Ear to the ground:

“My roommate was an apprentice tattoo artist.”
– An all-too familiar refrain heard in laser-tattoo removal chairs everywhere

Back to The Point

After a four-year hiatus, a familiar name will be returning to the dial. Starting Mon., May 19, The Point, formerly found at 99.7FM, will be returning to the local airwaves at a new address, 92.9. Not only will the former “adult contemporary” station have a new spot on the dial, it will also return with a new look and new (old) sound, according to owner American General Media.

Billing itself as “Durango’s Best Variety,” the new Point will offer adult variety hits (read: high school soundtrack for those listeners of a certain age) from the ’80s through today, featuring everyone from Stevie Nicks and Queen to No Doubt, TLC and Sublime.

Originally launched in 1997, American General Media bought The Point in 2000. A year later, the station changed formats and transformed into “Durango’s Hit Music Station,” serving up a Top 40 and pop menu, much to the chagrin of those craving the simpler techno beats and big hair of Robert Smith and Prince.

The Point 2.0's Program Director Ashley Dickson said the latest incarnation will more closely reflect the Point of old. “This is the station that will cater to the new generation of people establishing themselves in Durango,” she said. “The classics are changing. My classics aren’t my parent’s classics, so this station really caters to the folks who grew up in the ’80s and ’90s.”

And if you happen to be a woman between the ages of 25 and 54, listen up: this station is geared specifically toward you. “This is the demographic with the greatest purchasing power in Durango,” noted  Point Sales Manager Alex Brandon.

The Point will adopt a non-personality driven format similar to the “widely successful” Jack FM. According to Dickson, the goal is to “take the ego out of radio.”

The new station will also feature live streaming and a mobile app. And best of all? For its first two weeks, The Point will be completely commercial free, giving listeners “a sampling of the station’s diverse and extensive music library.”

American General Media owns 32 stations in California, New Mexico and Colorado including local stations KKDG 99X, KISZ Kiss Country, KRPT 107.9 Pirate Radio, KRWN (92.5) Thee Rock Station, and KDGO 1240AM Durango News Talk.