There are format flips, and then there are statements. What just happened in Cookeville, Tennessee lands squarely in that second category. A signal that once leaned into the now has pivoted hard into legacy power, and it didn’t whisper the change—it hit the switch with authority.
As mentioned in the story about Great Plains Media’s KKSW published on May 1, 2026, the company isn’t afraid to make bold moves when it sees an opening—and it just did it again. This time, the spotlight shifts to Great Plains Media and its Cookeville operation, where Cookeville Communications has completely reworked the identity of WKSW-FM.
The former CHR outlet known to listeners as “98.5 Kiss-FM” has been reimagined and relaunched as “Classic Rock 98.5,” signaling a full-scale repositioning that trades contemporary hits for guitar-driven heritage.
This isn’t just a playlist tweak—it’s a lane change.
And the timing? Intentional.
Cookeville is already home to a rock presence, with Stonecom’s WBXE “Rock 93.7” firmly planted in the format. That station features a lineup anchored by Compass Media Networks’ Dave & Mahoney in mornings, a show built on personality, edge, and national reach.
Now, there’s a new competitor stepping into that space with a different kind of punch—less talk-driven attitude, more music-driven muscle.
And make no mistake, Great Plains didn’t ease into this.
The transition happened just before noon, and in a move that felt almost symbolic, the final notes of Blinding Lights by The Weeknd faded out—closing the chapter on CHR—before a high-impact launch sequence took over. What followed wasn’t subtle. It was loud, intentional, and unmistakably rock.
AC/DC came roaring in with “For Those About To Rock (We Salute You),” a track that doesn’t just play—it declares. From there, the momentum continued with the gritty edge of The Kinks and the unmistakable swagger of The Who. This wasn’t a random stack—it was a message: the guitars are back, and they’re not asking permission.
The talent lineup reflects a similar blend of local connection and strategic placement. Cluster General Manager Jason Grider steps into middays, bringing leadership presence directly onto the air. Familiar regional voices also find their place, with Hoseppy and Troy Ameen—known to audiences from Classic Hits “106.1 The Eagle”—holding down afternoon and evening slots, creating continuity for listeners already tuned into the broader cluster.
So what’s really happening here?
Zoom out, and this looks a lot like what we talked about in that Spirit Airlines conversation. This is about clarity. About knowing exactly who you are and serving it without hesitation.
CHR is crowded. Fragmented. Dominated by streaming competition and algorithm-driven listening habits. Classic Rock, on the other hand, offers something different—familiarity, loyalty, and a deeper emotional connection that doesn’t rely on what’s trending this week.
This move plants a flag.
It says there’s still room on the dial for heritage formats done right. It says there’s still an audience that wants to turn the radio on and feel something instantly recognizable. And it says that in a world of infinite choice, sometimes the smartest move is to double down on what people already love.
But let’s be clear—this isn’t a layup.
Taking on an established rock competitor means differentiation matters more than ever. Imaging, execution, consistency, and personality will determine whether this becomes a real fight or just another frequency in the mix. Because in today’s environment, flipping formats is easy.
Winning with it? That’s the work.
Still, if you’re looking for one takeaway, it’s this: Great Plains Media isn’t playing defense.
They’re making moves.
And in a business where too many operators are waiting to see what happens next, that alone is worth paying attention to.
Because when a station flips like this, it’s not just about music—it’s about momentum.
And right now in Cookeville, momentum just got a whole lot louder.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.