105.1 FM Detroit repositions - Soft Rock makes Magic disappear

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Greater Media's WMGC-FM 105.1 Detroit has ended its extended stay with Christmas music programming and returned to an adult contemporary format - but one that has been tweaked a tad to focus more heavily on 1980s music than it featured prior to it's pre-Halloween switch to 'Christmas 105.1'. Now positioned as 'Soft Rock 105.1', the station sends it's prior identity as 'Magic 105.1' away, essentially coinciding with the retirement of now former morning man Jim Harper; he stepped away from the mic last Friday.

The format adjustment accomplishes a several things, including moving the station back into a musical segment that had been essentially abandoned by WMGC itself for the past several years and by the station's most direct competitor, Clear Channel's WNIC-FM 100.3. In the months before the annual Christmas marathons started, both WMGC and WNIC had been competing musically with not only themselves but also with Cumulus' adult pop focused WDVD-FM 96.3. The adjustment at WMGC also ends speculation that 105.1 might be moving in a completely new direction with a format such as country or sports and likely saves on-air roles for veteran hosts Chris Edmonds and Mitzi Miles.

The launch of Soft Rock 105.1 is being done commercial and jock free for at least now. Those missing Christmas music on Boxing Day can still receive 'Christmas 105.1' online at the station's new web site at softrock105.1.com or with an HD radio at 105.1 HD2.

 

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This page contains a single entry by Mike Austerman published on December 26, 2011 9:25 AM.

Newsmakers and links: Dec. 24, 2011 was the previous entry in this blog.

Sales / Transactions / FCC Actions: Dec. 23, 2011 is the next entry in this blog.

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