WSB-A Begins News/Talk Simulcast On FM; WBTS Becomes HD2 And Web Station
August 16, 2010 at 8:46 AM (PT)
For the first time in nearly 90 years on the air, COX News/Talk 750 WSB-A is making an historic change in its operations by adding a 24-hour simulcast on FM radio at 95.5 FM. With that move, Top 40/Rhythmic WBTS (95-5 THE BEAT) moves to the web.
"WSB 750 AM has one of the strongest signals in the country powering its award-winning news, weather, traffic and talk format," said VP/Operations DAN KEARNEY. "We are anticipating significant ratings growth by simulcasting WSB on FM. Previous simulcasts of this nature across the country have lead to 15 - 200%."
WSB’s News/Talk format will replace 95-5 The BEAT which is a rhythmic contemporary hit radio format serving 18-34 year old adults in the ATLANTA area. 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 HD2 radio.
"The decision to simulcast our 24-hour news/talk format on FM will offer unique radio content to a wider listening audience," KEARNEY added. "Nearly half of ATLANTA’s radio audience has never visited the AM dial. The simulcast of WSB on FM allows us to penetrate twice the previously available listening audience for our advertisers."
The Beat Says Goodbye
On WBTS' website, VP/Market Manager DAN KEARNEY posted:
"I wanted to let our loyal listeners know that 95.5 FM The BEAT is no longer on the air as a contemporary hit radio format but now a 24-hour simulcast of News/Talk WSB. So why the change?
First, I want to thank our loyal listeners and advertisers for their support of the station over the last several years. We have enjoyed serving the Atlanta community with 95.5 FM The BEAT and bringing you the top rhythmic hits of today.
We evaluated the marketplace and made some difficult choices with regard to finding the best way to run our business operations while still meeting the needs of our listening audience and our valued advertisers. While The BEAT’s format was popular on the radio, we had to look for ways to running all of our businesses more efficiently and leveraging our most valuable asset in this highly competitive environment.
Read the full post here.