Just 48 hours after Roger Holler’s radio broadcasting company completed a deal that saw it expand to Florida’s Treasure Coast, a fresh transition has been struck that sees the Gainesville-headquartered operation add in Polk County, Fla.
It also ends the longtime ownership of radio properties in the market by Hall Communications.
The buyer is MARC Radio Group, and it is expanding in a significant way by entering the Lakeland-Winter Haven market.
This gives MARC, pending regulatory approval, ownership of a Country station with a signal so big, the station can be heard from Tampa and Sarasota east to the Treasure Coast, and much of Orlando: Class C0 100kw WPCV-FM 97.5.
Also in the mix are WONN-AM 1230, W296CS at 107.1 MHz and W240DB at 95.9 MHz; and Talk WLKF-AM 1430.
An expected closing date is May 2026, MARC said on Thursday.
Commenting on the purchase, MARC Chief Revenue Officer Scott Miller said “97 Country” is a terrific station, and that “you don’t mess with success.”
Meanwhile, WONN and the two FM translators are now home to “MAX,” as former home WWRZ-FM was sold to Radio Training Network and is home now to The Joy FM, its Christian Contemporary format.
A Form 314 filing with an asset purchase agreement featuring details of the deal is forthcoming.
