Larry Wilson’s live and local L&L Broadcasting began its life (and the latest radio life of its Citadel-veteran founder) in Portland OR, and after spending a few years tending to it and it alone, the company has been showing an acquisitive streak. It’s latest market: Columbia SC.
On the block is a four-FM, one AM cluster that includes WWDM-FM, WHXT-FM, WMFX-FM, WARQ-FM and WOIC-AM.
The seller is the group famous for having Magic Johnson on its roster of principals, YMF Media. According to reports, YMF stands to earn $13M for the Columbia station cluster.
The big boomer of the group is WWDM, blasting an Urban format for miles around via a 100 kW 101.3 MHz signal.
Here’s what L&L is picking up:
* WWDM-FM, licensed to Sumter, is a Class C on 101.3 MHz with 100 kW @ 1,322’. The Big DM is an Urban outlet with the kind of coverage you’d expect from a full-bore Class C.
* WHXT-FM is licensed to Orangeburg and is a Class C3 on 103.9 MHZ with 9.2 kW @ 531’. It reaches Columbia but mainly serves territory to the south of town with a Hip Hop format known as Hot 103.9.
* WMFX-FM St. Andrews is a Class A on 102.3 MHz with 7 kW @ 328’. Fox 102 is a Class Rock outlet that is most effective in Columbia and points further west.
* WARQ-FM Columbia is a Class A on 93.5 MHz with 2.8 kW @ 443’. Rock 93.5 is centered on the market.
* WOIC-AM Columbia is a Class C on 1230 kHz with 1 kW-D, ND.
Brokerage Media Venture Partners represented the seller in the transaction.