Civic Media has acquired the Milwaukee Radio Alliance for an undisclosed amount, a corporate acquisition that significantly expands Civic Media’s radio footprint in southeastern Wisconsin. This purchase brings Milwaukee Radio Alliance's portfolio of stations, including B93.3 WLDB-FM, FM 102/1 WLUM-FM, 100.3FM and 1290AM WZTI-AM (Milwaukee's True Oldies Channel), FONZ-AM, and Froggy MKE, under Civic Media’s ownership.
The Milwaukee Radio Alliance, established in 1996 by veteran broadcasters Bill Lynett and NFL Hall of Famer Willie Davis, has operated with a distinct model emphasizing local ownership, deep community involvement, and listener-responsive programming. Known for its "hands-on" management philosophy, MRA's professionals boast decades of experience and strong personal relationships within the Milwaukee marketing community, a unique approach in an era of increasing consolidation.
This acquisition is strategic for Civic Media, allowing it to integrate MRA's established local brands and strong community ties into its broader media operations. The move is expected to leverage MRA's proven model of hyper-local content and engagement, enhancing Civic Media's ability to serve audiences and advertisers in the Milwaukee market. The combined entity will benefit from operational synergies and a strengthened local presence.
The acquisition underscores a commitment to local broadcasting, blending MRA's legacy of community service and deep market relationships with Civic Media's resources. The integration aims to further cultivate interactive relationships with listeners and local businesses, maintaining the highly personalized and community-centric approach that has been MRA’s trademark.