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The future of 103.7

J

JustinT

There hasn't been a post about this, but clearly Louie 103.7 is gone, with the commercial-free Christmas music in its place.

The big question... what's next? Between the failures of 100.3 The Brew and Louie 103.7, it seems like taking on KSHE is no longer the plan. Would adult hits hurt more than help KLOU? Could this be St. Louis' first Spanish FM? Or could we see a musical chairs -- Wild to 103.7, and something new on 104.9?

Whatever the case, seems like we'll know pretty soon.
 
While I tend to think there will be a new format at 103.7, for Louie to come back after the holidays wouldn't be unheard of. I suspect part of the reason to flip 103.7 was because KLOU has been doing too well to flip since K-Hits left the air.
 
Kent said:
While I tend to think there will be a new format at 103.7, for Louie to come back after the holidays wouldn't be unheard of. I suspect part of the reason to flip 103.7 was because KLOU has been doing too well to flip since K-Hits left the air.
Click to expand...

The strategy thus far is great: take a poor signal that nobody is listening to, put commercial-free Christmas music on it to rain on KEZK's parade, while keeping Christmas music in the iHeart family and allowing KLOU to continue pulling monster shares with no interruption to programming.

But post-holidays... with surely some bigger numbers from the commercial-free music, you've got a great lead-in for an AC-type format. I agree Louie could return, but it seems foolish for iHeart to destroy the social media presence that Louie built up only to bring it back.
 
I can tell you now it's definitely flipping, though I can't say to what other than that it's a substantial change away from the current format.
 
Up1037.com redirects to the Christmas 103.7 website.

Seems like Joy FM has a new challenger... and from the for-profit side, nonetheless!
 
As of this morning, "Up! 103.7" it is.

While a challenger for Joy makes sense... anyone think the 103.7 signal might be a big issue in some of the more suburban areas that would support a CCM format? 103.7 is horrible in the Maryland Heights area and out to St. Charles County -- though I imagine due to the tower site, South and West County would get a bit more signal.
 
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