WXXJ (102.9 FM, branded X-one-oh-two-nine) is a modern rock radio station in the Jacksonville, Florida market (the No. 46 market in the Arbitron ratings), broadcasting at 102.9 FM. It is owned by Atlanta-based Cox Radio, Inc. The station's studios are located in Jacksonville's Southside section, and the transmitter is in the Arlington section.
102.9 in Jacksonville first went on air in 1965, and was a "sister station" to WIVY/1050, both owned by New York announcer Ed Oberle. In 1971, Oberle sold the pair to another New York announcer, Tom Kirby, who converted WIVY-FM to album-oriented rock (AOR). Kirby sold it to Infinity Radio in 1976, who changed it to Top-40 "Y-103." Cox purchased the station in 1997 and changed its calls to WMXQ and flipped the format to hot adult contemporary as "Mix 103." Cox flipped the station to all-1980s music on November 1, 2000, as "102.9 The Point."
102.9 flipped to its current Alternative format on February 25, 2009 at 5:55 a.m. The first song on "X-102.9" was "Chop Suey" by System of a Down because of the opening lyrics, "wake up." The last song heard on "102.9 The Point" was the first song played when the station launched 9 years earlier, "Don't You (Forget About Me)" by Simple Minds. The station was launched to compete with heritage modern rock station WPLA.
The station quickly rose in the ratings, beating rival WPLA. WXXJ began a guerilla assault on the competition. The station flew a banner over Metropolitan Park during the last Planetfest and interfered with WPLA anuual "Easter Keg Hunt" by bribing people with $300 for the kegs. WPLA management called the police and stopped this madness. On August 4, 2010, WPLA dropped its longtime modern rock format in favor of a classic hits format, which would eventually change to adult hits. This left WXXJ as the only modern rock station in Jacksonville. It is a well-known fact in Jacksonville that WXXJ does not play Nickelback songs.