Reset your preset, despite what the billboard says.

Longtime Austin radio station (now owned by Emmis Communications) KGSR, or as we call it in my family K-Geezer, has moved from 107.1 to 93.3 FM, citing a desire for additional signal strength to reach wider audiences in the Austin area.

I didn't find out about this switch while listening to the radio. I didn't first see it on TV either. By the time a friend and fellow listener told me, I already knew. I saw it on Twitter. And I know, it's not any shock that I spend a good part of my day with an eye on some form of a Twitter stream or another.

But I was a little caught off guard when I drove by a billboard last night on South Lamar advertising their annual compilation CD, KGSR Broadcast Volume 17. They go on sale every year around Christmas and are snapped up by local music fans. On the billboard, no doubt slapped up before the channel debacle, the logo still says 107.1 FM. Whether it's too expensive to change or they just haven't gotten around to doing it yet is unknown to me.

But it's odd, really, to see such a physical representation of how print advertising is a dying and expensive breed of communicating to an audience. For free, KGSR can reach thousands of listeners, a captive audience that has nothing better to do than "reset their preset." Meanwhile, their billboard sits vulture-like looking down over the city, serving as a tombstone to a mode of advertising that has seen its day.

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