Ohio Midland Newsgroup has flipped Country “Biggie 105.5” WBGI-FM Bethlehem/Wheeling WV to Classic Country “Big Willie 105.5“.
The flip came after a one day loop of Billy Ray Cyrus’ “Achy Breaky Heart”. The station is positioning as “The Greatest Country Hits of the 80s, 90s & More” and retains Big D and Bubba in mornings.
The flip brings back the “Willie” brand that was previously heard on two stations in the region. Ohio Midland Newsgroup flipped “Willie 1290/100.1” WLIE Bellaire OH/W261DH Wheeling to Conservative Talk when it closed on its acquisition of the Wheeling cluster from Forever Media in November 2021. Forever then flipped “Willie 103.5” WLYI Burgettstown PA to a simulcast of Country “Froggy” 94.9 WOGG Oliver and 104.3 WOGI Moon Township under the WOGH calls on August 1. While completely audible in the Wheeling market, WLYI targeted its ad sales to the adjacent Pittsburgh market.
The “Biggie” brand itself had been relocated from 100.5 to 105.5 at the start of this year. That led to the station dropping from a 6.8 share in Fall 2021 to a 2.3 in the Spring 2022 Nielsen Audio ratings. The Wheeling market continues to get current based Country from WOGH and iHeartMedia’s 98.7 WOVK, which is currently tied for second in the market with a 9.8 share.