How long will this format last? Unless one is of the opinion that this is a "no way" or "quick burnout" format (as all the experts predicted for Classic Rock in 1986), it's too early to answer. "How long" depends so much on various factors such as how forgiving the ppm is to sub-par signals; whether or not a local big signal kills Rewind or brings it to its knees by switching to a similar or highly-overlapping Classic Hits format (the still-painfully-obvious choice for 93.3); tweaking, promotion (or lack thereof), Saga's strategic goals for the station, etc. etc.
So again, it's way too early to tell unless you're in the "immediate-naysayer" camp, which I'm definitely *not*. I may be wrong (and if so please correct me), but from the way you asked the question I get the sense you doubt this kind of format has legs, regardless of any other factors. As I said in another thread, though, I've been surprised (pleasantly, since I like Rewind) at how many workplaces I've already heard it in. Not scientific, but in Columbus I've often found that to be a surprisingly decent predictor of forthcoming ratings action.
The Brew hasn't changed at all since the tweaking to more of a female lean (at least that's how it sounds) four or five months ago. It was interesting to see them only 0.1 behind the Q in the last diary book, even without a high-profile morning show.
BTW, I likewise heard several overnight mentions of Rewind being in its commercial-free "taste test" mode -- even though that actually ended last week. You'd think they would clean that up.
