USA: Local Group Buys Three Missoula Radio Stations

The new proprietors of the Trail, Fresh and Jack FM say the time is right for local ownership.

By Jonathan Weber, 12-18-09

Bucking a long-standing trend that has seen radio station ownership nationwide consolidate into handful of large chains, a troika of Missoula media entrepreneurs have acquired the Trail 103.3 and two other local radio stations.

The stations have been run since 2006 by Salt Lake City-based Simmons Media, but Simmons decided not to renew its operating lease on the stations, and the lease will now expire at the end of this year. The new ownership group includes Kevin Terry, a radio engineer and programmer and the original founder and owner of the stations; Ross Rademacher, former owner of the Maverick Group, a Hamilton-based marketing agency; and Becky Smith, a long-time Missoula media operator with experience in radio, print and online. In addition, Dave Cowan, who was responsible for creating the hugely successful programming format for the Trail, has returned to the station group as director of programming.

"Radio in Missoula is a vital part of our community and it is important that our stations reflect what makes Western Montana unique and special," said Rademacher. "We are excited to be taking over the ownership and operations of the Trail 103.3, Fresh 104.5 and Jack 105.9.  In this digital age and changing economic climate, we will be able to provide our listeners and our advertisers top notch programming and advertising expertise."

Radio station ownership around the country has been in flux since the late 1990s, when a change in the federal laws on media ownership allowed chains to own multiple stations in one market, and raised the limit on the total number of stations that would be owned by one group. In Missoula, the leading national chain, Clear Channel Communications, acquired a number of local properties. But Clear Channel two years ago began selling off pieces of its empire as its financial mode faltered, and the six former Missoula Clear Channel stations are now owned by a regional chain, Gap West Broadcasting.

The Trail 103.3, Fresh 104.5 and what is now Jack FM 105.9 were launched in 2005, after Terry won the licenses for the frequencies in a Federal Communications Commission auction. The Trail, with its eclectic, rock-oriented programming, extensive playlist and strong local voice, was an immediate hit with listeners, and has emerged as one of the top commercial station in Missoula.

The original operating agreement for the stations didn't work out as well, however, and Simmons took over in 2006. The company quickly converted the much-discussed "progressive talk" format at 105.9 to Jack FM, a fast-growing syndicated music programming format. Rod Harsell, longtime sales manager at the Missoula Independent, replaced Cowan as general manager, but left earlier this year.

The new owners hope that local ownership, and original local programming on the Trail and Fresh, will help them stand out in a crowded market that now includes 17 stations. The rise of big radio chains has meant a rise in highly formulaic programming, with even news broadcasts sometimes originating from thousands of miles a way. That in turn has alienated many radio listeners, who can now opt for satellite radio or Internet radio or an iPod rather than searching for a new broadcast channel.

If Terry and Smith and Rademacher can change that dynamic with strong local programming, that bodes well not only for Missoula radio listerners, but for radio operators everywhere.

Source: http://www.newwest.net/city/article/top_missoula_radio_stations_bought_by_local_group/C8/L8/

Via Yimber Gaviria, Colombia