WXSS in Milwaukee has been heavily influenced on the hip trends of TikTok in recent years, but their ratings have been lower than ever. Lately, they've been leaning heavily on golds again. Playing a lot of songs from 20 years ago.
But their biggest problem is not the music, it's lack of local airstaff and promotion. It's zero. Zip. The voice tracks make it sound like they plugged in a Westwood One format in a small town and there is pretty much nothing the PD can do about it. It's all corporate.
I don't think corporate at the moment really cares about getting a younger generation for the radio side of things. They're letting radio rot while they focus on the digital (The apps, podcasts) iHeart and Audacy seem like they already see radio as dead, which is why they are so heavily invested in digital and podcasting. It's really about the bottom line.
Meanwhile some other stations and their advertisers never got the "radio is dead" memo, don't have an app, and are doing just fine.
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