David Basha’s Carriage Radio has flipped its recently acquired Southern Gospel 101.1 WJLA-FM Ellijay GA to Christian Country “The Pulse 101.1“.
Basha, whos owns three car dealerships in the Atlanta suburbs, acquired WLJA-FM along with AC 1580 WPGY/93.7 W229CE Ellijay and 98.1 W251CZ Jasper from Randy Gravley’s Tri-State Communications last fall for $1.5 million. WLJA-FM had been stunting with “40 days and 40 nights” of music since closing on the deal until relaunching as “The Pulse” on Wednesday, March 5. The station is positioning as “Where Faith, Country and Gospel Collide” and “Where The Message is The Music”.
The new brand is being overseen by Managing Partner Darien Southerland. Southerland began his radio career in 1999 on Southern Gospel 1080 WFTD Marietta GA. After a brief run in mornings at Salem’s 920 WGKA Atlanta, he pivoted to sales remaining with the company until 2011 when he left to found market agency BG Ad Group and later BG Podcast Network. Southerland will also co-host afternoons from 4-7pm on the station with former WUSY Chattanooga host ‘Kelly O’ O’Brien.
The remainder of the lineup will feature voices from Salem’s former Christian AC “104.7 The Fish” WFSH-FM Athens/Atlanta. Dan Ratcliffe, who was at WFSH-FM for its entire runs serving as Creative Services Director and afternoon host at times, will host mornings from 6-11am. Ratcliffe also previously worked at KLTY and KPLX Dallas. Kim Fitz, who hosted middays at WFSH-FM and Salem’s syndicated “Today’s Christian Music” network, will host 11am to 4pm. KeepTheFaith with Penny, which had been heard in evenings on The Fish, will join WLJA-FM in its same 7pm-12am timeslot.
Southerland told the Atlanta Journal-Constitution, “We’ve created the country version of the Fish. This area is God, country, pickup trucks and King James Bibles. We just want to make radio fun again.” Fitz added, “The station has huge dreams. What made the Fish special was how we could make a difference with our words and actions. We hope to do the same here. Local radio still exists. It’s not over.”
WLJA-FM will continue to carry University of Georgia sports and Atlanta Braves baseball. WLJA-FM covers areas north of Atlanta including Calhoun, Chatsworth and Jasper GA.
