Sarasota Hispanic media company buys faith-based radio station

Solmart Media, a Sarasota-based Latino-owned and -operated radio station company, has acquired a radio station owned by Salem Media Group with reach in the Tampa-Clearwater and Orlando markets.

Financial terms of the deal, for WTWD 910 AM, licensed to Plant City, and its 102.1 FM translator, licensed to Lakeland, weren’t disclosed. The purchase, Solmart Media says in a statement, adds to the company’s existing portfolio of three stations.

The stations will now be in a regional Mexican format, from what was an all-faith-based programming format under Salem Media. “We looked into a half dozen prospective broadcast properties before deciding that the Salem Media Group station offered the highest potential to reach the widest audience in the demo we serve, which is primarily Mexican and Central American in origin,” Solmart Media CEO Tomas Martinez says in the release.