{"id":1572,"date":"2013-12-08T20:00:42","date_gmt":"2013-12-09T02:00:42","guid":{"rendered":"http:\/\/www.robertfeder.com\/?p=1572"},"modified":"2013-12-08T20:49:10","modified_gmt":"2013-12-09T02:49:10","slug":"station-breaks-from-rewind-branding","status":"publish","type":"post","link":"https:\/\/robertfeder.dailyherald.com\/2013\/12\/08\/station-breaks-from-rewind-branding\/","title":{"rendered":"Station breaks from \u2018Rewind\u2019 branding"},"content":{"rendered":"

\"WILV<\/a><\/a>Chicago\u2019s last pure adult-contemporary radio station has fast-forwarded out of rewind.<\/p>\n

After more than three years as \u201cChicago\u2019s Rewind 100.3,\u201d Hubbard Radio\u2019s WILV FM 100.3 <\/a>has dropped the moniker \u201cRewind\u201d to become simply \u201cChicago\u2019s 100.3.\u201d Whether perceptible to listeners or not, the move reflects the addition of more current music to the station\u2019s playlist, according to program director Marty Bender.<\/p>\n

\u201cThe moniker of \u2018Rewind\u2019 served the station well for a number of years when we exclusively featured music from just the \u201980s and \u201990s,\u201d Bender explained. \u201cFor quite some time now, we\u2019ve been weaving in a number of choice, contemporary songs. The response from our core adult\/female audience has been overwhelmingly positive. The next logical step for us was to expand our branding of the station beyond the limited \u2018Rewind\u2019 name.\u00a0The majority of our audience already refers to the station by just our dial position of 100.3.\u201d<\/p>\n

The station\u2019s new logo, to be unveiled on its website Monday (and shown here for the first time), incorporates a new positioning statement \u2014 \u201cmore music, more variety.\u201d The rebranding, first tipped by Lance Venta on RadioInsight.com,<\/a> follows a similar change by Hubbard at its former \u201cRewind 94.9\u201d WREW in Cincinnati.<\/p>\n

Once among the most popular formats on the dial, mainstream adult contemporary splintered off into numerous sub-genres or, in some cases, morphed into \u201cadult hits.\u201d Last June, when Clear Channel\u2019s WLIT FM 93.9 dropped<\/a> its adult contemporary \u201cLite FM\u201d franchise after 24 years to become hot AC \u201cMy FM 93.9,\u201d that left \u201cChicago\u2019s 100.3\u201d as the sole standard-bearer in the market. (In any case, WLIT is now in the throes of its annual two-month Christmas music marathon.)<\/p>\n

\u201cCalling the station \u2018Chicago\u2019s 100.3\u2019 with the new positioning of \u2018more music, more variety\u2019 is a clearer reflection of who we are and what we do,\" Bender said. \"By saying less [we] actually get to say we are playing more. We are a true adult-contemporary station for listeners in 2014. Our listeners still have strong passion for the music they grew up with, from Michael Jackson and Journey in the '80s, to The Goo Goo Dolls in the '90s, as well as today's biggest stars \u2014\u00a0Train, Maroon 5, Bruno Mars and Katy Perry.\u201d<\/p>\n

The station\u2019s live, local air staff remains unchanged with Brian Peck and Susan Wiencek in mornings, Megan Reed in middays, Brian Middleton in afternoons, Cara Carriveau in evenings, and Brian Travis in overnights.<\/p>\n

In the latest Nielsen Audio survey, WILV tied for 15th place overall with a 2.4 percent share and cumulative weekly audience of 1,382,200. (That was up marginally from 20th place and a 2.3 share for the same period last year.) In key demos, the station ranked 10th among women 25-to-54 with a 3.2 share, and eighth among women 35-to-64 with a 3.8 share.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Chicago\u2019s last pure adult-contemporary radio station has fast-forwarded out of rewind. After more than three years as \u201cChicago\u2019s Rewind 100.3,\u201d Hubbard Radio\u2019s WILV FM 100.3 has dropped the moniker \u201cRewind\u201d to become simply \u201cChicago\u2019s 100.3.\u201d Whether perceptible to listeners or not, the move reflects the addition of more current music to the station\u2019s playlist, according... Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/posts\/1572"}],"collection":[{"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/comments?post=1572"}],"version-history":[{"count":4,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/posts\/1572\/revisions"}],"predecessor-version":[{"id":1577,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/posts\/1572\/revisions\/1577"}],"wp:attachment":[{"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/media?parent=1572"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/categories?post=1572"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/robertfeder.dailyherald.com\/wp-json\/wp\/v2\/tags?post=1572"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}