Atlanta Radio: WNNX Rock 100.5 In Stunt Mode

Cumulus Media-owned WNNX Rock 100.5 FM is stunting by playing the Verve’s 1997 alternative rock hit “Bittersweet Symphony” in a loop with the verbal tease: “It’s coming. Same As It Ever Was. Monday 6 a.m,” reports Rodney Ho at ajc.com.

Nine months ago, Rock 100.5 added syndicated morning show “Elliot in the Morning” and moved “Southside” Steve Rickman and Axel Lowe to afternoons.

The tease implies that the rock station may bring Rickman and Lowe back to mornings. Or there might be some sort of 99X-related revival in the works since “same as it ever was” is a reference to a Talking Heads song “Once in a Lifetime.” 

Rickman and Lowe

99X was once the dominant alt rock station in Atlanta from 1992 into the 2000s and now remains as a music-only new music station on 98.9 with a modest signal.

Rock 100.5 boss Brian Phillips (who helped launch 99X 30 years ago) really liked Elliot Segal’s free-wheeling morning show, which didn’t follow a normal syndicated clock. Segments would go on until Segal felt like taking a break. Segal has been on DC 101 in Washington, D.C., since 1999.

But Atlantans didn’t take to it, according to Ho, citing Nielsen data.

Rock 100.5 as a station has a weaker signal than its closest rival 97.1/The River, which dominates the rock space in Atlanta and has been the No. 1 station in Atlanta overall for several months.

The River’s ratings were six times bigger than Rock 100.5 in October, 8.4 to 1.4. In November, Rock slumped even more, falling to 1.2 while The River held its top spot with an 8.2.