Earlier this week Bryan Hollenbaugh and his wife purchased Classic Hits WMJZ-FM in Gaylord, Michigan for $750,000. The previous owners took a $25,000 deposit from the husband and wife team because they know the Hollenbaugh’s were serious local broadcasters and will take good care of their signal, and the community (Previous owners Darby Advertising are holding a note for the balance of the sale price at a rate of 3%). Bryan Hollenbaugh is a familiar name to the radio industry. He’s had a long and successful career as a manager which he plans on continuing as an owner. Here’s his story.
Hollenbaugh’s career includes Market Manager for DMS Broadcasting in Grand Cayman, Cayman Islands (2007-2010), VP/Regional Market Manager for Adelante Media Group – Eastern Washington/Idaho (Yakima, Wenatchee and Tri-Cities, WA and Boise (2010-2014) and General Manager for Pamal Broadcasting in Albany, NY (2014-2017).
He was a Radio Ink Medallas de Cortez winner in 2012 and a Radio Wayne finalist for General Manager of The Year in both 2011 & 2012
Not only will Hollenbaugh now be the new owner of WMJZ-FM in Gayolord, Michigan, he’s also hosting the midday shift. Check out his DJ page HERE
Radio Ink: You are now an owner. Was that a goal of yours all along?
Bryan: It’s always been a long-range goal. I’m a product of small-market radio. But, like many of my peers, I needed to prove to myself I could achieve a few other goals first, namely juggling multiple markets (four as a regional for Adelante – Yakima, Wenatchee, Tri-Cities, and Boise), as well as a medium-market group (most recently Pamal/Albany). Each provided a new set of challenges and, later on, reminded me what I loved most (and missed most) about radio: there’s a real personal connection that comes naturally in a small market.
Radio Ink: Why did you decide to get into ownership?
Bryan: Some people are cut out of the mold to the play the corporate game, constantly trying to justify what you’re doing while attempting to appease the next person up the food chain. That’s not me. I played the game well, for awhile, anyway… but never enjoyed it. I knew I still loved radio, but didn’t enjoy what I was doing. I missed having fun. And the most fun I had was when I was hands-on in every aspect of the business while coming up with solutions for the small-business owner. Talking them out of buying tires for their utility van because I could take their $800 investment and turn it into more business for them, so the next month they could continue to advertise with me and buy a new set of tires. That’s why I am now in ownership, because I can still make a difference.
Radio Ink: How was the buying experience and how did you come up with the financing?
Bryan: At this point, there are no banks involved and I haven’t solicited any. We’re doing this deal the old-fashioned way — a fellow broadcaster who has confidence that I will build upon what he’s spent the past two decades building. Confident enough that he’s willing to hold a large amount of paper.
Radio Ink: Would you recommend others get into small-market ownership?
Bryan: I would, but only if you have a true appreciation for the challenges of small-market radio. It means you need to know every aspect of your operation — from sales and programming to traffic and engineering. You have to know how to troubleshoot; and you have to roll up the sleeves and take your shots. And, perhaps most importantly, you have to accept the fact some of the businesses you’re going to be working with have a marketing budget the size of your bar tab. There are more than a few opportunities out there where current owners are willing to hold paper for the right person. If you find a good fit and share the same mindset as the current owner, there’s likely a deal to be made.
Radio Ink: Are you planning to buy more?
Bryan: Not at this time. I want to have fun and enjoy life again while really getting to know the community. But I wouldn’t be surprised if there’s an urge to grow down the road. Just not today.
Radio Ink: Give us your thoughts on what our industry needs to improve on.
Bryan: Street-level relationships. We’ve allowed agencies to steer revenue to other forms of media, while accepting the shrinking piece of the pie. You’ve got to fight; improvise and draw attention to your product. We know radio is a powerful tool when used right… and it complements other media nicely, but we have to break the barriers to remind people of our strengths. The best way to do that is draw attention, either through community involvement or make sure you’re being talked about in a positive light among the business community.
Radio Ink: You’ve been a successful manager for a long time. How many years were you in management?. You are now holding down an air-shift as well. What’s that all about?
Bryan: Now you’ve got me thinking… it’s been two decades. My first GM gig was in 1997, when, at 31, I took on a station in Key West. I hosted mornings back then, as well. So… fast forward 21 years, and its fun to put together a energetic midday show, while juggling sales calls and any number of things that unexpectedly present themselves during the course of a day. Trust me, multi-tasking comes easy, especially when you’re having fun.
Reach out to Bryan and congratulate him on his successful radio career, which continues now in Gaylord, Michigan at [email protected]
CONGRATULATIONS, Bryan ! !