The Jersey Shore’s NBC40 broadcasts out of a converted Frito-Lay factory off Route 9 in Linwood, home to cerebral weatherman Dan Skeldon, sports nice guy Pete Thompson, and steady news anchor Michelle Dawn Mooney.

For thousands of loyal viewers in Atlantic, Cape May, and Cumberland Counties, NBC40’s 6 a.m. news is the first show they watch in the morning, and the station’s hyperlocal advertisers seem as familiar as the nearest Wawa.

There’s Pastor David McGettigan from St. Andrews by the Sea, Doug and Linda from Beachcomber Collectibles, and Bill Kassner of the Chapman Auto Group in Egg Harbor Township. He pitches Fords, Mazdas, and Lincolns, sitting on a stool in his Black Horse Pike showroom – “Wait till you see the MKX,” he says in his homespun commercials, “right here at Chapman Lincoln.”

Starting midnight on Wednesday, though, they will be history as personalities on NBC40 when the station fades to black – a victim not of the cratering Atlantic City casino economy but broader forces in the TV and telecom industries.