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WCLT-AM format change

schmave

schmave

Sports is leaving Newark's WCLT-AM (1430) in favor of "Kate 98.7 FM," a light-rock format aimed at women. The new format begins airing Wednesday.
98.7 had been simulcasting 1430 for a while. I first heard it back on Christmas Eve. Decent signal out that way but it gets covered up closer to Columbus by digital hash from 98.9.

http://www.newarkadvocate.com/story...soft-rock-radio-station-kate-987-fm/96393152/

Not only is WCLT dropping the full-time sports format, but they're also dropping their affiliations with the Indians and Bengals. The AL champions already have few affiliates here in central Ohio, and now that list drops by one more. Maybe a Columbus station will finally bring them back this year?
 
Bummer on dropping the Indians and Bengals but I can see the not being a fit for the light rock (AC) format.

Looks like WCLT's owners are trying to be the small town version of iHeart in their area. They have their big powerhouse country format at 100.3 they have the rock format they launched last year at 104.7 and now this AC format at 1340/98.7. I am guessing this format change is part of a sales strategy for them now they can market multiple formats to advertisers and hope to bring in a few extra dollars.
 
How many women in their target demographic are going to be listening to Lite Rock on 1430 AM?

Not very many I reckon. Keeping sports would have given them more bang for the buck.
 
98.7 is a translator for 1430, so whatever one carries, the other must. I agree with your overall point, Freddy, but I think it's clear they don't care all that much about the 1430 frequency as much as getting 98.7 marketed. That 1430 will carry this format on an AM next to no one will be listening shows it's pretty much just along for the ride at this point.
 
98.7 came on the air pretty recently (I want to say October). I never heard them until Christmas Eve when I was driving to my parents' house in Thornville and stumbled on them airing the Bengals.
 
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