Cumulus Media To Simplify Station Advertising Through Agreement With WideOrbit

WideOrbit and Cumulus Media are entering into a licensing agreement to install WideOrbit Traffic software and other software at all 447 Cumulus Media radio stations across the U.S.

Under the terms of the agreement, WideOrbit will provide Cumulus with a comprehensive operations solution for traffic management, digital advertising, network and barter ads, electronic payments, revenue optimization, and hosting. The software allows all stations to log into the same database, and will streamline corporate reporting and credit management, optimize spot scheduling, and give Cumulus advertisers a simple, integrated method for paying invoices with credit cards and ACH electronic payments.

WideOrbit products will replace Cumulus’s Stratus traffic system, with implementation expected to begin before the end of the year and continue through the First Quarter of 2019.

“WideOrbit’s best-in- class traffic operations system will support and propel our businesses across the U.S. by simplifying and streamlining the advertising process,” said Mary G. Berner, President and Chief Executive Officer, Cumulus Media. “This step is another move to further integrate operating systems companywide, empowering managers in local markets with tools to maximize revenues by making it easier for our customers to buy radio in every Cumulus market.”

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Lorie Hollabaugh

Hollabaugh, a staff writer at MusicRow magazine, has over 20 years of music business experience and has written for publications including American Profile, CMA Close Up, Nashville Arts And Entertainment, The Boot and Country Weekly. She has a Broadcast Journalism and Speech Communication degree from Texas Christian University, (go Horned Frogs), and welcomes your feedback or story ideas at lhollabaugh@musicrow.com.

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