Resurrection Weekend ran today as it occasionally does on Atlanta’s legendary alternative WNNX 100.5 “99X”. PM drive host Will Pendarvis was spinning New Wave and Modern Rock classics from The Thompson Twins, The Police, Duran Duran, and The Plimsouls. It’s the extended version of its Resurrection Sunday show and House of Retro Pleasure, heard each weekday at the lunch hour.
Off and on since November 1992, 99X was the place Atlanta got its alternative rock fix. Pearl Jam, Nirvana, Alice In Chains, The Pixies, Collective Soul, Matthew Sweet, Shawn Mullins, and The Producers. It was “everything Alternative.” And while it was imitated by alternative-rock stations across the country, it was never duplicated.
The nostalgic fun of the weekend sounds on the station today belies the current behind-the-mic truth about the state of the station and of radio in general.
Last night, Steve Barnes, one of the original 99X DJs at the station’s earlier heyday who returned for its comeback in 2022, broke shocking news to fans on his @barnesology Instagram…
“The End. Thanks to all the listeners that made history bringing back a historic brand for an unprecedented second run. It’s never been done before like this. It was fun to reconnect and rock with @lesliefram1 @therealcrashclark @radioflyersteve @whocaresaboutlt @deadletters @heyitsme_jill. It’s a brutal business and everyone knew that when they came back. We took it from 27th place to 1st in some demographics. It’s not about the ratings or the product. It’s a bigger conversation that you’re seeing roll out every day in radio. I feel bad for those now in a bad position for laying their hearts on the line for radio. Without digging into all the crap, just know that everyone here LOVED to entertain you and were die hard music fans just like you. Cumulus did what they could but it’s a complicated puzzle. It’s no one’s fault and hopefully will be a great memory for you of when 99X came back and killed it on a signal 1/7th the size of the original signal. There’s nothing we could do and we will all miss the most amazing listener base in Atlanta radio history. Thank YOU.🤘 – Barnes.”
Barnes, Christopher “Crash” Clark, associate producer Leslie “LT” Tillery, (members of the Morning X), afternoon host Steve Craig, Matt “Organic” Jones, and nighttime host Jill Nelson were all let go on Friday from 99X, three years after Barnes and Leslie Fram (let go earlier this year) reintroduced the iconic station, which originally ran from November 1992 to 2008. Pendarvis is the only 99X jock on the air.
The cuts caught 99X staffers and listeners alike off guard. Clark posted on Facebook earlier today, “Wait, what happened? 👆”
The reactivated 99X started out strongly in the ratings, and although it slipped slightly from its peak, it had been stable. (99X remained in the top 20 in the Eastlan ratings) There was no indication prior to Friday of the departures to come.
So what happened?
Parent company Cumulus Media implemented mass budget dictated company-wide layoffs that have affected owned stations nationwide. Few stations were unaffected, but 99X (for now) seems to have borne the brunt of the cuts. It’s apparently the only Cumulus station so far to lose its entire staff. Sister station WWWQ lost its most visible talent, Kristin Klingshrin and APD/nightimer Laura Dickerson. Cluster promotions director Jake Bennet was also dismissed.
And the cuts may not be over.
Although Cumulus’ corporate radio peers, Audacy and iHeart Media, have also implemented mass firings for budgetary reasons, the Atlanta-based company’s actions seem more severe. The company owns 394 stations nationwide across 84 markets. Four of them are in Atlanta. It also owns the Westwood One radio network and a podcasting company.
Atlanta Journal-Constitution entertainment reporter Rodney Ho spoke to former Morning X co-host Jimmy Baron, who said the issue was “not a 99X problem but a systemic problem.” Meaning it’s harder for radio as a whole these days to perform when music fans turn to digital sources like Spotify, internet radio stations, and Apple Music, instead of terrestrial radio stations like 99X.
But David Adams of the Aledit Media Group disagrees somewhat with that thinking. “That’s too sweeping. Cox’s Atlanta performance alone undermines that interpretation,” he wrote on Facebook. Cox Media Group stations occupy four of the top 6 stations in the Atlanta market. “Radio can still work when the product, measurement, inventory management and sales execution work. What has deteriorated is the assumption that any radio signal deserves money merely because it reaches people.”
99X’s problems are further exacerbated by Cumulus’ feud with ratings service Nielsen, which has led to missing ratings results for 99X, Q99.7, and other Cumulus-owned stations. Barron mentioned in Ho’s report that 99X was doing well with older men until Cumulus ceased paying Nielsen for its services in January. 99X and other Cumulus stations are missing from the last six ratings books. No ratings info means no progress reports for advertisers, radio salespeople, promoters, record industry/artist contacts, and listeners. That’s debilitating for a station in a competitive market.
The dismissal of the on-air staff removes what made the station special in the eyes and ears of listeners. This could be damaging to the station’s future.
Cumulus entered into Chapter 11 bankruptcy in March, the second time in 10 years, to eliminate nearly $600 million in debt. It had assets and liabilities reportedly up to $10 billion. In the last several years, the company laid off staffers and sold stations (like WPLJ and WABC-AM New York, WRQX in Washington, DC, and the former news and talk station in Atlanta on 106.7 FM (Now WAKL “K-Love”) to get its debt under control. After the FCC gives its approval to Cumulus’ latest restructuring plan, the company will come under new ownership.
“The prepackaged process is intended to address the Company’s debt efficiently with no disruption to our operations, our people, and our strategies,” said Cumulus President and CEO Mary Berner, in a statement in March. “On emergence, a stronger financial foundation will better position Cumulus to continue investing in premium content, enriched audience experiences, advertiser performance enhancements, and the ongoing growth of our digital marketing offerings.”
What this means for 99X and other Atlanta Cumulus stations remains to be seen. For now, 99X will likely run jockless until a decision on its future is made. Ho tried to get an answer for 99X’s future from Cumulus Chief Content Officer Brian Philips (who was one of the architects of the earlier incarnation of 99X). He declined to comment. Cumulus has said very little publicly about any of the current round of firings, nationally or in Atlanta.
Meanwhile, 99X’s second act appears to be over, apparently closing a 30-plus-year run of groundbreaking music, discussion, and humor that helped redefine radio in Atlanta and nationwide. The music goes on, for now, but the voices before and after have been silenced.
