Dial Global becomes WestwoodOne ahead of Cumulus acquisition

Dial Global, the New York-based radio programming company, has changed its name to WestwoodOne, reviving the better-known brand.

WestwoodOne, which Dial Global bought in 2011, was one of the most recognizable names in the radio industry for decades. However, after the acquisition the name was dropped in favor of Dial Global.

By returning to the WestwoodOne name, the company is trying to tap into a brand that already has strong awareness among advertisers and consumers, said Paul Caine, Dial Global’s chief executive. “It seemed like a very simple solution to gain awareness and recognition by the broader market,” he said.

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WestwoodOne will continue to carry events including NFL games, the Olympic Games and the Grammy Awards to local radio stations around the country. The company said it distributes its programming to about 8,200 stations and reaches more than 225 million listeners a week.

Last week, Dial Global agreed to be acquired by radio broadcaster and syndicator Cumulus Media Inc. for $260 million, a deal expected to close by the end of the year. Caine, who has been the company’s chief executive since March, said the timing of the name change was not related to the impending acquisition.

Additionally, WestwoodOne said it has also commissioned a study on “the power of sound” to help better understand radio listeners.

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