Zimmer Radio of Mid-Missouri is calling on the FCC eliminate longstanding local radio ownership limits, arguing the decades-old rules are outdated and prevent broadcasters from competing effectively against digital streaming platforms and large online advertisers.
In a letter filed in MB Docket No. 22-459, company President John P. Zimmer said the current ownership caps, largely unchanged since 1996, no longer reflect marketplace realities. He urged the FCC to loosen or remove the restrictions as part of its ongoing review of media ownership rules.
The company, which owns and operates 10 stations across six Missouri markets, faces intensifying revenue pressure as advertising dollars shift to digital platforms. Smaller and mid-sized market stations, in particular, struggle with limited local ad bases while still covering high operational, staffing, and programming costs.
Staffing reductions driven by these pressures can directly harm a station’s ability to deliver essential local services, especially during emergencies such as severe weather, when radio often provides continuous, life-saving information to communities.
Zimmer noted that his company has diversified by acquiring a local magazine and launching a digital advertising business. However, FCC rules still restrict further investment and growth in its core radio operations.
According to the filing, relaxing ownership caps would enable broadcasters to:
- Acquire additional stations.
- Spread programming and operational costs.
- Increase content diversity.
- Better compete for audiences and advertising revenue.