“Trump Country” Radio Station rides Wave of Controversy and Ratings in florida
A small country radio station in Fort Myers, Florida, has sparked national attention by fully embracing the brand of former President Donald Trump, rebranding as “Trump Country” 93.7 FM and seeing a significant surge in listenership.
The station, WHEL, first experimented with the “Trump Country” moniker in late 2020, briefly adopting the name before pausing its use. however, upon the commencement of President Trump’s second term, the station fully committed to the branding on Inauguration day. The station’s logo closely mirrors the aesthetic of the Trump-Vance campaign, utilizing a similar typeface and prominently featuring an animated image of the former president sporting a cowboy hat, a departure from his usual attire.
Despite national opinion polls indicating Mr. Trump’s approval rating below 50% – tho exceeding 90% among Republicans – WHEL’s general manager reports a tripling of ratings among adults aged 25-54 since March. Nielsen ratings released in August further confirmed the station’s success, ranking it as the second highest-rated country station in the area. This success is fueled by extensive promotion, including strategically placed billboards throughout Lee County, Florida, a region where Mr. Trump secured 64% of the vote in 2024.
“We didn’t ask for permission,” stated Jim schwartzel, the radio outlet’s president and general manager. “But I don’t think that the president or anybody else would really be upset by it.We looked at it as comedy.” The Trump campaign has historically pursued legal action against unauthorized use of the former president’s name, image, and likeness, but has found such efforts to be costly and largely ineffective. Schwartzel, who is concurrently running for a U.S. House seat, believes the station’s branding is unique and demonstrates the enduring power of the Trump brand in commercial media. The station’s slogan,”Make Country Great again,” further reinforces this connection.
The station’s airwaves are saturated with references to Mr. Trump,interwoven between popular country hits from artists like Luke Combs,Sam hunt,and Luke Bryan. A voice actor impersonates the former president in station promotions, referencing local landmarks and communities. one particularly provocative promotion,dubbed the “Deportation a day” campaign,offered listeners cruises to Mexico,presented with a satirical edge through the use of both the trump impersonator and a voice actor portraying a young Hispanic male. The Trump voice referred to trips across the “Gulf of America,” while the Hispanic male voice corrected, “Gulf of mexico.”
Schwartzel’s political ambitions are intertwined with the station’s branding, with his campaign website emphasizing his “conservative values” and commitment to supporting President trump. He explained that he deliberately avoided appearing on the air to circumvent federal regulations requiring equal time for opposing candidates.While acknowledging the potential to alienate some listeners, Schwartzel maintains that the station’s approach is a calculated risk.
An increasingly competitive media landscape is driving radio stations to adopt bolder strategies to attract and retain audiences. Don Tanner, a radio industry expert, noted that WHEL-FM’s experiment is part of a broader trend within the industry to remain relevant. “You have to differentiate in radio,” Tanner said. “There are so many competitors out there for eyes and ears.” he added that creative branding is a common technique to capture an audience.
Representatives for Mr. Trump declined to comment on the station’s branding. Despite Schwartzel’s assertion that the station avoids political topics, it has hosted promotional events at local Republican club gatherings. He credits the inspiration for the “Trump Country” branding to the “boat parades” in Florida, where displays of Trump flags and signage were prevalent. The Florida Democratic Party did not respond to a request for comment.
The station’s unconventional approach highlights the enduring appeal of Mr. Trump’s brand, even as it navigates the complexities of a rapidly evolving media environment.)
