Does anyone see Cumulus putting 99x on a different signal? Lets face it; Radio 105.7 is doing poorly in the ratings. 99X isn't doing all that well but then again, we are talking about a translator (and a poor one at that).
99X vs Radio 105.7: Big difference. Radio 105.7 is not nearly as adventurous and focuses on the big hits of the 90s. No really deep digs and very little post 2010 except for what is on the top alt charts. 99X, by comparison, focuses largely on 2008 to present (last 10 years) and plays a lot of stuff that was once played by radio 105.7 but now you never hear. 99X will also play stuff before Radio 105.7. When 99x was first launched, it may have been too deep and now that more mainstream artist are played, the ratings bounced up a bit. 99X has limited DJ's but yet feels more local than Radio 105.7 which does have DJ's. Compare the facebook pages and you will see what I mean. Both are corporate stations but Radio 105.7 sounds like a general iheartradio alternative station. 99X, by contrast, does a lot with the local music scene (all through the week). COX tried this with X107 a few years back but that was a disaster. True, they leaned new but the playlist was limited so there were tons of repeats with the number one song being played literally every hour. While 99X also focuses on the newer stuff, they also have a large library of recent recurrents. I just get the feeling it's only a matter of time before a hole for modern rock will be left in Atlanta very soon as Radio 105.7 continues to decline in ratings (no I don't have access to their revenue so there is a chance I'm not seeing the whole story).
