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It's official: Fresh 105.9 is now on the air.

P

PDPete

Guest
The format flip is official as of 5 minutes ago, along with U2 and Kelly Clarkson being played. Not what I would call the freshest format in the world(no pun intended), but maybe they will be a bit more focused than the Lite has been lately.
 
Sounds just like Fresh 102.7 from the music to TV ad going after the Lite-FM station. But I think the Fresh format sounds real good. People in Chicago have a choice. Christmas music or regular AC.

I see how they are using "Today's Soft Music" Fresh 102.7 used the same slogan when they flipped. But now Fresh 102.7 is using the slogan "Today's FRESH Music". Not sure why they change of name from SOFT to FRESH. Anyone know why?
 
Ken said:
Sounds just like Fresh 102.7 from the music to TV ad going after the Lite-FM station.
Click to expand...

Wonder if WLIT will respond a la WLTW/New York by changing their positioner to "Chicago's 93.9 FM"?
 
DToTheJ said:
Ken said:
Sounds just like Fresh 102.7 from the music to TV ad going after the Lite-FM station.
Click to expand...

Wonder if WLIT will respond a la WLTW/New York by changing their positioner to "Chicago's 93.9 FM"?
Click to expand...

They won't if they learned anything from the mess they made of WLTW with all of the changes they foced on Jim Ryan.
 
Steve Dahl and Buzz were on this morning talking about how all their posters and stuff got torn out out of the studio.

They were making jokes about 105.9 going to "girl music". 105.9 was playing Prince.
 
Ken said:
Sounds just like Fresh 102.7 from the music to TV ad going after the Lite-FM station. But I think the Fresh format sounds real good. People in Chicago have a choice. Christmas music or regular AC.

I see how they are using "Today's Soft Music" Fresh 102.7 used the same slogan when they flipped. But now Fresh 102.7 is using the slogan "Today's FRESH Music". Not sure why they change of name from SOFT to
FRESH. Anyone know why?
Click to expand...


I think that "Today's fresh music" is a better positioner for this format. It's not really that soft so they shouldn't call themselves "soft".

Speaking of soft, if I was WLIT I would soften up after Christmas. If WLIT is clearly the softest AC they could squeeze FRESH between themselves and MIX. After the novelty wears off, FRESH will be in a difficult position. If on the other hand, WLIT stays bright the waters will be muddy and FRESH could win because they are new and well...fresh.
 
I am going to go out on a limb here, but I bet someone in the market has the trademark on Today's Fresh Music. Any guesses who that may be????
 
Jimmy Knight said:
I am going to go out on a limb here, but I bet someone in the market has the trademark on Today's Fresh Music. Any guesses who that may be????
Click to expand...

I had meant to post this myself. I think a certain Hot AC station in the market that has a well-entrenched morning show, and has had the same call letters for over 20 years has the trademark on Today's Fresh Music. Might that be....hmmmm...the Mix? ;)
 
Jimmy Knight said:
I am going to go out on a limb here, but I bet someone in the market has the trademark on Today's Fresh Music.
Click to expand...

You wouldn't think (until PPM is implemented) that station would get credit if "Fresh" was written in the diary, no?

This is similar to when WNEW (currently WWFS/Fresh in NYC) flipped to "Mix 102.7", yet they wouldn't get credit if a listener wrote "Mix" in the diary; that would go to WCAA "Latino Mix 105.9".
 
DToTheJ said:
Jimmy Knight said:
I am going to go out on a limb here, but I bet someone in the market has the trademark on Today's Fresh Music.
Click to expand...

You wouldn't think (until PPM is implemented) that station would get credit if "Fresh" was written in the diary, no?

This is similar to when WNEW (currently WWFS/Fresh in NYC) flipped to "Mix 102.7", yet they wouldn't get credit if a listener wrote "Mix" in the diary; that would go to WCAA "Latino Mix 105.9".
Click to expand...

It's not just an issue with Arbitron, also an issue with simply using the term "Fresh" in Chicago.

Remember what happened to Kiss? A few years ago 92.7 (now 'nine') was calling themselves "Kiss", then 103.5 turned into "Kiss". In this case, Clear Channel owned the trademark at forced 92.7 to lose that moniker, even though they had it first in Chicago. So if you don't hear the word "fresh" on The Mix anymore it would be safe to assume that CBS already owns the trademark to "Fresh". If they hadn't, I would imagine WTMX would have already raised a big stink about it by now.
 
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