Civic Media Buys MRA’s Remaining Assets
• UPDATED: Civic Media is significantly expanding into the Milwaukee market with its pending acquisition of WZTI-AM and two FM translators in Milwaukee — the final assets of the now dark Milwaukee Radio Alliance, which last month sold AC 93.3 WLDB and Alternative WLUM (FM 102.1)/Milwaukee to K-Love Inc. for $4 million.
Civic Media is buying 1290 WZTI-AM/Greenfield, WI, along with translators W262CJ-FX (100.3)/Milwaukee, and W297BY-FX (107.3)/Franklin, WI. WZTI’s 5,000 watts delivers a strong city-grade signal over all of Milwaukee County. While recent flooding had knocked the station off the air for the past three weeks, a new transmitter is being installed this week with the expectation to resume broadcasting shortly.
The acquisition will enhance Civic Media’s regional coverage through strategic format alignment:
A) To serve the established Oldies audience, WZTI-AM and FM translator 107.3 will simulcast “Local News and Timeless Hits” with Full Service/Oldies sister WRJN-AM/Racine, extending WRJN’s coverage from Waukegan, IL to Sheboygan, WI on AM, and from Kenosha to Oak Creek, WI on FM.
B) Progressive Talk WAUK-AM (The ‘Sha 101FM)/Jackson, WI will add a new 100.3 FM signal covering downtown Milwaukee and eastern suburbs, paired with its current 101.1 FM translator in Waukesha to provide improved audio quality across Milwaukee County. The stations are targeted to launch Wednesday, Sept. 17, pending equipment installation and engineering coordination.
“We’re thrilled to expand our presence in Milwaukee, our largest metro market,” said Chris Moreau, Civic Media Regional President. “These acquisitions allow us to better serve listeners across southeastern Wisconsin with our commitment to local news coverage and quality programming. The extended coverage area creates exciting opportunities for both our audience and advertising partners.”
Aaron Carreno, Civic Media VP of Programming, added, “We’re working on some exciting enhancements to further improve the WAUK listening experience that we’ll share when they’re ready. Our goal is to provide Milwaukee area listeners with the local focus and familiar programming they’ve come to expect from Civic Media.”
The transaction is subject to FCC approval, and KALIL & CO., INC. is the exclusive broker for this transaction.
