April 25, 2020

Rick and Sasha with George Willborn Now Heard in New York City on Radio 103.9

george willborn, Radio 103.9, Rick and Sasha, Rick Party, sasha the diva

CUMULUS MEDIA’s Westwood One announced Rick and Sasha, the fastest-growing Urban AC morning show, has launched on WNBM-FM in New York City and has expanded to 30 plus markets. Now in its second year, Rick and Sasha is up in ratings in 69 percent of its markets against adults 25-54 and up in 83 percent of its markets against women 25-54 (according to Nielson Audio, Metro, P-25-54; W25-54, 6am-10am/5am-9am, Fall 2019/Dec 2019).

“The Rick and Sasha show is growing fast and going BIG! New York is going to LOVE this show!” said Kenny Smoov, Vice President of Urban Programming, Cumulus Media. “There is nothing like getting a historic first-year report card. Rick and Sasha, with George Willborn, not only sounds better than it ever has but is also showing remarkable ratings growth – extraordinary for a second-year show. It is refreshing when the actual numbers match my ear test. This show is poised for long-term greatness.”

The Rick and Sasha show launched January 2019, with former Hot 105 FM/Miami personality Rick Party and former Kiss 104.1 FM/Atlanta personality Sasha The Diva. Comedian George Willborn, former morning co-host of WVAZ Chicago and WHUR Washington, DC, joined the show in January 2020. The team entertains and engages Urban AC listeners looking for great music, hot conversation, a connection to community, and interactive discussions.

Radio 103.9 has been running without a morning show since December 2019 when Tom Joyner retired from radio. The station runs the syndicated "The Touch" Urban AC format from Westwood One and the D.L. Hughley Show in the afternoons syndicated by Reach Media. The station is the last Cumulus owned property in the New York market as it is up for sale. The company sold 77 WABC, 95.5 WPLJ, and traded 94.7 WNSH Nash Country with Entercom over the last year.

The impending sale of WNBM we believe is the reason "Rick and Sasha" were not brought aboard in January. They are the featured morning show on all Urban AC's owned by Cumulus throughout the country and now in New York City.

At the time of the sale of WABC the company said: “We do expect to sell WNBM and exit the New York City market,” CEO Mary Berner said in a memo to employees about the WABC sale. “New York has been a market that has been tough for us, and through these deals we will be able to realize significant value for the company, over and above what we could have generated from continued operations.”

But for the time being Cumulus will continue to operate WNBM Radio 103.9. The station, with its limited signal, is best heard in the Bronx and Harlem. With 103.9 being licensed to Bronxville, NY, just outside the city, it's signal is pretty good in Mt. Vernon, White Plains, and Yonkers as well. But limited reception in the Tri-state area, 103.9 has a tough go of it trying to compete with 107.5 WBLS.