For the first time in nearly 90 years on the air, News/Talk 750 WSB AM made a historic change in its operations (8/16) by adding a 24-hour simulcast on FM radio at 95.5 FM. Cox Radio CEO Bob Neil tells RBR-TVBR: “After doing a lot of research, it should come as no surprise that fewer and fewer folks 25-40 are spending time with the AM band. In fact, nearly 80% of the Atlanta radio audience never goes to AM at all. Some 25 year olds don’t even know what AM is. The biggest stars in Radio are on News/Talk stations, and we want them as widely exposed as possible. We at least want people to have that ‘radio accident’ when they are scanning the FM dial. With this level of talent and information, we think if they find us, they’ll be hooked. It provides a much broader platform for our News, Weather, and Traffic products. After seeing this work well in Jacksonville, Dayton, and Tulsa with our News/Talk stations in those markets, it just made perfect sense.”
“WSB 750 AM has one of the strongest signals in the country powering its award-winning news, weather, traffic and talk format,” said Dan Kearney, Vice President of Cox Media Group’s Atlanta radio ops. “We are anticipating significant ratings growth by simulcasting WSB on FM. Previous simulcasts of this nature across the country have lead to 15 – 200 percent increases.”
WSB’s News/Talk format will replace 95-5 The BEAT, a rhythmic CHR. The BEAT – with music from artists like Jay Sean, Jay-z, Rihanna, Kanye West, T.I., Lil Jon and Lady Gaga – will still be available online at www.955thebeat.com and on its “River” WSRV (97.1) HD2 in the market.