Back on August 23, 1989, a dying WLS-AM stopped playing the hits (or by then, middle-of-the-road music) and ventured into talk radio and hasn’t looked back since.
Or in other words, they’re throwing in the towel against competitor WVAZ-FM.
21 years later, WSRB-FM is hoping for the same successful results with the station rebaranding itself as “106.3 Real Radio”.
In an unexpected move, the Crawford Broadcasting-owned station dropped its Urban Adult Contemporary format for the most part and shifted to talk with mostly syndicated programming. WSRB is adding Warren Ballentine from 9 until Noon and Dave Ramsey’s financial show from Noon until 2:00 p.m.
The only holdovers are Tom Joyner’s morning show (also simulcast on sister station WPWX-FM) and Michael Baisden’s afternoon show. Both programs feature some music, so WSRB isn’t totally ditching the tunes.
The station has yet to announce plans for its evening, overnight, or weekend programming, but it is expected music will fill those slots for the time being.
In the recently released October PPM survey, WVAZ finished second overall, while WSRB finished 31st.