We are talking about a station on 1690 that barely covers a third of Fulton and Dekalb counties in a metro with 20 counties and about the worst ground conductivity of any of the major metros. They put a 5 mV/M over 730,000 people in a market of nearly 6 million... and the ITU says that 15 mV/M is now the minimum for covering noisy metros.
At night, when it goes to 1 kw, it pretty much does not cover anything.
10 kw on 1690 will get less coverage than 100 watts at 550. It's just a horrible frequency.
The only option is to lease it to a religious or ethnic group.
You can't make a go of an AM station unless you have a decent night signal to get winter drivetime OTP. That leaves two in the market, and the only two that get meaningful ratings.
If WGST 640 can't get more than a tenth of a share with the resources of iHeartClearChannel behind it, then 1690 hasn't a chance.