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Atlanta’s 99X Returns to Top 10

It’s enough to make Alanis Morissette ask, “Isn’t it ironic?”

Cumulus Media’s revival of “99X” WNNX Atlanta, one of America’s most listened-to alternative rock stations during its 90s heyday, is back in the market’s top 10. According to Nielsen, from January to February the now-classic alt rock format moved from a 2.6 to a 3.8 persons 6+ share in its third month since its switch from “Rock 100.5,” which focused more on classic and active rock.

The ratings lift was even better for 90s-nostalgiac adults 25-54. In that key demo, the new 99X ranks sixth with a 4.6 share, more than tripling the delivery of Rock 100.5 in its final month last year. Among men 25-54, 99X is fourth with a 5.4 share, vs. Rock 100.5’s 1.8 during that final month.

99X hasn’t just brought back the music, which features core 90s alternative acts such as Morissette, Green Day and The Offspring, but also several of the stations’ air personalities from that era, including morning hosts Steve Barnes and Leslie Fram. During its 16 years as an alternative rocker, other key air talent included Steve Craig, who recently left his morning spot at Cox Media Group’s classic hits station in Atlanta, “The River” WSRV, and Fred “Toucher” Toettcher and Rich Shertenlieb, currently hosting mornings on Beasley Media Group’s “98.5 The Sports Hub” WBZ-FM Boston.

As reported in the Atlanta Journal-Constitution, the format switch came following an overwhelmingly positive response to a website celebrating the 30th anniversary of the 1992 debut of 99X, then heard on the 99.7 frequency, currently home to Cumulus CHR Q99.7 WWWQ. Cumulus Chief Content Officer Brian Phillips, who helped build the station during that first run and is also overseeing the new 99X, has indicated that there are plans to introduce some more current music later this year.

First published by InsideRadio. Read original here