This industry guest column on the demise of WCBS Newsradio 880 is from Kipper McGee. Kipper McGee is a recovering broadcaster turned media strategist, consultant, and author of the book BRANDwidth: How Big Broadcasting is Missing the Mediamorphosis. With a career spanning top management roles in radio and digital platforms, Kipper has guided some of the nation’s most recognized media brands through the rapidly changing landscape of modern broadcasting. He continues to share his expertise through speaking engagements, workshops, and his popular podcast, “BRANDwidth On Demand” co-hosted by David Martin. For more insights, visit kippermcgee.com.
“Many ask whether broadcasting as we know it will even exist in 2025?” Those were the opening words in my book, BRANDwidth: How Big Broadcasting is Missing the Mediamorphosis.
These words resonate now more than ever. As we approach the year that once seemed distant, the trajectory of big broadcasting reveals a troubling picture—one that feels eerily like a canary in a coal mine, except the canary has grown bigger, and its song more ominous.
The recent demise of WCBS Radio in New York, a station that stood as a titan in the industry, is the latest and most glaring example of the slow death big broadcasting is suffering — death by a thousand budget cuts. High-rated air talents are being axed, research departments dismantled, marketing efforts slashed, and seasoned market management and sales staffs dismissed. All in the name of “efficiency.” But what’s really happening is a slow erosion of the very fabric that made radio indispensable.
We’ve witnessed this steady decline in the very entities that were once the pillars of the broadcast industry. Trade media have been rife with reports detailing these systematic cutbacks—every month, another round of layoffs, another station going silent, another
community losing its local voice. And yet, the industry wonders why local radio is drawing ever-decreasing listenership.
The truth is, radio’s struggles stem from more than just budget cuts. We’re in the midst of a *MEDIAMORPHOSIS*, a shift from AM/FM to satellite, streaming, and apps. Radio, as we knew it, has been overtaken by platforms that offer personalized, on-demand content. Yet, instead of innovating, many broadcasters have doubled down on the old model, trimming the very elements that made them unique and relevant.
As I wrote in “BRANDwidth“: “If (AM) radio dies, it will be ruled a suicide…” This isn’t just about AM; it’s a reflection of the broader industry. The repeated budget cuts, the lack of investment in content, and the refusal to adapt are all contributing to radio’s slow demise.
Amid this decline, the government is trying to “save AM radio” with the AM Radio for Every Vehicle Act, a bill supported by broadcasters and the NAB. But it feels like putting a Band-Aid on a broken leg, as radio fights to stay relevant in a digital world.
The shortcomings of radio in this era of consolidation are many. Local flavor has given way to homogenized content, community engagement has been replaced by automated playlists, and innovation is stifled by corporate mandates focused solely on short-term profits. Radio has forgotten that it’s not just about broadcasting; it’s about connecting.
If radio keeps going down this path and fails to evolve, it won’t be because listeners stopped tuning in, but because we stopped giving them something worth tuning in for. The final budget cut will be the outrageous electric bill, and the only sound left will be static. And as that canary in the coal mine falls silent, you can almost imagine it joining William Paley at that great AM station in the sky—where the airwaves are clear, the content is king, and radio still matters.
