At noon on Tuesday, Adams Radio Group’s Kool 106.1 (WQTL) became Vibe 106.1, switching from oldies to “Tallahassee’s Hip-Hop and Throwbacks.” WQTL’s new programming lineup includes DeDe in the Morning and Baka Boyz.
Adams Radio Group President and CEO Charlie Fritz said, “Creating VIBE 106.1 was an exciting process. As we looked at opportunities to fill a musical void in the Tallahassee market, the concept of a rhythmic A/C resonated with so many people we surveyed that we knew we had to run with it. Our local team of programmers work and live in the Tallahassee market, and I think that gives us a distinct advantage when it comes to connecting and super-serving the listener base.”
Vibe’s Program Director Twiggins commented, “Tallahassee’s diverse culture and unique college town scene has been missing a format like VIBE for years. Our local team at Adams Radio Group wanted to create a station for everyone.”
This was a big mistake. Bring back the oldies.
New CEO has zero clue what he’s doing. It’s one misstep after another. No active GM, flipping formats, all signs of financial distress. Revenue continues to decline for this company and they may finally be realizing they bit off more than they can chew.