Alternative on 97.3 is a stupid idea. Too many limitations to that signal. It didn't work when "The Sound" was there before... and I thought The Sound was a great product. If you really want alternative, use the heritage of 97X. The signal has been upgraded somewhat, and is actually located in an area where you would hit that demographic. First Broadcasting had a golden opportunity and missed it.
As for Cumulus, I miss the days of radio wars, when great stations and formats were created to win... not just to put a crap product on for "flanking" or "squeezing" the competition.
As for Cumulus, I miss the days of radio wars, when great stations and formats were created to win... not just to put a crap product on for "flanking" or "squeezing" the competition.