Even as Cumulus Media prepares to divest one of its western Pennsylvania signals, the company is making sure local sports fans won’t miss a beat.
With the pending sale of Sports Radio 96.7 WLLF in Mercer, Pennsylvania, to Family Life Ministries, Cumulus has announced plans to relocate the station’s sports programming to 103.9 WWIZ in nearby West Middlesex, ensuring the brand’s popular lineup remains available throughout the region.
When the transition takes place, WWIZ will retire its current adult contemporary format in favor of sports programming, giving listeners a new destination for some of the area’s most recognizable play-by-play broadcasts and sports talk.
The move also brings a technical advantage. While both stations primarily serve Mercer County, 103.9 WWIZ delivers a stronger signal into the Youngstown metropolitan area, potentially expanding the station’s reach to even more sports fans across northeastern Ohio and western Pennsylvania.
Listeners can continue to hear broadcasts of the Pittsburgh Pirates, Pittsburgh Penguins, University of Pittsburgh Athletics, and Westwood One’s NFL coverage, preserving a lineup that has become a staple for local sports enthusiasts.
The change also marks another chapter in the evolving story of WWIZ. Before adopting its adult contemporary format, the station built a unique reputation among radio fans nationwide by embracing Christmas music earlier than almost anyone else. From 2019 through 2021, WWIZ was among the very first stations in America to make the annual switch to an all-holiday format, earning attention well beyond its local market.
As ownership changes continue to reshape stations across the country, this move illustrates how broadcasters are finding creative ways to preserve valuable brands and audience loyalty. Rather than allowing the sports format to disappear with the sale of WLLF, Cumulus is giving it a stronger signal and a fresh home, ensuring local fans can continue following their favorite teams without interruption.
For Mercer County and the greater Youngstown area, the frequency may be changing—but the game is staying on the air.
On The Dial covers breaking radio industry news, including ownership changes, format moves, programming updates, talent news, and broadcast trends from across the United States.
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