104.7 The Fish Going Off The Air - Frequency Will Become Air1 Worship Music

By Don Stone

    The departure of 104.7 The Fish from Atlanta’s airwaves marks the end of an era for a station that has been a cornerstone of the city’s Christian music and faith-based radio community for 24 years.

Owned by Salem Media Group, The Fish has long been celebrated for its family-friendly content, uplifting music, and community engagement. However, as of January 31, 2025, the station will cease operations under its current format following its sale to the Educational Media Foundation (EMF), which operates the K-LOVE and Air1 Christian radio networks.

     We contacted Air1 and received this confirmation of what will become of the 104.7 frequency.
    “Pending FCC approval, 104.7 FM will transition to Air1 on February 1, 2025,” said David Pierce, EMF Chief Media Officer. “We are excited to bring Air1’s current worship format to this strong frequency, ensuring Christian music continues to flow there. We are deeply honored to carry the legacy of The Fish forward and express our sincere gratitude for the impact they have had on the city of Atlanta.”

  EMF already operates K-LOVE on 106.7 FM in Atlanta. It remains unchanged.

   The Fish accomplished something that no Atlanta area Christian station had been able to do, make the CCM music format commercially successful reaching the mass market with ad agency support and large ratings.

   We had done all we could in the 1980s and 1990s when I was general manager at Love 86, WAEC radio, reaching as high as #17 in the market at our peak. And, for the last few years I was there, we were pretty much sold out. But, we were only on occasion able to get the attention of ad agencies representing larger clients. Our limitations were that we had an AM signal, not conducive to a music format and a license that required us to reduce our power at sunset.

   WAEC had been the first area station to ever play CCM. But, as soon as The Fish came on the air with a strong FM presence, the station had to drop its music format and concentrate on area ministries and teaching programs. As I previously reported, WAEC recently dropped its religious format after 46 years and has the 860AM frequency in Atlanta has now gone out of existence completely.

   Since its launch in 2000, 104.7, The Fish has been a trusted source of contemporary Christian music, branding itself as “Safe for the Whole Family.” It provided not only entertainment but also spiritual encouragement to listeners across metro Atlanta. The station was particularly beloved for its annual “Celebrate Freedom Atlanta” concert and its Christmas programming, which became a seasonal tradition, topping area ratings.

  The morning show duo, Kevin Avery and Taylor Scott, who were there from the start, became household names through their relatable and heartfelt broadcasts. Over the years, they shared personal milestones with listeners, creating a sense of community that extended beyond the airwaves. Their farewell message (Click here) expressed gratitude to their audience for decades of shared experiences and inspiration.

   The sale of The Fish is part of a broader restructuring by Salem Media Group, which is divesting several of its Christian Contemporary stations as a way of getting out of debt. Their non-music stations like WNIV at 970AM and WGKA at 920AM will not be affected.

   This change has sparked concern among loyal listeners who fear a loss of local connection and diversity in Atlanta’s Christian radio market. A petition to preserve The Fish’s unique identity has garnered significant support, but won’t have any impact.

   Fish fans should keep the faith. I’ve been involved with radio since 1970 and personally believe that the impact of the station has not gone unnoticed by the local broadcast community. I predict that another area FM station that has not been doing as well as ownership would like will take over as much of the Fish format as possible and potentially hire Kevin & Taylor and much of the Fish staff. They won’t be able to call it The Fish. But, all else will likely be similar. And, I don’t think it will take much time to happen with discussions, I’m sure, already underway.

   The need is great for a contemporary Christian station to broadcast with a local presence as The Fish has. It won’t be long before you’ll see it happening again.

  And, don’t forget, you still have a great station that is non-commercial with Victory 91.5FM and The JoyFM on the southside.

   But, for metro Atlanta’s Christian radio listeners, 104.7, The Fish’s departure represents more than just a change in programming—it’s the loss of a cultural touchstone that has been part of their daily lives for nearly a quarter-century. As EMF takes over operations on February 1, 2025, many will be watching closely to see how this transition impacts the local radio landscape and whether it can uphold the legacy that The Fish leaves behind.

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