Somebody at Bicoastal Media in Eugene, Oregon, must have looked at Cliff Cage and decided one radio station simply wasn’t enough. Cage has been named Program Director of Country US 101 and Top 40 powerhouse 104.7 KDUK, while also taking on middays at US 101 and afternoon drive at KDUK. That’s two programming responsibilities, two very different musical audiences, and enough daily broadcasting to keep most people permanently attached to a coffee pot. But for Cage, whose career has taken him through Cumulus Media, iHeartMedia, and years of personality-driven radio, this is an opportunity to demonstrate just how versatile a modern broadcaster can be.
And Eugene is about to find out what happens when Cliff Cage gets the keys to both sides of the building.
Cage is already familiar to KDUK listeners, having established himself in the market before stepping into his expanded programming responsibilities. His career began in Colorado Springs in 2010, eventually taking him through promotions, programming, and on-air responsibilities at stations including heritage CHR 98.9 Magic FM.
Now he’s trading one format for two, and the contrast couldn’t be more entertaining.
On US 101, it’s country music, pickups, boots, and the soundtrack of the Willamette Valley. A few hours later, he’s across the hall at KDUK, where the playlist switches to contemporary hits and the energy takes an entirely different direction.
Luke Combs at lunchtime. Sabrina Carpenter on the drive home. Somebody make sure Cliff remembers which microphone he’s using.
But underneath the humor is an important programming challenge.
Eugene isn’t simply a college town, although the University of Oregon certainly helps shape its personality. It’s a diverse market stretching from Springfield and Junction City to the communities surrounding the Willamette Valley, where listeners have different musical tastes but share a strong connection to local life.
And that’s where Cage has an opportunity to make a difference.
He isn’t being asked merely to maintain two playlists. He’s being trusted to help shape two station identities while remaining a daily presence on both.
His appointment follows the earlier departure of Gerry Snyder, known to listeners as G-Man.
Here’s what I like about this move.
Bicoastal is putting an experienced on-air broadcaster in charge of programming, somebody who understands that what sounds great during a programming meeting doesn’t always translate into great radio.
Cage has spent years learning that difference.
And while managing Country and Top 40 simultaneously will require considerable discipline, there’s something exciting about a programmer who still gets behind the microphone and experiences the product alongside the audience.
Congratulations to Cliff Cage on the expanded responsibilities.
Eugene has its beautiful mountains, the Willamette River, Autzen Stadium, and some of the most passionate Ducks fans in America.
Now it also has a broadcaster who’ll be spending a remarkable amount of time keeping two stations moving.
Cliff Cage isn’t just climbing the programming ladder in Eugene. He’s apparently decided to bring the entire ladder into the studio.
And if somebody hears Morgan Wallen introducing the latest Taylor Swift record, please check on Cliff. It’s been a very long day.
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