After stunting for a few hours with songs featuring the word magic in the title, Cumulus Active Rock “94.3 The Dam” WCMG Latta/Florence, SC has returned to its previous Urban AC “Magic 94.3” identity. The move brings back the identity the station held until August 2010 when it shifted to its now former Active Rock brand. Branded as “The Pee Dee’s Classic Soul And R&B”, the station is taking direct aim at Qantum Communication’s “102.9 The Flo” WZTF. In the Fall 2013 Nielsen ratings for the market, WCMG had a mere 0.5 share with its Rock format, while WZTF was fourth in the market with an 8.8 share. Listen to the relaunch of Magic 94.3 at FormatChange.com.