Louisville Changes at WVEZ

[Louisvilleradio]

WVEZ has seemingly moved back to Adult Contemporary after almost 5 years as Hot AC. They are now positioning themselves as "90's to Now" rather than "The best Variety of Hits". Moreso, they added this on their website teasing the new sound of Mix 106.9. The NEW Sound of Mix 106.9

 

[Louisvilleradio]

This marks their fifth branding change in the past 10 years. In January 2016, the longtime Lite 106.9 was rebranded as 106.9 Play. That branding lasted until 2021, when they relaunched as Hot AC under the current Mix 106.9 name. Their slogan at launch was "The best variety of 2k and today", then it shifted to "The best variety of Hits", and now "The best variety of 90's to now". I wonder if trouble is brewing for the station, since they also have almost entirely dropped their local on air lineup in the time between 2021 and now, aside from Jordan Rivers in the afternoons.

 

[NorthcoastRadio]

If true, that means both 102.3 and 106.9 have moved to mainstream adult contemporary. It seems 105.1 also moved to a heavier active-leaning alternative. This year, 103.9 also moved to classic country.

Louisville has many stations in the 1 to 2 share range, with iHeart’s 93.1 and 100.5 regularly in the range. I’m surprised K-LOVE hasn’t found a way to purchase any of these stations yet and get a full-market (or close to it) signal in Louisville.

 

[LouRadio]

They might be "rebranding," but for the most part, their playlist looks about the same. I've been checking the "most recent" songs played a few times today and out of the 24 of songs that I saw, 22 of them were from the past 10 years (and most very recent). The only ones I saw that were older were "Bring Me to Life" by Evanescence (2003) and "Waterfalls" by TLC (1995).