The buyers of WLFP-AM Braddock PA are looking to the past as they take over the 1550 kHz facility in the Pittsburgh market. The FCC has already approved their plan to restore heritage call letters WZUM to Pittsburgh’s airwaves.
The station was sold by Michael Craven, Receiver, to AM Guys LLC for a modest $14,515. The AM Guys are Edward DeHart and Stephen Zelenko.
The station is all but a day-timer. It’s a Class D with 1 kW-D and a scant 4 W-N. Its daytime signal covers a substantial portion of Pittsburgh’s urbanized area, with a much smaller urban contour at night.
According to the McKeesport Daily News, the station hadn’t settled on a format as of 7/2/13 but had received positive comment on a eclectic mix of music it had been running during tests. Reverting to that approach has not been ruled out as Plan B if Plan A, whatever it might be, does not pan out.
Whatever happens, DeHart told MDN he’s hoping the presence of familiar calls will help attract some listeners.
According the consultants who spoke with MDN, the new owners face an uphill climb to re-establish the long underutilized and night-time handicapped station – but as RBR-TVBR pointed out back in May, at least it won’t cost too much to give it a shot.