Radio Frequency Roulette

Here in Atlanta a major change in radio stations is about to happen. 99X, an alternative rock station, is about to go away, becoming an internet only station, and Q100, the number 2 top-40 station and leading FM station, is taking over the frequency, 99.7. The reasons listed are declining listeners for 99X and a need for Q100 to better compete with Star 94, the current number 1 top-40 station. I wonder though, if anyone really realizes the implications of what just happened.

99.7 sits on 100,000 watts of power and q100 wants it. They tried to get star 94's frequency, 94.1 but the price was too high so they settled for 99.7. Now, in selling this, 99.7 has thrown in the towel. However, there an interesting story behind the rise and fall of 99X.

In the beginning it was called Warm 100, a soft rock station so sickeningly sweet that you could feel your teeth rotting by just listing to it. It was also dying in the ratings. The top pop station was Z93. This was in the 80s, where Rap was on the rise and songs were getting edgier. Warm 100 decides to reformat to a top-40 (yep top-40, starting to see what's about to happen?) station and play everything: rap, metal, rock, pop. It wasn't unusual to hear Run-DMC followed by Guns and Roses. While these 2 were fighting it out, a song by George Michael comes along which was highly controversial at the time: I Want Your Sex. Z93 refused to play the "I want your sex" line, 99X didn't. In one fell swoop 99X became the ruler of the roost and Z93 reformats to oldies rock.

99X now ruled the top-40 format. They pulled Steve McCoy from Z93 to them then added Vicki Locke. For years 99X ruled. A small jazz station, WQXI 94.1 then reformatted to Top-40. Still, they weren't all that popular. 99X had it all, then decided to give it away.

After "Baby Got Back" became the number 1 song on their top 8 at 8 they decided it was time for a change. Apparently Album 88, the alternative, college, rock station needed some competition. Being the number 1 top-40 station wasn't enough, they need more. So they dumped Madonna, Michael Jackson, and LL Cool J for Nine Inch Nails, Rush, and Red Hot Chili Peppers. And for a while it worked. They went cutting edge, playing songs you couldn't hear anywhere else. They brought in an edgy morning crew and it seemed their plan had worked.

Now Steve & Vicki were at Star 94. They were the only Top-40 station in town. However this is like having McDonald's as the only place to get a hamburger, no Burger King, Wendy's, or Hardee's (Carl's Jr). It was nice but no variety. You had to channel surf to get a full variety.

Then one day the FCC finally opened up the Atlanta frequencies and new stations flooded the airwaves. Among these, Q100. They were a top-40 station that played everything, no more need to surf around. They're edgy morning show captured listeners left and right. Soon they were a force to be reckoned with. 99X was going through morning crews like tissues. Steve & Vicki retired (that's the nice version).

Now the radio station that redefined top-40 in Atlanta, before going alternative, is now being put out to pasture by the very format they abandoned. The irony would be funny if it weren't so tragic.