Local Radio Shake-Up Sees Stations Moving to New Markets
The Georgia-Carolina Radiocasting Company is packing up and moving out of Clayton, Ga., shifting its radio operations to new locations after declining advertising revenue forced a tough business decision. The move impacts two radio stations, alters two frequencies, and rebrands one call sign, leaving a notable change in the local media landscape.
Revenue Woes Push Relocation Decision
Clayton, a small town nestled in the Blue Ridge Mountains, has been home to a pair of Georgia-Carolina Radiocasting’s stations, but not for much longer. On January 31, the company ceased operations in Clayton and is now in the process of relocating its frequencies to other areas.
President and CEO Art Sutton acknowledged the difficulty of the decision, stating that while the two stations had the largest listening audience in Rabun County, advertising revenue had simply dwindled too much to sustain operations. With local businesses tightening budgets, the financial model that once supported these stations no longer held up.
Where Are the Stations Going?
Here’s how the shuffle breaks down:
- Real Country 100.3 (W262CE) is making a move to Clemson, S.C.
- The station will also shift to a new frequency, 96.1, broadcasting from WGOG(FM) HD-3 in Walhalla, S.C.
- Sky 96.3 (WRBN) has received construction approval to transition to 95.7 in Toccoa, Ga.
- WRBN’s call sign has been rebranded to WNEG(FM), aligning it with Georgia-Carolina’s existing AM station in Toccoa.
Both stations are currently off the air during their relocation, with a one-year window set for completing the new facilities.
A Changing Media Landscape in Rabun County
Clayton, the county seat of Rabun County, is home to just over 2,000 residents, while the entire county’s population stands at 16,883, according to the 2020 Census. Despite being a small market, local radio has played a significant role in keeping the community informed and entertained.
The loss of these stations doesn’t mean Clayton will be without radio entirely. Charisma Radio Corporation’s Soft AC 104.5 (WHLC), based in Highlands, N.C., is stepping in to help fill the gap. The station has secured approval to relocate a translator to 94.9 FM, using the same tower that previously housed WRBN and W262CE.
Looking Ahead: What’s Next for Clayton Radio?
While Georgia-Carolina’s exit leaves a void, it also signals a broader trend in small-market radio—where local stations struggle to maintain financial stability in the face of shifting advertising dollars. With businesses increasingly turning to digital platforms for promotions, traditional radio faces new hurdles in staying relevant and profitable.
For now, Clayton listeners will have to adjust to the new radio lineup, while former WRBN and W262CE fans will need to tune in from different locations. Whether another broadcaster steps in to launch fresh local programming remains to be seen, but for Georgia-Carolina, the decision to move was clear: the numbers just didn’t add up anymore.
