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The Rise of Alternative Radio How KWOD and Other Unique Stations Countered the 90s Mainstream by Alex Cosper What was once cultural is now just a commercial for itself. The popularity of alternative radio on the FM dial began to fizzle away in the early 2000s. Just a decade earlier alternative radio and its music marked a revolution ... more CHAPTERS 1. A NEW ERA BEGINS Sacramento top 40 station KWOD begins to experiment with modern rock in the Spring of 1991 2. A CHANGE IN EVOLUTION KWOD begins to mix in Nirvana to its mostly pop-sounding playlist in late 1991 3. ALL OVER THE ROAD 1992 turns out to be a dark age in the ratings between two distinct eras 4. TRANSITION TO PURE MODERN ROCK The station begins its climb after dumping its top 40/dance connections in 1993 5. NIRVANA VS. PEARL JAM The Seattle scene begins to overshadow the established British bands of modern rock 1993-1994 6. CLIMB OF THE DECADE 1994 marks sharp ratings increases at KWOD and modern rock radio across the country 7. PEAK OF THE DECADE The peak of the alternative format's national success and KWOD's success is in 1995 8. EVERYTHING CHANGES The music industry pitches a heavy dose of pop in 1996 to alternative stations 9. RADIO ROAD TRIP U.S.A. The 1997-1998 era confirms that alternative radio and its music have dropped off in popularity 10. A NEW CENTURY OF CHOICES New media presents new challenges for traditional radio in the new millennium |
