WMCR Flips to AC as the Breeze and then to the Wave

[Y2kTheNewOldies]

https://radioinsight.com/headlines/176484/wmcr-flips-to-ac-as-the-breeze-and-then-the-wave/

Earlier this month Towercast Media flipped Variety 1600 WMCR/101.1 W266DJ Oneida NY to AC as “101.1 The Breeze“.

For reasons that can likely be inferred the station has quickly rebranded once again as “101.1 The Wave“. The station, which serves the area between Syracuse and Utica, is being led by Program Director/morning host Gary Dunes.

WMCR brands their playlists as having a Pop Rock sound though. But its been Branded as "The Wave". Doesn't Entercom trademark the Wave as a brand specifically for KTWV Los Angeles. I understand that Iheart was trying to spread "The Breeze" name for their AC stations all over the country besides KISQ San Francisco though. I'm Wondering if Iheart was trying to flip one of their Oneida NY stations as "The Breeze" and thats what prompted WMCR to be renamed as "The Wave".

https://theradiobreeze.com/

 

[garydunes]

Here's what happened

Here's the scope; we changed the name from The Breeze to The Wave because IHeart had an HD station called The Breeze in Syracuse. We researched it and it was nowhere on-line or promoted as such, so we called our station The Breeze however we received a courtesy call from IHeart explaining they began using the name The Breeze a few months before us. By the way neither The Breeze or The Wave are corporate trademarks of IHeart or Entercom. They are market trademarks. If you research it The Wave and The Breeze are used in markets owned by several different groups. As far as our format, it isn't a true AC format and is not promoted as such. After working 30 years in the Syracuse market I wanted a format different than any other station in the market. There are Classic Rock, Classic Hits, AC, Country, Alternative and Urban stations in Syracuse that we compete against in our market. We play no dance artists. It's a mix of mainly 80s, 90s and 2000's Pop Rock and Alternative hits music. Target demo is 35 to 54, leaning female. Since the format switch on April 15th, 2019 the station is going strong. Advertising is up and growing and it’s not uncommon to walk in and hear the station playing in many business establishments. “101.1 The Wave…Pop Rock Favorites”. We stream hear http://www.wmcrthewave.com

 

[ckg279]

I'm surprised WMSX in Buffalo didn't get that courtesy call from iHeart because they switched over to a soft AC format as The Breeze a couple of years ago.

Then again, iHeart isn't in Buffalo.

 

[kevtronics]

AC station CJLS in Nova Scotia was "The Wave" until they moved to FM and rebranded as "Y95" a few years ago.

 

[Kent]

I'm surprised WMSX in Buffalo didn't get that courtesy call from iHeart because they switched over to a soft AC format as The Breeze a couple of years ago.

As Gary mentions, "The Breeze" isn't trademarked. So, Townsquare has no problem using it in Buffalo.

A smaller broadcaster in New Mexico tried to beat iHeart to the punch after hearing iHeart was going to launch a "Breeze" in Albuquerque. It took one of its rimshot stations soft AC and called it "The Breeze," though I'm pretty sure it's just running smooth jazz now. So, I'm guessing whatever it was going to try didn't work.