Atlanta Radio: WGST Bringing Back Talk

Okay, on second thought Hispanic sports in Atlanta wasn't such a great idea!

CCM+E’s WGST 640 AM is dropping ESPN Desportes for a return to syndicated talk programming.  The flip is expected June 3.  The decision was probably made about two months, since WGST was obligated to give ESPN 90-days notice.

Anemic ratings and revenue has plagued the station since it’s dropped N/T on Sept. 28, 2012. ESPN drew just a 0.2 rating (6+)  in January and February and 0.4 in March. In comparison, WGST was bringing in a 1.2 to 1.5 through the first nine months of 2012. However, those ratings were driven by Rush. It remains to be seen what they'll look like without him.

The talk format on WGST won’t have Rush Limbaugh.  Crosstown WSB 750 AM/95.5 FM now clears El Rushbo. The new talk line-up is reported to include the Wall Street Journal This Morning, Andrea Tantaros, Glenn Beck and Dave Ramsey.  It's also expected that Coast2Coast would clear on the new incarnation of WGST.

Beck has not been heard on terrestrial radio in the Atlanta market since the switch to Hispanic sports.

However, an active newsroom is still in the building at 1819 Peachtree Rd NE. Since the flip to sports, its responsibilities have included CC’s Georgia News Network (GNN) and feeding newscasts other CC stations.

WGST boasts 50k during the day, but just 1kw nights.  Previously, the news/talk programming on WGST was also a translator simulcast; however,  no such plans have been announced. However, prior to its flip to Sports, WGST was also heard on 92.3 W222AF. The translator is now Comedy 92.3 FM rebroadcasting 94.9 WUBL-HD3.  The laughs may be ending soon.

W222AF 92.3 FM 60dBU Coverage

The WGST news also has the Radio Discussions board talking.  Click Here.

Tom's Take: Without Rush, Glenn Beck is WGST's best hope to draw Cume. However, Beck's show has significantly changed in recent months.  He spends too much radio airtime plugging his other media interests, such as The Blaze. One has to imagine many Beck affiliates are frustrated with his endless self-promotion.