Following last week's sale of Cumulus Media, Dial Global has confirmed the rumors that it is reviving the WestwoodOne brand and has changed its name.
"We're proud of what we've accomplished as Dial Global. Through our belief in the power of sound we are dedicated to continuously reinventing the industry and creating the most dynamic audio programming that connects people to their passions," said Paul Caine, CEO of Dial Global. "With the audio industry's ever-changing landscape we know we've just scratched the surface of what's possible for audio's broad consumption. By reclaiming and reviving an iconic audio brand name, we are not changing who we are, but accelerating the great work we are doing to contribute to the growth of audio."
The company also announced it has commissioned an industry study on the "power of sound," aimed at "better understanding consumers, their behavior, and their interaction with audio." The study builds on current recency data proving radio as the most used medium closest to point-of-purchase and will explore trends in audio consumption based on behavioral tendencies among various demographics. Full study results are expected to be released in the fourth quarter of 2013. Preliminary findings further the notion that audio is an integral part of the new media landscape.
In the coming days, expect a new WestwoodOne website, social media presence, corporate logo, and marketing materials to reflect the new WestwoodOne brand.
Speaking to Forbes, Caine explained that the WestwoodOne name was just better known nationally that Dial Global, saying, "Having to explain who we are sometimes creates a level of what I would call friction. We havenít had a strong calling card, coming in, of who we were."
Discussing the deal with Cumulus, Caine told Forbes, "Itís an acceleration of our goals. It gives us a path of trusted distribution and a sense of leadership within the audio space."