Everything old eventually becomes new again.
In this case, it’s the decade that gave radio everything from grunge and alternative rock to pop superstars and unforgettable sing-alongs.
OnTheGoMedia has officially flipped KDAO-FM 92.9 in Eldora/Marshalltown, Iowa, replacing its Adult Contemporary presentation with “Rewind 93,” a station dedicated to the biggest Pop and Rock hits of the 1990s.
The new format launched Monday, July 6, with a playlist built around many of the artists who helped define the decade, including Matchbox Twenty, Sheryl Crow, Alanis Morissette, Goo Goo Dolls, and many more.
The move represents another expansion of Shawn Dietz’s growing Iowa radio footprint.
OnTheGoMedia began operating KDAO-FM and sister station 1190 KDAO under a Local Marketing Agreement earlier this year, and the format change marks the company’s first major programming move on the FM signal.
The strategy also reflects one of radio’s strongest ongoing trends.
Listeners who grew up during the 1990s are now among the most desirable demographics in broadcasting. They remember the music, recognize the artists instantly, and continue to seek stations that deliver a soundtrack tied to some of life’s biggest memories.
For OnTheGoMedia, the launch of Rewind 93 isn’t simply about changing music.
It’s about carving out a clear identity in a competitive marketplace.
Sometimes the smartest format isn’t the newest one.
Sometimes it’s the one that reminds listeners exactly where they were when they first heard those songs.
And for a lot of Iowa listeners…
That rewind button is about to get plenty of use.
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On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.