Judging from the artists listed in their Free-Times ad and if it indeed is executed like sister stations The Tide and The Penguin, you are looking at a very long audience building period and an uphill climb of trying to find an audience that wants to hear Classic Rock, Motown and Indie (NPR) Rock on a single station. AAA sign-ons that are programmed like heritage AAA's have not been successful in markets 100 and larger. In fact, its been a 100% mortality rate after 2 years. Cincinnati, Raleigh, and Houston included. Atlanta is on its last legs.
But more stations in the format is healthy and Mr. Davis is a true believer in the format. I don't think they really care if they ever pull big numbers.