A Big Boost For A Cox Media Group FM


In late March, Cox Media Group submitted an application for a CP for a commercial broadcast station in one of the nation’s biggest markets.

On August 20 — National Radio Day — a “big change” was made at this FM: “A new, stronger signal” arrived.

As a result, heritage News/Talk WSBB-FM 95.5 — branded as “WSB” — has said goodbye to its Class C1 40kw facility in Braselton, some 45 miles to the northeast of central Atlanta.

In its place, a booming 100kw signal from a tower in the Edgewood neighborhood just a stone’s throw away from Little Five Points and just east of downtown Atlanta. It’s the same tower as Cox AC sibling WSB-FM “B98.5.”

The move cements the FM as the main home for “WSB,” as branding reflecting WSB-AM 750 — a heritage Class A — ceased at the end of July, raising questions that Cox may be planning a different format for the AM facility.

The AM signal is not changing or going away, WSB PD Pete Spriggs says.

“The AM signal is still extremely important and is considered the most historic radio signal in the Southeast,” Spriggs recently told Cox-owned daily The Atlanta Journal-Constitution.  “For marketing purposes, if I want a new listener to tune into my station, it’s going to be a lot easier to find us on the FM dial.”