Yesterday, Mastiff.Media CEO received an email from the owner and general manager of 1490AM WWPR advising that earlier this week, the station was sold and that the current schedule would only last for the end of November, which for “Up The Middle” means next Friday, after Thanksgiving.
“I’m bummed to get this email. But this may be a great time to aggressively expand. While I am VERY brand loyal, paying the price for one smaller station with a small market share and listening area doesn’t make sense, when, for a few dollars more, we multiply our geographic reach and our overall audience size,” said Mastiff.Media CEO and Up The Middle host, Yergz. We’re grateful for the start that 1490 gave us, but to be informed that they have been purchased by a Christian radio conglomerate; we can see the writing on the wall. We have already been approached by The Tan Talk Network (WTAN and WDCF) to expand there. They are wanting to carry both hours on Friday. We’ll try and create a deal that will give us Wednesday, too, and eventually Monday, Tuesday and Thursday. I think that it makes better sense to expand the week with one audience, THEN expand the day to additional stations and markets.”
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