 With 100,000-watt WZFX the only urban contemporary station in the Fayetteville market since 1990, "The Flava" would play the hottest new artists mixed with old school.By the spring of 1997, WLRD ranked third, behind WZFX and WKML, in the Arbitron ratings.Later that year, Beasley Media Group purchased WYRU and WLRD from Lumbee Regional Development Association for about $1.2 million.