1. It increased diversity. You might remember the events of a couple years ago. A lot of radio companies pledged to increase diversity. iHeart launched Black Information Network. Good Karma launched "101.7 The Truth" in Milwaukee and Audacy launched "105.7 The Fan" the same year.
2. Most of the audience was listening on the AM signal. The translators coverage was not that great. Another reason they put Urban there is because the translator reaches the audience they target.
3. It flanks for 103.7 against V100.
This is also kind of ironic. 1250 was an Oldies station, WEMP from the early 80s until August 16th, 1998. 24 years ago. At the time, Sinclair Broadcast Group owned the cluster and they wanted it to make money. It couldn't compete anymore with the FM Oldies station, so they switched it to a mixture of Worship music and Brokered Preaching and some Ethnic.
Entercom considered flipping the station when they bought the cluster from Sinclair in 1999, but the Brokered Preaching was making too much money. They finally decided to attempt Sports for 2005. It took over a year to break even.
Now here we are, 24 years to the date of the Oldies format flipping, they release all of their airstaff.
I'm guessing in this case, its the same thing. They can't compete with the FM Sports stations the same way the Oldies format couldn't compete with the FM Oldies station.
That ontop of Audacy's nationwide layoffs
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