Audacy has repositioned rhythmic AC WSTR Smyrna/Atlanta as a brighter AC outlet. The station now carries “Atlanta’s Upbeat Variety” positioning effective today.
What We Know: Star 94 is shifting away from rhythmic toward a more balanced pop-leaning mix. The music focus now spans the past 30 years, pulling back significantly on rhythmic content. That move places the station in much closer sonic territory to Cox Media Group’s B98.5 WSB-FM. The new positioning signals a clear strategic pivot for the Audacy-owned outlet.
What’s at Stake: Star 94 and B98.5 now appear to be targeting nearly identical audiences in one of the South’s most competitive radio markets. Atlanta’s AC landscape just got tighter. Direct format overlap between two established brands creates real pressure on both sides. Ratings and billing will ultimately determine whether there’s room for two stations chasing the same listener.
What Remains Unclear: Audacy has not publicly detailed what triggered the format adjustment at this time. It’s also unknown whether additional on-air or programming staff changes will follow. How aggressively the station plans to market the repositioning remains to be seen. And whether the move reflects a broader Audacy strategy across other markets is still an open question.
What It Means: This repositioning puts Audacy in direct competition with one of Atlanta’s most established AC brands. Cox has built B98.5 into a strong market performer over the years. Audacy is clearly betting a softer, broader pop approach can carve out meaningful share. For Atlanta listeners, the market just added another familiar option — but differentiation will be the real challenge ahead.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.