Woodward Expands Springfield Radio Holdings & Divests in Bloomington

This article first appeared on www.radioinsight.com

Woodward Communications has made significant moves in the Illinois radio market, expanding its presence in Springfield while divesting assets in Bloomington. This strategic reshuffling demonstrates the company’s commitment to strengthening its position in key markets.

Springfield Acquisition

Woodward closed on its $4.3 purchase of Neuhoff Media’s seven stations in those markets last month. In Springfield, Woodward will acquire Mid-West Family Broadcasting’s News/Talk 92.7 WMAY-FM, Rock 97.7 WQLZ, AC 98.7 WNNS, and Classic Hits “102.5 The Lake” 970 WMAY/94.7 W234CC/102.5 W273DR to join its existing cluster of Hot AC “99.7 The Mix” WXAJ, Country 104.5 WFMB-FM, “Sports Radio 92.3” 1450 WFMB. The company will spinoff Variety Hits “96.7 Bob-FM” WCVS-FM to stay within the ownership caps. Terms were not disclosed.

Bloomington Divestiture

In Bloomington, Great Plains Media will expand with the LMA of Variety Hits “97.9 Bob-FM” WBBE from Woodward. The company already owns Conservative Talk “Cities 92.9” WRPW, AC “Magic 99.5” WZIM and Country “107.7 The Bull” WIBL/92.1 W221CY. The company’s other two stations, “Rock 96.7” WIHN and Hot AC “Now 100.7” WWHX are being divested to undisclosed operators.

Management and Integration

Kevin O’Dea, Woodward Springfield Market Manager, will oversee the combined Springfield cluster. O’Dea, who began his radio career with Mid-West Family Broadcasting’s WMAY Springfield in 1978, was recently honored as the Illinois Broadcaster Association’s 2024 “Vincent T. Wasilewski Broadcaster of the Year.” He will report to Kelly Radandt, the overall Marketing Manager for Woodward’s radio groups in Appleton, WI, and Illinois.

Tom Woodward, President/CEO of Woodward Communications, expressed enthusiasm about the acquisition, stating, “We are excited about this opportunity and look forward to integrating Mid-West’s solid brands into our Springfield operations.” The company plans to consolidate all stations and related operations into Mid-West Family’s current office and studios, aiming to create synergies that will benefit employee owners, customers, and the community.

Advisory Role

It’s worth noting that Woodward Communications was represented by Greg Guy of Tideline Partners in this transaction. Guy provided advisory services for the acquisition of Mid-West Family, as well as the divestitures and LMA.

This strategic move by Woodward Communications underscores the dynamic nature of the radio industry, where companies continually seek to optimize their portfolios and strengthen their market positions. The expansion in Springfield, coupled with the divestiture in Bloomington, reflects a calculated approach to focus resources on key growth areas while maintaining regulatory compliance.