Although the station had been known in the community for a decade, the decision to terminate the life of 100.3 The Beat FM was strictly business.
“It’s a business decision that should improve revenues for Clear Channel in St. Louis,’ according to Beth Davis, president and market manager for Clear Channel Radio St. Louis. “We are always looking at the business opportunities for the stations under the Clear Channel umbrella.”
Extremely polite, but evasive, Davis’ comments were smartly formulated. She suggested, without implicating that ‘The Beat’ was unable to sustain itself revenue-wise among the other Clear Channel stations.
It seemed like a mean Halloween prank at first. The format switched to classic rock and then Halloween music on Friday – out of nowhere. And word quickly spread that the entire staff of DJ’s and personalities had been let go. Literally, someone had flipped the switch and The Beat was gone.
Well as we knew it at least – Davis says that the Beat is far from being dead.
“We haven’t abandoned it,” said Davis. “We put it on two sources that this audience in particular accesses more readily than terrestrial radio.”
Those sources include an internet stream and an HD radio dial. But the KATZ call letters that have been the home of black music in one form or another for decades will be home to an all new listener base.
“Obviously there is a change,” Davis said. “What we are playing right now we are now will build a base for what we are trying to do.”
The official format is yet to be revealed, but it seems like new year, new station is the current plan for clear channel.
“Let’s just say that we are playing Christmas music until we make a transition.”
It sounds like one less black station for St. Louis radio and its predominately black listening base.
But Davis was quick point out what she feels to be an opportunity in this loss.
She even suggested – but did not directly state – that modifications would be coming to Majic 104.9, the lone urban format within the Clear Channel Cluster.
“This allows us to focus intently on providing the best urban format on Majic 104.9,” Davis said.
What does that mean? Will Majic become more hip-hop and youthful? Will it be a blend of old and new? Her answer leaves much to the imagination.
“We are planning to focus on making sure that station represents St. Louis.”