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L&L Merges Columbia Rockers

Rock 93.5 WARQ Columbia Fox 102.3 WMFX L&L BroadcastingL&L Broadcasting’s Modern Rock “Rock 93.5” WARQ Columbia, SC is stunting with a loop redirecting listeners to sister “Fox 102.3” WMFX.

Concurrently WMFX has shifted to Mainstream Rock billed as “Columbia’s Rock Station”. The loop on WARQ promotes Bon Jovi, Stone Temple Pilots, Lynyrd Skynrd, Ozzy Osbourne, and Van Halen.

As mentioned in the RadioInsight Community, WARQ has programmed Rock under various names since September 1992. In the most recent ratings trends both WARQ and WMFX tied with a 2.9 share of the audience respectively.

The pending format change at WARQ will be the second in the Columbia market in less than a month following Cumulus’ flip of Classic Hits 98.5 WOMG to Country.

Profile photo of Lance Venta
Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

1 Comment

  1. Profile photo of BC


    not only that, but it’s now the fifth change to the market to happen since 2012. it should be interesting to see if both those demographics get along, but its easier to cater to the mainstream rock audience than the straight up alt and active, and older people will listen to modern rock if it isn’t too poppy or edgy. My prediction for the 93.5 format is some form of CHR, there is also the classic hits option, that being my secondary. Let’s see what Larry and Scott do with it.

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