Fresh off final approval of the purchase of Citadel, Cumulus has made its first major change. Washington's 630 WMAL-AM will now also be available on 105.9-FM. The goal is to "compete directly with the nation's highest-grossing radio station," WTOP. Beginning today at noon, WMAL will simulcast its news and talk programming on 105.9 FM WVRX -- providing FM listeners in the DC area with access to WMAL's 85 years of programming and community service. Cumulus CEO Lew Dickey says "When we grew to 570 stations nationwide last week, after closing the Citadel deal, I told my team to be creative at using innovative ways for the newly acquired stations to bolster our community involvement and that's what our Washington, DC team has done so elegantly here."
WMAL GM Jeff Boden says ?By expanding our successful brand to the FM dial, we will be a viable listening and advertising option for many more people in the Washington, D.C., area. There are many potential listeners who never listen on AM, and we are now making programs of wide interest available to the largest possible audience."
Cumulus says, "this simulcast uniquely positions WMAL/WVRX to compete head-to-head with WTOP, whose $57 million in annual ad sales make it the highest-grossing station in the nation. While WTOP has a repetitive news-wheel format, WMAL/WVRX programming is interactive through a mix of news reports and call-in shows that allow for engagement with listeners.
Programming simulcast as of noon today on AM and FM includes The Chris Plante Show, Rush Limbaugh, Sean Hannity, Mark Levin and ?Morning Majority? (hosted by former Fox News anchor Brian Wilson, ?The Daily Caller?s? Mary Katharine Ham and WMAL veteran Bryan Nehman).
On Friday, following approval from the Department of Justice and Federal Communications Commission, Cumulus completed a $2.2 billion purchase of Citadel Broadcasting.
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