Cox Flips WBTS-FM/Atlanta to Simulcast of WSB-AM

RADIO ONLINE | Monday, August 16, 2010

For the first time in nearly 90 years on the air, WSB-AM/Atlanta is adding a 24-hour simulcast on FM at 95.5 FM. The News/Talk format will replace Rhythmic CHR WBTS-FM (95.5 The Beat) as "Now 95.5 FM News/Talk WSB." The Beat will still be available online at 955thebeat.com and on the station's HD2 multicast channel.

"WSB 750 AM has one of the strongest signals in the country powering its award-winning news, weather, traffic and talk format," said Cox Media Group/Atlanta VP 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 percent increases."

"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."