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Entercom Implements WideOrbit Traffic, CRM across All Stations

By Carolyn J Dawson
TMCnet Contributor

Entercom Communications Corp., a major radio broadcasting organization in the US, recently announced that it has selected WO Traffic from WideOrbit Inc, which is one of the best-in-class sales, traffic and billing offerings available in the market. WO CRM from WideOrbit will also be implemented at Entercom’s more than 100 stations across 23 US markets.

Radio stations of Entercom are located in San Francisco, Boston, Seattle, Denver, Portland, Sacramento and Kansas City. Initially, Entercom had implemented WO CRM in order to offer important feedback to WideOrbit for enhancing the product features. At least half of Entercom’s stations have been using WO Traffic for the past few years. The solutions from WideOrbit and the commitment of its people have been appreciated by Entercom. Entercom is also pleased that WideOrbit has custom designed its solutions as per the precise needs of Entercom.

The WideOrbit deployment project at Entercom is headed by Business Analyst, Leslie Hartmann. In a release, Ms. Hartmann said, “This was more than a traffic decision for us, but a revenue management decision. With a long-term partnership with WideOrbit now in place and the traffic system installed in all of our markets, we are able to focus on customizing the product and tools to best suit Entercom’s needs and strategic vision. WO Traffic provides us with a competitive inventory management product, while WO CRM enables our Account Executives to better manage their accounts and opportunities, to make them more effective. This is definitely a win-win for both Entercom and WideOrbit.”

Broadcasters can administer multiple stations, markets and groups from a single database with WO Traffic. Currently, a minimum of 800 radio broadcast stations are utilizing WO Traffic. Imminent and booked business across stations, markets and media can be provided visibility and access by the sales and account management solution from WideOrbit, WO CRM. This solution also offers sophisticated sales tools for account administration, analytics, pipeline reporting, planning and estimating. WideOrbit’s hosting service, WO Cloud will be offering these two incorporated offerings to all the Entercom stations and markets

Eric R. Mathewson, founder and CEO of WideOrbit said, “Entercom is a tremendously talented organization. We are proud to help support their operations and continued growth.”

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Edited by Brooke Neuman

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