Update 3/3: “Lite 104.1” rebranded as “More 104” to match the new KMYR call letters that went into effect a couple weeks ago.
The station is promoting a more upbeat music mix, positioned as “More 104 Picks You Up” and emphasizing a daily block of commercial-free music from 9am to 12pm.
As the station described the change to listeners:
For years, “LITE” has been our name, and described the type of music you’d expect to hear on 104.1 FM. But, music changed and listeners in Des Moines were asking for more upbeat music. And more recent music. So, here we are. More Upbeat Music, more music from todays artists. And we think you’ll like how we put it all together: It didn’t feel “LITE” anymore…so, we’re changing our name to MORE 104, built around the idea that you deserve a little MORE.
Original Report 2/20: A change of some sort appears imminent at Saga AC “Lite 104.1” KLTI-FM Ames/Des Moines following a call letter change this week.
The station changed its calls to KMYR on Monday in what is perhaps the first step towards a rebranding. Over the past few weeks anonymous registrations have been made for More1041.com, More104FM.com, More104Radio.com, and More104Music.com.
Saga does not subscribe to Nielsen, so its ratings are not made public. KMYR is part of a Des Moines cluster that includes Classic Hits 93.3 KIOA, CHR “Hits 99.9” K260AM, Hot AC “Star 102.5” KSTZ, Rock “Lazer 103.3” KAZR, Christian Preaching “Praise 940” KPSZ, and Standards 1350 KRNT.