99X and the fate of mainstream radio

After 15 years, alternative-rock station 99X (WNNX-FM 99.7) is moving to the Web to become a high-definition subchannel and webcaster. Top 40 hits sister station Q100 (WWWQ-FM 100.5) will be taking its slot for the higher frequency Jan. 25. Apparently, the transition has been looming over 99X for some time now, as the station’s ratings have been declining and the station is ranked 11 in its targeted audience of 18-34-year-olds.

When the AJC’s Rodney Ho wrote about the transition in his radio and TV blog, the majority of the commentors were thrilled about the change, complaining that it should have been done a long time ago. They also bashed program director Leslie Fram, the morning show and the monotony in 99X’s playlist.

So why are they replacing 99X with Q100, which also has a monotonous 20-song playlist of Top 40 hits and a similar morning show?

The majority of mainstream radio stations in Atlanta have morning shows with hosts rambling on about their personal lives and/or political views. When music is actually played, it’s the same songs over and over again. At least 99X had different radio programs to break up the monotony: “Organic X” played acoustic rock; “Sunday School” played new music, imports and promoted local bands; and “Live X” aired live shows played in the studio.

With the growing popularity of XM Radio, Sirius and the iPod, mainstream radio in general could soon succumb to the same fate. With all the new technology, and the annoyance listeners feel when there’s too much talk and not enough tunes, why would anyone bother listening to the radio at all?

Georgia State’s Album 88 (WRAS-FM 88.5) and Georgia Tech’s WREK (WREK-FM 91.1) — both of which were CL Best of Atlanta 2007 winners — seem to be the only stations that truly play a wide variety of music. Album 88’s playlist consists of everything from Swedish acoustic to hardcore metal. Georgia Tech plays music from video games (no shock there) alongside South Asian music and hip-hop. With their minimal chat and variety in music, college stations could set the standard for mainstream radio in the future.