Image courtesy of the NYT

What the CBS News Radio Shutdown Means for Advertisers (And How to Stay Ahead)

The recent announcement that CBS News Radio would terminate operations (and 60 full-time employees) after 99 years stunned advertisers, agencies, and industry insiders alike. For nearly 100 years, the media outlet covered monumental stories that impacted the nation and the globe. 

With a reach of 23 million listeners via roughly 700 affiliate stations, the end of CBS News Radio is a notable event that has baffled many.  

Regardless of the opinions or projections on how this closure will affect the public’s access to well-reported news, Strategic Media is actively monitoring the changes to ensure that our clients can reach their customers who rely on such a viable format.  

With the benefit of more than 25 years of experience, SMI has built firm relationships with stations, publishers, reps, and the many, many people who work hard to bring news and entertainment to nearly 270 million people, which is 96% of Americans. When the news broke, our Media Team got on the phones to their contacts and put their ears to the ground. The takeaway has been that, though the headline is quite shocking, the outcome will likely be more of a slow-burn to see who will step in to close the gap. 

SMI’s veteran Network Buyer, Jared Kulaga puts it this way: “The long-running CBS News Radio programming provided listeners of more than 700 affiliates with a reliable, trusted News source. We expect between now and late May, when the CBS News Radio service comes to its end, that affiliates will have replaced it with other alternatives such as ABC  or Fox News. The stations will always need News coverage—listeners have come to expect and rely on it.” 

From our agency-side perspective, we know advertisers have plenty of tasks to navigate. It’s our job to deal with any disruptions to an industry that is integral to history and society.