The transaction marks a pivotal shift for the station, with Big Toe Media set to take over operations through a Local Marketing Agreement (LMA) starting Tuesday, April 15, 2025. Financial terms of the sale remain undisclosed, but the move unites partners already collaborating in the digital realm via “Sports Hub STL”.
Zobrist, who acquired KFNS in November 2021 from Randy Markel for $450,000 under Zobrist Media LLC, announced in June 2024 that the station would drop its local weekday shows—featuring personalities like Bernie Miklasz, Kevin Slaten, and Cam Janssen—in favor of nationally syndicated Fox Sports Radio content starting July 1, 2024. This cost-cutting move, prompted by shrinking marketing budgets and KFNS’s lack of Nielsen ratings appeal to national advertisers, was part of a broader strategy to make the station more attractive to prospective buyers. Zobrist has kept KFNS on air with national programming, Illinois football and basketball broadcasts, and select NBA games, while working with a national broker to facilitate a sale.
Dave Greene, stepping into the role of President at Big Toe Media, stated “We’re thrilled to bring something fresh and dynamic to St. Louis listeners. In the next few weeks, we’ll unveil a reimagined format that’s going to shake up the local airwaves. Our mission is to modernize talk radio here, injecting it with new energy and relevance.” Greene and Thompson, known for his successful Something to Wrestle podcast empire, aim to leverage their media savvy to reposition KFNS as a broader platform for community engagement.
The overhaul includes a rebranding effort, with the station planning to request new call letters from the FCC to signal its departure from the sports-only identity it’s held since 1993. A revamped programming slate is slated to debut by the end of April 2025, promising a mix of local, regional, and national talent.
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