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((Use mdy dates|date=March 2023))
((More citations needed|date=October 2022))
((short description|Radio station in Spartanburg, South Carolina))
((Infobox radio station
| name                = WYRD-FM
| logo                = 
| logo_size           = 
| city                = [[Spartanburg, South Carolina]]
| area                = [[The Upstate|Upstate South Carolina]]<br>[[Western North Carolina]]
| frequency           = ((frequency|98.9|[[Hertz#SI multiples|MHz]])) ((HD Radio))
| translator          = ((Radio Relay|105.9|W290BW|[[Greenville, South Carolina|Greenville]]|HD2))
| branding            = ''News Talk 98.9 WORD''
| language            =
| format              = [[Talk radio]]
| subchannels         = HD2: [[Adult contemporary]] ([[WSPA-FM]])
| owner               = [[Audacy, Inc.]]
| licensee            = Audacy License, LLC
| sister_stations     = ((hlist|[[WFBC-FM]]|[[WORD (AM)|WORD]]|[[WROQ]]|[[WSPA-FM]]|[[WTPT]]|[[WYRD (AM)|WYRD]]))
| airdate             = ((start date|1946|8|29))
| callsign_meaning    = derived from [[sister station]] [[WYRD (AM)|WYRD]]
| former_callsigns    = WSPA-FM (1946–2023)
| network             = [[Fox News Radio]]
| affiliations        = ((ubl|[[Compass Media Networks]]|[[Premiere Networks]]|[[Radio America (United States)|Radio America]]|[[Westwood One]]))
| licensing_authority = [[Federal Communications Commission|FCC]]
| facility_id         = 66400
| class               = C
| erp                 = ((val|100000|u=[[watt]]s|fmt=commas)) (analog)<br>((val|3980|u=watts|fmt=commas)) (digital)<ref>((cite web |url=https://enterpriseefiling.fcc.gov/dataentry/views/public/fmDraftCopy?displayType=html&appKey=33dca96728654b008eeac1b6063ebeb7&id=33dca96728654b008eeac1b6063ebeb7&goBack=N |title=Full Power FM Digital Notification Application [WSPA-FM], Imported Letter Attachment |date=May 26, 2010 |website=fcc.gov |publisher=[[Federal Communications Commission]] |access-date=October 9, 2022))</ref>
| haat                = ((convert|581.4|m|ft|sp=us))
| coordinates         = ((coord|35|10|11.40|N|82|17|27.40|W|type:landmark_region:US-SC_source:FCC|name=WSPA-FM))
| webcast             = ((Audacy.com|989word))
| website             = ((url|https://www.audacy.com/989word))

))'''WYRD-FM''' (98.9 [[Hertz|MHz]], "98.9 WORD") is a [[talk radio]] station [[city of license|licensed]] to [[Spartanburg, South Carolina]], and covering the [[Upstate South Carolina|Upstate]] region, including [[Greenville, South Carolina|Greenville]] as well as part of [[North Carolina]].  It is owned by [[Audacy, Inc.]], with [[radio studio|studio]]s on Garlington Road in Greenville.  WYRD-FM has an [[effective radiated power]] (ERP) of 100,000 [[watt]]s, the maximum for most FM stations.  The [[transmitter]] is on Hogback Mountain Road in [[Landrum, South Carolina|Landrum]].<ref>[https://radio-locator.com/info/WYRD-FM Radio-Locator.com/WYRD-FM]</ref>

"98.9 WORD" carries three local programs on weekdays:  ''The Tara Show with Tara Servatius'' airs in morning [[drive time]].<ref>((cite web|url=http://www.word1063.com/pages/20445186.php|access-date=20 December 2016|title=The Tara Show))</ref> ''Straight Talk with Bill Frady'' is heard in late mornings and ''The Charlie James Show'' airs in late afternoons.  [[Radio syndication|Syndicated]] talk programs include ''[[Dana Loesch|The Dana Show with Dana Loesch]], [[The Mark Levin Show]], Ground Zero with Clyde Lewis, [[Coast to Coast AM]] with [[George Noory]]'' and ''[[America in the Morning]]''.  Most hours begin with an update from [[Fox News Radio]].

==History==
[[File:WSPA FM logo.png|thumb|Logo as Magic 98.9]]
===WSPA-FM===
The station [[sign-on|signed on]] the air on August 29, 1946.  The [[call sign]] was WSPA-FM and the station largely [[simulcast]] its AM [[sister station]], 950 WSPA.  WSPA-FM was the first FM station in South Carolina.<ref name=power/>  On August 1, 1961, it added the first [[stereo]] signal in the [[Southeastern United States]].<ref>((cite web|url=https://www.newspapers.com/image/187490130/?clipping_id=130023001|title=WSPA ad|work=[[The Greenville News]]|via=newspapers.com|date=August 2, 1961|page=13|access-date=March 29, 2023))</ref> 

WSPA-FM became the strongest FM station in the United States with a move to Hogback Mountain, ((convert|3200|ft|m|sp=us)) in elevation.  Coupled with a 100,000-watt signal, WSPA-FM was one of the first stations to use a new system of [[horizontal polarization|vertical and horizontal]] [[radio masts and towers|tower]]s. The station could be heard from [[Asheville, North Carolina]], to [[Augusta, Georgia]], and from [[Gainesville, Georgia]], to [[Charlotte, North Carolina|Charlotte]].

===Beautiful music===
By the late 1960s, WSPA-FM had a separate format from 950 AM.  WSPA-FM aired a [[beautiful music]] sound including some [[classical music]], such as "[[The Metropolitan Opera]]," 'The Classical World of Stereo" and other shows on Sundays.<ref>((cite news|title=History of radio in Sparkle City|last=Nutt|first=Karen|work=Spartanburg Herald-Journal|date=May 9, 2001|page=D1))</ref>

The station broadcast from 8((nbsp))a.m. to midnight seven days a week, with light music during the day, dinner music in the evening, and "featured works" at night.<ref name=power>((cite news|url=https://www.newspapers.com/image/749653553/?clipping_id=130023201|title=S.C. Station to Up Its Power|work=[[The State (newspaper)|The State]]|via=[[newspapers.com]]|date=December 6, 1964|page=14C))</ref>

As of 1976 WSPA-FM used the syndicated "FM 100" beautiful music format.<ref name="30th anniversary">((cite web|url=https://www.newspapers.com/image/188673237/?terms=wspa-FM&match=1|title=WSPA ad|work=The Greenville News|via=newspapers.com|date=November 14, 1976|page=7F|access-date=March 29, 2023))</ref>  It originated at FM 100 [[WSHE-FM|WLOO]] 100.3 in [[Chicago]].

===Move to soft AC===
WSPA-FM ranked third in the [[Arbitron]] ratings and second with adults in Fall 1984, with midday numbers taking a significant jump. Though still considered beautiful music, WSPA-FM added more contemporary artists such as the [[Captain and Tennille]], [[Dionne Warwick]] and [[John Denver]] while decreasing the instrumentals. The station was making an effort to stop being considered background music.<ref>((cite news|url=https://www.newspapers.com/image/191085706/|title=Dialing for ratings|last=Harrison|first=Tom|work=The Greenville News|via=[[newspapers.com]]|date=February 27, 1985|page=1B))</ref><ref>((cite news|url=https://www.newspapers.com/image/191085734/?clipping_id=130023492|title=Dialing for ratings|last=Harrison|first=Tom|work=The Greenville News|via=newspapers.com|date=February 27, 1985|page=6B))</ref>

With the switch by [[WBAV-FM|WZXI]] in the Charlotte area from beautiful music, WSPA-FM showed up in the Spring 1986 Arbitron ratings for Charlotte, the only beautiful music station serving the area.<ref>((cite news|title=S.C. Stations Gain Entry into Charlotte Radio Ratings|last=Borden|first=Jeff|work=[[The Charlotte Observer]]|date=August 12, 1986|page=13A))</ref>

On February 19, 1991, WSPA-FM officially made the switch to [[soft adult contemporary]] or "Lite music."<ref name=country/> which according to the ''[[Spartanburg Herald-Journal]]'' was "the first format change since [[Harry Truman]]". WSPA-FM had always played [[easy listening]] music and was the area's only remaining station of that type. Though still seventh with listeners 25-54, WSPA-FM needed to reach younger listeners, and WSPA-FM was doing this with soft vocals and a few instrumentals as "Lite FM, 98.9", which was still the area's softest station. Many people liked the new sound, which included lots of 70s music, but some complained to the newspaper and to the morning show of Mike Vassy, who had worked at the station since 1968.<ref>((cite news|title=WSPA change strands older listeners|work=[[Spartanburg Herald-Journal]]|date=April 13, 1991))</ref> The change improved the station's ratings from eighth in Fall 1990 to fifth in Winter 1991, and from sixth to fourth with adults.<ref name=country>((cite news|title=Country still area favorite|work=Spartanburg Herald-Journal|date=April 27, 1991))</ref>

In fall 1994, Spartan Radiocasting, owner of [[WOLI (AM)|WSPA]] and WSPA-FM, made a [[local marketing agreement]] with Augusta, Georgia-based Keymarket Communications. Early in 1995, WSPA-FM, described as "light-rock", was moving its studios to Greenville, along with [[WYRD (AM)|WFBC]] and [[WORD (AM)]], while 950 WSPA would move in with [[WSPA-TV]].<ref>((cite news|title=Keymarket takes over WSPA radio|work=Spartanburg Herald-Journal|date=January 5, 1995))</ref>

===Changes in ownership===
River City Broadcasting, which bought Keymarket, also purchased an option to buy the radio stations. [[Sinclair Broadcast Group]], owner of [[WMYA-TV|WFBC-TV]] and [[WLOS-TV]], bought River City and on July 1, 1998 bought "Light Rock 98.9", [[WFBC-FM]], WYRD (formerly WFBC), WORD, [[WSHP-FM|WOLI-FM]] and [[WLTS (FM)|WOLT]].<ref>((cite news|title=Upstate radio stations have new owner|last=Franco|first=Jose|work=Spartanburg Herald-Journal|date=August 11, 1998|page=B1))</ref>

In December 1999, [[Entercom]] bought 41 radio stations from Sinclair.<ref>((cite news|title=Entercom completes purchase of Sinclair|work=Spartanburg Herald-Journal|date=December 17, 1999))</ref> Entercom became Audacy in 2021.<ref>((cite news|url=https://variety.com/2021/digital/news/entercom-rebrands-audacy-1234939320/|title=Entercom Changes Name to Audacy, Kills Off Radio.com Brand|last=Spangler|first=Todd|work=[[Variety (magazine)|Variety]]|date=March 30, 2021|access-date=March 29, 2023))</ref>

By 2002, WSPA-FM was "Magic 98.9, The Upstate's Best Variety",<ref>((cite news|url=https://www.newspapers.com/image/195814936/?terms=%22Magic%2098.9%22&match=2|title=RiverPlace Arts Festival Features|work=The Greenville News|via=newspapers.com|date=April 28, 2002|page=260))</ref> with a [[Adult contemporary|mainstream adult contemporary]] format.<ref>((cite news|title=Market Profile: Greenville-Spartanburg, S.C.|last=Hudson|first=Eileen Davis|work=[[Mediaweek (American magazine)|Mediaweek]]|date=March 17, 2003|volume=13|issue=11|page=18))</ref>

===Switch to talk radio WYRD-FM===
On March 6, 2023, Audacy announced that WSPA-FM and [[WSPA-FM|WYRD-FM]] (106.3) would swap formats and call signs beginning March 28. The move was intended to put WYRD-FM's [[talk radio]] programming on the larger 98.9 signal running 100,000 watts vs. the 25,000-watt signal on 106.3 FM.

The Magic format is now heard on 106.3 FM, and continues to be available on [[HD Radio]] via 98.9's HD2 [[digital subchannel]] as well as [[WFBC-FM]]'s HD4 subchannel. <ref>[https://radioinsight.com/headlines/249475/magic-98-9-and-106-3-word-to-swap-frequencies/ Magic 98.9 And 106.3 WORD To Swap Frequencies]</ref>

==References==
((Reflist))

==External links==
*((Official website|https://www.audacy.com/989word))((FM station data|WYRD))

((Greenville-Spartanburg Radio))
((Asheville Radio))
((News/Talk Radio Stations in South Carolina))
((Entercom))

[[Category:Radio stations in South Carolina|WYRD-FM]]
[[Category:Greenville, South Carolina|WYRD-FM]]
[[Category:Spartanburg, South Carolina|WYRD-FM]]
[[Category:News and talk radio stations in the United States]]
[[Category:Audacy, Inc. radio stations]]
[[Category:Radio stations established in 1946]]
[[Category:1946 establishments in South Carolina]]

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