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 streaming 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 kind of musical chairs with formats isn’t just about chasing ratings; it’s a reflection of something deeper: the struggle to find a place in a rapidly changing media landscape.
What makes this particularly fascinating is the emotional undertone of the latest change. Total Media Group’s decision to bring back the Oldies format isn’t just a programming shift—it’s an attempt to reconnect with the station’s heritage. JJ Hale, the Central Region Director of Programming, grew up listening to WATH and openly admits his desire to restore its “heritage feel.” This raises a deeper question: In an era dominated by digital playlists and on-demand content, does nostalgia still have a place in radio?
From my perspective, the answer is a resounding yes. Radio isn’t just about delivering music; it’s about creating a sense of community and shared identity. WATH’s return to Oldies isn’t just about playing songs from the 60s and 70s—it’s about tapping into the collective memory of a generation. What many people don’t realize is that radio stations like WATH often serve as cultural anchors, especially in smaller communities. They’re not just broadcasting music; they’re preserving history.
One thing that immediately stands out is the station’s commitment to local sports, which remains unchanged despite the format flip. WATH will still be the home of Athens High School, the Cincinnati Reds, the Cincinnati Bengals, and Ohio State University sports. This hybrid approach—blending nostalgia with live sports—is both clever and risky. On one hand, it retains loyal listeners who tune in for the games. On the other, it risks diluting the station’s identity. If you take a step back and think about it, this is a microcosm of the broader challenge facing traditional radio: how to stay relevant without losing your soul.
A detail that I find especially interesting is the use of Seaboard Networks’ “Gold” programming for the Oldies format. This isn’t just a random choice; it’s a strategic move to leverage a proven brand. What this really suggests is that even in the quest for nostalgia, there’s a need for professionalism and polish. It’s not enough to just play old songs—you need to curate them in a way that feels authentic yet modern.
But here’s the thing: Will it work? Radio is a fickle medium, and audiences are notoriously hard to predict. Personally, I think WATH’s success will hinge on its ability to strike a balance between nostalgia and novelty. If it leans too heavily into the past, it risks alienating younger listeners. If it tries too hard to be trendy, it loses the very essence that makes it special.
What this really boils down to is identity. In a world where media consumption is increasingly fragmented, radio stations like WATH are fighting to define themselves. Is WATH a sports station? An Oldies station? A community hub? The truth is, it’s all of these things—and none of them. And that’s what makes its story so compelling.
If there’s one takeaway from WATH’s journey, it’s this: In the quest for relevance, sometimes the best path forward is to look backward. Nostalgia isn’t just about reliving the past; it’s about reconnecting with what makes us human. Whether WATH succeeds or fails, its story is a reminder that in an age of endless options, sometimes the most powerful thing you can do is remind people of who they are.
