Alt Fans Rejoice! 89X Is Back!
• After what felt like an eternal (five-year) absence, Bell Media has relaunched its beloved Windsor, Ontario-based Alternative station 89X, as CIMX phased out Pure Country 89 and gave legions of grateful Alt/Rock fans their favorite station back.
The shift in format began at 8:08am Thursday morning when the station played four Johnny Cash songs, leading into “Stop!” by Jane’s Addiction — the same track that originally launched 89X on May 13, 1991.
For 30 years, 89X had built a rich history of introducing new music, supporting local artists, and promoting Canadian bands. That heritage came to a screeching halt in Nov. 2020, when 89X announced its impending flip with this post: “From the Cutting Edge to New Rock 89X, it’s been one hell of a ride over the past thirty years… 89X was a unique station and we have some great memories… Thirty years is a long time though and it’s time for a change. Soon there will be a very new and VERY different sound on 88.7FM, and to be honest if you’re a New Rock fan you’re probably not going to like it.”
The welcome rebirth of 89X is led by Brad Gibb, Bell Media Regional Program Director, Southwestern Ontario, whose first job in radio was as an intern on 89X’s The Morning X in 1998. “I grew up listening to the original 89X, and the station’s music and personalities helped shape who I am both personally and professionally,” said Gibb. “I feel very fortunate to drive the re-birth of 89X and have this full-circle moment.”
“This return to the station’s roots celebrates the rich heritage and unmistakable spirit of 89X here in Windsor-Essex, and reconnects us with loyal listeners who have always been the heart of our community,” said Jennifer McLellan, GM, Radio and TV, Southwestern Ontario, Bell Media. “89X is a legendary station that defined Windsor’s airwaves and became the soundtrack to countless memories across our community, and we’re excited to have both familiar listeners and a new generation discover what makes 89X so special.”
And there’s more — the relaunch of 89X comes with two prime drivetime opportunities — the company has posted for both mornings and afternoons.
