WGTK, Earth FM sold to EMF

[101tm]

Great insight MediaMan. This is a pretty big prize for EMF. They get a strong signal for K-LOVE, and the two class A's are sort of icing on the cake. Population matters more than markets to EMF, and they're getting a signal that covers a ton of people in just the 70dbu. Normally Air 1 ends up being put on a weak or rimshot signal, but with 95.5 and 103.3, they have pretty much full market coverage out of the gate. In the past, K-LOVE normally starts out on a weak/rimshot signal, gets a better one, and puts Air 1 on the weaker signal once K-LOVE moves. Here they're being able to dive in head first all in. I'm betting Salem was waiting for the 95.5 deal to complete before trying to sell the cluster.

If I'm reading correctly, is Salem retaining control of WGTK-HD2 as well? I'd honestly rather EMF just get the whole thing and set it up like WMHK in Columbia. No reason to keep the talk format and the Earth FM format would just be a jukebox if it stayed there.

 

[MediaMan]

I don't know anything specific but my best guess is Salem will end up selling the two translators as well. I see they retained use of two HD channels on WGTK post closing which can be used to program the translators. In a market where there are few FM signal options, big signal FM translators can bring close to what full power FM stations fetch for operators only interested in population reach. Values are all based on total number of people in the 60 dBu signal. WGTK has 2,036,331; WLTE 573,189 and WRTH 589,089. There are 138,410 in the WLTE/WRTH overlap area. So roughly EMF is paying for 3 million people covered by all three signals or $2.26 per person in the FCC 60 dBu Contour.

 

[Ryan Williams]

I wonder if Salem will eventually cede the Christian music business to EMF in other markets as well. There has been a lot of speculation in the DFW forum about where K-Love will eventually land. While KLTY is one of the crown jewels for Salem, if the check was large enough I could see them bowing out.

Perhaps the same for WFSH, The Fish Nashville, The Fish Sacramento, etc. In fact, I am not sure there is any market where Salem currently runs an CCM station that would not neatly fit in EMF's portfolio for either K-Love or Air1, except for maybe KFSH in LA where there is a lot of overlap with EMF's existing full-power signals.

 

[101tm]

I wonder if Salem has some kind of lucrative deals for the programming on the translators that they want to keep coming in since they’ll be very low overhead. WGTK-HD4 / 102.9 is fully leased out to the Spanish operator I believe. I believe Salem operates Rejoice 96.9 so that’s odd unless they move their talk programming or something. Neither are the market’s best translator signals (94.9, 97.7, especially 98.5 and 99.5 win that title).

A difference with RTN is they used to be political. One rule of thumb with EMF is they stay away from anything controversial, be it politics, religious doctrine, etc. RTN didn’t mind having the “His Radio” brand associated with the talk format on 660 then 91.9/89.7. They’ve gotten away from that but I still come away with more of a “preachy” feel from 89.3 at least vs. EMF.
Also, for what it’s worth, this may have changed but RTN also had their hand in almost all of the translators in the market - most were owned by them and over time moved in to Greenville, specifically the “OG’s” like 96.3, 98.5 and the original 97.7-turned 99.5 and leased out.

Personally, the only religious station I enjoy from time to time in the area is WSHP/His Radio Praise 103.9. Not preachy and just nice music. Funny, the 103s will almost be playing the same thing again 🤣

 

[101tm]

Listening to 103.3 I hear very few ad spots as it’s always been. Retirement planning, surgery center, Walhalla performing arts, some prescription drugs, and Greer Flooring. I would love to someday find out why Salem maintained such an unconventional format for them on WRTH and WLTE that only seems to be getting advertisers already on 94.5. I would think the Earth FM format would have to have been operating at a loss yet they kept investing in it. I don’t see how it could have been a value add for 94.5? Back when they bought 103.3 most speculated Salem would put their “Fish” format on it which was more logical for Salem.

 

[KyleSmith1988]

Listening to 103.3 I hear very few ad spots as it’s always been. Retirement planning, surgery center, Walhalla performing arts, some prescription drugs, and Greer Flooring. I would love to someday find out why Salem maintained such an unconventional format for them on WRTH and WLTE that only seems to be getting advertisers already on 94.5. I would think the Earth FM format would have to have been operating at a loss yet they kept investing in it. I don’t see how it could have been a value add for 94.5? Back when they bought 103.3 most speculated Salem would put their “Fish” format on it which was more logical for Salem.

In the case of 🌎 Earth FM, why not act more in the listeners and/or advertiser's best interests, and sell to someone else that would build on the station's legacy and leave things as-is or even improve the brand. Someone would surely invest and pay more than EMF...or maybe trading 94.5 with Audacy for 106.3 seems doable too.

This idea would be great for advertisers as well as a new owner could perhaps increase ad prices. Surely a minor station-owner company, like Beasley or Townsquare who would not undo the programming...Thoughts? Since they already decided on selling, I hope they reconsider selling to a different buyer and that could be sell for an even a higher price, seeking a way (goal) to keep Earth FM going strong.

It has a high value and endless potential to the right group of people that enjoy it, especially understanding the Brand and it's value as an intellectual property...Perhaps look at a similar example of another "Earth" Station we know of, K-Earth 101.1 in Los Angeles, which is one of the top stations there.

I don't mind K-Love but it IS already on a strong signal in the Spartanburg area on 88.3, courtesy of Gardner Webb University, who sold their former station (WGWG) to K-Love many years ago.

Better yet, Earth FM can trace it's roots to the small translator, former Spartanburg "Source" 105.7, (W289BS) which went Spanish, that could even be a possibility to move there again, but otherwise I like the idea of perhaps taking it online only or continuing on an HD channel as an alternative, rather than go away completely. I'm sure the airstaff can/willmove their resources to a new location that things can continue and even improve further in the future.

 

[AMRocks]

In the case of 🌎 Earth FM, why not act more in the listeners and/or advertiser's best interests, and sell to someone else that would build on the station's legacy and leave things as-is or even improve the brand. Someone would surely invest and pay more than EMF...or maybe trading 94.5 with Audacy for 106.3 seems doable too.

This idea would be great for advertisers as well as a new owner could perhaps increase ad prices. Surely a minor station-owner company, like Beasley or Townsquare who would not undo the programming...Thoughts? Since they already decided on selling, I hope they reconsider selling to a different buyer and that could maybe sell for an even a higher price, seeking a way (goal) to keep Earth FM going strong. It has great value and endless potential to the right group of people that enjoy it, especially understanding the Brand and it's value as an intellectual property...Perhaps look at another example to the another Earth Station we know of, K-Earth 101 in Los Angeles, which is one of the top stations there.

I don't mind K-Love but it IS already on a strong signal in the Spartanburg area on 88.3, courtesy of Gardner Webb University, who sold their former station (WGWG) to K-Love many years ago. Otherwise perhaps taking it online only or continuing on an HD channel as an alternative.

Better yet, Earth FM can trace it's roots to the small translator, former Spartanburg "Source" 105.7, (W289BS) which went Spanish, that could even be a possibility to move there again, but otherwise I like the idea of online only or HD rather than go away completely. I'm sure airstaff can move their resources to a new location that things can continue and even improve further in the future.

The only company interested in buying a couple (actually 3) stations in a market like Greenville SC would be a religious broadcaster like EMF.... especially when two of the signals are lower powered.

 

[101tm]

EMF is one of the few companies buying radio stations. The others buying are religious as well. Swaps happen, but I’m pretty sure EMF gave Salem the best price aka lifeline they needed. Salem isn’t concerned about the listeners…neither is EMF about pleasing the old listeners. They need the cash ASAP. They had 3 signals EMF was willing to hand over the best cash for.

Earth FM hasn’t been a runaway success and doesn’t seem to have been a cash cow by any means. I never understood how they survived. 94.5, 95.5, and 103.3 are no longer a factor. Salem sold them because they weren’t successful in the market and they were among the most valuable assets they had to sell with the least loss. If anyone wanted to continue the Earth FM project, they would have to find another signal, none of which are up for sale. And a company like Beasley or Townsquare certainly wouldn’t allow the variety playlist on 103.3 to continue even if that had a snowball’s chance in hell or happening. And where would they put it? Awesome 99.5 had more advertisers than Earth FM. Between Classic Rock 101, Magic and The Lake almost anything Earth played is covered. The only way the Earth FM project would continue would be if they got an AM and an attached translator somewhere. And I doubt they’d be paying all of those DJ’s.

Anyone feel free to correct me if I’m wrong.

 

[KyleSmith1988]

The only company interested in buying a couple (actually 3) stations in a market like Greenville SC would be a religious broadcaster like EMF.... especially when two of the signals are lower powered.

Beasley already operates many successful stations on Class A signals in New Jersey, such as WJRZ, WDHA, WRAT and even WMGQ.

In fact, 100.1 WJRZ in its home market of Monmouth/Ocean NJ has almost the exact same playlist as Earth FM, and it is one of the most popular stations in that market.

Beasley also do quite well in the neighboring Charlotte market with WBAV, WSOC, WNKS and WKQC. This could definitely complement them well, as just one example, but its probably not gonna happen that way, but maybe thats at least something thats considered, and all other potential options here.

 

[101tm]

With all due respect just not going to happen. The paperwork has been filed, 94.5, 95.5 and 103.3 are going to EMF and EMF will probably start operating then via a LMA soon. EMF has more $$ than Beasley everything else aside, and that’s all that matters to Salem.

 

[charlestondxman]

The change looks to be in mid to late October per this post from Dan Scott. https://x.com/grandslamforgod/status/1694754995340497387?s=61&t=6Bx3tD-mSTjm4jbTxJLP_g

The only market in SC EMF won’t be in is Charleston. And Charleston is pretty well tapped in with contemporary Christian formats with His Radio and WayFM both on multiple signals, and locally owned WKCL 91.5. Only way they can get in this market is if they buy one of the weaker commercial FMs or WKCL.

 

[MediaMan]

With all due respect just not going to happen. The paperwork has been filed, 94.5, 95.5 and 103.3 are going to EMF and EMF will probably start operating then via a LMA soon. EMF has more $$ than Beasley everything else aside, and that’s all that matters to Salem.

Take a look at Beasley's finances. It's a publicly held company. The records are available on line. They aren't in much better financial shape than Salem. None of the big commercial radio operators are buying ANY radio stations right now. They are in a scramble to just have enough cash flow to pay operating expenses much less interest on their ridiculous debt levels. At the end of the day, the radio business, even religious operators, is a business and if the economy gets worse, there is going to be a heap of hurt in the industry. AM stations are already going dark with licenses surrendered to the FCC. I don't think it's out of the realm of possibility some FMs are next. You can come up with a good list of FM stations in the GSP market alone which likely cost money to operate. If you are circling the drain, you can't pour money into an operation when there is no spare change left. Truth is in our part of the radio world, and most others in the U.S., there are way more stations that can be supported by ad dollars. We haven't even lifted the lid off the huge changes going on with the businesses which buy advertising from radio stations. That change is as dramatic or more so than the heads winds radio faces.

Keep the faith. It could be a lot worse. Own a newspaper.

 

[AMRocks]

Beasley already operates many successful stations on Class A signals in New Jersey, such as WJRZ, WDHA, WRAT and even WMGQ.

In fact, 100.1 WJRZ in its home market of Monmouth/Ocean NJ has almost the exact same playlist as Earth FM, and it is one of the most popular stations in that market.

Beasley also do quite well in the neighboring Charlotte market with WBAV, WSOC, WNKS and WKQC. This could definitely complement them well, as just one example, but its probably not gonna happen that way, but maybe thats at least something thats considered, and all other potential options here.

NJ is much different than upstate SC. You need a big signal here to cover the market. NJ has many markets with lots of people

 

[AMRocks]

EMF is one of the few companies buying radio stations. The others buying are religious as well. Swaps happen, but I’m pretty sure EMF gave Salem the best price aka lifeline they needed. Salem isn’t concerned about the listeners…neither is EMF about pleasing the old listeners. They need the cash ASAP. They had 3 signals EMF was willing to hand over the best cash for.

Earth FM hasn’t been a runaway success and doesn’t seem to have been a cash cow by any means. I never understood how they survived. 94.5, 95.5, and 103.3 are no longer a factor. Salem sold them because they weren’t successful in the market and they were among the most valuable assets they had to sell with the least loss. If anyone wanted to continue the Earth FM project, they would have to find another signal, none of which are up for sale. And a company like Beasley or Townsquare certainly wouldn’t allow the variety playlist on 103.3 to continue even if that had a snowball’s chance in hell or happening. And where would they put it? Awesome 99.5 had more advertisers than Earth FM. Between Classic Rock 101, Magic and The Lake almost anything Earth played is covered. The only way the Earth FM project would continue would be if they got an AM and an attached translator somewhere. And I doubt they’d be paying all of those DJ’s.

Anyone feel free to correct me if I’m wrong.

You are 100% correct. Plus, most sales to other radio companies these days are to complement stations they already own in the market. Audacy, iHeart and Summit likely couldn't have bought them even if they wanted them. They already own too large of a percentage of stations in the market. EMF doesn't care about revenue or ratings

 

[101tm]

You are 100% correct. Plus, most sales to other radio companies these days are to complement stations they already own in the market. Audacy, iHeart and Summit likely couldn't have bought them even if they wanted them. They already own too large of a percentage of stations in the market. EMF doesn't care about revenue or ratings

Population covered by signals is what EMF cares about. 94.5 doesn’t have a reach as powerful as 92.5, 93.3, 93.7, or 98.9, but it still covers a ton of population for them and is right behind the previous mentioned stations with signal strength. They’ll be hitting over 1mil with 103.3 and 95.5 which technically won’t be a simulcast anymore (in the traditional sense since both are just repeating Air1).

I’d imagine iHeart is tapped out from a revenue standpoint with WSSL plus WESC and WMYI. Audacy has strong billers. Not sure about Summit but given WJMZ’s market share and dominance I’m sure they’re taking cash in, WHZT shouldn’t be doing badly either. X98.5 has pretty heavy spot loads…definitely longer than Earth FM’s but I’m not sure if translators count. Streetz 99.5 has been a flop.

 

[AMRocks]

Population covered by signals is what EMF cares about. 94.5 doesn’t have a reach as powerful as 92.5, 93.3, 93.7, or 98.9, but it still covers a ton of population for them and is right behind the previous mentioned stations with signal strength. They’ll be hitting over 1mil with 103.3 and 95.5 which technically won’t be a simulcast anymore (in the traditional sense since both are just repeating Air1).

I’d imagine iHeart is tapped out from a revenue standpoint with WSSL plus WESC and WMYI. Audacy has strong billers. Not sure about Summit but given WJMZ’s market share and dominance I’m sure they’re taking cash in, WHZT shouldn’t be doing badly either. X98.5 has pretty heavy spot loads…definitely longer than Earth FM’s but I’m not sure if translators count. Streetz 99.5 has been a flop.

Would have been cool, though, if Audacy could have brought back Magic on a big signal. Or, if timing were better, move WORD to 94.5 instead of 98.9. They could have held onto the current WGTK talk audience and given WORD the big signal. 🙂. Or Summit could have fixed HOT's signal problem with a move to 94.5. 🙂. I can dream, right? 💭

 

[101tm]

The change looks to be in mid to late October per this post from Dan Scott. https://x.com/grandslamforgod/status/1694754995340497387?s=61&t=6Bx3tD-mSTjm4jbTxJLP_g

The only market in SC EMF won’t be in is Charleston. And Charleston is pretty well tapped in with contemporary Christian formats with His Radio and WayFM both on multiple signals, and locally owned WKCL 91.5. Only way they can get in this market is if they buy one of the weaker commercial FMs or WKCL.

WMHK’s popularity in Columbia seems to have carried over for K-LOVE. RTN bought 92.1 for a pretty cheap price but I’m not sure if it’s been very popular or not. Outside of SC and Asheville RTN’s “His Radio” brand is heavily reliant on multiple patchy translators. Outside of Columbia and Augusta I’m not familiar with any other markets where they’ve gone head on with EMF. Wonder if RTN would be interested in any of the Salem personalities - Lizz Ryals got a pretty sweet morning co-host gig on 89.3 not long after she was let go from iHeart, but she was a great fit for the format.

WGTK never seemed to take listeners away from WORD ratings wise despite having a superior signal for so long so I wonder where the listeners will go. They don’t have much in terms of options, not even a news/talker on AM. I wonder if certain personalities drew listeners to 94.5 more than others - or if people just listened to 94.5 to avoid nutty Tara and Charlie?

 

[AMRocks]

WGTK never seemed to take listeners away from WORD ratings wise despite having a superior signal for so long so I wonder where the listeners will go. They don’t have much in terms of options, not even a news/talker on AM. I wonder if certain personalities drew listeners to 94.5 more than others - or if people just listened to 94.5 to avoid nutty Tara and Charlie?

WGTK I believe was mostly national hosts from Salem's network. They just needed a place in the market to clear the programming. I don't even know if local sales were very important to them for 94.5. It could be part of the reason why Earth FM didn't have many spots.

 

[RadioRonnie285]

The Florence market has no Christian AC station serving it. Its the biggest hole in the state

 

[101tm]

WGTK I believe was mostly national hosts from Salem's network. They just needed a place in the market to clear the programming. I don't even know if local sales were very important to them for 94.5. It could be part of the reason why Earth FM didn't have many spots.

The only non-Salem hosts on 94.5 are the morning host and Sean Hannity who is carried live in PM drive. They carried Mark Levin before he went to WORD. Oddly they never cleared all of Salem’s programming including Hugh Hewitt and Jay Sekulow. I’m not sure how they make money considering they don’t really syndicate these shows outside of their own stations really. Maybe the teaching / CCM stations are where they make money?