Cumulus and Townsquare turning in multiple licenses and taking radio stations silent is both depressing and disgraceful. The company line stating that these are limited signals with few listeners, few if any employees, and zero revenue, allocating their associated costs to still viable stations is bull.
Oh, I do believe it’s true these signals had zero ratings or revenue, and staff had long been removed. Make no mistake though, radio companies have devalued these smaller signals by gutting them, neglecting them, and now silencing them.
Like most of radio’s present-day conundrums, these are self-inflicted wounds. These, in particular, are now fatal, apparently, for these once vital signals. Local over-the-air stations are licensed to serve the communities they reach. These stations weren’t doing that, so perhaps, in some ways, it is better than allowing them to continue to shrivel. However, while the expanding media ecosystem is a factor, offering a garbage product is a certain failure.
These moves have repercussions for the industry as a whole. Much like the endless terminations of radio talent, they drive a narrative with the public, advertisers and local communities that radio is dying or dead, unviable, and sad. If the loss of people and brands continues to be inevitable as these companies trudge along, crippled by mismanagement, debt, and private equity pressure, does local radio owe explanations?
Usually, talent simply disappears without an opportunity to say goodbye and sign off. Stations simply go dark, with the only narrative being, “They went belly up,” like an old-time Main Street mom-and-pop business.
I think it’s yet another question of the need for steady leadership and the too-frequent lack thereof today. Managers can recognize the vestige a talent casts or the imprint a station brand has. And at times, no public explanation may well suffice. Other times, a mutual handshake OR a public goodbye and so long is necessary and good business.
There is a reason humans throw celebrations of life, such as wakes and retirement parties. Celebrating what was and being glad it happened rather than upset it’s ended is part of the life experience.
Rather than damaging terrestrial radio’s overall brand and image time and again in these uncertain times by respecting the relationship stations and talent have with their local communities would go a long way.
What would go further are owners not interested in being good broadcasters to cut their losses and get out, selling to others who do as it’s becoming too late to turn the ship around with public perception. The cume is still there now, though shaky. The point of no return is up ahead.
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Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
