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Mix 99.9. Should I care?

P

Poledo

I'M not sure I see any benefit in loosing "Lite". Lite always identifies with Adult AC while Mix can refer to CHR or AC or Variety Hits or whatever. I would think dropping "Mix" would make more sense assuming they don't start morphing the format. 99.9 has had the same format since sometime in the mid 1980's so... who cares? It's not going anywhere, is it? Why not just leave well enough alone? Is it really that necessary to update your on air presence on a regular basis? We all remember stations identifying as "The New..." for upwards of a decade after launch. "Lite Mix" vs "Soft Rock", everyone understands that.
I'm assuming it's just that simple. Heritage isn't all that important to radio stations anymore, is it?

Sad that this could be the biggest post Christmas change in Alabama radio.
 
The station was originally Mix 99.9 when it changed format in the mid 90's it was Hot AC and they had a full live staff. They added "Lite" and dropped all the hotter uptempo songs. Fast forward the station has,evolved from a light to mainstream more uptempo mix. The old name gave the impression of a sleepy station. The updated name and logo was a good move.

There were no format changes this season because everyone is doing fairly well.
 
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In addition to what Groove said, now it's just "Mix 99.9" versus "Soft Rock 94.1" so they sound more upbeat compared to their competition, too. I've only lived down here and really paid attention to the radio markets for a few years but I've always wondered why they continued to called themselves Lite Mix when it often wasn't the least bit sleepy soft music.

Really, I wonder the same about Soft Rock. When I vacationed down here as a kid I remember them being snooze-worthy, with the quietest processing I'd ever heard on an FM station, but that may have been back near the end of the EZ-94 days.
 
Making sure I know something about what I'm posting. WMXC 99.9 and WMEZ 94.1 have the exact same format, right? Same as WMJY 93.7 and WNCV 93.3 too?
 
seedless said:
Making sure I know something about what I'm posting. WMXC 99.9 and WMEZ 94.1 have the exact same format, right? Same as WMJY 93.7 and WNCV 93.3 too?
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It all sounds the same to me, so I'm gonna say, "Yes!" :)

Coast may have more variety, though. I usually only hear it when local conditions are enhanced and they always seem to be a little more adventurous with the music than the two bigger stations. WMJY is also a harder catch but it sounds like a carbon-copy of WMXC or WMJJ in Birmingham.
 
I wouldn't be surprised to see a shift to more up tempo music. Many Soft AC "Lite" stations around the country have rebranded & shifted to more up tempo music over the past few years. WRSA "Lite 96.9" Huntsville made the same move earlier this year. As the AC audience gradually changes to a different generation of listeners, these stations are having to keep up in order to prevent becoming obsolete.
 
tomservo said:
I'm sure it's also cheaper for iHeart to use the existing Mix branding and format, too.
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It's not really cheaper. The issue today is whether a trade/service mark is registered to someone else.
 
Hmm, Usually, the brand the "Mix" sounds more of an Hot AC type of station. Perhaps the change should (or could) reflect on either of the following: A). To compete a little head on with Soft Rock 94.1 or B). 107.3 Kiss Fm won't have a long, stable future on the air and Mix 99.9 will pick up the remains and allow WABD become the official CHR stations in the Mobile/P'cola area....
 
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Cancelled or just moved to another station? Sunday morning jazz has been a staple on Mobile radio for over 30 years. It changes channels every few years, but it's been on 99.9, 106.5, 92.1, 91.3, 104.1 and probably others.
 
Smooth Jazz has seen declining ratings. They probably had a sponsor that cancelled, and it was dropped.
 
Catt’s Sunday Jazz Brunch is still on 92Zew from 8-2 on Sunday AM. There was no good reason for 99.9 to compete with them.
 
I had been assuming the 99.9 Sunday morning Jazz show had replaced Catt's old show. I was quite surprised to find out Catt's is still on 92.1 and 99.9 was simply running a competing show.
Add that to the dual Smooth Jazz HD stations and it really makes me wonder who at iHeart Mobile-Pensacola is so in love with Jazz. It'd be interesting to see if iHeart has any evidence that more than a dozen people listen to the Gulf Coast Smooth Jazz Station OTA.
 
A stations decision is not based on replacing the competitions show. A market may have 2 or three of the same show and or format. The key is demand or need, and if it is marketable.
 
Well still waiting to find out if 107.3 HD2 will drop Smooth Jazz and put a more relevant type of format somewhat associated with the station...BUT WHAT DO I KNOW?!?!

Anyways, I wonder if 99.9 will take more of an HOT AC approach in the near future.
 
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