For Bridget England, radio isn’t just a job, it’s home. Literally.
The Program Director of Cumulus Media’s 96 Rock, WFTK-FM, in Cincinnati, has spent her entire radio career in her hometown. a rarity in an industry known for its nomadic nature.
“I’m kind of a rare breed in radio. I was born and raised in Cincinnati and have been lucky enough to build my entire career right here,” England says. “I’ve had a few bumps along the way (who hasn’t in this business?), but that’s part of the ride.”
From Morning Host to PD
After 15 years as a morning show host on 96 Rock, England stepped into the PD role, something she says just made sense. “This is what I know. The station feels like family. Sometimes it drives you crazy, but you love it no matter what and want the best for it.”
England sees 96 Rock as more than just a radio station; it’s a connection point. “We’re part of the fabric of Cincinnati. We support local businesses, team up with community organizations, show up at events, and cheer on the local teams. All of it,” she says. “We want to be a voice people trust. Our listeners know we’ve got their backs.”
That local-first approach extends to the station’s passion projects as well. “We’re big on supporting veterans, raising awareness around mental health, and lifting up local nonprofits,” England says. “These are the things that really matter to our team and our audience. We’re proud to use our platform to spotlight the people making a difference.”
Real People, Real Talent
When it comes to A+ talent on the station, England doesn’t hesitate. “I look for people who are real and driven. You’ve got to be authentic on-air. Someone listeners feel like they actually know,” she says. “And hustle matters. Always learning, always growing.”
But it’s not just about performance inside the studio. “You’ve got to live the life. Go to the shows, hang out where your listeners hang out. Be part of the community. Be the friend they’d grab a beer with. And if you’ve got a great sense of humor and are up for just about anything? That seals the deal.”
Navigating the Three-Minute Qualifier
Like every programmer, England has had to adjust to PPM realities, particularly when it comes to the new three-minute rule. “It’s definitely made us more aware of pacing. We want to keep things tight and engaging,” she says. “But you also know when to let a great moment breathe. The data’s important, but instinct and experience still matter. Sometimes you’ve got to break the rules to make good radio.”
When it comes to the format, England isn’t buying the “rock is dead” narrative.“There’s a great mix of core artists still putting out strong music, and new bands are constantly coming up with fresh sounds,” she says. “Rock isn’t just surviving, it’s evolving.”
Supporting Local Artists
And her station is doing its part to support that growth, especially on the local level. “Cincinnati has some incredible talent, and we love being a platform for them,” she adds. “Whether it’s interviews, promoting local shows, or just being part of the scene, we’re always looking for ways to support local artists.”
One area where England says the radio industry still has work to do? Representation. Especially for women in leadership. “I can’t tell you how many meetings I’ve been in where I’m the only female in the room,” she says. “There’s so much talent out there, but we need to do a better job of opening doors and creating space for women to lead, contribute, and shape the future of this industry.”
Intentional Leadership
Her advice? Be intentional. “It starts with who we’re mentoring, hiring, and promoting. Representation matters.”
“Radio is a team sport,” England says. “I’m lucky to work with people who show up every day ready to give it their all. We push each other, support each other, and have a lot of fun along the way. I’m grateful to be able to talk about the work that still gets me excited every morning.”
Follow Bridget England and the station on Instagram: @96RockCincy and Facebook: 96 Rock Cincinnati.
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Charese Fruge’ is an award-winning Content, Broadcast, and Marketing executive with over 20 years of experience in markets like Los Angeles, San Francisco, Houston, San Diego, and Las Vegas. As the owner of MC Media, she works with radio brands and individual talent, especially young women, helping them grow their brands and negotiate on their own behalf. She is also a Voice Actor and Voice Over Talent as well as a Freelance Writer for International Broadcast Outlets. Find her at @MCMediaOnline or www.mcmediaonline.com.
Rock on Bridget! She is such a pro!!
Nice work Bridget, you definitely are a rare breed but you make it work. Congratulations on all of your success and accomplishments!