98.9 The Vibe Starts Memphis Classic Hip-Hop Duel
Memphis gained its second Classic Hip-Hop station as Cumulus flipped “News Talk 98.9” WKIM Munford to “98.9 The Vibe” at noon today. Positioned as “100% Throwbacks”, WKIM joins Flinn’s “Bumpin 96” 96.1 WIVG Tunica, MS/96.3 W242CF Memphis in the Classic Hip-Hop format.
WKIM-FM in Memphis is now its newest Classic Hip Hop station, 98.9 The Vibe. The station formerly known as News Talk 98.9 moved from a News Talk format to Classic Hip Hop at Noon Central today. The Vibe launched with wall-to-wall music, and comes on the heels of a number one ratings sweep at Cumulus’ Classic Hip Hop station 93.9 The Beat in Indianapolis. The Vibe has a totally unique take on Hip Hop, and gives Memphis Hip Hop fans big old school Hip Hop hits, mixed with some R&B “throwbacks” from the 80’s, 90’s and early 2000’s. The newly branded station also launched its new website, www.989thevibe.com, today.
Mike McVay, Senior Vice President, Programming for Cumulus said: “The Vibe is designed to capture the spirit and complexity of Memphis. This city has birthed many music types of which this format is one more. 98.9 The Vibe IS classic hip hop.”
Danni Bruns, Program Director for 98.9 The Vibe said: “Memphis has always been at the forefront of music and now we have a new Vibe. My girlfriends and I will now enjoy 98.9 The Vibe while sipping our wine and reminiscing. This is our party station.”
Original Report 2/22: On the heels of Cumulus’ “93.9 The Beat” WRWM-FM Indianapolis debuting as the most listened to station in the market during the January 2015 Nielsen Audio ratings, the company isn’t wasting time to expand the format to another market.
Cumulus has registered 989TheBeat.com and OG989.com for “News/Talk 98.9” WKIM Munford/Memphis, TN. A flip to Classic Hip-Hop would place the station in direct competition with Flinn Broadcasting’s rimshot “Bumpin 96” 96.1 WIVG Tunica, MS/96.3 W242CF Memphis.
In the January 2105 Nielsen Audio ratings both WKIM’s Conservative Talk format and WIVG tied with a 1.4 share of the Memphis audience. WKIM’s 100kW signal has been an also-ran in the market since moving in from Kennett, MO in 2001. In that time it has gone through Smooth Jazz, Urban, Hot AC, 90s Hits, and the current Conservative Talk format.