Cumulus Announces National "Nash" Brand For Country Entertainment
January 22, 2013
Following yesterday's debut of Country "NASH FM 94.7" in New York City, Cumulus has announced the launch of "NASH" as a "multi-platform entertainment brand based on the Country music lifestyle that will feature radio stations, a monthly magazine, website, social media, concerts and television programming." Cumulus also announced it will switch the call letters for NASH FM 94.7 from WRXP to WNSH. Cumulus is the largest Country radio broadcaster in the United States with 83 Country stations.
"Country is more than just music -- it's a lifestyle that is rich with content and marketing opportunities because Country is mass appeal and very much underserved in all forms of media," said Cumulus CEO Lew Dickey. "Cumulus is committed to serving this significant lifestyle segment that stretches from coast-to-coast by creating a full complement of content on the radio, in print, online and on TV."
NASH Magazine, published by Modern Luxury, will debut in the second half of 2013 along with an interactive and innovative NASH website. NASH will also include social media content and exclusive concert events.
NASH radio programming will include live shows, some originating from Nashville, and will be available to stations throughout the day through Cumulus Media Networks. All Country stations owned by Cumulus will feature the NASH brand and content.
Dickey also spoke to the Wall Street Journal about the NASH branding, saying it is a "big gamble" to bring the Country format back to the dial in New York. However, he adds that "Country has become mainstream and has a large, lucrative consumer segment."
Dickey also confirmed that Cumulus had considered putting Rock, Sports or Talk on 94.7 before choosing Country. "Anything you do has risks…but quite a bit of background research showed this is an unserved niche," he told the paper.