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WRCH - Fresh?

MarcB

MarcB

I was listening to LITE 100.5 driving home from the store this morning. (Don't ask me why). Immediately following the song "My Heart Will Go On" by Celine Dion they played this liner "Fresh New Lite Hits" and that went into "Say Hey (I Love You)" which is the song that was in the Corona Light Commercial last year. Also on the weekend I've heard pre-recorded liners such as "new music - Taio Cruz" into his song Dynamite. Is WRCH going to re-brand from LITE 100.5 to Fresh-FM?
 
WRCH has been using liners that say "Southern New England's Fresh Lite Mix" and various other phrases with the word "fresh" in in it for a few years now. The branding is so solid, it's more likely an attempt to say "hey! we're not your grandparents' radio station! we can play new music too!"
 
reelyreal said:
WRCH has been using liners that say "Southern New England's Fresh Lite Mix" and various other phrases with the word "fresh" in in it for a few years now. The branding is so solid, it's more likely an attempt to say "hey! we're not your grandparents' radio station! we can play new music too!"
Click to expand...

Your grandparents hardly have a music station to listen to these days. Maybe WQUN or, in certain timeslots, WJMJ, but certainly not WRCH or any of the major FM (or AM) players anymore. Grandparents in their 60s, who grew up in the early years of rock 'n' roll, have nothing, really. WDRC plays maybe a half dozen '50s or early '60s songs a day -- Elvis, Chuck Berry, Fats Domino, Little Richard, that's about it. But then, Madison Avenue considers that segment of the population impossible to sell to, so I guess that's no surprise.
 
CTListener said:
Your grandparents hardly have a music station to listen to these days.
Click to expand...

To assume every person of a certain age ONLY wants to listen to the music they grew up with isn't entirely correct. I can show you plenty of 20-somethings that love classic rock and oldies, and I can show you plenty of 70-something grandparents that still listen to WRCH in Hartford, or WSRS in Worcester, or WMAS-FM in Springfield, or WMJX in greater Boston.
 
Lite 100.5 WRCH is much easier to say then Fresh 100.5, WRCH bills well and does well in the ratings. So why touch something that isn't broken.

As for recent ratings whats up with Country 92.5 beating Lite 100.5, I forget if that has happened before as WRCH has always been #1.
 
CBS usually puts a Fresh station to compete with another AC in the same market. Lite 100.5 is the only AC in Hartford, even though AC stations surround it in all directions.
 
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