 In 1999, Music Broadcasting began negotiations to sell WMGW and its FM sister, by this time called WZPR, to Altoona, Pennsylvania-based Forever Broadcasting, which had been looking to gain a foothold in Northwest Pennsylvania.Forever Broadcasting acquired both stations the following year for an undisclosed price.WMGW switched to a format of all news, talk, and sports, and through a cooperative effort with three other acquired stations, formed the Allegheny News Talk Sports Network.