Cumulus Media Sells Silent WJBC-FM

Cumulus Media has sold its long-silent WJBC-FM (93.7 MHz), a Class B1 station serving the Bloomington-Normal area, to Kent Casson's Casson Media for $90,000, marking another step in the ongoing consolidation of mid-sized radio markets amid financial pressures. 

The deal revives a station that Cumulus took off the air in March after deeming it unprofitable under its "93.7 Nash Icon" Classic Country branding. Casson, who operates the Central Illinois Farm Network, Route 24 Radio streaming service, and local news sites, plans to integrate WJBC-FM into his portfolio of community-focused outlets.

The transaction underscores 2025's broader radio industry trends, where traditional broadcasters like Cumulus are divesting underperforming assets to streamline operations while digital revenues provide a critical offset to declining spot advertising. Industry analysts project U.S. radio digital ad revenue to grow 6.5% to $1.75 billion in 2025, fueled by streaming, podcasting, and targeted online campaigns—helping stabilize total local radio ad spend at around $12.3 billion despite a 4% drop in over-the-air spot ads to $7.66 billion. 

Categories like financial services, quick-service restaurants, and healthcare are leading the digital surge, with podcast ads alone expected to exceed $1 billion.

Deal Details and Station Background

WJBC-FM, licensed to Pontiac but targeting Bloomington-Normal (population ~130,000), had simulcast news-talk from Cumulus sister station WJBC-AM until its country format shift and eventual silence.