Cherry Creek Radio was born February 1, 2004. The company operates 58 small-market stations in St. George, UT; Lewiston, ND; four markets in Montana (Great Falls, Helena, Butte, and Missoula); Eastern Washington (Tri-Cities and Wenatchee); and Sierra Vista, AZ. Only one of those markets, Tri-Cities, is rated. Joe Schwartz is Cherry Creek's president and CEO and has been executing great radio for 38 years. Schwartz is part of our annual "Independent Warrior" issue of Radio Ink to be released Monday. A common theme among the small- to mid-market operators we interviewed was that to survive in radio today you must reinvent who you are. How did Schwartz do that? Let's find out...
