WHLM’s new “Pop Radio” music format debuted this week. Gone are classic rock oldies, “The Morning Buzz” and Penn State football, according to The Bloomsburg, PA Press-Enterprise.
New ownership of the station by Seven Mountains Media was finalized Aug. 31. It had been announced in March that Seven Mountains would purchase the station from Joe and Nancy Reilly for $450,000.
The new format aired on local airwaves Tuesday morning after a holiday weekend of *NSYNC’s 2001 release, “Pop,” playing on a loop across most of WHLM’s frequencies.
The station now showcases contemporary artists like Nicki Minaj, Harry Styles, Drake, Justin Bieber, Marshmello and more, said Sean O’Mealy, regional marketing manager for Seven Mountains.
“Our focus is on captivating a younger audience,” Program Director Kyle Alexander explained. Bloomsburg University offers a prime opportunity to appeal to a younger demographic, he noted.
A few of WHLM’s former radio personalities will return to the air, though not with the formerly local station. Ben Willis and Jake Klein will broadcast on another Seven Mountains Media outlet, Hanna Radio. That’s a classic hits station based in Selinsgrove. Hanna can be heard at 92.3, 97.5 and 106.1 on the FM dial, depending upon location, or at hannaradio.com.
While Seven Mountains’ website proclaims, “The great tradition of local radio is alive again!” on-air hosts are based outside the area or are syndicated personalities.
Listeners were aware the Bloomsburg station was changing hands since the March sale announcement. But the manner in which it did so left some confounded.
The former WHLM played Supertramp’s “Goodbye Stranger” as its final song before signing off. The tune remains listed on the former whlm.com website, though the “listen live” link is no longer active.
The ownership changeover led to “Pop” being played on five of WHLM’s six frequencies. Danville-based 105.5-FM instead simulcast another Seven Mountains Media product.
Pop Radio is available on all the WHLM family of frequencies: Berwick’s 1280-AM and 96.3-FM; Bloomsburg’s 930-AM and 104.3-FM; Danville’s 105.5-FM, and West Hazleton’s 94.7-FM. The outlet’s new website is thisispopradio.com.
All broadcasting will be done almost 30 miles away from the city of license through the company’s facilities in Selinsgrove.
Listeners were aware the Bloomsburg station was changing hands since the March sale announcement. But the manner in which it did so left some confounded.
The former WHLM played Supertramp’s “Goodbye Stranger” as its final song before signing off. The tune remains listed on the former whlm.com website, though the “listen live” link is no longer active.
The ownership changeover led to “Pop” being played on five of WHLM’s six frequencies. Danville-based 105.5-FM instead simulcast another Seven Mountains Media product.
Pop Radio is available on all the WHLM family of frequencies: Berwick’s 1280-AM and 96.3-FM; Bloomsburg’s 930-AM and 104.3-FM; Danville’s 105.5-FM, and West Hazleton’s 94.7-FM. The outlet’s new website is thisispopradio.com.
All broadcasting will be done almost 30 miles away from the city of license through the company’s facilities in Selinsgrove.
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