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 more than just a programming decision; it’s a reflection of the broader struggle media outlets face in an era of fragmented audiences and shifting consumer habits.
The Carousel of Formats: Why So Many Changes?
What makes this particularly fascinating is the sheer frequency of these changes. In October 2023, it was ‘Mix 97.3,’ a feel-good AC format. By January 2025, it had pivoted to ‘The Game,’ a sports-focused station. Now, it’s Oldies, courtesy of Seaboard Networks’ ‘Gold’ programming. From my perspective, this isn’t just about chasing trends—it’s about a station trying to rediscover its soul. One thing that immediately stands out is the emotional attachment people have to radio stations, especially in smaller communities like Athens. WATH isn’t just a frequency; it’s a piece of local heritage.
The Nostalgia Play: Why Oldies?
The decision to go back to Oldies feels like a calculated nostalgia trip. JJ Hale, Total Media’s Central Region Director of Programming, grew up listening to WATH and wanted to restore its ‘heritage feel.’ What many people don’t realize is that nostalgia is a powerful tool in media. In a world dominated by streaming and on-demand content, there’s a growing appetite for something familiar, something that connects us to our past. If you take a step back and think about it, this isn’t just about playing old songs—it’s about reclaiming a sense of identity for the station and its listeners.
Sports vs. Oldies: A Clash of Audiences?
Here’s where it gets interesting: WATH will still broadcast local sports, including Athens High School, the Cincinnati Reds, Bengals, and Ohio State University games. This raises a deeper question: Can a station successfully cater to both sports fans and Oldies enthusiasts? In my opinion, this hybrid approach is a gamble. Sports fans are often looking for live, high-energy content, while Oldies listeners might prefer a more laid-back, nostalgic vibe. A detail that I find especially interesting is how the station plans to balance these two worlds without alienating either audience.
The Broader Implications: Radio’s Identity Crisis
What this really suggests is that traditional radio is in the midst of an identity crisis. With streaming platforms offering endless customization, terrestrial radio stations are under pressure to redefine their purpose. Personally, I think WATH’s frequent format changes are a microcosm of this larger struggle. Radio stations are no longer just about music or sports—they’re about community, nostalgia, and connection. But in chasing these intangibles, they risk losing focus.
Looking Ahead: Will This Stick?
The big question is whether this Oldies format will stick. Given WATH’s track record, I’m skeptical. But what makes this particularly intriguing is the emotional investment behind this change. JJ Hale’s personal connection to the station adds a layer of authenticity that previous formats lacked. From my perspective, this could be the key to WATH’s longevity—if it can tap into that sense of community and heritage, it might just find its footing.
Final Thoughts: Radio as a Mirror of Society
If you take a step back and think about it, WATH’s story is a reflection of our broader cultural moment. We’re constantly searching for meaning, for connection, for something that feels real in a world that often feels chaotic. Radio, with its ability to evoke nostalgia and foster community, has a unique role to play in this narrative. Personally, I think WATH’s journey is a reminder that media isn’t just about content—it’s about identity, memory, and the stories we tell ourselves. Whether this latest format change succeeds or not, one thing is clear: WATH is more than just a radio station—it’s a living, breathing piece of Athens’ history.
