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Cumulus Media Interview
Questions

30 Questions and Answers by Helen Lee
| Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.

Question 1 of 30

What are important reporting and analytics capabilities an advertising platform should have?

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Cumulus Media Interview Questions

    1.

  1. What are important reporting and analytics capabilities an advertising platform should have?
    • Reporting and analytics capabilities are easily one of the most critical features of an advertising platform. Your answer to this question should show your understanding of the reporting and analytics capabilities of advertising platforms in general, and particularly with that of Cumulus Media.

      Helen's Answer #1

      "The reporting and analytics capabilities of an advertising platform is crucial as client companies are looking to ensure their advertising efforts are effective and are reaping the benefits of their investment. Beyond the basic measures, I believe it is important that an advertising platform can integrate a variety of data. This data includes things such as geographic and demographic data for different advertising channels and data from different devices. This data allows companies to understand the customer journey better. Based on my research, Cumulus Media offers all of these capabilities and much more, including the ability to evaluate advertising channels clients may not be currently advertising with."

      Rachelle's Answer #2

      "An essential feature from an analytics and reporting perspective is the ability to customize their reports and integrate data from outside sources. The higher the level of customization offered to client companies, the better they will be able to evaluate the advertising efforts unique to their business. Being able to integrate data from a source outside of the advertising platform will also allow companies to tailor their analyses better to answer their strategic questions. The advertising platforms offered by Cumulus Media provides robust reporting and analytics capabilities that can be customized based on the client's needs. "

    2.

  1. In your opinion, what is the future of local radio?
    • Talk to the interviewer about your opinion on local radio, and it's future. Remain positive and avoid bashing any forms of media or sounding like a doomsayer.

      Helen's Answer #1

      "Local radio has changed a great deal over the years, especially with the launch of services such as Sirius Radio and other satellite services. It certainly hasn't made it obsolete as many predicted. I think the introduction of competition can be a good thing. It forces local radio to become more progressive and engaging. I believe this trend will continue for many years to come."

      Rachelle's Answer #2

      "I recently read an article that radio may be obsolete in the nearer future because of its inability to connect with Generation Z. This generation makes up nearly half of all consumers in the United States. So, the future of radio may be grim if we cannot find a way to make connections with the modern consumer."

    3.

  1. In your opinion, what is the most influential form of media today?
    • Have a meaningful conversation with the interviewer on media influence. With so many forms of media out there, which do you feel is the most influential at the moment? Be sure to back your answer.

      Helen's Answer #1

      "I feel that the most influential form of media today is social media and online content. As a whole, the human race wants fast, easy to consume, entertainment news. Our rate of consumption is unprecedented, and the fastest way to access it is through online content sharing."

      Rachelle's Answer #2

      "There are many important forms of media today - so many, in fact, that people seem to be getting overwhelmed. I would still say that traditional media, in the form of television and radio, is at the top when it comes to the number of people influenced and the quality of the content distributed."

    4.

  1. What are your 3 favorite forms of entertainment?
    • Cumulus Media has a variety of interests in the media and content industry, so the interviewer would like to know the types of media and entertainment that you enjoy consuming regularly. Talk to the interviewer about your favorite forms of entertainment and be sure to include why they are your top choice.

      Helen's Answer #1

      "My favorite forms of entertainment have always been reality tv, podcasts, and celebrity-based news. I have always wanted to become a gossip columnist and find that these forms of entertainment spark my creativity and keep me informed on trends in the media."

      Rachelle's Answer #2

      "There are so many great forms of entertainment media available to us. I am more traditional and would say that my favorite forms still include talk radio, print media, documentaries, and podcasts that focus on finance, economics, and business."

    5.

  1. Tell me about your experience collaborating with marketing, sales, and content teams.
    • The hiring authority is looking for details on your experience when it comes to cross-departmental collaboration. In publishing, it takes many passes through many hands to complete a project so, it's essential to Cumulus Media that you can work well with other people through a variety of departments. Give an example of how you collaborate with a diverse team in your current role.

      Helen's Answer #1

      "In my current role we have a staff of 450 people within ten departments. Any given week, I will collaborate with marketing, sales, human resources, and IT. These are the departments with which I collaborate most often. I believe that everyone has a great deal of value to offer, so, for that reason, I embrace every opportunity to collaborate cross-departmentally."

      Rachelle's Answer #2

      "I look forward to getting to know your marketing, sales, and technical teams here at Cumulus Media. Currently, in my internship, I have spent two weeks in each department, getting to know the ins and outs of publishing, design, marketing, sales, and even public relations. The experience has been invaluable."

    6.

  1. Describe to me the types of digital media you are most experienced with.
    • There are a plethora of digital media forms today, and the interviewer would like a breakdown of the ones with which you are most familiar. Some types of digital media include images, video, gamification of many kinds, social media, websites, online channels, and more. Speak to the forms of digital media you are most experienced with while being sure to address the types listed in the Cumulus Media job description.

      Helen's Answer #1

      "In my current role, I work primarily with online channels such as YouTube and IGTV, creating video content. I also have experience working on projects related to gamification ads. I saw in the Cumulus Media job posting that you were looking for someone with in-depth knowledge with IGTV and Insta Stories for marketing. I would rate my knowledge in this area an 8 out of 10, leaving me very confident that I would meet your requirements."

      Rachelle's Answer #2

      "While completing my degree in Digital Marketing, I learned a great deal about digital media production and design for video and web platforms. Most of my experience is with creating compelling video ads, and shorts for use online and on social media."

    7.

  1. Market research is essential to Cumulus Media to help us understand where to take our business in the years to come. Rate your research skills from 1-10. Do you enjoy conducting research?
    • In the media and publishing industry, research and reliable sources are everything. Assure the interviewer that you are capable of conducting robust and dependable research. Draw on your positive references when answering this question.

      Helen's Answer #1

      "One of the reasons why I would love to work for Cumulus Media is because of your solid reputation for reputable sources and research. In my previous positions, I have always earned recognition for my great research skills. When you call my references, they will attest to this as well. There is always room for improvement, so for that reason, I would rate myself as an 8.5 out of 10 for research capabilities."

      Rachelle's Answer #2

      "When it comes to research capabilities, I am most definitely a 10/10. An eleven even, if that is allowed! I love researching a large range of products and am very data and analytically minded."

    8.

  1. What methods do you use to determine winning advertisements from the advertisement flops?
    • The hiring authority is looking to see if you can readily identify what separates a winning ad campaign from a flop. When answering this question, try to take a more technical approach, discussing the tools you use to mine and analyze data, for instance. The interviewer will want to see your ability to think critically and pivot when needed.

      Helen's Answer #1

      "To prevent total advertisement flops altogether, I lean on A/B testing. I believe many answers can come to the surface when you take the time to test a few ideas and then measure the performance of each ad against each other. I rely heavily on data, but also make sure to compare the results of different channels, as one campaign may work very well on social where another will not."

      Rachelle's Answer #2

      "In my current role, I have pre-determined benchmarks for KPIs such as click-through rates and quality of acquired leads. Looking at the data surrounding these targets will help me to understand better if an advertisement is a win or a loss. When an ad appears to be a flop, our team will pull it right away and give a further push to the one that is performing up to expectations."

    9.

  1. With which advertising vehicles are you most familiar: billboards, radio, print, digital, television, or other?
    • The interviewer wants to be sure that you bring the required expertise to work at Cumulus Media. Be prepared to discuss the advertising vehicle with which you are most familiar. If you have a portfolio of work, be sure to bring it with you to the interview, ready to show examples of the most impactful ad campaigns you have created throughout your career.

      Helen's Answer #1

      "The bulk of my career is with traditional print and radio advertising including magazines and local broadcasts. I have spent the past three years pivoting my career more towards broadcast ads; however, my greatest strength remains in print advertising. I look forward to bringing my years of experience to work for Cumulus Media, strengthening your reach in the radio advertising and traditional media sectors."

      Rachelle's Answer #2

      "I am most familiar with digital content and advertisements geared toward social media platforms such as Facebook, Instagram, Twitter, and LinkedIn. With that said, I have excellent copywriting skills that apply to other advertising vehicles such as radio, television, and print."

    10.

  1. What expertise do you bring in digital KPIs and analytics?
    • Be prepared to discuss with the interviewer the types of digital KPIs and analytics you are accustomed to tracking. Some critical KPIs in the world of digital content creation may include analytics around reach; including unique visits. Engagement rates; including time spent on your page, ad, or video. You may also look at the number of engaged comments or social sharing rates. Talk to the interviewer about the KPIs that you currently work with, and why you believe they are essential to track.

      Helen's Answer #1

      "In my current role, the numbers that I care about the most include our sentiment rates. I look at the number of comments and engagement. I like to see soaring numbers when it comes to social media shares or @ tags. Nothing feels as great as seeing your digital content go viral, and I look forward to achieving more of that in my career with Cumulus Media."

      Rachelle's Answer #2

      "When it comes to digital KPIs, my current employer puts a significant focus on social sharing and engaged comments. When digital content is good, viewers will quickly share without hesitation. When engagement rates are high, it's a quick indicator that your content is on point."

    11.

  1. How would you work to retain a client account if they opted not to renew their contract?
    • Often in radio advertising, whether you are in sales or not, you interact with clients and have some involvement in building a successful relationship. Knowing how to maintain and expand client relationships is critical as Cumulus Media would likely continually develop new business. This service-based mindset is a must for anyone wanting to boost their career. Tap into your inner sales and persuasion instincts when responding to this question. Make sure that your response puts the client's need first.

      Helen's Answer #1

      "First, to expand our footprint within the account, I believe we need to examine the account status and status of all ongoing initiatives. It's important to establish milestones with the client early on, so we all have the same expectations and can observe progress clearly and objectively. I'll note all the roadblocks and challenges that come to surface during the cycle of the relationship and speak to the client about their thoughts on the matter - like 'why do you think you are obtaining new customers steadily yet the rate of repeat customer is low?' - and determine the root cause of the problem."

      Rachelle's Answer #2

      " I believe a clients' frustration over lack or ROI could be related to their product itself, a lack of meaningful engagements, or a combination of things. If they wanted to cancel their advertising, I would offer to be their partner in narrowing down the true roadblock to success. If I could be proactive, I'd offer the client a pilot approach so they can test out new functionalities or perform ad A/B tests. This way, we start to build trust and deepen the partnership. For accounts opting not to renew, I'd hope that we would've been proactive enough to have had discussions with clients before they 'announce' the decision."

    12.

  1. Describe to me what you believe to be Cumulus Media's target audience.
    • The interviewer would like to see that you have done adequate research on Cumulus Media before your interview. You should be able to do an online search on the demographic that Cumulus Media reaches with their various brands and media channels. Other ways to explore their target audience could be to check out their social media accounts, and website. Take note of the marketing language they use, the imagery, and the captions they use.

      Helen's Answer #1

      "I have researched Cumulus Media stations and believe that your target audience is the Baby Boomers, Generation X, and others who find a sense of nostalgia in classic rock. Your target audience seems to love music from Bruce Springsteen, Led Zeppelin, Rush, and more. Your social media accounts show the most engagement from these generations as well."

      Rachelle's Answer #2

      "You are a Top Hits style radio station, so my knowledge and research tell me that your target audience includes Generation Z, and Gen Y primarily. I would say that most of your listeners are born between 1980-2010. Is this accurate to say?"

    13.

  1. We encourage innovation at Cumulus Media. What does innovation mean to you?
    • Cumulus Media is third largest radio station conglomerate in the United States. To maintain such a high ranking, they need to be on the cusp of innovation. Because innovation is an often misused word, with room for interpretation, it's essential to have a full understanding of what innovation means to them. Here are some of Cumulus Media's words on innovation:

      - You create new ideas that prove useful
      - You re-conceptualize issues to discover solutions to hard problems
      - You challenge prevailing assumptions and suggest better approaches
      - You keep us nimble by minimizing complexity and finding time to simplify
      -You thrive on change

      Talk to the interviewer about a time when you have created a new product or service.

      Helen's Answer #1

      "In my previous role I was fortunate enough to introduce my company to the idea of a gold level service where, in addition to our general customer service, we added on service options. Our customer base responded very positively, and we kept the program running for a few years. To me, innovation is creating new products and services that are useful to customers and also help my company stand out further in their space."

      Rachelle's Answer #2

      "I fully agree with Cumulus Media that innovation means being someone who thrives on change and remains nimble in their work. Innovation can mean creating anew and powerful idea, and it can also mean simplifying an existing one."

    14.

  1. Our company values employees with an entrepreneurial spirit. Do you believe your approach to sales and career goals are a match for this kind of culture, and if so, why?
    • The interviewer wants to know if you have experience working in an environment similar to their own. They would like to hear some details related to your working style, short and long term goals, and how you've been able to grow a business, with examples of why you would be a fit in their organization. Your answer should match elements of their overall culture. You can also incorporate numbers related to your achievements to substantiate your claims.

      Before your interview, be sure to research the company and the people that work there. This research is a crucial part of successfully answering culture-fit questions in an interview. If you're not entirely sure what their culture is, you can let them know you've done some research but would like some more information, then ask them to describe it to you briefly before you provide an answer.

      Helen's Answer #1

      "I think that my approach and long-term goals are a match for your company. I've held a position with a company where the environment was highly entrepreneurial. I started with a small book of business that I was expected to grow with very little training or direction. It was up to me to ensure I understood the company's objectives and target customers to prospect effectively. I also had to stay highly organized and consistent in the absence of a structured sales process. I provided feedback and worked with the management to establish flexible processes and goals that helped me and our small team stay focused yet agile. After two years, I had grown my business from 35 to 300 active customers that were placing orders regularly. I'm looking for the same kind of rewarding experience again, and even better, I eventually see myself leading newer sales professionals to the same success."

      Rachelle's Answer #2

      "My goals are very well aligned with your culture and the direction of your company. When I hear you say that you value employees with an entrepreneurial mindset, to me, that means that you are very growth-focused. As a salesperson whose job is to bring revenue to a company, I've experienced both the hunting and farming aspects of sales, but the hunting activities are where growth comes from. I enjoy being a hunter more than anything. I have taken two jobs where there were little to no existing sales and called on prospects over and over again until they finally recognized my company's name and felt comfortable enough to buy. My goal after that was to continue to stay in front of those customers and build long-term partnerships, but I never lost focus of going after new opportunities. In my current position, I've increased sales by 10% or more year-over-year. This year I'm on pace to grow my accounts by even more."

    15.

  1. Walk me through your experience in media and advertising.
    • The interviewer at Cumulus Media is looking for an overview of your background as it relates to their industry. Because this question is so open ended, it can be easy to run away with your answer and even put your foot in your mouth.

      Offer a less than 5 minute brief of your related education or training, and then touch on the last 5-10 years of your career, depending on how far along you are in your professional career. You can discuss any related volunteer experience and don't forget to talk about any extraordinary skills you may have.

      Helen's Answer #1

      "I have experience outside of my career in radio; however, it's primarily customer service based and not truly related to the media marketing career that I am focused on pursuing today. After graduating from ABC University with a degree in broadcast marketing, I worked for a local station that produced for both radio and television. The position taught me a great deal; however, they recently closed their doors due to fierce competition. Now, I am seeking a role related to my education but in a more lucrative environment."

      Rachelle's Answer #2

      "I recently graduated with my diploma in broadcast media, so this is the first professional role that I have pursued. Before attending school, I spent a lot of my time volunteering at the humane shelter, working with abandoned and homeless animals. While attending post-secondary school, I worked as a hostess at a local pub. That role taught me a great deal about multi-tasking, customer service, and even math. I look forward to forging a wonderful career with your media organization."

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