Audacy to Swap Frequencies of Two FM Stations in SC

RADIO ONLINE | Monday, March 6, 2023 | 11:42am CT

Audacy

Audacy's WYRD-FM (106.3 WORD) in Greenville-Spartanburg will swap frequencies with sister WSPA-FM (Magic 98.9), effective March 28. 106.3 WORD will move to 98.9 FM and be branded as News/Talk 98.9 WORD, "The Voice of the Carolinas," while retaining the WYRD-FM calls. The move will increase broadcast signal coverage from 25,000 to 100,000 watts from the South Carolina/Georgia border to Asheville, NC, while covering parts of four South Carolina congressional districts and several North Carolina congressional districts.

Magic 98.9 will move to Magic 106.3 and continue branding as "Today's Hits and Yesterday's Favorites" while retaining the WSPA-FM call letters. The move will allow WSPA-FM to shift its primary focus to businesses and listeners in Greenville and Spartanburg counties.

"We are committed to delivering quality audio and content with our massive reach to our audiences," said Senior Vice President and Market Manager Steve Sinicropi. "There is a tremendous demand for news/talk content in the Greenville-Spartanburg-Anderson-Asheville area. The signal flip allows us to maximize our reach even further across the region and more broadly meet the needs of our listeners and advertisers across the Carolinas."

106.3 WORD first aired on FM in 2008 as 106.3 FM in Greenville and Spartanburg counties and had previously broadcast on 1330 AM and 950 AM. WORD signed on September 1, 1940 at 910 AM as Spartanburg's second radio station. On March 28, WYRD-FM will complete an 83-year journey from a 5,000 watt AM radio station serving Spartanburg to a 100,000 watt FM station serving dozens of counties and cities in South Carolina and North Carolina at News Talk 98.9 WORD The Voice of The Carolinas.

Magic 98.9 first aired in 2002 and, before its rebranding, was the first station in the Southeast to broadcast in stereo and number six worldwide to do so. Magic 106.3, "Today's Hits and Yesterdays Favorites" plays a variety of genres from past and present artist favorites and is known as the Upstate's Christmas Station during November and December.