WMGA Huntington Goes From 80s To AC

Hits 97.9 The River WMGA HuntingtonAs first predicted in our 2/23 Domain Insight, Kindred Communications flipped 1980s Hits “Hits 97.9” WMGA Kenova/Huntington WV to Adult Contemporary “97.9 The River” on Saturday morning.

This is the second format change in less than a year for WMGA as the station shifted from Hot AC to 80s in May 2017. The move also restores a Mainstream AC to the market for the first time since WMGA dropped its “Magic 97.9” identity in 2012.

In its only ratings period with the 1980s Hits format, the station registered a 1.2 share in the Fall 2017 Nielsen Audio ratings down from a 2.6 in the Spring.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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