Try to erase the Vikings song from your memory banks and tune in for “Cause and Effect” — “which the Current music blog describes as a rocker – filled with virtuosic guitar work, explosive drum breaks, a poppy chorus, trademark shrieks and whoops, some intriguing lyrics (’if I had the chance to do it all again / I wouldn’t change a thing except my next of kin’) and a call to mankind (’you need compassion.’)”

The song will debut at 7 am on Friday on 89.3.

Some highlights:

“There’s no doubt commercial radio is in trouble,” said McGuinn, who is approximately twenty years younger than I am. “They’re all dealing with the customization of choice everyone is struggling with.  ["Customization of choice." I like that.] That struggle is what The Current is built on.”

“The commercial stations I worked at had been hit with cost cutting so many times that really the only thing left on their minds was asking, ‘What’s the least amount of money we can spend on programming and still make it viable enough to sell to advertisers?’”

Touche’, Jim. In the Age of the iPod, it’s insanity for terrestrail radio to continue it’s “niche” approach to programming. Hopefully, the Current can keep the bean-counters at bay with Jim’s appointment.