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Cumulus chills out on "Warm," launches a refreshed "Ninety Nine X" @ 98.9

A

atlradio16

Cumulus chills out on "Warm," launches a refreshed "Ninety Nine X" @ 98.9

Major points:

  • Launch comes at midnight on the 98.9 translator.
  • The new website is whatsnextradio.com, looks very hip, etc.
  • The well-placed tell me that this new format will be vastly different than the last go-round with 99x on 98.9. Increased focus on local-to-Atlanta events, and the new music scene (meant to differentiate themselves from the often-too-safe Radio 105.7).
 
How do you know it's going to 98.9? Website doesn't reference the frequency or am I missing something? If at 98.9, can someone explain how this would be a good idea? I'm all for a real alternative in Atlanta but on a translator? No one will take it seriously.
 
Cut out in the middle of "Don't Stop Believin'" just after midnight, ID'd as 99X, then into Nathaniel Rateliff's "SOB." Alternative returns, on a peashooter of a signal.
 
I'm glad 99X is back but do we really need another alternative station? We have Radio 105.7 and 97.7 the Other Side of the River. I was kind of looking forward to having soft AC here in Atlanta. Maybe 100.5 will flip to Warm 100.5?
 
RadioDoogie said:
I'm glad 99X is back but do we really need another alternative station? We have Radio 105.7 and 97.7 the Other Side of the River. I was kind of looking forward to having soft AC here in Atlanta. Maybe 100.5 will flip to Warm 100.5?
Click to expand...

They wouldn't put a satellite feed on 100.5.
 
I'm all for a real alternative station in Atlanta as Radio 105 is the absolute worst but to put it on a translator is dumb. Why? Let's see, we have been here before with 99x at 98.9 and we just recently had X107. This is seriously one of the dumbest idea I think Cumulus ever has done.
 
Since the downturn of Alternative Radio I've thought the best way to go Alt in North Georgia would be a combination of a full power suburban signal, preferably covering Athens, supplemented by one of the better Atlanta translators would produce the best results for the investment needed. A local on air staff from Athens shouldn't be a turn off for metro Atlanta listeners.

If Alternative had just disappeared from the ATL dial without failed attempts to resurrect it, WRAS could have gone more mainstream durring day parts and started making waves instead of loosing daylight to GPB.
 
I listened to 98.9 most of yesterday afternoon, and I never heard a mention of the "It's What's Next" slogan. It must be a terrestrial radio thing. I was listening online. I woke up this morning to listen online, and found that the resurrection of 99X actually happened. What a bummer. I even tried Googling one of the Warm DJs, Bobbi Max (sp?) who was doing afternoon drive. Unfortunately, I could not find a station anywhere else in the nation that was playing the Warm music. No others DJs such as a Josh somebody or a Dave somebody. Cumulus is so insane. I don't see how this resurrection of 99X is going to last. I don't care that the 99X name has a high recognition. I still don't think the resurrection of 99X is going to last. Anyway, that is all. Happy New Year going into 2016 everyone. I just wish this were under better circumstances.
 
I wonder if Cox made an agreement with WOmans world broadcasting to keep country off of 107.1 for a year so that South 93.5 had chance to rebuild its audience that losing 107.1 cost the station. I wonder if the whole Your Georgia Country thing was waiting in the wings. One country station that unifies most of north georgia and most of atlanta.
 
The new station's playlist is a near replica of the old 107.1. A bunch of wimpy music with horrible song writing and no rhythm.

This station will certainly be more successful than Nash Icon, but so would playing a loop of barking dogs.

This will be a 0.6 or 0.7 share station, which isn't horrible for that signal. It won't be a big money maker, and won't be a serious revenue threat to 105.7. IHeart should be thrilled that Cumulus launched this thing on such a puny signal.

What's pitiful is that 100.5 and 106.7 are still here.
 
MarkW said:
The new station's playlist is a near replica of the old 107.1. A bunch of wimpy music with horrible song writing and no rhythm.

This station will certainly be more successful than Nash Icon, but so would playing a loop of barking dogs.

This will be a 0.6 or 0.7 share station, which isn't horrible for that signal. It won't be a big money maker, and won't be a serious revenue threat to 105.7. IHeart should be thrilled that Cumulus launched this thing on such a puny signal.

What's pitiful is that 100.5 and 106.7 are still here.
Click to expand...

NO, it will stay at 0.1. The only format that had decent rating were Goodtime Oldies,,SMH, Embarrassed for CLUELESS
 
Keep in mind what they've launched is essentially the same exact packaging for an alt station with Jim Richards and PJ Kling launched on a frankin-fm in Chicago and hit a 2 if not a bit higher with. If they can get a team in place comparable to the one they had in Chicago and an on the ground presence at local events, they might do decently. It's actually a well formatted modern alternative station.
 
I'm not understanding the stunting thing. I realize January 1 is known for format flips, but why introduce a station that lasted 1 week? If the reason was to create intrigue, I suppose it succeeded among us radio junkies, but I doubt anyone else gave it a second thought.
 
Also, keep in mind that while 98.9 is limited OTP, it's still very strong ITP and out toward Kennesaw. They are easily in range of about three or four major universities, each with sizable student bodies. Something that WRDA hasn't done very well in my opinion is creating a talked-about presence among the youth community in the city. I think the new 99x has the opportunity to do this, as long as they really kill it with local events and promotion.
 
RoddyFreeman said:
I'm not understanding the stunting thing. I realize January 1 is known for format flips, but why introduce a station that lasted 1 week? If the reason was to create intrigue, I suppose it succeeded among us radio junkies, but I doubt anyone else gave it a second thought.
Click to expand...

Was the canned format itself Christmas music until and then AC afterwards? That might explain things.

Also keep in mind "radio junkies" include research folks at Cox, CBS, Entercom, and iHeartClearChannel.
 
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