Radio One Buffalo Expands with Acquisition of WHLD-AM, Shaping the Buffalo Radio Landscape
Radio One Buffalo, led by Buddy Shula, is set to acquire WHLD-AM from Cumulus Media, adding a second station to its Buffalo-Niagara Falls market presence. The $150,000 deal marks a significant move for Radio One Buffalo, potentially reshaping the radio landscape in the region.
Shula, President & CEO of Radio One Buffalo, expressed excitement about the acquisition. "This is a great addition to Buffalo’s Oldies Station, The BIG WECK, and will give us more opportunity to touch the lives of our listeners and local communities," he stated. He further emphasized the transformative potential of the acquisition, echoing the impact of WECK-AM eight years prior.
The companies have entered a Local Marketing Agreement (LMA), effective June 1, pending FCC approval. While Shula hasn't disclosed specific plans for WHLD, the 5,000-watt station offers enhanced coverage for WECK in the northern part of market No. 59. In March, WHLD had a 0.5 rating (12+), according to Nielsen.
Cumulus Media's decision to sell WHLD aligns with its strategy to spin-off non-core assets, including stations and land, aiming for $10 million to $15 million in proceeds, according to CFO Frank Lopez-Balboa. In recent months, Cumulus has taken approximately two dozen AMs and FMs off the air across the U.S.
Prior to the acquisition, Cumulus owned four stations in Buffalo: classic rock "97 Rock" WGRF, "Classic Hits 104.1" WHTT, alternative "103.3 The Edge" WEDG, and CHR "Hot" WBBF (1120).
Buddy Shula's journey in Buffalo radio began in November 2016 when he acquired WECK. WECK has become a flagship AM station with a non-religious music format. This new acquisition solidifies Shula's commitment and influence within the Buffalo radio market.
What changes do you anticipate following Radio One Buffalo's latest move in Niagara Falls and Buffalo? Share your thoughts in the comments below!