Panama City Radio Moves: It’s Magic!

After a seven-month vacation on 100.1FM, Magic Broadcasting Active Rock WYYX (97X)/Panama City, FL has finally returned to its original location at 97.7. You may recall that 97X’s antenna was blasted by a lightning strike back on July 31, 2016. During the extended downtime that was needed for repairs, “and in an effort to maintain revenue on our second highest billing station in the cluster,” in the words of GM Misty Sims, the Active Rock format was temporarily relocated over to what was then Rhythmic Oldies WVVE (Groove 100.1). Sims noted, “Although Groove 100.1 performed admirably in its target demos it was not able to successfully compete for advertising dollars in the market.”

Now, with those longer-than-expected antenna repairs now completed, and 97X moved back to 97.7, the attention shifts back to 100.1, where, as Sims noted, “What do you do with a station that has a temporary audience and a new format with no audience? Must build a bridge!” On Monday, at 12:25pm, the stunting began, as “100.1 Santa FM” launched, using the catchy slogan, “Bringing the sounds of the holidays 364 days a year (we take Christmas off).”

All of this craziness is scheduled to end tomorrow, as Santa FM will “unwrap the real gift” from Magic Broadcasting — the brand new WWLY (100.1 Wild Willie© Real! Country! Legends!) — the market’s first Legends-based Country station. As Sims noted, “After making a large investment in local market research, a first for Magic Broadcasting, we believe we have found the right musical recipe that will capture the affluent audience that advertisers are eager to reach in this market.”