Little Dog Media Group resurrected “The Surf” on Wednesday. The rock brand debuted at 12pm on 1380 WWRF/96.9 W245AY Lake Worth and 94.7 W234DA West Palm Beach.
What We Know The new “94.7/96.9 The Surf” replaced Jack-FM’s Variety Hits format. The station emphasizes “Palm Beaches Finest Rock” with 1970s-2000s rock and alternative programming. Little Dog previously operated The Surf from 2019 until October 2021. This marks the brand’s official return to the market.
What’s at Stake The Surf’s revival signals Little Dog’s confidence in rock radio. Rock format viability matters significantly in the competitive Palm Beaches landscape. Additionally, Little Dog now operates two active brands regionally. Jack-FM’s relocation introduces important competitive positioning questions.
What Remains Unclear Programming strategy for both Little Dog brands needs clarification. Audience overlap between The Surf and relocated Jack-FM creates uncertainty. Listener retention from the station’s previous run remains unknown. Management hasn’t detailed long-term investment commitments publicly.
What It Means The Surf’s return demonstrates faith in rock radio’s staying power. Meanwhile, Little Dog acquired 1000 WJBW Jupiter/93.7 W229DG West Palm Beach for $275,000. Jack-FM moves there, replacing Glades Media’s former operation. This consolidation strengthens Little Dog’s regional footprint considerably.
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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.