Saga Rides The River In Asheville

SAGA COMMUNICATIONS debuted a new station on the 98.1 frequency TODAY -- AAA "THE RIVER"/ASHEVILLE, NC. Previously, 98.1 FM had been a translator for sister Sports WISE-A. Now, the translator is a rebroadcast of "THE RIVER" format, which originates at 96.5 WOXL HD-2. 

Former WQKL/ANN ARBOR GM/Market Manager BOB BOLAK will serve as THE RIVER's GM. "The music radio landscape in ASHEVILLE has to change," he said. "Our research identified a large underserved population in ASHEVILLE -- music lovers. If you ask these listeners what station they listen to, they say, 'I don't listen to radio; it all sounds the same.' 98.1 THE RIVER won't be for everyone; it’s for the musically adventurous -- people who like new music and quality music that’s stood the test of time. Listeners who want this kind of format are disenfranchised with mass-appeal radio; they want something special ... like a radio boutique, without silly DJs and mainstream radio hype."

Overseen by sister Classic Hits WOXL OM STEVE MARCUS, THE RIVER is currently playing 10,000 songs in a row; it started with TALKING HEADS' "Take Me To The River," BRUCE SPRINGSTEEN's "Radio Nowhere" and REM's "It’s The End Of The World As We Know It (And I Feel Fine)." 

Direct record service to:

98.1 THE RIVER
STEVE MARCUS
1190 Patton Ave.
ASHEVILLE, NC 28806

Check it out at www.981theRIVER.com.

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