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06 January 2015

Salem Communications Decides Variety Not The Answer, Re-Brands WGKA into Cookie Cutter Station

Salem Communications, the owner and operator of 106 local radio stations across the United States, has a great new strategy for the new year -- more of the same.

A 5 January 2015 announcement from Salem declared Atlanta's WGKA AM 920 would adopt the branding of 19 other radio stations. WGKA-AM is now AM 920: The Answer.

Salem began using the Answer branding for AM 970 WNYM, its News Talker in New York City in April of 2012. Soon after, Salem stations in Los Angeles, Dallas, and Chicago had joined the crowd.

"We discovered that our listeners are information seekers, always craving the answer to every possible question, from why am I stuck in Traffic to who won the November election," said Salem Senior VP of Spoken Word Formats Phil Boyce. "This branding allows our stations to cut through in markets where they are competing with more established stations that only need their call letters as a brand. We needed something more, and this works."

AM 920: The Answer will rely on syndicated conservative radio hosts like Bill Bennett, Mike Gallagher, Hugh Hewitt, Michael Medved, and Dennis Prager to distinguish their station from other Atlanta broadcasters that utilize the same format.

"I have said this before, and nothing has emerged to change my mind," said Boyce. "The NewsTalk format is alive and well, and if 2015 is anything like the past year, this will be another very strong year for the Salem stations that stick with this simple principle: give listeners what they want."

Less variety. More talk.