create future demand through long-term 
advertising on AM/FM radio. Using quality creative – catchy and humorous jingles – Henkle’s Ace Hardware built unaided awareness of 47%, ad recall of 19%, and brand favorability of 25%. These very strong numbers are capped off with an impressive 23% of people in Joplin having ever used Henkle’s Ace Hardware and 10% saying they would use Henkle’s Ace Hardware if the need arose. As the blog notes, creating future demand is advertising to that much larger group of consumers who are not in the market and are not ready to buy now but will be in the future. The goal is making them feel familiar with and positively toward your brand to get them to gravitate toward them when they enter the category. See the full blog post here.
my family and friends who support me, love me, and make me laugh every day. What’s next? I’m not sure. I am anxious. I am sad. Mostly I am hopeful.”
Buffalo to Cumulus Media’s WGRF-FM “97 Rock” as the flagship radio station for the Buffalo Bills Radio Network. The marks a return to “97 Rock” after 14 years with WGR. In the Bills broadcast booth will be Chris Brown, who returns for his fourth season as play-by-play announcer, joined by color analyst and former Bills Pro Bowl center Eric Wood for his seventh season. Bills legend Steve Tasker will join the game day coverage team as the sideline reporter.
journalist Lars Sivertsen will join ‘The KickAround’ in studio for the duration of the World Soccer coverage alongside the show’s long-standing hosts, Andy Swift and Peter Welpton. KTCK program director Jeff Catlin states, “This is our fourth year to cover World Soccer with expanded programming on ‘The KickAround.’ Interest this year is at an all-time high with key tournament games being played in Dallas-Fort Worth. ‘The KickAround’ will be a destination for Ticket listeners and both soccer fans and casuals.”
Awards for Excellence at the 2026 Wisconsin Broadcasters Association Awards Gala presented last Saturday (5/2). Cumulus notes that in the Medium Market News & Talk Stations Division, WOSH took First Place honors for Best Interview with hosts Steve Edwards and Ron Ross discussing WNAM’s final day of broadcasting on December 31, 2025, after 78 years on air. Program director Steve Edwards (pictured here with the awards) says, “We are thrilled to see NewsTalk WOSH and WNAM honored with four Wisconsin Broadcasters Association awards. The commitment to excellence and community-focused broadcasting continues to set the standard – these awards are well deserved.”
to coast. New station partnerships include WCCO-AM, Minneapolis; KTRS-AM, St. Louis; WPRO-AM, Providence; and KCMO-AM, Kansas City. The show airs live weeknights from 9:00 pm to 12:00 midnight ET. Westwood One says, “McGraw Milhaven delivers appointment listening for late-night audiences, featuring host McGraw Milhaven’s signature mix of compelling interviews, sharp analysis, and positive energy listener interactions. Milhaven brings both authority and approachability to national late-night talk radio – offering a fresh, contemporary voice grounded in experience.”
advertisers are currently buying audio programmatically, up two times from 2022 (41%); 2) The most used programmatic audio demand-side platforms are Google Display & Video 360, The Trade Desk, and Amazon DSP; 3) Among publishers, the most utilized supply-side platforms for digital audio ads are Google Ad Manager, distantly followed by Amazon Publisher Services, Open X, and PubMatic; 4) Among those who purchase podcasts, Google DV360, The Trade Desk, and Amazon’s DSP are the most utilized demand-side platforms; and 5) Recent announcements from Amazon Ads indicate a major expansion of over-the-air AM/FM radio and audio advertising capabilities within the Amazon Demand Side Platform. Regarding that last point, the study notes that those moves “focus on bridging the gap between traditional broadcast AM/FM radio and digital, programmatic buying, allowing advertisers to use Amazon’s first-party signals for targeting and measurement.” 
morning program on Cumulus Media’s WMAL-FM, Washington, DC. O’Connor also serves as editor of Salem’s Townhall.com. Salem says, “By aligning O’Connor’s leadership role at Townhall.com with his national radio and television presence – and his growing digital footprint – Salem is further strengthening its integrated, cross-platform content strategy. This move positions O’Connor at the forefront of conservative political discourse while reinforcing Salem Media’s role as a leading destination for news, commentary, and influential voices.” Salem SVP of content Phil Boyce adds, “Larry is the go-to media voice for the people shaping policy in our nation’s capital. He’s built a show insiders rely on and an audience that cares deeply about the direction of the country. We’re proud to 
expand that success across our national lineup, leading the conversation every morning across America.” O’Connor says, “We’re excited to bring ‘O’Connor & Company’ to a broader national audience while maintaining the strong foundation and audience connection the show has built in Washington. At the same time, we’re building the future of media across radio, streaming, and digital platforms with Townhall and the Salem News Channel. Salem’s integrated vision aligns perfectly with my work across platforms, including my daily streaming show “LARRY,” and makes this an incredibly exciting next chapter. I’m also thrilled that my longtime collaborator and executive producer Heather Hunter will continue with the program as we expand nationwide.”
Frontlines with Mark Levin and Yael Eckstein,” exclusively presented by the International Fellowship of Christians and Jews. Cumulus says this series is a long-running collaboration between broadcaster and constitutional law expert Mark Levin and Yael Eckstein, president & global CEO of The Fellowship. Levin states, “In a moment when freedom is under assault abroad and unity is fraying at home, this season of ‘On the Frontlines’ confronts the hard truths of our time. We examine history, culture, and conscience to ask what’s really required of a free people – and why faith and courage still matter.”
on consumer lifestyles, purchasing behavior and cross-platform media usage while TOMA.Solutions adds a powerful layer of competitive insight by measuring “Top-of-Mind Awareness,” revealing which local brands own the first-to-mind position in their categories. Cumulus president of operations Dave Milner says, “Today’s advertisers want more than audience delivery. They want insight, clarity, and a stronger connection between marketing decisions and business results. By integrating specialized resources like The Media Audit and TOMA.Solutions into our broader research suite, our teams in these markets provide an even deeper level of local intelligence, helping our clients build more precise and effective campaigns.”
2025. The company reports declines in all segments of its business; even digital revenue was off 8.3% ($33.5 million). Network spot revenue was down 25% ($33 million), and broadcast spot revenue was $67.7 million, a decline of 16.3% from Q1 of 2025. Cumulus president and CEO Mary G. Berner says, “We are pleased to report first quarter earnings. The Court’s recent approval of our reorganization plan marks a pivotal milestone in strengthening our financial foundation and positioning the company to compete in the evolving media landscape. While we await FCC approval of the plan, we remain focused on leveraging our core strengths to drive long-term value creation.”
assumed the operations manager role at the company’s WMAL-FM, Washington. Cumulus regional vice president Larry Blumhagen states, “Art has proven to be exceptionally dedicated and creative in his years as APD for KABC. We are eager to watch him bring those qualities to the role of program director for KABC and KSFO.” Webb comments, “I’m excited to step into this role and build on the strong foundation already in place at both stations. Our focus remains on creating engaging, relevant content that truly connects with California listeners while continuing to elevate the incredible work of our talented teams. With such outstanding rosters in Los Angeles and San Francisco, I’m looking forward to sharing in much success together.”
Wang – is heard on 790 KABC-AM in Los Angeles and 810 KSFO-AM in San Francisco daily from 12:00 noon to 3:00 pm. Phillips is also a columnist for the Orange County Register and the Los Angeles Daily News. Wang also hosts the locally focused “KABC News Blitz” daily from 5:00 pm to 6:00 pm. Cumulus regional VP Larry Blumhagen says, “We are thrilled to extend “The John Phillips Show” and will continue to have John Phillips and Randy Wang speak about accountability in California to their loyal audience.”
Louisville area president Kristy Beebee says, “Christopher brings an exceptional track record of leadership, creativity and strategic vision, and will be a tremendous asset to our teams and listeners. Louisville is a dynamic, growing market, and we’re excited to see the impact he’ll make as we continue to elevate and strengthen our brands, talent and community connections.” Layfield most recently served with Cumulus Media as SVP of programming for Indianapolis. 
Cumulus’s relationships with advertisers, goodwill, and market share, and push it towards financial collapse. The District Court accordingly enjoined Nielsen’s anticompetitive conduct. 
Nielsen’s brief attacks those findings as speculative, asserting that Cumulus never showed any real risk of bankruptcy or any other non-compensable harm, but one of those irreparable harms has now come to pass: After a motions panel stayed the injunction, Cumulus declared bankruptcy—citing “the Nielsen network tying policy” as a significant contributing cause. The other harms identified by the District Court remain today and have become increasingly urgent, as Cumulus will lose access to Nationwide this September.” TALKERS associate publisher and Harrison Media Law senior partner Matthew B. Harrison comments, “Cumulus has fundamentally shifted the posture of this case. What began as a forward-looking claim of irreparable harm is now being presented as a realized outcome, following its Chapter 11 filing. The appellate court is no longer being asked to prevent potential damage, but to assess whether the harm that has already occurred can be attributed to Nielsen’s challenged conduct — or to broader economic pressures facing the radio industry.”
offers these tips: 1) Be exact: The more specific the language used, the more accurate the response; State a desired outcome like “grow awareness”, “increase sales”, or “expand my customer base”; 2) Use reputable sources within search queries to get accurate information; 3) Take careful note of sourcing and dates: Don’t take data at face value without checking it; 4) Understand that AI platforms are different: Results will vary depending on the platform; and 5) Expect responses will change: Lots of factors impact the AI answers so read them carefully. 
previously disclosed Plan of Reorganization. Cumulus Media president and CEO Mary G. Berner says, “When we initiated this prepackaged restructuring in March, we did so with a clear objective: to right-size our balance sheet to support long-term success. The court’s prompt approval of our plan keeps us firmly on track to eliminate approximately $600 million in debt and positions us to emerge with a significantly stronger financial foundation. We look forward to completing the restructuring and emerging as a well-capitalized company, better equipped to compete in the evolving audio landscape.”
sports insight, humor, and a natural storyteller’s instinct that resonates far beyond the studio. Station programming operations manager Paul Mason comments, “Ron is a game‑changer. He brings energy, curiosity, and joy to everything he touches. Watching his growth – not just as a broadcaster, but as a leader and connector – has been incredible. His ceiling truly doesn’t exist, and we’re excited to see what this next chapter brings.” In addition to his work with “104.5 The Zone,” Slay serves as a college basketball analyst for ESPN and the SEC Network.
Ryan will continue calling live 49ers games, as well as pre-and post-game shows. Cumulus regional VP Larry Blumhagen comments, “We at KNBR are tremendously excited to continue this valued partnership with the Niners. We have a wonderful relationship with the organization and its people, and they are truly a partner to us in connecting their fans with all the gameday action they love and demand. We look forward to continuing to provide 49ers fans with outstanding game day coverage on all KNBR platforms from AM/FM to streaming.”
way for the reorganization to move to the next step – approval from the Federal Communications Commission. When fully consummated, the plan will have eliminated $592 million of debt for Cumulus and puts control of the company into the hands of secured creditors. A new board of directors will be elected and although current executive management may remain in their positions, it is entirely up to the new board of directors to determine the company’s officers.
understate the immense sales effect power of creative. Some 122 marketers placed creative as the third most important contributor toward driving sales behind targeting and brand. But the reality based on analysis of 450 ad campaigns indicates creative is far and away the most important driver of sales. Both marketers and agencies place the greatest importance on targeting. Experts caution that too narrow targeting is ineffective. 
of 2025, net revenue was $741.6 million, a decrease of 10.3% from 2024. For the full year 2025, the company posted a loss of $200.7 million. Cumulus reports by segments and for all of 2025, broadcast revenue was $116.2 million, a decline of 22.2% from 2024. Even digital revenue fell in 2025 to $151.3 million, down 1.9%. Cumulus Media president and CEO Mary G. Berner says, “The Company’s recently announced financial restructuring marks an important step toward meaningfully reducing the debt burden that has constrained the business. Looking ahead, we remain focused on building on the core strengths of the Company to maximize value.”
deceased, known or unknown, in New Mexico who has made a meaningful impact on their community, through service, leadership, sacrifice, or simply showing up when it matters most. On May 4th, News Radio KKOB will begin announcing honorees, with four individuals recognized each weekday, leading up to a culminating event later this summer. KKOB program director Aaron “Buck” Burnett says, “250 Flags is about recognizing the people who don’t always get the spotlight. New Mexico is full of everyday heroes, and this gives us a chance to tell their stories and honor them in a meaningful way.”
San Francisco. Cumulus chief content officer Brian Philips says, “Among our strong field of Cumulus programmers, Luis leapt from the pack as the person possessing the energy and imagination to lead WMAL. Luis visualizes the multi-dimensional future of this big brand. The immense benefit of keeping Luis ‘in house’ is that he will continue to offer expert counsel to our revitalized operations in San Francisco and Los Angeles, as needed.” Segura says, “I’m incredibly excited to work with the legendary staff of Cumulus’ flagship news/talk. WMAL is packed with national names like Larry O’Connor and Chris Plante, and I can’t wait to join the team.”
manage the business as CEO upon successful acquisition.” Warshaw also says he steered SFM and Del Nin to the deal that made SFM a majority stake holder of the new Audacy in early 2024 and alleges he was promised he’d be the next CEO of Audacy or that he would get 5% of SFM’s profits from the Audacy acquisition.
Now, in recent court filings, Warshaw claims that by mid-2023 he had identified HG Vora as the key holder of Audacy’s distressed debt and, through industry contacts, came to believe that HG Vora was already aligned with Cumulus Media to merge the two companies. But the filings stop short of proving that such a deal ever existed in a formal sense.
Milner comments, “Joyce is an experienced market leader with deep relationships across Salt Lake City, enabling her to bring sharp local insight and credibility to every client partnership. She excels at delivering integrated marketing solutions, helping clients leverage our multi-platform strategies that maximize the combined power of audio and digital to drive results. Joyce will be a tremendous asset to our Salt Lake City team and a growth catalyst for our clients.”
Specifically, since the company must get permission from the court to retain PricewaterhouseCoopers LLP as the independent registered public accounting firm for the company and its subsidiaries to complete the 10-K, it must wait to clear the objection hurdle expected to be complete by April 8. Cumulus notes that the ultimate timing of its filing of its Annual Report is dependent upon entry of the order.
to continue to operate its business as it makes its way through the Chapter 11 process that could be finalized in May if the pre-packaged bankruptcy plan continues to go smoothly. Attorneys for Cumulus reported to the court that the company now has the backing of 83% of its lenders for the reorganization plan that would put control of the company in the hands of the secured creditors. Once complete, the reorganization will have eliminated some $592 million of the company’s debt. 
include sports talk WXNT-AM. Cumulus Media president of operations Dave Milner comments, “We are thrilled to promote Darlene to Regional Vice President for Central Indiana, where she will oversee Indianapolis, Kokomo, and Muncie. Since joining Cumulus Media, Darlene has proven to be a strong leader who builds positive, high-performing cultures. Her ability to inspire teams and drive consistent, impactful results makes her exceptionally well-suited to lead this expanded region.”
reduction and asset-optimization initiatives, it went into refinancing mode in May of 2024, pushing loans that matured in 2026 into 2029. The filing states, “Despite these measures, ongoing industry revenue declines and macroeconomic headwinds continued to constrain liquidity and free cash flow. As a result of these various pressures, in the last quarter of 2025, the Company, with the assistance of its advisors, began to explore various strategic alternatives and potential liquidity-enhancing transactions. After considering the available options, the Debtors and their advisors determined that the best path forward was to implement a comprehensive recapitalization transaction either out-of-court or through the filing of prepackaged chapter 11 cases.” The key provisions of the Plan are: “2029 Secured Claims will be canceled in exchange for 95% of the equity in the reorganized Company” and “Other Funded Debt Claims will be canceled in exchange for 5% of the equity in the reorganized Company.” Additionally, the current Board of Directors will be discharged and it will be up to the new Board whether it keeps any or all of the current organization’s corporate officers. 
macroeconomic and industry-wide pressures we have faced have remained unrelenting. Against that backdrop, it became clear that Cumulus’s remaining debt burden limited our ability to fully realize the company’s potential, and this agreement represents a major step forward. The prepackaged process is intended to address the company’s debt efficiently with no disruption to our operations, our people, and our strategies. On emergence, a stronger financial foundation will better position Cumulus to continue investing in premium content, enriched audience experiences, advertiser performance enhancements, and the ongoing growth of our digital marketing offerings.” Cumulus has filed a proposed Plan of Reorganization that incorporates the terms of the RSA and is subject to approval by the Court. The requisite majority of debtholders committed to vote in favor of the Plan, which calls for the cancellation of 100% of the company’s existing funded indebtedness in exchange for 100% of the company’s reorganized equity and $50 million of new convertible notes, as well as the amendment and restatement of the company’s asset-based revolving credit facility to provide continued liquidity. Cumulus expects that the Court will hold a hearing to consider the approval of the Plan within 60 days of the filing date and that the company will emerge from bankruptcy following receipt of required regulatory approvals from the Federal Communications Commission.