I also happened to be listening to WBTZ (The Buzz) Burlington, Vt., this week, which is covering much of the same territory as The Core, but with currents, and enjoyed it enough to include here. I took a First Listen to Indy 103.3 shortly after its launch and to The Core on the afternoon of its format flip from Hot AC. (It was that period when the two formats were at their closest that prompted the launch of 91X’s predecessor, the “FM94/9” version of rival KBZT., in turn setting off another brief building boom of gold-based Alternative outlets.) The Core is mostly early 2K, and it’s based in the music on the cusp of Active and Alternative, making it the inverse of 91X. The recent launches aren’t as old as those stations. But what has marked those stations is playing less music from the last few years (when a small number of viable hits was destroyed by overplay) and a willingness to go back even to the ’80s and pre-grunge early ’90s. Recently, XETRA (91X) San Diego as well as Audacy’s KROQ Los Angeles and KNRK Portland, Ore., have gone notably older, although they still play currents. Alternative was largely a library-based format already, although Audacy’s stations briefly tried to contemporize a few years ago, to the derision of much of the industry. Last month, WOLT (Alt 103.3) Indianapolis rebranded as “Alternative of the ’90s and 2000s, Indy 103.3.” Earlier this week, Hot AC WGER Saginaw, Mich., became 106.3 The Core.Īlternative was early to feel the impact of streaming rivals, as well as the advent of PPM ratings measurement that showed how 18-34 listening had been diminished. What began with the launch of Classic Hip-Hop in the mid-’00s continued with Active Rock and, in recent months and weeks, more Country outlets. Then come the new-station launches that just decide to dispense with the currents. Many stations begin relying more heavily on gold, even if new titles are in the minority already. It is a sign of any format in transition and, at this moment, of every new music format.
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