Sticks Media Expands with Acquisition of 93.5 WLGR Lake FM in New York
Todd Nixon, the Program Director and morning host of Steel City Media’s country station “Q104” KBEQ in Kansas City, has expanded his ownership. His company, Sticks Media, purchased 93.5 WLGR Warrensburg/Glens Falls NY from Loud Media for $295,000.
Last year, Sticks Media acquired Classic Country 1410 KTNK/103.7 K279CY in Lompoc, California, rebranding it as “Y’all 103.7.” WLGR recently transitioned to a simulcast of 1160 WSSV and 93.3 W227DW as Classic Hits “Lake FM.”
What key strategies does Todd Nixon plan to implement for WLGR’s success?
Interview with Todd Nixon: Expanding Horizons with Sticks Media
Date: October 2023
Interviewer: Thank you for joining us today, Todd. Congratulations on your recent acquisition of 93.5 WLGR in Warrensburg/Glens Falls. What motivated you to expand Sticks Media’s reach into this market?
Todd Nixon: Thank you for having me. The decision to purchase WLGR was driven by a belief in the power of radio to connect communities. I see immense opportunity in the lower Adirondack region, and I want to build on the strong foundation that Ricki Lee and the Loud Media team established. They’ve cultivated a dedicated audience, and I’m excited to enhance that connection.
Interviewer: You previously acquired KTNK/103.7 in California and rebranded it as “Y’all 103.7.” What approach do you plan to take with WLGR?
Todd Nixon: With WLGR, our focus will be on community involvement and local content. We want to maintain the Classic Hits format as “Lake FM,” which resonates well with the audience. However, we will introduce more local programming that highlights the area’s culture, events, and businesses. Engaging with listeners and businesses will be key to our strategy.
Interviewer: You’ve mentioned the importance of community connections. Can you elaborate on how Sticks Media intends to foster these relationships in the region?
Todd Nixon: Absolutely. Our aim is to be a staple in the community. This means hosting local events, supporting local charities, and providing a platform for local voices. We want residents to feel that WLGR is their station—one that not only plays their favorite music but also supports their community. Building these connections creates loyalty, and that’s essential for any radio station’s success.
Interviewer: As the Program Director of KBEQ, how do you balance your responsibilities at the country station while expanding your media ownership?
Todd Nixon: It’s definitely a juggling act! Fortunately, I have a fantastic team at KBEQ who share the vision for the station. My experience as a host and program director helps me understand both sides of the business—content creation and business development. I prioritize effective time management and delegation, which allows me to pursue growth opportunities like WLGR without compromising the quality of our programming at Q104.
Interviewer: what is your vision for Sticks Media in the next few years?
Todd Nixon: My vision is to grow Sticks Media into a regional powerhouse. We want to continue acquiring stations that serve unique markets while maintaining a strong local focus. The ultimate goal is to create an integrated media platform that not only entertains but also enriches communities. We aim to prove that radio is more than just music; it’s a vital community resource.
Interviewer: Thank you for sharing your insights, Todd. We wish you and Sticks Media much success in this exciting new chapter.
Todd Nixon: Thank you! I appreciate the opportunity to discuss our plans.
Nixon expressed enthusiasm about growing Sticks Media’s reach. He highlighted the power of radio in connecting communities. He thanked Ricki Lee and his team at Loud Media for building a strong audience. Nixon aims to enhance the connection with the local community and businesses in the lower Adirondack region.