Cumulus Launches New Digital Initiative

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We’ve been hearing for years now that some of radio’s biggest revenue gains are going to come from digital. It’s also no secret that a lot of advertisers are shifting ad dollars to digital, despite not really knowing if they’re getting results. Hoping to capitalize on that revenue shift, Cumulus has launched a new digital initiative that incorporates the power of radio.

The name of the initiative is “Cumulus Digital C-Suite,” and the company says all of Cumulus’ salespeople will now be presenting it to local businesses. The company spent the last year market-testing digital solutions with local advertisers, and CEO Mary Berner says the company has pulled together the most effective products that delivered the best results. Radio Ink spoke to Cumulus’ new VP of Digital Operations and Business Development Larry Linietsky about this new initiative.

Radio Ink: How is this different to what the company was pitching before?
Linietsky: We took the best of what we’ve been offering and selected those with excellent results for our clients, and added new and exclusive products to the mix, based on market feedback. The results of this is the C-Suite — easy-to-use products developed for all markets.

Larry Linietsky

Radio Ink: The release says, “featuring digital solutions in three distinct areas that can be used in any combination.” What are those three areas?
Linietsky: Targeted emails, targeted digital advertisements across premium sites and social, and specialized local services for assisting local advertisers with their digital presence

Radio Ink: Can you give us an example of “comprehensive custom digital marketing solutions” that sellers will now be presenting?
Linietsky: We have a wide variety of solutions from the three areas, and our AEs package the right ones for their advertisers based on their individual needs.

Radio Ink: What are the multiple platforms?
Linietsky: E-mail, social, Web, mobile, and of course radio, and streaming radio and podcasts.

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