Cumulus Inks Wirthlin To Run Salt Lake City

• Cumulus Media has appointed Joyce Wirthlin as VP/Market Manager for the company’s five Salt Lake City brands — AC KBEE (B98.7); Mainstream Rock KBER 101; Top 40 simulcast KENZ & KHTB (Power 94.9/101.9); News-Talk 860 KKAT-AM; and Country KUBL (93.3 The Bull).

Wirthlin is certainly familiar with the market, having spent her entire media career in SLC, most recently Market President for iHeartMedia Salt Lake City. Wirthlin started as a Sr. AE with Citadel in 1993. She joined Clear Channel SLC as VP of Sales in 1998, was promoted to SVP of Sales in 2021 and named Market President in January of 2025. She exited last October during a round of restructuring.

Dave Milner, Cumulus President of Operations, said, “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.”

Wirthlin remarked, “I’m honored to lead the talented team at Cumulus Media Salt Lake City. This is a significant full-circle moment for me, as my roots in this market trace back to the early days of KBER, The Bull, and B98.7. By pairing our iconic audio platforms with our robust digital marketing suite, we are uniquely positioned to deliver incredible ROI for our partners. I look forward to leveraging these resources to drive meaningful results and lead this exceptional team into its next era of success.”