NERW Extra: EMF Enters Boston with WAAF Purchase

By SCOTT FYBUSH

Boston had long been one of the biggest markets yet to be fully covered by EMF’s national K-Love Christian contemporary format.

That changes Saturday when EMF takes over WAAF (107.3 Westborough) from Entercom via an LMA, en route to a purchase valued at $10.75 million.

The move will give EMF a K-Love signal that covers Boston’s western suburbs, greater Worcester and reaches into the city as well, filling what had been a significant gap in EMF’s quest for full national coverage. Until now, Boston-area listeners could either tune in Providence’s WLVO (95.5), which covers south of Boston quite well, or listen north of Boston to WUBG (1570 Methuen) and its 105.3 translator, which EMF has been leasing from Costa-Eagle.

The sale announcement immediately ended WAAF’s promotion of its upcoming 50th anniversary as a rock station, and it raises questions about where WAAF’s remaining airstaff, veteran middayer Mistress Carrie and afternoon jock Mike Hsu are headed next. (And it answers the question of why WAAF didn’t bring on a new morning show after moving the Hillman Morning Show to sister station WEEI last year.)

Update: Entercom plans to continue the WAAF format on its existing HD subchannels, the HD2s of WWBX (104.1 Boston) and WEEI-FM (93.7 Lawrence). It’s not yet clear whether that will be an automated format or will include current WAAF talent.

This is a developing story. Updates here, at the @NERadioWatch Twitter account and in next Monday’s column.