Cumulus has struck an exclusive radio deal with CNN Newsource that will provide its radio stations with content from the global news outlet.
While the content won’t carry the CNN name, the move helps the Time Warner unit — run by Jeff Zucker — reap revenue from its existing content. CNN is said to have axed its CNN Radio product back in 2012, but still provides content to around 1,000 affiliates, including TV stations and newspapers.
For some who want hard news, this isn’t the service… The emphasis is more on shorter stories, less hard news and ‘give it to me when I want it.’
- Cumulus CEO Lew Dickey
The news gives radio stations another choice in who they use in addition to the traditional broadcast network selections.
The Cumulus-owned syndication outfit Westwood One represents major network news outlets — including ABC, NBC and CBS (Fox News is with rival Premiere).
However, research suggested stations were looking for something “more reflective of today’s listeners,” says Lew Dickey, Cumulus chief executive officer.
Stations such as NYC’s Cumulus-backed WPLJ, for instance, can ask for CNN Newsource video, audio or text and tailor it for their local audience’s interests.
Dickey added: “It’s differentiated product. For some who want hard news, this isn’t the service, but there are fewer of those types of stations across the country. The emphasis is more on shorter stories, less hard news and ‘give it to me when I want it.’ ” Dickey said many more stories were driven by what’s happening on social media.
Around 10,000 stations will have access to fully customized news content via Westwood One’s Storq technology operation, which tailors news packages for stations and their accompanying Web sites to make them feel local.
The CNN deal is exclusive, according to Cumulus, and was negotiated over the past year. Cumulus is paying CNN for the content and Westwood One will license it to radio partners in exchange for ad inventory.