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From RadioInsight: After moving Variety Hits “96.5 Jack-FM” to 106.5 WVFM last week, Midwest Communications launched CHR “Hits 96.5” on WZOX Portage/Kalamazoo at noon today.
Positioning as “Always More Music”, the station is taking direct aim at Townsquare Media’s market leading CHR 103.3 WKFR.
The station will utilize on-air talent from other Midwest stations. WIFC Wausau WI afternoon host Belkey will host mornings from 5-9am. WNFN Nashville weekend host Amanda ‘Nova’ Terranova will host middays from 9am-1pm. Miggy Santos, Brand Manager/morning host at clustermate Country “Win 98.5” WNWN Battle Creek will host 1-3pm. WNWN APD/evening host Jordan Lass will host afternoons from 3-7pm, while WIFC evening host Mike Mathers will host the same daypart in Kalamazoo.
The new format launched with Jason DeRulo & Jawsh 365 “Savage Love”, Taylor Swift “Willow”, Tate McRae “You Broke Me First” and Fall Out Boy “Centuries”.
Sounds exactly like i92.9 in its last few months - basically Hot AC masquerading as CHR. Without offering a true alternative to KFR, there's no reason for listeners to switch. A rhythmic lean would have been better.
If they would have done this in 2002 instead of 2021 it might be a story.
Other than the brand manager at MWC having a CHR background that could help, my guess is that it’ll be two watered down top 40’s with mediocre content playing the same songs in power over and over. In a two book market against a heritage like KFR this could go south quick.
I agree with MW 100%. A simple rhythmic CHR mixing in some 90’s-2000 gold that W. Michigan grew up with was the way to go. Even though MWC has WTOU, (which tanked in the fall), a young end version would have been more appealing to advertisers as a combo sell, and to the market as something they’ve wanted forever but never received.
Let’s call it what it is and will be. Two lackluster companies with stations on auto-pilot that will have AE’s chasing ad dollars by undercutting each other for pennies on the dollar. Welcome to small market radio 2021.
uncleducky wrote: ↑Thu Mar 04, 2021 7:24 pm
I listen to 96.5 all day on Monday and Tuesday was nothing mention of the switch. If i was not on this site would not known that they went to 106.5fm.
During the week long simulcast of Jack on both 96.5 and 106.5 from the 24th to the 3rd, there were promos every break about it moving to 106.5.
Heck, the RDS even just said "Jack has moved to 106.5"
