San Jose's iconic KSJO lit up on Memorial Day as "92.3 - Nash FM" - "The Bay Area's NEW Country Music Leader!" "Nash for Life". 92.3 FM -- Powered by NASH".
Cumulus was pretty hush-hush about their 32,000-watt FM acquisition, that for years was one of the Bay Area's most progressive rocker and a legendary station beaming to San Francisco from San Jose. KSJO is operating as an LMA from Universal Media pending final grant from the FCC to Cumulus.
KSJO is now identified every hour as "A Cumulus Station". A call letter change to identify with it's "NASH" brand is yet to be announced. The only identification with KSJO is on the hour, with the NASH branding included and only NASH 92.3 throughout the hour. So far, no song titles or artists, either.
The station broke from the "Universal FM" format of several years with foreign language and Hispanic programming at 9:23 Memorial Day morning. (How creative!)
To get the national branded Nash launched for the Bay Area, Cumulus has kicked things off with 10,000 songs in a row. (How novel!)
That promotion, commercial free as announced, should last about 30 days before "NASH exclusive content" begins, as it is being structured from New York to a growing list of markets launched so far. NASH FM just broke a million cume in NY after just a few months.
It rates a 1.9 according to Nielsen with a 1,030,000 cume -- good for 20th place in the nation's #1 radio market. The NASH brand is focused on 18-49, mostly female oriented demos.
Air talent from the Cumulus NASH stable includes; Blair Garner doing mornings, Terri Clark, and Chuck Wicks, NASH Nights Live with Shawn Parr and Elaina Smith, and Kickin’ It with Kix with Kix Brooks and Suzanne Alexander.
Cumulus lays claim to being the largest country music syndicate in the US and continues to launch the NASH brand across its music platform of stations..
One of the big obvious questions is if Cumulus really thinks that Bay Area listeners don't "get it" that they will be barraged with commercials a month from now? This "concept" is not new and 20th place in its biggest market shows a way to go. High cume in New York is a tad over 5-million, by Clear Channel's perennial Adult Contemporary "leader" WLTW-FM. Classic "oldies" WCBS has over 4-million, 10-10 WINS with news has over 3 million and so it goes. There are no other country stations in New York outside of NASH FM.
Saul Levine just launched his LA based "Z Country" KYZZ in Salinas a short time ago on 97.9. Guess what "Z Country" is doing for Salinas, Monterey and Santa Cruz? You guessed it, 10,000 "commercial free" songs in a row.
KSJO will eat country lunch for Cumulus in that market. A whole lotta country shakin' going on now
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