Radio station adopts Trump as its public face and namesake in Florida
In a bold move to attract an audience in a saturated media and music environment, radio station WHEL-FM rebranded as "Trump Country" 93.7 FM on Inauguration Day. The station's president and general manager, Jim Schwartzel, revealed that the idea for the Trump branding came to him while watching the Trump "boat parades" in Florida.
The logo of Trump Country features an animated image of President Trump donning a cowboy hat, and the station's slogan is "Make Country Great Again." The typeface used in the logo bears a striking resemblance to that of the Trump-Vance campaign. The station's airwaves feature a voice actor impersonating President Trump's voice, adding to the overall Trump-themed experience.
The rebranding strategy seems to be paying off. According to ratings, Trump Country was the second highest-rated country station in the area in July, and since March, the station has tripled its ratings among adults 25-54.
However, the use of President Trump's name on the radio station may alienate potential listeners and customers who are already exposed to his voice on other platforms. The Florida Democratic Party did not respond to a request for comment, while the Trump campaign declined to comment.
Despite the potential controversy, Schwartzel maintains that the station's use of Mr. Trump's name does not involve discussing the politics of deportations but is designed to be entertaining. Some of the station's on-air promotion features a Trump impersonator talking dismissively about "woke" things and touting being a "builder."
Schwartzel, who is seeking the Republican nomination for a U.S. House seat, does not appear or broadcast on the station to avoid a requirement for equal time under federal law.
The idea to rename the radio station in Fort Myers, Florida to "Trump Country" was made by its owner, Renda Broadcasting. President Trump won 64% of the vote in 2024 in Lee County, where the radio station is based, indicating a strong local support for the brand.
The radio industry, including WHEL-FM, is trying bolder, controversial efforts to attract or salvage listeners. Don Tanner, a radio industry expert, commented that creative radio branding is a common technique to attract an audience. However, the use of Mr. Trump's name on the radio station may raise questions about the ethics of exploiting a political figure for commercial gain.
Public opinion polls show President Trump's approval ratings under 50%, but over 90% among Republicans. Schwartzel's campaign site states he is running for Congress "to give President Donald J. Trump the support he needs." Whether this support translates into votes remains to be seen.
