Cumulus Media Takeover, Susquehanna Radio

RADIO'S NEW 'GRAVEYARDS'

At Newly-Acquired Stations, Headcount Massacres





Recognizing that companies sometimes need to reduce staffing levels in order to remain competitive, your Radio Equalizer is a supporter of free- market capitalism.

In the case of Atlanta-based Cumulus Media's takeover of Susquehanna Radio's properties (in Dallas- Fort Worth, Kansas City, San Francisco, York, Houston, Atlanta and elsewhere), however, let's call it what it is: an unprecedented headcount chainsaw massacre.

As one insider spelled it out, "I now work inside a graveyard."

In order to meet unrealistic post-takeover goals, Cumulus has slashed everything in sight, including essential personnel in the engineering and IT departments. Promotions, on-air imaging, production, you name it, all have now been efficiently exterminated.

What will keep these stations on the air?

Compared with Air America's corporate bloat, it's the opposite extreme.

In my latest Inside Radio column, we take a look at what it's like to function in broadcasting's newest ghost towns.

For these stations, does Cumulus have any intention of building prosperous futures? Or will they be flipped faster than a new highrise condo in South Florida?

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