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Tuesday morning Cumulus gave more detail about its plan for "NASH," after the Monday flip to Country on 94.7 in New York City. The company plans to build new studios in Nashville for what will eventually become a big national brand over time, according to CEO Lew Dickey. "The plan is to make this a multi-media entertainment brand targeting the country lifestyle." The brand will be offered on a syndicated basis to all Cumulus Media network affiliates. Dickey also says the search is on for the best talent in the business to put on the station. Following the launch, the station is all music.
Lew Dickey: They've been very constructive and helpful. Cumulus is the largest company broadcaster: 85 stations and about 15 million listeners. It is a large platform. This New York station - I don't know if people quite realize this, but it is the number one market for country music sales in the country. 20% more country music is sold in New York than in Nashville.
About launching Country in New York City, Dickey says it is an underserved segment. "Research showed that
when Kenny Chesney shows up for a concert at Giants Stadium, he sells it out in 5 minutes. You've got Blake Shelton on The Voice. You've got Keith Urban on American Idol. You've got Faith Hill doing the opener for Sunday Night Football. Country has become mainstream now. There are over 80 million country music fans in the United States. The other thing people don't realize is that Country is the second highest listening segment for teens behind Top 40. Not Rap or Alternative, but Country. It is multi-generational format appeal. It is a lifestyle. Having the country's largest media market, New York City, to have the flagship brand is pretty exciting."
Dickey says listeners in New York City can expect a great radio experience, terrific talent, their favorite country music, great promotions, concerts and exciting production. It will be a great on-air experience for people, as well as what we can do off-air and online with events to actively engage this great segment here in New York City.
President and CEO of the Big Machine Label Group Scott Borchetta told Radio Ink yesterday that "It is with great enthusiasm we welcome Cumulus to the Country fold in NYC with NASH-FM! Not having a Country presence in the world's media center has been a hole in our hearts for too long. Not anymore! I think the format is much more aligned with a wider sonic landscape that is much better suited to New York than past eras. Whether it's music's biggest stars such as Taylor, Tim McGraw and Rascal Flatts or the new guard of The Band Perry, Brantley Gilbert and Florida Georgia Line, I think we're more ready than ever to take on the Big Apple." Borscetta is on the February 18th cover of Radio Ink Magazine.
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