Summers Lovin’, Had Me A Blast…

• How awesome is this? Mid-West Family Broadcasting Country WRTB (95.3 The Bull)/Rockford, IL has made a serious public commitment to longtime Rockford morning icon Steve Summers, by drawing up what is being termed a “lifetime agreement” that will keep the local legend hosting The Bull morning show until Steve decides it’s time to retire from full-time work.

First, some history: Mid-West Family purchased the Rockford radio stations in 2014 and signed on 95.3 The Bull shortly thereafter. Summers (left) joined The Bull in August 2016, crossing the street from Townsquare Media rivalWXXQ (Q98.5), where he previously spent 23 years as PD and morning personality.

“We got real lucky in the summer of 2016 when Steve became a free agent and we were able to add him to our growing Country brand in the Stateline area,” said Mike Paterson, GM of Mid-West Family in Rockford, DeKalb, and Springfield, IL. “Steve made an immediate difference in our on-air product, community involvement, and most important, results for our advertisers.” Paterson continued, “Mid-West Family has a long history of having people work for many years with our company and retire with us. Our Michigan, Lacrosse and Madison operations have had some 40-year employees finish their career with us. I’m excited that Steve can see that although media can be a volatile business, we try to operate with a people-first culture where individuals can grow and thrive.”

Summers remarked, “What an incredible feeling to be appreciated for your skill set and to be working for a company that appreciates you on the team. To be able to go on vacations and be assured of employment when you return, and to have the ability to control your own destiny and path is truly unique in any business. This opportunity is a testimonial to the commitment Mid-West Family has to Rockford, to my family and me. I am honestly blessed.”