Max Media of Coastal Virginia makes two big programming moves. Barry McKay and Jerry Hoyt each earn well-deserved promotions.
What We Know: McKay moves from middays at 97.3 The Eagle to Program Director/Brand Manager and afternoon host at 92.9 The Wave. Meanwhile, Jerry Hoyt steps into the Assistant Program Director role and takes over middays at The Eagle. Together, these moves reflect Max Media’s commitment to developing talent from within its own ranks. Both promotions take effect immediately.
What’s They Said: Keith Barton, Vice President and General Manager of Max Media, didn’t mince words. “Barry was the obvious choice to take on Program Director and afternoon host duties for WTWV 92.9 The Wave,” he said. Barton added: “We’re thrilled to have Jerry step into the midday role and Assistant Program Director responsibilities at 97.3 The Eagle.”
What Remains Unclear: McKay has not yet detailed his specific programming vision for The Wave publicly. Furthermore, Max Media has not announced a replacement for his former Eagle midday slot. How he balances on-air duties alongside programming responsibilities also remains an open question.
What It Means: Max Media didn’t go hunting outside. They rewarded the people already delivering inside the building. Hoyt brings more than a decade of cross-functional experience across production, engineering, IT, and on-air. McKay adds eight years in the market and something you can’t manufacture: real audience connection. She knows the station, the listeners, and what works. These aren’t just promotions. It’s a signal. Confidence in the bench. Stability in the building. And a reminder that sometimes your best hire is already on staff.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.
