<p>“<em>I think the radio industry needs to grow a pair.</em>” That was CUMULUS CEO <strong>MARY BERNER</strong> when asked for a wide-angle perspective on the medium during a one-on-one keynote address at COUNTRY RADIO SEMINAR (CRS). BERNER’s response to EMMIS/NEW YORK VP/Market Mgr. CHARLIE MORGAN, who conducted the Q&;A, was actually an<strong> enthusiastic endorsement of radio</strong>, as she pointed out that “<em>Radio does have strong ROI; it does have an audience; it has the goods. But we act like an ugly stepchild</em>.” BERNER cited pricing as an example, which she described as “<em>A race to the bottom.</em>”<br />
<img class="aligncenter size-full wp-image-35176" src="http://www.countrymusicnewsblog.com/wp-content/uploads/CRS-2018.jpg" alt="Country Radio Seminar 2018" width="375" height="325" /><br />
The hour-long interview also touched on BERNER’s business background, which included no previous radio experience. But her strong publishing credentials with READER’s DIGEST and VOUGE magazines to name a couple, have served her well during her time at CUMULUS. BERNER described radio as “<em>same church, different pew</em>,” by comparison, and said an important lesson learned in print publishing was, “It begins and ends with the content.”</p>
<p>Upon taking the CEO chair in 2015, BERNER described the company as experiencing “a free-fall,” which necessitated an immediate culture change. A corporate jet was sold within two weeks, the profits of which helped fund company raises, which &#8212; as she found out from numerous station visits &#8212; had not been granted for years. The now-famous company survey sent soon after her arrival at CUMULUS revealed a consistent keyword in responses, said BERNER: “Toxic culture.” After consulting with the executive team to determine what kind of company CUMULUS wanted to be, BERNER said the answer was, “<em>Everything we needed to be was the opposite of where we were</em>.”</p>
<p>The company focus became twofold, said BERNER; “<em>What we put on the air, and our employees.</em>” <strong>Programming decisions and authority were restored to station level, with the caveat that accountability went with that.</strong> Asked how her non-radio programming background may have helped things, BERNER said, I told MIKE [MCVAY], If I ever give you advice, ignore it.”</p>
<p>BERNER once again expressed commitment to, and faith in, the Country format at CUMULUS, praising the NASH brand, which she feels is better executed now; the NASH NEXT talent contest, “which helps us give back to the industry.”</p>
<p>The recent restructuring of CUMULUS was brought up as well, something BERNER say will not affect day-to-day operations at all. “<em>When I arrived, I knew the debt was untenable</em>,” said BERNER. The decision to file Chapter 11 was voluntary. “We have plenty of cash,” she added. “<em>We swapped debt for equity on our house</em>.” Asked for a forecast of the next three to five years for both CUMULUS and the radio industry, BERNER said, <em>“I’m not saying; I don’t think anybody knows</em>.”</p>