Zimmer radio sells regional stations

Business Today

Zimmer Radio Group, a family-owned media company with radio stations in three states, has announced it will sell 17 of its 32 stations to Mississippi River Radio.

The 17 stations being sold are in Cape Girardeau, Poplar Bluff and Sikeston/Malden in Missouri and Carbondale/Marion in Illinois.

The owners of Zimmer Radio Group are brothers Don, James, John, Jerry, Tom and David Zimmer.

James Zimmer said, "We searched for a company that would continue our focus on the local community and retain our philosophy of public service. We are familiar with the management of Mississippi River Radio and appreciate the diversity of its stockholders.

"We believe they will continue to operate the stations in the Zimmer tradition and build on our foundation in the future. We are especially pleased that Rust Communications will make an investment in the company that will buy the stations."

Rust Communications is also a family-owned media company based in Cape Girardeau.

The principal shareholder in Mississippi River Radio is Virginia-based Max Media, which has a track record of operating both radio and television stations in small markets.

Max Media at one time owned KBSI-TV in Cape Girardeau, a FOX network affiliate, and built WDKA-TV, the UPN affiliate in Paducah, Ky., now owned by KFVS-TV of Cape Girardeau.

Other stations owned or operated by investors in Mississippi River Radio are operated by River Valley of Arkansas, Max Radio of Pennsylvania and Max Radio of the Carolinas.

Larry Saunders, president of Max Radio and Mississippi River Radio, said, "My company is excited about the stations built or acquired by the Zimmer family over the years, and we pledge to continue the same great service to the various communities in Missouri and Illinois.

"In both Arkansas and Pennsylvania, where we have made investments during the past year, we have kept the local employees in place, including the individual station management."

Rust Communications will invest in up to 20 percent of the equity of Mississippi River Radio as allowed under Federal Communications Commission rules.

Rex Rust, co-president of Rust Communications, said, "Our company is excited about the opportunity to partner with Max Media and build on the strength of community service established by the Zimmer Radio group. My family has tremendous respect for the Zimmers and their demonstrated success and commitment to excellence."

The ownership transfer of the stations will not take place until early next year following approval by the FCC.