Gearhart-based radio station 93.3 KEUB-FM will debut this month as “The Rock,” catering to men who like traditional rock, grunge, hair bands and alternative music.

“No one is super-serving the males between 18 and 49 years old,” said Jeff Jacobs, the new owner. “In general, no one’s really taking care of that age group, which is nearly half of the population of the county. What we’ve devised is a perfect fit for this.”

According to the industry publication Radio and Business Report, Radio Beam LLC sold KEUB to Jacobs Radio Programming for $80,000 in late March. Reassignment of the license is scheduled to take place before September.

Jacobs and his staff hosted an introductory cocktail party Friday at the Shilo Oceanfront Inn.

Jacobs grew up in Eastern Oregon and vacationed throughout the coast. He started in radio at age 12 and studied broadcasting at the College of La Grande, now Eastern Oregon University. Joining a local radio station, he learned the ropes of radio broadcasting and climbed the management ranks.

Jacobs Radio was launched in 2001 and Jacobs purchased his first radio station in 2005.

“The Rock” will be the company’s eighth station in Washington state and Oregon, with affiliates covering areas between the Tri-Cities, Hermiston, Moses Lake, Wenatchee and The Dalles.

Another company owned by Jacobs, doing business as Tri-Cities Billboard, markets mobile billboards throughout the Northwest.

A mutual friend helped broker the radio station deal with owner Ernie Hopseker, who is retiring, Jacobs said.

Studios and facilities will be in Gearhart Plaza on U.S. Highway 101, with towers on Tillamook Head and in Astoria.

Radio hosts will include Twitch in the morning, Marconi at night, and “rock chick extraordinaire” Robbie Knight.

A Memorial Day kickoff is planned, with a range from Cannon Beach to Astoria.

“It’s modern rock with a lot of bands people will know,” Jacobs said. “It’s not going to be a classic rock — but you might hear Zeppelin. You’ve got kids now who even though they weren’t anywhere near around Zeppelin or anything, they like it because it’s new to them.”