Anatomy of a Station Flip Memo


Cumulus fires DJs
They don’t say this out loud.

From: Justin Wittmayer
Sent: Thursday, March 31, 2016 10:40 AM
To: SFO_Allstaff
Subject: A new direction for KGO and KFOG  “new direction” = loss of jobs


Today, we have set in motion new programming strategies for both KGO and KFOG that will help us better meet the needs and demands of our listeners, advertisers and community. Step 1: Blame the listener.  By blaming them, the advertiser and community it shifts the discussion away from the rapacious greed of the Cumulus consolidators that caused this mess. Our goal is to reposition these two stations for future growth and strength through new and enhanced programming, and new additions to the KGO and KFOG teams, including programming veteran Bryan Schock, whom we announced this morning as the new OM/PD of KFOG and KSAN. Step 2: Shift the focus onto a well liked staff member.  It’s no longer Atlanta dictating programming, It’s our pal Bryan Shock trying not to lose his job as he does everything Atlanta tells him to. Oh, and by the way, he’ll have plenty of time to do a good job since we fired all his helpers. We believe the new programming direction will put KGO and KFOG on the best paths to growth and success. Step 3: Make a belief statement. These are excellent because nobody can persecute you later for saying that you believe something.

Unfortunately, to achieve that goal, we had the difficult but necessary task today of restructuring our KGO and KFOG station staffs to allow us to meet the new needs of these two stations as we invest in new programming that is redefined, refocused and of the highest quality. Step 4: Acknowledge the difficulty of the firings and blame it on the bogus reasons you opened the letter with. Use the word “invest”. That’s so rare nowadays.  Today, we informed the affected employees about these changes, which included the elimination of a number of full-time and part-time positions across these two stations, primarily in the news department at KGO and in key dayparts at KFOG. I want to thank those professionals who are leaving us for their contributions and service to KGO and KFOG, and wish them only the best as they continue on in their careers. Step 5: Thank star talent in hopes that they will not drag you into negative press about the station.

I want to thank the remainder of our team for working with us through this transition and in the coming weeks and months, as the new KGO and KFOG take shape. Together, we will build these newly imagined stations into strong and vibrant brands that our listeners and advertisers will love.

I will be sharing with you more specific details on these programming shifts and additions in the next few days and weeks. In the meantime, please reach out to me directly with any questions. Step 6:  Make sure complaints come directly to you so you can squelch them.


Justin Wittmayer
Vice President – Market Manager (Guy who gets fired after he fires everyone else)

Cumulus Media Email Policy
PLEASE NOTE: This message contains confidential information and is intended only for the individual(s) named. Employees of Cumulus Media Inc. and its subsidiaries are prohibited from forwarding this email or otherwise disclosing the contents of this email, or any portion thereof, to any third party, including any non-employee of the respective companies. Failure of an employee to comply with this policy will result in disciplinary action up to and including immediate termination of employment. Step 7. Post threatening message at end to keep email from getting in the hands of some smart-ass blogger. 

(Original Cumulus letter posted by Matthew Keys of The Desk.)


One Comment

Leave a Reply

Your email address will not be published. Required fields are marked *