In a move that’s sure to shake up the radio landscape, Casson Media has stepped in to rescue WJBC-FM from Cumulus Media’s recent wave of station closures. This acquisition comes as Cumulus continues to offload properties after silencing over twenty stations earlier this year—a decision that left many in the industry scratching their heads. But here’s where it gets interesting: Casson Media, led by Kent Casson, is snapping up the former Classic Country station, “93.7 Nash Icon” in Pontiac, IL, for a mere $90,000. And this is the part most people miss—Casson isn’t just buying a radio station; they’re expanding their already impressive portfolio, which includes the Central Illinois Farm Network, the streaming powerhouse Route 24 Radio, and several local news websites. But here’s where it gets controversial: as part of the deal, Casson is required to change the station’s call letters before closing—a move that could alienate loyal listeners or, conversely, breathe new life into the brand.
WJBC-FM, previously operated by Cumulus as part of its Bloomington, IL cluster, had a modest 1.1 share in the Fall 2024 Bloomington ratings before going silent. While its Class B1 signal technically rimshot the city from the north, it still managed to carve out a niche audience. Now, under Casson’s leadership, the station is poised for a fresh start. But the question remains: Can Casson Media turn this struggling station into a success, or is this just another example of the challenges facing traditional radio in the digital age? What do you think? Is this a smart move for Casson, or are they taking on a losing battle? Let us know in the comments—we’d love to hear your take on this bold acquisition!
