Florence, South Carolina, October 25, 2025
Cumulus Media
Cumulus Media is a leading American broadcasting company specializing in radio station programming and media services. Founded with a focus on delivering diverse content tailored to local markets, Cumulus has grown to become one of the largest radio station operators in the United States. The company’s strategy emphasizes community engagement, format innovation, and quality programming, aiming to reach broad audiences across different regions. Through a history of strategic restructuring and adaptation to listener preferences, Cumulus Media continues to enhance its market presence by optimizing station formats and expanding local programming initiatives, ensuring a strong and relevant media footprint nationwide.
News Summary
Cumulus Media has announced major programming changes in Florence, South Carolina, restructuring two stations to improve local radio offerings. The station WQPD will now simulcast with WBZF, enhancing gospel coverage, while WYNN is rebranded as Classic Country 540 The Hound. Additionally, a new morning show, The Midlands Morning Show, is set to premiere on B106.7, featuring local hosts providing a fresh local experience for Columbia area listeners. These strategic moves aim to strengthen community connections and optimize audience engagement.
Florence, South Carolina – Cumulus Media has announced significant changes in its radio programming in Florence, South Carolina, including the restructuring of two existing stations. The Hot Adult Contemporary station “Q100.1” WQPD Lake City will now simulcast the Gospel station “Glory 98.5” WBZF Hartsville, extending its coverage to serve listeners in areas north and west of Florence.
With this new arrangement, WQPD will enhance its coverage in Florence and surrounding southern regions. In light of these changes, the Gospel format of station 540 WYNN has been deemed redundant, leading to its rebranding as a Classic Country station, now known as “540 The Hound.” This transition will see 540 WYNN utilize programming provided by Westwood One.
Prior to these alterations, WQPD served as the local affiliate for “The Bert Show,” achieving a modest 0.6 share in the Spring 2025 Nielsen Audio ratings. In contrast, WBZF and the former WYNN together held a more substantial combined share of 7.5, earning the second spot overall in the local rankings. The other sister station, Hip Hop 106.3 WYNN-FM, maintained the top ranking with an 11.9 share.
As part of its ongoing commitment to local programming, Cumulus Media also announced a new morning show called “The Midlands Morning Show” on station B106.7 (WTCB-FM), set to debut on January 7. This new show will feature Kaylin Mozdzen, the 2024 South Carolina Broadcasters Association Radio Personality of the Year, alongside Leo “LB” Baldwin, who serves as the program director. Mozdzen will continue her role as midday host while Baldwin will be transitioning from his previous afternoon slot to the morning segment.
The “Midlands Morning Show” is designed to provide a unique local flavor and vibrant energy tailored to the Columbia area. The new programming aims to enhance connections with the local business community, fostering a sense of engagement and interaction that resonates with listeners.
In conclusion, Cumulus Media’s strategic changes in Florence and the Columbia area reflect a growing trend towards optimizing radio station formats for greater community impact and audience reach. This transformation in radio landscape aims to cater effectively to the evolving preferences of local listeners.
Key Changes in Radio Stations
- Q100.1 WQPD now simulcasting with Glory 98.5 WBZF.
- 540 WYNN converts to Classic Country, rebranded as 540 The Hound.
- Introduction of The Midlands Morning Show on B106.7 WTCB-FM.
Background on Cumulus Media’s Strategy
Cumulus Media’s restructuring reflects the company’s ongoing efforts to adapt to listener preferences and competitive market dynamics. These changes, including shifts in format and local programming, signify the importance of locality in radio entertainment, positioning Cumulus Media to better serve the needs of its audience in both Florence and Columbia.
Frequently Asked Questions
What are the recent changes made by Cumulus Media in Florence, SC?
Cumulus Media has restructured its stations, with Q100.1 WQPD now simulcasting Glory 98.5 WBZF and 540 WYNN transitioning to a Classic Country format as 540 The Hound.
When will the new morning show, The Midlands Morning Show, launch?
The Midlands Morning Show will debut on January 7.
Who are the hosts of The Midlands Morning Show?
The morning show will be hosted by Kaylin Mozdzen and Leo “LB” Baldwin.
How will these changes affect local listeners?
These changes aim to enhance coverage and provide local programming that resonates with the audience, fostering a stronger connection with the community.
Chart of Key Features
| Station | Previous Format | Current Format |
|---|---|---|
| WQPD | Hot AC | Gospel (simulcast) |
| WBZF | Gospel | Gospel (expanded coverage) |
| WYNN | Gospel | Classic Country – 540 The Hound |
| B106.7 | N/A | The Midlands Morning Show |
Deeper Dive: News & Info About This Topic
HERE Resources
Additional Resources
- Radio Insight: Cumulus Flips Florence, SC Duo
- Columbia Business Report: Columbia Adult Contemporary Radio Station Launches New Morning Show
- Inside Radio: Cumulus Media Launches The Game Sports Network
- Radio Ink: Mozdzen and Baldwin Take Local Mornings on Columbia’s B106.7
- Talkers: Cumulus Launches The Game Sports Radio Network Across Three Markets
- Wikipedia: Radio
- Google Search: Radio Industry News
- Google Scholar: Radio Programming
- Encyclopedia Britannica: Radio
- Google News: Radio Changes in Florence SC
Author: STAFF HERE FLORENCE WRITER
The FLORENCE STAFF WRITER represents the experienced team at HEREFlorence.com, your go-to source for actionable local news and information in Florence, Florence County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Florence Festival of Lights, Pee Dee Pride, and agricultural expos at the Florence Center. Our coverage extends to key organizations like the Florence Regional Chamber of Commerce and the Pee Dee Area Council of Governments, plus leading businesses in healthcare and retail that power the local economy such as McLeod Health and Pee Dee Electric Cooperative. As part of the broader HERE network, including HERECharleston.com, HEREColumbia.com, HEREGreenville.com, and HEREHiltonHead.com, we provide comprehensive, credible insights into South Carolina's dynamic landscape.
