Who We Are

Alpha Media is a diverse multimedia company sharing your favorite music, sports and news across a variety of platforms

Alpha Media is a diverse multimedia company sharing your favorite music, sports and news across a variety of platforms. Whether it’s on your phone, desktop, tablet, Alexa, Google Home or in your car, our stations will enhance your journey.

Headquartered in Portland, Oregon, Alpha Media was formed by veteran radio executive, Larry Wilson in August 2009 and was originally named Alpha Broadcasting. Alpha Broadcasting initially acquired six Portland radio stations; KINK-FM, KUPL-FM, KUFO-FM, KCMD-AM, KXL-AM and KXTG-FM.

In 2012, L&L Broadcasting was established and began acquiring stations across the country. On July 1, 2014, L&L Broadcasting and Alpha Broadcasting merged, creating Alpha Media. Between the original Portland stations and the new transactions, Alpha Media owned 69 radio stations in 12 markets across the US.

In the beginning of 2016, Alpha Media acquired 114 stations from Digity, LLC. Today, the company owns or operates 228 radio stations within 50 markets across the US.

Pack Leaders

  • Larry Wilson
    Founder & Board Chairman

    Full Bio

  • Bob Proffitt
    President & Chief Executive Officer

    Full Bio

  • Bear
    Chief Mascot Officer

    Full Bio

  • Donna Heffner

    Chief Strategy Officer

    Donna Heffner served as CFO of Citadel Broadcasting from 1992-2003. In 2009, she became CFO at Frontier Broadcasting located in Los Angeles until Alpha Broadcasting was formed later that year.
    She is part of the core original team that built both Citadel Broadcasting and Alpha Media. Donna, along with Alpha Media’s Founder and Chairman, Larry Wilson and CEO/President, Bob Proffitt had a vision to bring traditional radio back to communities with a strong, local and organic foundation.

  • John Grossi

    Chief Financial Officer

    John Grossi graduated with a Bachelor of Business Administration from the University of Notre Dame and received his Master of Business Administration from the University of Washington. He began his career as an auditor with Ernst & Young. Grossi has experience leading financial, strategic planning and operations teams for Providence Equity Partners media companies. His past positions include Chief Financial Officer and Treasurer. He was the co-founder of a cable television system consolidator and served as Vice President of Corporate Development of Northland Communications, a top 20 national cable television system operator. Grossi currently resides in Portland, OR, with his wife and two daughters.

  • Bill McElveen

    Executive Vice President – East

    Bill McElveen oversees the Alpha Media markets of Biloxi-Gulfport, Bluefield, Columbia, Dayton, East Texas, Fredericksburg, Greenville-New Bern-Jacksonville, Hagerstown-Chambersburg, Jackson, Louisville, Myrtle Beach, Savannah-Hilton Head, Shreveport and West Palm Beach. With over 45 years in the industry, McElveen has held several different positions including Regional President, Executive Vice President, and President/CEO at past broadcast companies. In 1972, he graduated from The University of the South where he established the university’s radio station, WUTS. McElveen has also served as Chairman of the Radio Board of the National Association of Broadcasters from 1998-2000 and currently serves on the NAB Board as Director of District 6 and as a trustee of NAB’s Political Action Committee. In 1996, McElveen became the youngest inductee into the South Carolina Broadcasters Association Hall of Fame. He joined L&L Broadcasting in 2014, which then merged with Alpha Broadcasting to create Alpha Media.

  • George Pelletier

    Executive Vice President – Central

    George Pelletier oversees the Alpha Media markets of Aurora, Austin-Albert Lea, Brookings, Cameron-Bethany, Canton, Clinton, Columbus, Fairfield, Farmington-Festus, Fort Dodge, Grinnell-Newton, Joliet, Lincoln, Luverne, Madison, Mankato, Mason City, Moberly, Redwood Falls, Saginaw, Watertown, Waukegan-Kenosha and Waynesville-Lebanon. At the young age of 26, Pelletier was named General Manager of KMNS and KSEZ in Sioux City. Since then he has been in various management positions including sales and operations. Pelletier served on the Radio Advertising Bureau’s Small Market advisory committee from 2000-2005 and as Chairmen from 2003-2005. He came to Alpha from Digity which was acquired by Alpha Media in 2016.

  • Larry Bastida

    Executive Vice President – West

    Larry Bastida oversees the Alpha Media markets of Amarillo, Alaska, Bakersfield, Far East Bay, Lubbock, North Dallas-Sherman-McKinney, Palm Springs, Peoria, Salt Lake City, San Antonio, San Jose and Topeka. Calling Oklahoma City his home since 1989, Bastida first served as VP/Market Manager and then Regional Manager for the radio stations in his cluster there. Bastida joined Alpha Media in 2015.

  • Mike Hartel

    Regional Vice President – Mid-Atlantic

    Mike Hartel is a Market Manager of Alpha Media’s six station Radio and Interactive group in Columbia, SC, and Regional Vice President of Alpha’s Mid Atlantic Region. Prior to joining Alpha Media, Mike spent twelve years as a VP/General Manager with the Curtis Media Group in Raleigh, NC. He was instrumental in the rapid growth of the group during that timeframe, and in launching Curtis Media’s Digital Division to complement their growing number of broadcast properties. Mike also worked as General Sales Manager with Clear Channel in Raleigh, and started his career Katz Media in New York City.