This is what is happening at WKZQ: For more than 20 years WKZQ has transmitted from a tower in the center of Horry County, 8.75 miles northeast of downtown Conway. The top of the tower is 607 feet above sea level, and the signal strength is 37,000 watts. There was only one other station in the Carolinas at 101.7, WMGL Charleston, which transmitted a 5,300-watt signal from a 400-ft tall tower 12 miles west of downtown Charleston. WMGL understandably wanted a higher tower and more power. Early in December 2007 they switched to 107.3 and, mission accomplished. Since then, 101.7 has been a crystal-clear frequency for WKZQ, it being the only station in the Carolinas at 101.7. With the nearest station on 101.7 a 3,000-watt one 30 miles west of Augusta, Georgia, WKZQ could have - at 101.7 - increased its power to 100,000 watts and could have transmitted that stronger signal from a much taller tower. But Apex Broadcasting, owner of 96.1 WAVF Charleston, wanted to move WAVF to 101.7. In response to an e-mail inquiry I made during March 2008, an engineer at Next Media headquarters in Colorado told me that Apex offered Colorado-based Next Media a payment for a frequency swap between WAVF and WKZQ. (Next Media has owned WKZQ since 2000.) Next Media accepted. At 96.1, WKZQ will transmit from a tower approximately 1.5 miles west of Inlet Square Mall in Garden City. The 96.1 WKZQ tower height will be 871 feet above sea level. WKZQ's 96.1 signal strength will be 8,500 watts, 23% of its 101.7 signal strength. WKZQ at 96.1 has to be so weak to avoid interfering with the southernmost signal of 96.1 WBBB Raleigh, a 100,000-watt station that transmits from a 984-foot tall tower well south of Raleigh. At 96.1, WKZQ's coverage area will be smaller than at 101.7. Also, more of its signal will be wasted over the ocean, since its 96.1 tower is far closer to the ocean than its 101.7 tower in central Horry County, and both signals are non-directional. If you are in Georgetown County, you will get a stronger signal from WKZQ at 96.1 than you did at 101.7. If you are in Garden City, Surfside Beach or southwestern Myrtle Beach, you will receive a stronger signal at 96.1 than you did at 101.7. In central Myrtle Beach you may get a slightly stronger signal at 96.1. Within Myrtle Beach as you travel northeastward (up the coast), the 96.1 signal will be weaker than the old 101.7 signal from approximately 40th Avenue North onward. So, if you are in northeastern Myrtle Beach, the Restaurant Row area, Briarcliffe, NMB or Little River you will receive a weaker signal at 96.1 than 101.7 - substantially weaker in Ocean Drive, Cherry Grove and Little River. If you are in Conway, Longs, Aynor or Loris you will get a weaker signal at 96.1 than 101.7. Listeners in Marion County get a strong signal at 101.7 but will get a very weak signal at 96.1. Listeners in Florence County, Dillon County and adjacent inland NC counties get a good, listenable signal at 101.7 – but once the switch to 96.1 is made, those listeners will have to say bye-bye to WKZQ. So, money flowed from Apex Broadcasting to WKZQ's distant owner in Colorado. Consequently, instead of WKZQ's local listeners getting the 100,000-watt signal they could have gotten at 101.7 (without the expense to Next Media of a taller tower), a signal that would have made KZQ a blowtorch, they will get a new, degraded WKZQ, with a signal less than 1/4 its 101.7 strength.
On the night of August 14th, listening to WKZQ down here in the northwestern suburbs of Charleston where I live (listening over the air, not online), I heard the announcement of the frequency change. I heard it being said that WKZQ would be stronger and "louder". Knowing what I know, I had to chuckle at that untrue hype. I too will lose WKZQ's signal.