Radio can be magical. However, somewhere along the way, most broadcasting companies forgot that radio is more than just playing well-researched music and more than saying what pollsters say are the right things to say. The Independent Alternative^® 99.3 WXRY remembers what made radio special in the first place and is leading the way to abandon cookie-cutter corporate programming and to make radio special again. We invite you to come back to listening to the radio and join us and make a difference.

We believe these principles are essential for a great radio station:

• Intelligent presentation, passion and respect for the music
• No limits on the number of songs we play
• Support local music
• Treat listeners with respect
• Intense community involvement
• The courage to be different
• Avoid the trap of playing the same songs 7 or 8 times a day

Our mission and our dedication to bringing you quality radio programming is why we’re different. We are the Independent Alternative.^® Think of us as Rock-n-Roll Public Radio.™

The Independent Alternative:^® Where the Music Matters

WXRY is programmed to address an underserved audience in the Columbia radio market. For years, Columbia has not had a station specifically programmed for college-educated adults between the ages of 25 to 40. Certainly, there are a lot of very good stations in our area that are crafted to attract adults in this age bracket and do a very good job of doing so. However, we kept hearing people say, “How come no one plays [Artist] on the radio?” Our answer was: You’re right. Why not?