Renda Flips WGUF Naples to Soft Oldies

Renda Broadcasting replaced the Conservative Talk format at Marco/Naples station WGUF with a Soft Oldies lineup on Sunday morning.

Updated on Nov. 1, 2026 in Commentary

Live Poll

Do you think local radio stations are giving listeners the programming they actually want?

Renda Broadcasting changed WGUF Marco/Naples FL from Conservative Talk to Soft Oldies on Sunday morning, branding the station "98.9 The Gulf." WGUF will continue to carry University of Miami football.

Why it matters

The switch removes a conservative talk option from the Naples portion of the Fort Myers/Naples market and adds a 1970s-to-1990s music station aimed at competitors WAVV and WJPT. The change reflects how stations reposition formats to compete for listeners in the same market.

WGUF's new format targets 101.1 WAVV and 106.3 WJPT, with its signal covering the Naples portion of the Fort Myers/Naples market. Programming on the 11 a.m. hour lists 14 songs, but the source does not say how many hours of the schedule have changed.

The players

Renda Broadcasting

Renda Broadcasting is a Florida-based radio company that owns and operates WGUF and other stations in southwest Florida.

The details

WGUF previously carried syndicated programming including "This Morning with Gordon Deal," Salem's Mike Gallagher and Scott Jennings, and "Florida's Voice Radio" hosted by Drew Steele. The station now plays music centered in the 1970s through 1990s with a smattering of Adult Standards, promoted under the line "Where The Good Songs Went."

Sunday morning, before November 1, 2026: WGUF flips from Conservative Talk to Soft Oldies.

Political Context

The WGUF change moves a conservative talk voice off the Naples airwaves in favor of a music format that competes with Wave and Sunny in the local market. Conservative talk programming has long been a staple of AM and FM stations in the region, and this swap leaves one fewer such outlet on the local dial.

Naples listeners who relied on WGUF for conservative talk will need to find those programs on another station or platform. Listeners who prefer 1970s-to-1990s music now have a new option on 98.9 FM in the Naples area.

The takeaway

Format changes like WGUF's flip reshape which viewpoints are available on local radio, so listeners who value talk programming should check their stations' schedules as formats shift.