Roger Holler’s MARC Media acquired three stations from Cumulus Media. The $2.073 million purchase strengthens MARC’s Central Florida footprint significantly.
What We Know: MARC now operates 95.9 The Rocket (Classic Rock), 102.7 The Hitkicker (Country), and 107.1 A1A (CHR) in the Melbourne market. These three join MARC’s existing pair: 98.5 The Beach (Classic Hits) in Satellite Beach and I Am Country on 1060 WIXC and 105.5 W288DZ in Titusville. The company has aggressively expanded across Central Florida over the past year. MARC previously acquired Treasure Coast Radio’s five Vero Beach stations and the majority of Hall Communications’ Lakeland cluster.
What They Said: “Our signals now pretty much cover a majority of the central Florida peninsula,” MARC Chief Operating Officer Scott Miller said. He emphasized the company’s commitment to community-focused, meaningful on-air programming for both listeners and advertisers. Miller noted that MARC applies a formula it has fine-tuned for growth and profitability when integrating new stations. Additionally, MARC promoted Zayne Rose to Market Manager for the combined Melbourne and existing clusters. Rose joins from Tulsa, where he directed sales for Stephens Media Group.
What Remains Unclear: MARC hasn’t announced specific programming changes or talent moves for any of the three stations. The company also hasn’t detailed hiring plans or whether format adjustments are coming. Furthermore, integration timelines for the Melbourne and existing Brevard County stations remain undisclosed. Industry observers await announcements regarding promotion strategies across the cluster.
What It Means: Holler continues building significant reach in secondary Florida markets. MARC’s concentrated expansion strategy positions the company as a major player in Brevard and Volusia counties. This transaction demonstrates the viability of aggressive consolidation in mid-market radio. Moreover, MARC’s blueprint appears designed for sustained growth throughout Central Florida’s competitive landscape.
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