
11/08/2025
Today I learned something fascinating to me. I thought my experience was common nationally, but today I found out that instead, I was experiencing something local that had national notoriety. Let me tell you about it…
Back in 1991, I lived in Cincinnati, Ohio. While there, I worked at a totally cool mom & pop CD & record shop, Circle CD & Records, which was located in the living room and dining room of this couple’s house. Their trademark genre was alternative music. It was an amazing time to be working in an alternative music store because at the time, the alternative music scene was full of creativity and variety, the way MTV music was in the early 1980s. In addition to working in this store, I was also a live DJ for Rick Juler Systems, working in a variety of settings, two of which I had an opportunity to DJ alternative rock events.
While at the CD shop, I made a mix tape of songs heard on the local alternative rock radio station, 97X, and songs that we sold in our store. I was listening to that tape today, thoroughly enjoying it. I really appreciated alternative music in 1991 because it was before grunge came along and homogenized the scene.
While listening today, I got curious about 97X and decided to look it up. I was fascinated by what I found. There’s a whole book written about 97X. I read several articles, with one that particularly fascinated me. I learned that 97X was the sixth alternative radio station in the entire country! Not only that, I learned that it was known nationwide as being a station with great innovation and variety. So, here I thought that music like this was being played everywhere, but instead I was experiencing something extraordinary.
Here are some quotes from the article.
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Back in the ‘80s and ‘90s, 97X was *the* modern rock radio station in southwestern Ohio. … From its first song — U2’s “Sunday Bloody Sunday” — until its last internet broadcast in 2010, the station was the center of the new music universe for a generation of young people, like me, who lived for something different. … When Doug and Linda Balogh bought the station in 1981, they asked Miami [University] students what they wanted to hear. The answer was modern rock. So the Baloghs delivered, playing music no one else in the area was giving airtime to. …
“The station started off in ‘83 basically copying L.A.’s KROQ (pronounced Kay-rock) playlist,” James said. “By the ‘90s though, 97X was sort of the place for new and different music.”
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In 1988, the station rose to fame in the Tom Cruise, Dustin Hoffman film “Rain Man.” Filmed in Cincinnati, the movie featured Dustin Hoffman’s Raymond Babbitt repeating the station’s tagline “97X, BAM! The Future of Rock and Roll.”
From there its notoriety grew.
“They grew to have a national reputation,” James said. “’Rolling Stone,’ for several years in the ‘90s, named them one of the top radio stations in the country. Then later on, ‘Rolling Stone’ named them the last great independent radio station.”
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I had no idea! So here I was in Cincinnati, awash in the music of 97X, which was not just a local radio station but one with a national reputation, working in a CD shop featuring such alternative music (and even more diverse stuff than was even played on 97X), and DJing and attending events of “97X-type” music. The DJ company I worked for did a regular cruise on the Ohio River called Cross Currents — it was all alternative (97X-type!) music.
Little did I know…it was a little like living in Minneapolis in the mid-1980s…or Seattle in the mid-1990s. I was in the middle of something creative.
So now I have an even greater appreciation for my alternative music mix tapes from Cincinnati 1989-1991. (I also DJed in Cincinnati in 1989, but I didn’t live in Cincinnati — I drove 2 hours from Springfield to go to work every day.
Side note: Also while I lived in Cincinnati in 1991, there was an AM Christian radio station (I know it was AM because my car only had an AM radio) that played alternative Christian rock! It’s the only alternative Christian rock station I’ve ever heard, and I had the chance to hear it while in Cincinnati during this amazing musical era. I feel so blessed.
Small-town radio station 97X, one-time home to "The Future of Rock and Roll," is still rocking, with one last take on its "Modern Rock 500."