Cumulus Media has moved Alternative “106.1 The Underground” WZRH Picayune MS to 92.3 WRKN Laplace LA as “Alt 92.3“, while Country “92.3 Nash-FM” moves in reverse to 106.1.

The move places the Alternative format on the stronger signal in the market as well as allowing it to serve Baton Rouge and Houma. This is a return to a Rock based format for the signal as it was “Rock 92.3” from 2010-2014. The Country format on WRKN had been placing a greater emphasis on the Baton Rouge market the past year with the addition of well-known Baton Rouge personality Scott Innes in April 2016.

In the most recent Nielsen Audio ratings trends, “92.3 Nash-FM” registered a 1.6 share of the New Orleans market well behind iHeartMedia’s 101.1 WNOE’s 4.8, while “106.1 The Underground” held a 1.4.

Cumulus Media announces that today, it moved its NASH Country station from its 92.3 FM frequency to its new home at 106.1 FM and launched a new Alternative Rock station, ALT 92.3 FM, on WRKN-FM, the largest radio station in the Gulf South and one of the largest radio stations in the U.S. The frequency flip brings Alternative Rock to two-thirds of Louisiana’s total population, and comes in response to the increasing demand for Alterative Rock in the Gulf South among men and women equally, primarily among those aged 18 to 44. Cumulus Media launched New Orleans’ only Alternative Rock station to strong listener response in 2015 as 106.1 the underground alternative. The stations also launched new websites today at: http://www.alt923.com and http://www.nashfm1061.com

Cumulus Media-New Orleans’ NASH Country radio station, formerly known as NASH FM 92.3, launched today on WZRH-FM as NASH FM 106.1. 106.1 provides coverage over the New Orleans metro area, on the Northshore and throughout the surrounding Mississippi counties, where Country music is a fan favorite. NASH FM 106.1 will continue to wake up Country listeners with the popular morning show, “Ty, Kelly & Chuck”, and will keep the great Country music playing throughout the day.

Pat Galloway, Regional Vice President/Market Manager, Cumulus Media-Baton Rouge/New Orleans/Columbus-Starkville/Lafayette, LA, said: “WRKN-FM stands tall at 100,000 watts and 2,000 feet, twice as big as any radio station in New Orleans or Baton Rouge. All that power and coverage establishes ALT 92.3 as the exclusive Alternative Rock station in New Orleans, Baton Rouge, Hammond, the Northshore, and much of the Gulf South. And our passionate NASH Country listeners in the New Orleans metro area and the Northshore will still be able to get their favorite Country music and programming on 106.1 at NASH FM 106.1. We believe this signal flip will effectively meet growing listener demand and will better serve the needs of our communities and advertisers to maximize our position in these evolving communities and marketplaces.”