New changes are coming to Toronto’s airwaves as local radio station 93.5 Today Radio is becoming a country station.
The radio station, which rebranded from Flow 93.5 to Today Radio two years ago, has announced it is changing formats next month as its current music, from the 1980s to today, is not generating a big enough audience. The new station will be called New Country 93.5.
“We’re embarking on a new adventure starting Tuesday September 3rd. Of course you’re welcome to join us. But if this is goodbye for now, then we’d like to say a heartfelt THANKS,” reads a post on the station’s website.
“Over the past couple of years we’ve had so much fun getting to know you. You’ve shared your wild and crazy stories, your hilarious adventures and misadventures, and your real life goosebumps moments. We’ve shared big laughs and choked back a few tears together. We couldn’t have done this without you,” the post says.
At the time of publication, it appears 93.5 Today’s social media platforms are deactivated, as is the majority of its website.
Formerly FLOW 93.5, the station rebranded back in 2022 to 93.5 Today Radio. Following a long run as a station known for mainly playing hip-hop and R&B, the rebrand saw the station switch to playing an eclectic mix of different genres. Media company Stingray licensed the FLOW brand to CINA Media Group for their station at 98.7 FM in February 2022.
“As 93.5 Today Radio, the station played a wide and eclectic variety of music from the 1980s through today, interspersed with conversations with listeners about various lifestyle topics. The conversations were designed to weave seamlessly in and out of the music. Despite 2 ½ years of effort, the station was unable to generate a significant enough audience to warrant continuing in the format,” Stingray Radio President Steve Jones said in a statement to Now Toronto on Friday.
“We are proud of what the station accomplished and the bond it created with listeners, but unfortunately, it was not a sustainable business model.”
The president cited a lack of country radio stations in Toronto and the rising popularity of country music as reasons for the stations shifting to a country focus.
“It is strange to consider, but Toronto hasn’t had a dedicated country station since 1999 when CISS 92.5 became Top 40 Kiss 92.5. Toronto has multiple Top 40 stations, and no country stations,” Jones said.
“Our hope is that New Country 93.5 finds a passionate following of country music fans – both hard core and new to the genre – here in Toronto. We know that country music is niche and the Toronto radio market is very crowded, but country music is unique and offers something no other radio station can offer,” Jones shared.
The change has come with two layoffs, according to Jones. Paul Harper, who has worked as Today’s morning host, signed off for the last time Thursday morning. The other person laid off was a part-time employee.
In an interview with Now Toronto, Jones shared that Today’s afternoon host Paul McGuire will now host mornings on New Country 93.5, while Devin McNeil will be hosting middays. Vanessa Newman will keep her spot as host in the afternoons, and Jones shared that a nationally syndicated show by host Casey Clark will play in the evenings.
Tuning in Friday morning, the change is already apparent with Sam Hunt’s “Leave The Night On” playing, and a “New Country 93.5” logo on the online player. Jones shared that a playlist of the greatest country hits will play on the station for the weekend ahead of Tuesday’s relaunch.
The station will join 19 other “New Country” Stingray brands across Canada. Jones says each station is slightly different, reflecting the area they serve.
“Next to the U.S., Canada is the number one global market for country music, and we punch way above our weight class in creating country music in Canada, so we’re looking forward to providing that platform,” Jones continued.
TORONTO REACTS TO 93.5 GOING COUNTRY
Online, Torontonians are sharing their thoughts on the change. Some country fans are excited about the news.
“Giddy up,” wrote one Reddit user.
“I for one am excited,” one person commented.
“Someone pour you out a double shot of whiskey,” another person joked, under a comment expressing annoyance over the change.
Meanwhile, some radio fans are sharing their disappointment with the news.
“RIP @935todayradio, we hardly knew thee,” one person wrote on X.
“That sucks! It was my favorite radio station and I even called in a couple of times. Loved the randomness of the songs,” one person commented on Reddit.
“Radio today is s**t. I grew up in the industry as my dad had a long career starting in the 70s. They pay crap and multimillionaires and corporations trade stations like they’re poker chips. I feel terrible for the staff at these stations who really want to just do a great job and go home at night,” someone else shared.
While others are not surprised to hear of the upcoming change.
“They screwed up the new flow. It’s all mixed with different genres now. I can’t listen to any stations anymore. Past 5- 10 yrs I switched to Spotify only. I do like a bit of talk radio but they all suck and rather put a podcast on,” shared one Reddit user.
And some people are interested to see how the new format will fare in Toronto.“Interesting. I’ve always heard from radio people country doesn’t work in Toronto. Curious to see how this does,” shared one person on X.
