Audacy has given Star 94 (WSTR) a new musical identity, shifting the station away from its longtime Rhythmic AC lean in favor of a broader Adult Contemporary presentation. The station is now branding itself as “Atlanta’s Upbeat Variety,” with a playlist centered on pop hits spanning roughly the last three decades.
The adjustment reduces the station’s emphasis on rhythmic titles and instead embraces a wider mix of mainstream pop, a move that places it much closer to the sound of market leader B98.5 (WSB-FM).
The strategy raises an interesting question: Is this the right move?
On one hand, broadening the playlist could make Star 94 more appealing to listeners looking for familiar pop favorites without the heavier rhythmic influence. A wider music mix also opens the door to attracting advertisers seeking a larger, more mainstream audience.
On the other hand, the move brings the station into much more direct competition with one of Atlanta’s most established Adult Contemporary brands. Rather than offering a noticeably different listening experience, Star 94 now occupies territory that B98.5 has successfully owned for years. The challenge for Audacy will be convincing listeners to change long-established listening habits in a format where familiarity and consistency often win.
Whether this is a defensive move designed to increase cume or an offensive strategy aimed at taking share from B98.5 will likely become clearer when future ratings are released. If the refreshed sound resonates with listeners, Audacy could strengthen its position in one of the country’s most competitive radio markets. If not, the company risks losing some of the audience that appreciated Star 94’s more rhythmic identity without making significant gains elsewhere.
For now, Atlanta’s Adult Contemporary battle just became much more interesting.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.
#OnTheDial #Audacy #Star94 #WSTR #Atlanta #B985 #AdultContemporary #RadioProgramming #FormatChange #BroadcastRadio