Update 6/17: And Journey it is after all. W250BC has debuted its new format as Gold based Hot AC “Journey 97.9” branded as “Totally 80’s and 90’s”.
The new format will flank sister CHR “Q100” 99.7 WWWQ against Lincoln Financial Media’s Adult CHR “Star 94” WSTR and Cox’ AC “B98.5” WSB-FM targeting the older end of the female demographic. Much like Cincinnati, we wouldn’t be shocked to see Cumulus pipe in Rick Dees for middays or afternoons.
Rodney Ho of the Atlanta Journal-Constitution has more of the launch details.
Listen to the launch of Journey 97.9 at FormatChange.com.
The very 80’s centric first hour of Journey 97.9 consisted of:
Journey – Don’t Stop Believin’
Madonna – Holiday
Michael Jackson – Rock With You
Bon Jovi – Living On A Prayer
Lenny Kravitz – It Ain’t Over Til It’s Over
Simple Minds – Don’t You Forget About Me
Pat Benatar – Love Is A Battlefield
Matchbox 20 – 3AM
Animotion – Obsession
Billy Idol – White Wedding
Annie Lennox – Walking On Broken Glass
The Cars – You Might Think
Ace of Base – All That She Wants
Hall And Oates – Kiss On My List
TLC – Waterfalls
Was (Not Was) – Walk The Dinosaur
Update 6/15: 97.9 W250BC has dropped its relay of 99X today and has begun stunting in preparation of debuting its new format Friday, June 17 at 12:00pm. The stunt includes loops of different types of music and references to 99X and Power 99, the CHR that preceded 99X on 99.7 in the late 80’s and early 90’s.
In addition to the aforementioned Journey979.com, we’ve noticed anonymous registrations for 979RadioNow.com and RadioNow979.com in recent days. In a statement to AllAccess.com today, Cumulus SVP of Programming Jan Jeffries indicated that the Journey domain was a decoy and the Cincinnati format will not be duplicated in Atlanta. Jeffries indicated that 97.9 will work in tandem with CHR “Q100” WWWQ to serve the Contemporary audience in Atlanta.
You can listen to the stunt loop via its stream here.
Original Report 6/10: Cumulus Modern Rock “99X” Atlanta has shifted from 97.9 W250BC to the new 99.1 translator currently operating under the W258BU calls.
The move will pave way for Cumulus to launch a new format on 97.9. Cumulus recently registered 979Journey.com and Journey979.com, which would indicate a new AC format much like the recently launched “Journey 94.1” in Cincinnati. Such a move would place the station in direct competition with Cox Media’s neighboring “B98.5” WSB-FM.
Diana Blanton 
Fred Stephenson 
I would not be surprised with the “Journey” format on 97.9. I’m guessing there will be more formats with that moniker name soon?
Very interesting move by Cumulus on stunting/misdirection on the new format of a *translator*, but I give them props for creativity.
Adult Contemporary isn’t a niche format, though, which makes me doubt that Cumulus would go AC with the 97.9 translator, presumably to be used in conjunction with an HD2 or HD3 side-band channel.
The beauty of this style of stunting is that it can repeat from market to market and it’s new to each market.
Sort of like if a radio announcer were to keep telling the same old jokes over and over, then wander from market to market repeating them because it’s new to those markets.
And that is exactly what Cumulus has done. The same stunt loop appeared on 100.7 in Toledo and 94.1 Cincinnati over the past few weeks with minor modifications.
Same format?
When did WWWQ go live with its HD3 channel? WWWQ-HD3 wasn’t on the air when I visited Atlanta in April.
I believe it was turned on when they broke away from the 99X simulcast on 97.9.