Alpha Media flipped Variety Hits “102.3 Jack-FM” WXMA Louisville to Soft AC “102.3 The Rose” at noon today.
Positioning as “Louisville’s Lite Favorites”, the new brand partially fills the AC hole in the Louisville market created by SummitMedia’s shift of 106.9 WVEZ to Hot AC “Mix 106.9” in March 2021. It also positions the station closer against W&B Broadcasting’s Classic Hits WAKY on its multiple signals that placed second in the market with 6.2 share in the June 2022 Nielsen Audio ratings.
WXMA ranked thirteenth in the market with a 2.3 share in the June ratings with its now former Variety Hits “Jack-FM” identity.