Less than one month after taking over WNSH from Cumulus Media, Entercom has dumped its “Nash FM” branding in favor of a decidedly New York-centric moniker. “New York’s Country 94.7” is the station’s new calling card in the first significant change Entercom has made since getting its hands on the station as part of its six-station swap with Cumulus announced in February.
Bumpers signal WNSH hopes to shore up listeners in New York’s country-friendly suburbs.
Case in point: “New Country For New Jersey” (song snippet), New Country For Long Island (song snippet)… New York’s Country 94.7.”
“New Yorkers have a strong appetite for country music and we’re excited to continue to deliver the greatest country hits with the rebrand of New York’s Country 94-7,” regional president and New York market manager Susan Larkin said in a release. “We have a great team and programming in place and look forward to remaining country's home on the biggest stage in America.”
The rebranding comes after Entercom moved the station to its Radio.com streaming platform, earlier this month. Prior to the Cumulus-Entercom swap being announced, WNSH was already distancing itself from syndicated programming in mornings as one of the few Cumulus properties not to pick up the re-launched “Ty Bentli Show” in January. Instead, WNSH acquired the talents of Kelly Ford, who left the Westwood One-syndicated morning show, previously known as “Ty, Kelly and Chuck.” Ford began her local New York morning show a week before the Cumulus-Entercom deal was announced.
“Nash” was conceived by former Cumulus CEO Lew Dickey and senior VP John Dickey as a lifestyle brand that would span radio, digital, merchandise, television and other channels. While having a New York affiliate was crucial for the Dickeys’ vision of a national brand, Entercom apparently sees more of an upside in a handle that better reflects the Big Apple instead of the Music Row image personified by “Nash.”