From 1989 through 2012, he was widely known for his sales roles and leadership of the AM and FM radio stations once owned by ABC Radio serving the New York Tri-State Area. He’d later join WOR-AM in New York as Station Manager before taking a post with Times-Shamrock Communications in the Poconos.
Now, there’s a Shamrock back in Steve Borneman‘s professional life.
The radio industry veteran who in 1983 started his career as an account executive for Country WDLW-AM 1330 in Acton, Mass., serving Boston, has been hired to serve as the General Manager of Times-Shamrock Communications‘ Classic Rock WZBA-FM “100.7 The Bay” in Baltimore.
He succeeds another longtime radio industry figure, Jefferson Ward, who retired in September after a decade at the station but has stayed on to ensure a smooth transition to Borneman.
Borneman’s first day at “The Bay,” heard at 100.7 MHz from its suburban Westminster, Md., Class B originating signal and in downtown Baltimore at 100.1 MHz via FM translator W261CD, will be Monday (1/10).
Why did Borneman take the job, some 18 months after becoming Chief Operations Officer of Jam Media Solutions, his current post? “Steve wanted the opportunity to come back and work with a company that embraces a family culture, empowers managers to create compelling content and drive revenue through creative marketing concepts and strong client relationships,” said Times-Shamrock Chief Executive Officer Jim Lewandowski. “We are excited to have Steve back on the team.”
From 2014-2016, Borneman was GM of Times-Shamrock’s WEZX-FM, WFUZ-FM & WEJL-AM & FM in Wilkes-Barre/Scranton. He departed in July 2016 to join Pamal Broadcasting, serving as COO of the licensee of radio stations in Albany-Schenectady-Troy and across the Hudson Valley of New York. In August 2020, Borneman departed Pamal for the Jam job.
For many in radio, his many years at ABC Radio in New York are widely recalled. He was President/GM of both WABC-AM & WPLJ-FM, rising from an AE role at then-Top 40 WPLJ during an era when it shifted from “Power 95” to “Mojo Radio” before evolving to “95-5 PLJ,” with Scott Shannon and Todd Pettingill ensconced in morning drive.
“I’ve known and admired Jefferson Ward for many years, and I’m honored that he and Jim Lewandowski have invited me to return to the company as the next manager of The Bay,” Borneman said. “Jefferson, Joe Heffron, Steve Huber and the entire 100.7 team have created one of America’s truly great radio stations and I will do my absolute best to live up to the amazing legacy of The Bay.”
WZBA has been a Classic Rocker since Labor Day Weekend 2003, morphing from a Lite Classic Rock approach under the slogan “Rock without the Hard Edge.” It has been “The Bay” since December 1999; for five years before that it was Alternative, but from May 1987 through December 1994, it was Classic Rock WGRX, challenging market stalwart WIYY “98 Rock.”
