It's not about "heritage" right now. If they can make more money as a CLUSTER with "Alt 93.1" than XRT, they will do it.
Will this happen? Too early to say, but, I have no doubt it is being looked at. Keep in mind the national angle as well. They flipped stations in NYC and LA to the "ALT" branding and format, if they can bring in more money on the national level by branding XRT as "Alt 93.1" they will not give a damn what XRT and it's hosts mean to us in Chicago.
Always keep in mind, radio, like almost every other business today, is about money, not tradition.
Think about XRT as Marshall Fields, a name that meant so much to so many people in Chicago, Macy's changed it anyway. It was about money, national supply chains and branding.
WCFS(105.9) is safe. Low overhead to run and keeps WBBM AM 780 on FM. WBBM is one of the highest billing stations in the country, they will not mess with that.
WBBM FM(96.3) is not going anywhere, makes money, keeps Kiss FM in check and can cross sell with the new 104.3.
US 99 looks safe for the time being. It is winning the battle with Big 95.5* If the ratings take a dive, it could be another story.
*I would watch Big 95.5 closer than US 99 right now. As has been pointed out by others here, Big 95.5 may be more valuable to it's owners to protect Kiss, V and GCI against the new 104.3 than being a low rated challenger to US 99.
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