Cumulus Media is selling its 97.9 FM translator in Atlanta. Meanwhile, the company is realigning frequencies for two of its key brands.
What We Know: OG, Atlanta’s Classic Hip Hop station, moves from 97.9 FM to 98.9 FM. Additionally, OG shifts from WWWQ-FM/HD3 to HD2. 99X continues on 100.5 FM but drops its simulcast on 98.9 FM. Until the 97.9 sale closes, Cumulus will temporarily run OG on both frequencies.
What They Said: Justin Schaflander, VP/Market Manager for Cumulus Atlanta, framed the moves as strategic housekeeping. “These moves strengthen signal efficiency and position our brands for continued growth,” he said. Furthermore, Schaflander called it a “disciplined approach to optimizing our Atlanta assets.”
What Remains Unclear: The buyer of the 97.9 FM translator has not been identified. No timeline for closing the sale has been announced publicly. It’s also unclear whether additional format or programming changes will follow the frequency shift.
What It Means: Smart operators don’t just run stations — they position them. Cumulus does exactly that here. OG gains a stronger signal on 98.9 FM, delivering better reach in a competitive Atlanta market. 99X, meanwhile, finally stands alone on 100.5 FM with no simulcast splitting its identity. The sale of the 97.9 FM translator proves this isn’t reactive — it’s deliberate portfolio management. Cumulus is trimming what it doesn’t need and strengthening what it does. Both brands emerge sharper, stronger, and better positioned for what comes next.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.
