Townsquare Media flipped Hot AC “Mix 104.9” WBXX Marshall/Battle Creek MI to Alternative “104.9 The Edge” this morning.
The station states that the move was made in part to fill the void created by Midwest Communication’s 94.1 WVIC Lansing flipping to Classic Country in March 2015. The Edge will begin carrying the syndicated Free Beer & Hot Wings on Monday with 104 minute commercial free blocks the rest of the day.
WBXX registered a 3.1 share in the just released Fall 2015 Nielsen Audio ratings.
Didn’t expect that. The former 94.1 listeners in the area between Battle Creek and Jackson (Where both 94.1 and 104.9 transmit from) should appreciate this. WZOX Kalamazoo barely reaches Battle Creek. The playlist seems a tad bit harder edged than WVIC was.