Cumulus To Use WideOrbit Companywide

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Cumulus and WideOrbit have made a new licensing agreement under which Cumulus will install WO Traffic and other WideOrbit products companywide. WideOrbit is expected to begin replacing Cumulus’ proprietary Stratus system before the end of the year.

Cumulus Media President/CEO Mary Berner said, “WideOrbit’s best-in-class traffic operations system will support and propel our businesses across the U.S. by simplifying and streamlining the advertising process. This step is another move to further integrate operating systems companywide, empowering managers in local markets with tools to maximize revenues by making it easier for our customers to buy radio in every Cumulus market.”

WideOrbit CEO Eric R. Mathewson said, “We look forward to helping Cumulus simplify its technology infrastructure, grow revenue, and assure that its managers have timely, high-quality insights into business performance. The WideOrbit solution will help Cumulus strengthen its business and compete against other media alternatives to win business from advertisers.”

Under the deal, WideOrbit will provide systems for traffic management, digital advertising, network and barter ads, electronic payments, revenue optimization, and hosting. All Cumulus stations will be able to access the same database, and WideOrbit said the systems “will streamline corporate reporting and credit management, optimize spot scheduling, and give Cumulus advertisers a simple, integrated method for paying invoices with credit cards and ACH electronic payments.”

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