Baton Rouge-based Guaranty Broadcasting, a wholly-owned subsidiary of Guaranty Corporation, came into existence in 1967 when a unique opportunity presented itself to Guaranty President George Foster, Jr. WAFB-TV Channel 9 – which at the time was headquartered in the red brick Guaranty Income Life Insurance Building – was to be sold to the owners of New Orleans TV station WDSU when, at the last minute, the owners of Channel 9 approached their landlord with a chance to own WAFB if he acted fast. Less than 24 hours later, Guaranty Broadcasting was born and was the proud owner of Baton Rouge’s first television station.
In 1968, Guaranty under George Foster sought to resurrect a long-dormant radio license which had been granted to the previous owners of the TV station. WAFB-FM was launched on 98.1 FM in the newly-realized FM Stereo process. For years afterward, 98.1 sought the right formula to take the 100kw station to the top of the radio market, with attempts in various formats: easy listening, soft rock, even disco. In 1984, the call letters of WAFB-FM were changed to WGGZ and a rock-leaning top 40 station was unleashed on the city. Z98 quickly came to dominate Baton Rouge Radio with its emphasis on long blocks of music and just the right amount of personality.
As the eighties gave way to the nineties and the musical climate began to shift, 98.1’s format and identity was adjusted to “Oldies 98” in 1991. Five years later, it was decided to update both the format and the call letters, and WDGL-FM, “Eagle 98.1,” was born. Around that time, Guaranty secured the coveted rights and became the flagship broadcast outlet for LSU Sports, with football, basketball and baseball all airing on Eagle 98.1. As LSU won its two national championships in the early 2000’s, Eagle 98.1 was there.
Also in 1996, Guaranty began a series of strategic acquisitions to build the company’s station portfolio. Today, Guaranty owns and operates three radio stations on four frequencies alongside Eagle 98.1: Country-formatted WTGE/”100.7 The Tiger,” two-frequency Sports-talk simulcast WNXX/KNXX, “104.5/104.9 ESPN Baton Rouge,” and WBRP-FM/”Talk 107.3,” which since 2011 has been the Capitol City’s first full-time FM news-talker.
WDGL has been named “Major Market Radio Station of the Year” multiple times by the Louisiana Association of Broadcasters (LAB) among numerous other citations. In 2013, WDGL-FM was nominated for radio’s highest honor: The Marconi Award for “Radio Station of The Year” in a medium market. Guaranty’s other stations and stable of personalities have also been honored by their peers for excellence.
While the names and public personas of Guaranty Broadcasting have changed over the years, one thing has remained the same: our commitment to the concept of being live and local. In an age of media conglomerates, computerized jukebox stations and canned programming, Guaranty Broadcasting takes tremendous pride in being able to be in touch with our listeners, because we live, work and play right here in southeast Louisiana.
Your success is all that matters to us
For almost a century, our company has been successful only when others have succeeded. We don’t know how to do it any other way and we wouldn’t want to do it any differently even if we did. The opportunity to assist your business experience success excites us every day. We are here for you.
We believe this year is going to be another solid year for the Baton Rouge Metro as numerous, previously announced, multi-billion dollar industrial projects continue to move forward. Job growth and consumer spending are projected to continue their upward trajectory in the coming years. It’s an exciting time to be in South Louisiana.
Just as exciting are the opportunities Guaranty Media has to offer you. From LSU Sports, local ESPN shows and Talk 107.3 – Baton Rouge’s only FM Talk radio station, to Condon Uncensored on The Rock Station, EAGLE 98.1 and Big D and Bubba on 100.7 the Tiger and our numerous digital and mobile platforms, we have your marketing needs covered twenty-four hours a day.
We have the Listeners, Readers, Likes and Followers you need and nobody can deliver them to your business better than we can. Take a look at all of the opportunities we offer to market your business. We can help you reach your goals this year and beyond.
We are Baton Rouge’s only locally owned radio group. We know the community and we know you are the key to our success. How can we help?
Flynn D Foster