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March, 26th 2008

By Mike Stern

Non-profit doesn't mean NPR or listener support in the case of WYLZ-FM/Midland, Mich., which the FCC required Citadel to spin off as part of the ABC purchase. The Great Lakes Loons minor league baseball team has bought the signal with financing help from the Michigan Baseball Foundation. Rebranded as ESPN 100.9-FM, the all-sports station launched Tuesday (March 25).

The station's local programming features Bill Simonson hosting "the Huge Show" afternoons from 3-6 p.m. and broadcasts of all Great Lakes Loons baseball games. Otherwise the station will carry ESPN syndicated network programming.

The unique twist is that the Loons and now the radio station operate as non-profit organizations as part of the Michigan Baseball Foundation. The tax-exempt foundation was formed by a group of community leaders in Midland. It owns the stadium the team plays in and helped bring the Loons to town

The team and radio station are not tax-exempt, but all revenue generated by the businesses goes back into the foundation and are invested into local community development. "In our first year of operation, we helped generate $350,000 in revenue that went back into the community through a grant process," says Brad Golder, currently the Loons’ director of broadcasting and media relations and play-by-play broadcaster. Golder will also serve as program director for the station. His experience includes working as operations manager and executive producer for the Atlanta Braves Radio Network.

"The station is currently looking to hire a sales manager," Golder says, adding that eventually the station will be hiring for programming, traffic and sales, "just like any other radio station." Anyone interested in the sales manager position can send their package to ESPN 100.9-FM, c/o Job Opportunities; PO Box 365; Midland, MI 48640.

The station is currently running out of a Citadel studio under an LMA agreement. After the season, the team plans to build studios in the press box and move the entire operation to the baseball field.

The signal had been simulcasting Citadel classic rock WILZ/Saginaw, Mich., until the FCC mandated spin-off put the station into a trust last June. Since then, it has been airing a satellite delivered country format.

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