The Radio Station That Can’t Make Up Its Mind: A Tale of Identity and Nostalgia
There’s something oddly captivating about a radio station that changes formats more often than I change my Spotify playlist. Take 970 WATH in Athens, Ohio, for example. This station has flipped its identity three times in as many years—from Classic Hits to AC, then to Sports, and now to Oldies. Personally, I think this is less about finding the perfect format and more about a desperate search for relevance in an increasingly fragmented media landscape.
The Carousel of Formats: A Reflection of the Industry?
What makes this particularly fascinating is how WATH’s journey mirrors the broader struggles of traditional radio. In an era dominated by streaming services and on-demand content, radio stations are under immense pressure to carve out a niche. WATH’s frequent format changes feel like a microcosm of the industry’s larger identity crisis. Are they catering to listeners, or are they just throwing darts at a board of genres, hoping something sticks?
From my perspective, the shift to Oldies is both a nostalgic play and a strategic gamble. Oldies formats often appeal to an older demographic—a group that still tunes into terrestrial radio. But here’s the kicker: by relying on nostalgia, WATH risks alienating younger listeners who might see the station as outdated. It’s a classic case of trying to please everyone and potentially pleasing no one.
The Nostalgia Trap: Why Oldies Might Not Be the Answer
One thing that immediately stands out is the emotional appeal behind this latest flip. JJ Hale, Total Media’s Central Region Director of Programming, spoke passionately about restoring the station’s “heritage feel.” While I admire the sentiment, I can’t help but wonder if this is more about personal nostalgia than market demand. What many people don’t realize is that nostalgia can be a double-edged sword. It might draw in loyal listeners who remember the station’s glory days, but it does little to attract new audiences.
If you take a step back and think about it, the Oldies format is essentially a time capsule. It’s comforting, sure, but it doesn’t evolve. In a world where media consumption is constantly shifting, standing still feels like a risky move. This raises a deeper question: Can a radio station survive by looking backward instead of forward?
The Sports Hangover: What Happened to ‘The Game’?
A detail that I find especially interesting is WATH’s brief stint as a sports station. Launched in January 2025, ‘The Game’ was supposed to tap into the local passion for Athens High School, the Cincinnati Reds, Bengals, and Ohio State University sports. So, what went wrong?
In my opinion, the sports format failed because it lacked a unique selling point. With ESPN and other national sports networks dominating the airwaves, a small-town station had little chance of competing. What this really suggests is that WATH’s leadership might be overestimating the station’s ability to compete in crowded markets. Sometimes, less is more—but only if you’re offering something truly distinct.
The Broader Implications: Radio’s Identity Crisis
This isn’t just a story about one station in Ohio; it’s a reflection of a larger trend. Radio stations across the country are grappling with how to stay relevant. Some are doubling down on hyper-local content, while others are experimenting with hybrid formats. WATH’s journey highlights the challenges of this transition.
What’s missing from this conversation, though, is a clear vision. Flipping formats every few years isn’t a strategy—it’s a symptom of uncertainty. Personally, I think WATH needs to decide what it wants to be and commit to it. Whether it’s becoming the go-to station for local sports, a hub for community stories, or a nostalgia-driven escape, consistency is key.
Final Thoughts: Can WATH Find Its Groove?
As I reflect on WATH’s latest transformation, I’m left with more questions than answers. Will the Oldies format bring back the station’s “heritage feel,” or will it just feel like a relic of the past? Only time will tell.
What’s clear, though, is that WATH’s story is a cautionary tale for the radio industry. In the quest for relevance, stations can’t afford to lose sight of their identity. As for WATH, I hope they find their groove soon—before they flip again. After all, even the most loyal listeners can only tune in to so much change.
