The evolution of the AC format nationwide continues with yet another station ditching its heritage brand in its quest to refresh its identity for a new generation of listeners.
The recipient today of a new brand was CBS’ “101.9 Lite-FM” WLIF Baltimore which is now “Today’s 101.9“. WLIF had been phasing in the new identity for a few months now attached to the Lite moniker, which has now been retired.
WLIF follows fellow CBS AC’s in Cleveland, Dallas, and St. Louis that have rebranded over the past few years.
silkie
I remember when they were Lite 102, and they played elevator music…maybe mid-late 70s or a little bit earlier.