Cox Media Group has completed the move-in of 95.5 WSBB-FM Doraville GA and in doing so has rebranded it and 750 WSB Atlanta as “95.5 WSB” removing all on-air references to the 50kW AM signal.

The 95.5 signal has relocated from suburban Gwinnett County to the tower just east of downtown Atlanta utilized by sister AC “B98.5” WSB-FM as well as 90.1 WABE and 103.3 WVEE with 100kW/279m giving the station full-market coverage of Atlanta. Originally the station was licensed to Athens before moving into the Atlanta market in 1999. 95.5 began simulcasting WSB in August 2010.

With the upgrade of the FM signal in the market, WSB has rolled out new branding as it switches its branding from “News 95.5 and AM 750” to just “95.5 WSB” positioned as “Atlanta’s News & Talk”.

Cox Media has made similar moves over the past few years at WOKV Jacksonville and WDBO Orlando where they eventually flipped the AM to Sports utilizing ESPN Radio programming after a long transition period. But those were not the powerhouse AM signals that 750 WSB was, showing how even the self proclaimed “Voice of the South” have fallen in prominence. WSB/WSBB-FM ranked second in the Atlanta market with a 6.3 share in the June Nielsen Audio ratings and just lost its closest format competitor with EMF’s purchase of 106.7 WYAY from Cumulus.