Central Arkansas’s media landscape is set for a significant shift as Broadcast Industry Group, LLC, the operator behind the popular “Arkansas Rocks” KLRG 880 AM, finalizes a deal to acquire a substantial portfolio of radio stations. The acquisition, encompassing 13 radio stations and three FM translators from High Plains Radio Network, LLC, based in Plainview, Texas, will solidify Broadcast Industry Group’s position as a leading independent radio broadcaster in the state.
The expansive purchase agreement includes a diverse range of stations strategically located across Arkansas and even reaching into Mississippi. Arkansas stations involved in the deal are KAFN 690 AM and 99.3 FM in Benton, KWPS-FM 99.7 in Caddo Valley and Hot Springs, KZYP 1310 AM and 104.1 FM in Malvern and Sheridan, KVRC 1240 AM and 100.9 KDEL-FM in Arkadelphia, KYXK 106.9 FM in Gurdon and Prescott, and KCMC-FM 94.3 in Viola and Mountain Home. Further diversifying the acquisition are stations such as conservative talk radio “Mountain Talk 97.1” KJMT in Calico Rock, adult contemporary K92.7 KRZP in Gassville, oldies WGVM 1260 AM in Greenville, Mississippi, and 97.3 K247BA in Indianola, Mississippi.
Alt text: Radio transmission tower against a blue sky in Arkansas, symbolizing broadcast media and the expansion of Arkansas Rocks radio network.
Adding to their growing portfolio, Broadcast Industry Group is also in the process of acquiring classic country KFFA 1360 AM and classic rock “The Mix” KFFA-FM 103.1 in Helena from Spearman Land & Development Company, LLC, also under the ownership of Monte Spearman of High Plains Radio Network.
Jay Brentlinger, Owner and Manager of Broadcast Industry Group, highlighted the existing collaborative relationship with High Plains Radio Network, stating, “For the past five years, we have enjoyed working together under our local marketing agreement for many of these stations… through the darkest hours of covid-19 and now looking toward a bright future moving forward.” Monte Spearman echoed this sentiment, emphasizing the positive partnership and future prospects.
Broadcast Industry Group’s current “Arkansas Rocks” branded stations include KLRG 880 AM in Sheridan and Little Rock, 94.5 FM K233BF in Greenbrier and Little Rock, KJJI 1190 AM in White Hall and Pine Bluff, and 98.9 FM K255AX in Pine Bluff. They also operate R&B oldies “The Cat” KCAT 1340 AM and 92.7 FM in Pine Bluff, showcasing a diverse range of formats catering to various listener preferences across Central Arkansas.
The financial details of the acquisition reveal a $3 million cash payment for the majority of the stations, with an additional $500,000 allocated for the Helena stations. Brentlinger confirmed the involvement of investors and lenders in the deal, with further details to be disclosed in a Federal Communications Commission (FCC) ownership report following the deal’s closure. Regulatory approval from the FCC is pending for the sale to be finalized.
Radio’s Resilience in the Digital Age
The radio industry, like other traditional media, has faced challenges in recent years due to the rise of internet streaming and on-demand digital content. However, Brentlinger remains optimistic about radio’s future, emphasizing its continued relevance, particularly among drivers. “As long as radio keeps a foothold in the car, I think the future’s bright,” he asserted.
Alt text: Car dashboard radio tuned to a local station, representing in-car entertainment and the enduring presence of radio in vehicles in Arkansas.
He further explained how modern radio is adapting to the digital age by embracing metadata, mirroring the practices of streaming platforms. This includes incorporating album art and visual elements for commercials on compatible car radios, enhancing the user experience and bridging the gap between traditional and digital media. Brentlinger countered the narrative of radio’s decline, citing Nielsen ratings as evidence of radio’s sustained listenership and market presence.
Strategic Advertising Approach for Listeners and Advertisers
Upon FCC approval, Broadcast Industry Group will ascend to become the second-largest independent radio station owner in Arkansas, a significant leap from their current six signals to a commanding 22. This expansion places them in closer competition with industry giants like iHeartRadio, the largest radio network in the United States.
Brentlinger outlined a key differentiator in their business model: a listener-centric and advertiser-friendly advertising strategy. In contrast to the heavy commercial loads sometimes employed by larger networks, Brentlinger emphasized a commitment to limited commercial breaks. “They believe in putting all their commercials together in one big chunk and doing that once an hour,” he noted, critiquing the practice of extended commercial blocks that can deter listeners and diminish advertiser impact. “We do one three-minute break an hour. That’s it, and we’re going to stick to that.”
Alt text: Interior view of a radio broadcasting studio console in Arkansas, showcasing equipment used by Arkansas Rocks and other stations for live broadcasts and content production.
This strategy, Brentlinger believes, fosters greater listener engagement and provides more effective advertising opportunities. He indicated a willingness to adjust advertising rates based on demand, prioritizing listener retention and tangible results for sponsors over maximizing commercial airtime. This approach marks a departure from the heavier commercialization prevalent in 1990s radio, which was driven by ratings metrics focused on 15-minute listening segments.
Local Community Focus with Centralized Operations
With the expanded station network, content for twelve of Broadcast Industry Group’s stations will originate from their Benton studio. However, Brentlinger stressed the importance of maintaining a local presence and community engagement across their service areas. “That doesn’t mean that you don’t have people go to these cities and meet the people, do the Kiwanis Club meetings and attend the football games. You make yourself part of the community,” he explained. This hybrid approach allows for operational efficiency through centralized content production while preserving the vital connection to local communities that is a hallmark of local radio.
The acquisition signifies a major development in the Arkansas radio market, positioning Broadcast Industry Group and their “Arkansas Rocks” brand for continued growth and influence in the evolving media landscape.
