Cumulus Promotes Rdio Partnership

by , Dec 12, 2013, 6:04 PM
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Three months after taking a stake in Rdio, Cumulus is promoting its partnership with the digital radio platform with a nationwide campaign on Cumulus stations, coinciding with the launch of new Cumulus station-branded product pages on Rdio.
The promotional spots highlighting Rdio’s online music-on-demand service will air on over 70 Cumulus radio stations, including all 60 of the broadcast group’s country music format stations, effective immediately. The segments will then roll out across all Cumulus stations early next year.
The new station pages on Rdio allow listeners to hear albums and songs played by Cumulus stations on demand. In 2014 Rdio will also begin introducing curated programming featuring Cumulus DJs. The Cumulus programming is free and ad-supported.
Cumulus took a take in Rdio’s parent company, Pulser Media, in September, in exchange for exclusive content, media and on-air promotional commitments over a five-year period. Under the terms of the deal, Rdio also gets access to Cumulus’ ad sales personnel to monetize ad-supported free products.
The Rdio partnership expands Cumulus’ digital audio distribution platform. In December 2011, Cumulus struck a deal with Clear Channel Radio (now Clear Channel Entertainment and Media) bringing live streams from hundreds of Cumulus stations to Clear Channel’s iHeartRadio service.
The digital radio space is heating up, most recently with the entry of Apple’s new iTunes Radio to the arena in September. Earlier this week, Apple hired Michael Pallad, formerly an executive vice president of sales at Cumulus, to help lead sales at the new service. Separately, Spotify is responding to the Apple challenge with a free, ad-supported mobile music service of its own.

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