Radio Station Round Up Time
Friday, January 6th, 2006Atlanta radio has changed again…. 97.1 FM had been an oldies station for years. Then it became a station played R&B and Hip Hop. Now it’s become a classic rock station…. AKA “The River“. What does this say? How is it that over the past few years, three different stations have tried this format and can’t seem to stick to it? There can’t be that many white guys in their 40s who want to listen to more Journey can there?
Ironically, Atlanta has always gone it’s own way when it comes to radio. This is the city where Howard Stern and Don Imus couldn’t make it. Yet it would seem that at the moment, the city’s radio stations have lost some direction. Dave FM is clearly the leader of the boomer market. Star 94 gets the corporate women in their 20s & 30s. V-103 and 107.9 fight for Hip Hop fans and the Gen Xers have 99x.
There are at least two kinds of stations missing. Atlanta is one of the largest markets to lack an all Reggaeton station. It’s also one of the largest markets without a roots music station.
A roots music station might be a great thing. Right now, there is no place in Atlanta to hear Arthur Alexander on the radio or even Buddy Holly. Roots music stations tend to attract high income audiences and can provide a broad listening base. They also help educate people about nearly every genre of music because they focus on connecting it all together.
Considering that the last format change didn’t last long and given classic rock is based in a lot of what’s now considered roots music, perhaps the river can start their transition quickly.
Then again, perhaps this is just one more pus toward more satellite radio….