Don’t know Jack? It’s the new format for 92.7 FM
Things sound a little different at 92.7 FM in the Roaring Fork Valley lately because Choice FM has changed into Jack FM.The format change for the Avon-based station means no more new pop music. Instead, Jack FM plays tried and true hits from years past, said Steve Wodlinger, general manager for the mountain division of NRC Broadcasting. The switch happened Thursday at 5 p.m.”On Jack you’ll only hear songs that have already become popular, not songs that just came out,” Wodlinger said.The change in format was a decision based on demographics. Wodlinger said Choice FM’s “hot adult contemporary” format was geared toward listeners in their 20s, while the station’s studies have shown that the median age in the Roaring Fork Valley is actually 38 years old.”As people have aged, we wanted to keep up with the way the bubble is moving,” he said. “Our advertisers have identified people in their 30s and 40s as their prime customers, versus teens and 20-somethings.”Both Aspen-based KSPN and KKCH in Avon were purchased by NRC Broadcasting in July. NRC Broadcasting is based in Denver, where it runs a number of stations. Several months ago the company spent $8 million to acquire stations in Vail, Breckenridge and Steamboat Springs.The Jack FM formula is one that the company has had enormous success with in Denver – the station was launched in April and quickly became the fourth most listened to radio station in the Front Range by women ages 25 to 54.”I’d describe it as ‘variety’ – one of the reasons it’s great is because it has a huge base of music to draw from,” he said. “It’s been very well received in Denver and in a very short amount of time has a very top-of-mind awareness there.”Wodlinger said the target audience for the station, which tends to reach more women than men, is adults from 35 to 44.Of course, as with any radio format change, the switch has garnered both cheers and groans.”While we’re sure there are some people who are upset and feel disenfranchised because they really wanted new music, most of the response has been favorable,” Wodlinger said. “Choice FM was a very good station, but it’s now time to move to the next market. Based on the success of the Front Range station we took that entire package and imported it to the mountains.”Naomi Havlen’s e-mail address is email@example.com
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