Cumulus Names Wirthlin to Lead Salt Lake City Cluster

Veteran radio executive to oversee Cumulus' Salt Lake City station group and digital marketing services.

Apr. 2, 2026 at 1:39pm

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Cumulus Media has appointed Joyce Wirthlin as the new vice president and market manager for its Salt Lake City station group, which includes news/talk KKAT-AM and four music brands, as well as the company's digital marketing services for local advertisers. Wirthlin previously served as the market president for iHeartMedia's Salt Lake City operations.

Why it matters

This move represents Cumulus' continued investment in the Salt Lake City radio market, one of the fastest-growing regions in the country. Wirthlin's experience and local relationships will be crucial in helping Cumulus' stations and digital services drive results for clients in this competitive landscape.

The details

As the new VP/market manager, Wirthlin will oversee Cumulus' entire Salt Lake City station cluster, which includes the news/talk format of KKAT-AM as well as four music brands. In addition, she will lead the company's digital marketing services that provide integrated advertising solutions for local businesses. Wirthlin's appointment comes after she previously served as the market president for iHeartMedia's Salt Lake City operations.

  • Wirthlin was appointed to the new role on April 2, 2026.

The players

Joyce Wirthlin

An experienced radio executive who was recently appointed as the new vice president and market manager for Cumulus Media's Salt Lake City station group.

Dave Milner

The president of operations at Cumulus Media, who commented on Wirthlin's appointment and the value she will bring to the company's Salt Lake City team and clients.

Cumulus Media

A major radio broadcasting company that owns and operates the station group in Salt Lake City, including news/talk KKAT-AM and four music brands, as well as providing digital marketing services for local advertisers.

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What they’re saying

“Joyce is an experienced market leader with deep relationships across Salt Lake City, enabling her to bring sharp local insight and credibility to every client partnership. She excels at delivering integrated marketing solutions, helping clients leverage our multi-platform strategies that maximize the combined power of audio and digital to drive results. Joyce will be a tremendous asset to our Salt Lake City team and a growth catalyst for our clients.”

— Dave Milner, President of Operations, Cumulus Media

The takeaway

Cumulus Media's appointment of the experienced radio executive Joyce Wirthlin to lead its Salt Lake City station group and digital marketing services underscores the company's commitment to growing its presence and offerings in this rapidly expanding market.