As 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.
In its first move since adding the former Connoisseur Media cluster to its own, Kindred Communications/Fifth Avenue Broadcasting has flipped Soft AC “Magic 97.9” WMGA Huntington WV to Hot AC “Hits 97.9“. The flip positions the station closer to Clear Channel’s market leading CHR “Kee 100” 100.5 WKEE while keeping its place as the only AC. The station’s press release describes the station as: Hits 97-9 is an Adult Contemporary radio station that will play a variety of popular hit music from the 80â€™s, 90â€™s, millennium, and today. Some of the many artists featured on the radio station are Maroon 5, Kelly Clarkson, Pink, Train, Adele, Nickelback, John Mayer and Carly Rae Jepsen as well as favorites from artists like Lady Gaga, Taylor Swift, D...[Read More]