What Does the Future Hold for WPRO?

Kate Nagle, GoLocal Contributor

What Does the Future Hold for WPRO?

In the wake of the ouster of WPRO General Manager Barbara Haynes, what does the future hold for WPRO's AM and FM radio groups that heavily feature local programming -- with a parent company that has been known to make deep cuts in its markets?

With a long standing presence in the Rhode Island market dating back to its days owned by Cherry & Webb, the takeover of previous WPRO owner Citadel by Cumulus Media in 2011 has since seen the new parent company's stock drop precipitously in the past year -- down nearly two-thirds over last year.  

"All local situations in radio, even during the era of corporate consolidation, are unique and more complex on the inside than they appear on the outside.  Running the second largest group in the history of the radio business here in 2015 comes with enormous challenges," said Talkers Radio's Michael Harrison. "For all the criticism that is thrown at Cumulus corporate management, to be fair, I believe they are extremely bright people who have been making significant progress in moving the company forward."

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Changing of the Guard

Since its takeover of WPRO in 2011, Cumulus has made a number of substantial cuts already, but has maintained local programming stalwarts including Gene Valicenti, Bill Haberman, Matt Allen, Dan Yorke, Steve Klamkin, John Loughlin, John DePetro, Tara Granahan, and Buddy Cianci.  

Nationally, however, corporate takeovers by Cumulus have seen a number of downsizing moves as reported in industry media.

The consolidation of WestwoodOne and Cumulus Media Networks was "only a matter of time," wrote Radio and Television Business News in 2014 of the large scale merger. "Not long ago, we saw layoffs in Dallas and New York on the Cumulus Media Networks side...We’ve said it before—the Dickeys are very well liked on Wall Street. They are experts in acquiring properties, vertically integrating them and finding cost savings to maximize profitability." 

The Dickeys -- Lewis Dickey, Jr.  and John Dickey -- are Cumulus' CEO and COO respectively, overseeing the second largest owner and operator of AM and FM radio stations in the U.S. 

Talkers' Harrison said he believed that the Dickeys' knowledge -- and understanding of the Rhode Island market - would be an asset moving forward.  

"Yes, there have been cutbacks and controversial decisions made around the company over the past few years -- but there have been some innovative ideas and moves taking place as well including bringing new blood into the company to replace some of the folks who've been let go," said Harrison. "The Dickeys understand the special nature of the Providence radio market and important role local programming origination plays in it.  I would not jump to conclusions of what the removal of the market manager means in terms of going forward."

Technological Shake-Ups

While the future of WPRO following veteran Hayne's departure remains to be seen, some in the industry question to direction of radio -- in general.  

Tony Jones, Director at RI Free Radio and former RI Libertarian Party candidate, said he believed changes in technology would continue to have a significant impact. 

"Haynes was probably just in the wrong place at the wrong time," said Jones. "Many feel that traditional radio only has about another 5(ish) years remaining of being a profitable enterprise (as most are losing paid advertisers almost daily)  We in the alternative media world come from the perspective that "content is king" while technology continues to advance our cause (high speed internet, internet radio cell phone apps, WIFI hot spots in cars etc. etc) people will increasingly turn to internet radio and alternative media where good, interesting, compelling, fun content thrives.  Add to that, when you turn on terrestrial radio, many of the local personalities seem to be "phoning it in" at this point. We're seeing the free market in action here, step-up your game or die."


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