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Cumulus Media cuts on-air staff at 99X
AJC.com • • business
Key Points:
- Atlanta-based Cumulus Media has cut several on-air staff at alternative rock station 99X due to significant financial pressures, including morning hosts Steve Barnes and Christopher “Crash” Clark, evening host Jill Nelson, and program director Steve Craig.
- The layoffs follow previous cuts across Cumulus’ Atlanta cluster, including sister stations Q99.7 and New Country 101.5, as the company faces ongoing challenges despite emerging from bankruptcy protection earlier this year.
- 99X, once a cultural touchstone for Gen X alternative music fans, was revived in late 2022 with many original staff members rehired, but declining advertising revenue and a weaker FM signal contributed to its unsustainable business model.
- Former and current staff expressed sadness over the cuts, emphasizing the station’s strong ratings among older listeners and its unique cultural impact in the 1990s, while acknowledging the harsh realities of today’s radio industry.
- Despite the layoffs, some former hosts remain appreciative of the station’s recent revival and its loyal fan base, though the future of 99X and other Cumulus stations in Atlanta remains uncertain.
