Formats that have been on 106.7 since its debut in 1986 include AC (KESI Star 106, Mix 106.7), Smooth Jazz (KCJZ 106.7), Country (simulcast of KKYX and later as 106.7 The Armadillo), Rhythmic Oldies (
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106.7 Jamz), Top 40 (106.7 Jamz, Z106.7), and Rhythmic CHR (Power 106.7).
The format change to Power in late 2006 was to better compete with Univision's KBBT 98.5 the Beat which had a Hurban lean being a Univision station. In mid-2009, Cox Radio shut off the power and stunted with Christmas music as "Santa 106.7". The result was a Conservative Talk format on FM known as "FM Talk 106.7" that featured Neal Boortz (from sister Cox station, 750 WSB in Atlanta), Clark Howard, Laura Ingraham, Michael Savage, Mancow, and others.
Cox tried with the FM talk format, but the station eventually fell victim to mismanagement and lack of advertising/exposure. WOAI 1200 (national flagship of Clear Channel) and KTSA 550 (which recently has rebranded itself as a heavy conserva-talker) had ratings of 5.0 and 2.5 respectively in February 2010 as opposed to 106.7's 1.5.
In April of 2010, Cox Radio had enough of talk on 106.7 and stunted the station with a ticking clock. The station branded itself as "106.7 Mystery" throughout the stunting and even gave out $1,000 each to the five people on Facebook who came "closest" to guessing the name/format of the station. For the duration, 106.7's FM talk website relocated to a blank screen that said "Lost" in the title bar. Domains such as 1067river.com and 1067theroad.com were registered which suggested that they were going either Classic Hits (ala Cox's 97.1 The River in Atlanta), Classic Rock, or AAA. Speculation ranged from these formats to Alternative Rock, the return of Rhythmic CHR, 80's Rock, and even the new "Gen-X" format (90's Classic Hits).
The new station debuted with the voice over "smashing" the ticking clock, congratulating the Facebook winners, and plugging the new station. 106.7 became a Classic Rock-leaning AAA outlet known as "X-106.7" and branded itself as "World Class Rock" which is not unlike most AAA stations. Its perceived targets are KZEP 104.5 and Jack FM 102.7.
Ironically, X's first song was "Take Me to the River" by Talking Heads, a backhanded shout-out to those who speculated that the station was flipping to Classic Hits. Like Me! lol!
