When in the Deep South, one can’t mention radio broadcasting companies and the key players without mentioning Clay Holladay, his brother Bob Holladay or their father, Eddie Holladay.
For many years, New South Radio and its predecessor, New South Communications, has owned AM and FM stations in Mississippi, Alabama and Louisiana. Now, it is adding to its collection of stations serving the Jackson, Miss., market by grabbing a Christian-themed FM serving Central Mississippi since 1972.
In a transaction that sees Greg Guy and Jason James of Patrick Communications as the exclusive brokers, Holladay’s New South Radio is obtaining WHJT-FM 93.5 in the Jackson suburb of Kearney Park, Miss., from Mississippi College for $600,000.
WHJT has a Construction Permit for a Class C3 13.5kw signal, moving up from a Class A 6kw facility based in Clinton, Miss. This boosts WHJT’s coverage area to the north and west of Jackson.
A 5% deposit has been made with Mississippi College’s escrow agent, Smithwick & Belendiuk.
WHJT’s purchase will officially transpire following the termination of a Time Brokerage Agreement New South holds with Flinn Broadcasting’s WJXN-FM in Utica, Miss., to the south of Jackson. Per FCC rules, TBAs give an owner attributable interest in the property, and as a result New South has interest in four FMs and two AMs in Jackson.
New South indicates that a termination of the Flinn TBA is in process.
While neither New South or Holladay have announced their plans for WHJT, it is expected to become the new home for the Classic Country “Legends” brand presently on WJXN, which has difficulty reaching Jackson’s growing northern and western suburbs.
Meanwhile, Flinn’s plans for WJXN are also unknown.
WHJT is a broadcast outreach ministry of Mississippi College, with a live-and-local presentation featuring a mix of Christian Talk and Teaching programming and Christian Adult Contemporary music.
Founded in 1826, Mississippi College is the second-oldest Baptist-affiliated college in the United States and the oldest college in Mississippi.
