Little Dog Media Group resurrected “The Surf” on Wednesday. The rock brand debuted at 12pm on 1380 WWRF/96.9 W245AY Lake Worth and 94.7 W234DA West Palm Beach.
What We Know The new “94.7/96.9 The Surf” replaced Jack-FM’s Variety Hits format. The station emphasizes “Palm Beaches Finest Rock” with 1970s-2000s rock and alternative programming. Little Dog previously operated The Surf from 2019 until October 2021. This marks the brand’s official return to the market.
What’s at Stake The Surf’s revival signals Little Dog’s confidence in rock radio. Rock format viability matters significantly in the competitive Palm Beaches landscape. Additionally, Little Dog now operates two active brands regionally. Jack-FM’s relocation introduces important competitive positioning questions…