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Country 102.5 OUT...The New 102.5 IN

the only reason to do it would be because The Bull 101.7 is making a dent in their P1 and they realize a tweak is in order to stop it.

But I thought they crossed that bridge when they fired most of the air staff over the course of a year...

How long did the guy who replaced "JR" last?
 
Not using the word country, at least not in their main nickname? It does say hottest new country. New! New! Gotta say New! to excite people. New Coke.
Mike Brophey who as PD was a key figure in their long rise to (near) the top retires,Kid David ex Kiss new PD

When iHR launched the Bull and teased 102.5,"now you have your own country station and your parents still have theirs", KLB soon started saying "Boston's #1 for new hit country".Oldies show, dropped.
 
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First off, the slogan doesn't say new. Second off, 102.5 (to my understanding) is still a bit older skewing than 101.7, they play more recurrents/golds and they're not afraid to play two golds back to back. But it isn't "your parent's country" anymore. It still plays a healthy amount of 2000s gold, definitely more than 101.7 does. Way more. Maybe even one an hour.
 
And heard them today using it on air.It may skew slightly older in some occasional songs but it sounds like they're doing a refresh to keep current listeners and maybe get new ones..and woo some back from 101.7 if possible.
 
Maybe the new 102.5 is a nickname not a slogan, so the slogan is "Boston's Hottest Country". What happened is that they may have figured calling themselves "new" might make them get new listeners and keep old ones even if it's the same format and roughly the same music mix. Mike Brophey who guided them on their slow rise to near the top retires, they get an ex Kiss employee as new PD, and try to do well in ratings and billing despite 101.7 carving out a piece of the pie.
Does this mean that they may eventually change their format? Doubtful but maybe they're waiting to see how things shake out with the Ent/CBS merger.But it seems they're just taking the same product and calling it NEW!
 
inorm99 said:
Typical corporate creativity
Click to expand...

No, typical marketing. If you've got no new steak to sell, market the sizzle as something new and exciting. Remember, marketing has to aim low to be effective with the largest possible target audience. An ad agency or marketing consultant can't be worried about the bright, cynical outliers who might see through the smokescreen. They want'to influence the sheep.
 
Something strange is definitely going on over at WKLB. Beasley must have had a change of heart on the "New 102.5" name change because on-air and on social media they have gone back to using the "Country 102.5" name. I don't understand why they would go through with a name change and then rescind it a week later and pretend like it didn't happen.

The only link from original post that is still active is the station website, but the "Country 102.5" name is all over it.

Updated websites:
http://thenew1025.com/
https://www.facebook.com/country1025wklb/
https://twitter.com/Country1025WKLB
https://www.youtube.com/user/Country1025WKLB
https://www.instagram.com/country1025wklb/
 
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True, though for now the New logo shows on TuneIn app.But yes "Country 102.5, Boston's Hottest Country"
Hot term also used by competition, as Hot New Country
 
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