• Latest
Mix 96 96.1 The Breeze WMSX Buffalo

Unwrapping The New Soft AC Launches

8 years ago
The Rock Rok of Kansas Murfin Media

The Rock Of Kansas Gets Hit With Audacy Cease & Desist

1 day ago
104.3 The Score 670 WSCR Chicago

Mike Mulligan & Marshall Harris Exit WSCR

1 day ago
Nielsen Audio Arbitron

Nielsen July 2026 Ratings Releases 8/21

1 day ago
ADVERTISEMENT
ESPN 94.9 The Fan WBUZ-HD3 Nashville

94.9 The Fan Nashville Launches The Greg Pogue & Darren McFarland Show

1 day ago
Ella Langley Choosin Texas

Is Country the Center of the Chart Universe?

1 day ago
Hutton Broadcasting Santa Fe Durango Farmington Four Corners

Art Trujillo Rises To Hutton Broadcasting VP/Regional Manager

1 day ago
95.5 WSB WSBB Atlanta 750

Rob Archer Joins WSB

1 day ago
94.9 KNAC 96.9 99.7 HD3 Las Vegas Barstow Baker Highway Rock

Mike Z Moves From KCAL-FM To KNAC

1 day ago
103.5 WTOP Washington DC 103.9 WTLP Frederick 107.7 WWWT Manassas

Declan Moore To Succeed Joel Oxley Leading Hubbard Washington DC

1 day ago
High Plains Radio Network HPR Monte Spearman

Station Sales Week Of 8/21

2 days ago
Got News? Let us know at News@RadioInsight.com
RadioInsight
No Result
View All Result
  • Login
  • Register
  • Headlines
    • Format Changes
    • People & Places
    • Station Sales
    • FCC Applications
    • Domain Insight
  • Ratings
    • Nielsen Audio
    • Eastlan Ratings
  • Jobs
    • View Jobs
    • Submit A Job
    • Job Dashboard
  • Sean Ross
  • Subscriptions
    • Subscription Info
  • Contact Us
SUBSCRIBE
NEWSLETTER
RadioInsight
  • Headlines
    • Format Changes
    • People & Places
    • Station Sales
    • FCC Applications
    • Domain Insight
  • Ratings
    • Nielsen Audio
    • Eastlan Ratings
  • Jobs
    • View Jobs
    • Submit A Job
    • Job Dashboard
  • Sean Ross
  • Subscriptions
    • Subscription Info
  • Contact Us
No Result
View All Result
RadioInsight
No Result
View All Result

Unwrapping The New Soft AC Launches

Sean Rossby Sean Ross
December 31, 2018

Mix 96 96.1 The Breeze WMSX BuffaloIn the three days after Christmas, there were at least seven new Soft AC stations launched.

Two of them were in the same market, the final confirmation (if any were needed) that we’re experiencing a format boom. In Chicago, WLIT, which had reclaimed its Lite-FM moniker a year earlier, kept its name but moved to a softer mix, testing the proposition that WRME-LP (Me-TV-FM) would be vulnerable to a full-signal, less eclectic competitor.

At least three were stations that had previously been either Soft AC or typically conservative mainstream AC, before the evolution of the format dragged them somewhere else, usually to the edge of Hot AC. WGVX (Love 105) Minneapolis had done an earlier version of Soft AC more than a decade ago.

Most were built on the template familiar to anybody who’s been following Soft AC for even the last three months—stations called the Breeze (including those two in the same market) playing “relaxing favorites at work.” While the overall mission of the format has been “older and softer, but not too old and soft,” some stations are delving further into the soft pop ‘70s than others.

In November, we took a look at the fast-growing format with monitors of the format across the country on the same day, at the same hour. Here’s what four of the new launches sounded like at 1 p.m. local time, Dec. 28, starting with the very first of the post-holiday Soft AC launches. (All the stations were personally monitored; this particular hour of WJYE is as seen on Mediabase.)

WJYE (96.1 The Breeze) Buffalo, N.Y.

  • Andy Gibb, “Shadow Dancing”
  • Sheena Easton, “Morning Train (9 to 5)”
  • James Taylor, “You’ve Got A Friend”
  • Toni Braxton, “Another Sad Love Song”
  • Four Tops, “Ain’t No Woman (Like The One I Got)”
  • Bangles, “Eternal Flame”
  • Charlie Puth, “See You Again”
  • REO Speedwagon, “Can’t Fight This Feeling”
  • John Lennon, “Imagine”
  • Dido, “Thank You”
  • Peabo Bryson, “If Ever You’re In My Arms Again”
  • Christina Aguilera, “Beautiful”
  • OMD, “If You Leave”
  • Marvin Gaye, “Let’s Get It On”
  • Police, “Every Breath You Take”
  • Boyz II Men, “I’ll Make Love To You”

WLIT (93.9 Lite FM) Chicago

  • Elton John, “Tiny Dancer”
  • Jack Wagner, “All I Need”
  • Manhattans, “Shining Star”
  • U2, “With Or Without You”
  • Carly Simon, “You’re So Vain”
  • Chicago, “Hard To Say I’m Sorry”
  • Sarah McLachlan, “I Will Remember You”
  • Pat Benatar, “We Belong”
  • Madonna, “True Blue”
  • Uncle Kracker f/Dobie Gray, “Drift Away”
  • Beatles, “Yesterday”
  • Berlin, “Take My Breath Away”
  • Loggins & Messina, “Danny’s Song”

WGVX (Love 105) Minneapolis

  • Johnny Rivers, “Swayin’ to the Music (Slow Dancin’)”
  • Smokey Robinson, “Cruisin’”
  • Carpenters, “Yesterday Once More”
  • Dionne Warwicke & Spinners, “Then Came You”
  • Nicolette Larson, “Lotta Love”
  • Cyndi Lauper, “True Colors”
  • Mac Davis, “Baby Don’t Get Hooked On Me”
  • Barbra Streisand, “Love Theme From ‘A Star Is Born’ (Evergreen)”
  • Belinda Carlisle, “Heaven Is A Place On Earth”
  • Dave Loggins, “Please Come To Boston”
  • Berlin, “Take My Breath Away”
  • Roberta Flack, “Killing Me Softly With His Song”
  • Genesis, “Throwing It All Away”

CKRA (96.3 The Breeze) Edmonton, Alberta

  • John Waite, “Missing You”
  • Avril Lavigne, “I’m With You” (Canadian)
  • Michael Jackson, “Rock With You”
  • Extreme, “More Than Words”
  • Jitters, “Last of the Red Hot Fools” (Canadian)—Late ‘80s Canadian hit with a Huey Lewis feel
  • 10cc, “I’m Not In Love”
  • Lady Antebellum, “Need You Now”
  • Bill Withers, “Lean On Me”
  • Rod Stewart, “Rhythm of My Heart” (Canadian)
  • Paul Young, “Everytime You Go Away”
  • Luba, “Storm Before The Calm” (Canadian)
  • Tina Turner, “What’s Love Got To Do With It”
  • Michael Bublé, “Everything” (Canadian)
  • Commodores, “Easy”

Share This:

  • Share on LinkedIn (Opens in new window) LinkedIn
  • Share on Facebook (Opens in new window) Facebook
  • Share on X (Opens in new window) X
  • Share on Bluesky (Opens in new window) Bluesky
  • Share on Threads (Opens in new window) Threads
  • Share on Reddit (Opens in new window) Reddit
  • Print (Opens in new window) Print
  • Email a link to a friend (Opens in new window) Email
  • More
  • Share on Mastodon (Opens in new window) Mastodon
  • Share on Telegram (Opens in new window) Telegram
  • Share on WhatsApp (Opens in new window) WhatsApp
Sean Ross

Sean Ross

Sean Ross is a radio business researcher, programming consultant, conference speaker, and a veteran of radio trade journalism at Billboard, Radio & Records, M Street Journal, and others. For more than a decade, his weekly writings have been collected in the Ross On Radio newsletter; subscribe for free here. https://tinyurl.com/mhcnx4u

Comments

Log In

Join Now | Lost Password?

Comments 2

  1. John Gallagher's avatar John Gallagher says:
    8 years ago

    The playlist for Love 105 almost seems like modern day Music Of Your Life. What’s their demo?

    Loading...
    Reply
  2. Steve Varholy's avatar Steve Varholy says:
    8 years ago

    Or Westwood One Format 41 circa 1989/1990.

    Loading...
    Reply

Leave a ReplyCancel reply

Recent Headlines

The Rock Rok of Kansas Murfin Media

The Rock Of Kansas Gets Hit With Audacy Cease & Desist

August 21, 2026
104.3 The Score 670 WSCR Chicago

Mike Mulligan & Marshall Harris Exit WSCR

August 21, 2026
Nielsen Audio Arbitron

Nielsen July 2026 Ratings Releases 8/21

August 21, 2026
ESPN 94.9 The Fan WBUZ-HD3 Nashville

94.9 The Fan Nashville Launches The Greg Pogue & Darren McFarland Show

August 21, 2026
Hutton Broadcasting Santa Fe Durango Farmington Four Corners

Art Trujillo Rises To Hutton Broadcasting VP/Regional Manager

August 21, 2026
95.5 WSB WSBB Atlanta 750

Rob Archer Joins WSB

August 21, 2026
Load More

RadioInsight Daily

GET RADIOINSIGHT HEADLINES DIRECT TO YOUR INBOX EVERY EVENING.

Newest Jobs

  • XYZ with Erik Zachary

    Part-time Show Producer (Remote)

    XYZ with Erik Zachary
    Remote (Remote)
    • Part Time
  • Des Moines Media Group

    LAZER 103.3 Morning Show Influencer

    Des Moines Media Group
    Des Moines, IA
    • Full Time
  • Hubbard

    Brand and Content Director – Country and Classic Hits

    Hubbard
    Alexandria, MN
    • Full Time
  • Hubbard

    On Air Talent – KIKV-FM Morning Drive

    Hubbard
    Alexandria, MN
    • Full Time
  • Bristol Broadcasting

    Afternoon Drive & Possible APD/PD Role

    Bristol Broadcasting
    Charleston, WV
    • Full Time
  • Curtis Media Group

    WPLW-FM Program Director

    Curtis Media Group
    Raleigh, NC
    • Full Time

Unwrapping The New Soft AC Launches

Sean Rossby Sean Ross
December 31, 2018

Mix 96 96.1 The Breeze WMSX BuffaloIn the three days after Christmas, there were at least seven new Soft AC stations launched.

Two of them were in the same market, the final confirmation (if any were needed) that we’re experiencing a format boom. In Chicago, WLIT, which had reclaimed its Lite-FM moniker a year earlier, kept its name but moved to a softer mix, testing the proposition that WRME-LP (Me-TV-FM) would be vulnerable to a full-signal, less eclectic competitor.

At least three were stations that had previously been either Soft AC or typically conservative mainstream AC, before the evolution of the format dragged them somewhere else, usually to the edge of Hot AC. WGVX (Love 105) Minneapolis had done an earlier version of Soft AC more than a decade ago.

Most were built on the template familiar to anybody who’s been following Soft AC for even the last three months—stations called the Breeze (including those two in the same market) playing “relaxing favorites at work.” While the overall mission of the format has been “older and softer, but not too old and soft,” some stations are delving further into the soft pop ‘70s than others.

In November, we took a look at the fast-growing format with monitors of the format across the country on the same day, at the same hour. Here’s what four of the new launches sounded like at 1 p.m. local time, Dec. 28, starting with the very first of the post-holiday Soft AC launches. (All the stations were personally monitored; this particular hour of WJYE is as seen on Mediabase.)

WJYE (96.1 The Breeze) Buffalo, N.Y.

  • Andy Gibb, “Shadow Dancing”
  • Sheena Easton, “Morning Train (9 to 5)”
  • James Taylor, “You’ve Got A Friend”
  • Toni Braxton, “Another Sad Love Song”
  • Four Tops, “Ain’t No Woman (Like The One I Got)”
  • Bangles, “Eternal Flame”
  • Charlie Puth, “See You Again”
  • REO Speedwagon, “Can’t Fight This Feeling”
  • John Lennon, “Imagine”
  • Dido, “Thank You”
  • Peabo Bryson, “If Ever You’re In My Arms Again”
  • Christina Aguilera, “Beautiful”
  • OMD, “If You Leave”
  • Marvin Gaye, “Let’s Get It On”
  • Police, “Every Breath You Take”
  • Boyz II Men, “I’ll Make Love To You”

WLIT (93.9 Lite FM) Chicago

  • Elton John, “Tiny Dancer”
  • Jack Wagner, “All I Need”
  • Manhattans, “Shining Star”
  • U2, “With Or Without You”
  • Carly Simon, “You’re So Vain”
  • Chicago, “Hard To Say I’m Sorry”
  • Sarah McLachlan, “I Will Remember You”
  • Pat Benatar, “We Belong”
  • Madonna, “True Blue”
  • Uncle Kracker f/Dobie Gray, “Drift Away”
  • Beatles, “Yesterday”
  • Berlin, “Take My Breath Away”
  • Loggins & Messina, “Danny’s Song”

WGVX (Love 105) Minneapolis

  • Johnny Rivers, “Swayin’ to the Music (Slow Dancin’)”
  • Smokey Robinson, “Cruisin’”
  • Carpenters, “Yesterday Once More”
  • Dionne Warwicke & Spinners, “Then Came You”
  • Nicolette Larson, “Lotta Love”
  • Cyndi Lauper, “True Colors”
  • Mac Davis, “Baby Don’t Get Hooked On Me”
  • Barbra Streisand, “Love Theme From ‘A Star Is Born’ (Evergreen)”
  • Belinda Carlisle, “Heaven Is A Place On Earth”
  • Dave Loggins, “Please Come To Boston”
  • Berlin, “Take My Breath Away”
  • Roberta Flack, “Killing Me Softly With His Song”
  • Genesis, “Throwing It All Away”

CKRA (96.3 The Breeze) Edmonton, Alberta

  • John Waite, “Missing You”
  • Avril Lavigne, “I’m With You” (Canadian)
  • Michael Jackson, “Rock With You”
  • Extreme, “More Than Words”
  • Jitters, “Last of the Red Hot Fools” (Canadian)—Late ‘80s Canadian hit with a Huey Lewis feel
  • 10cc, “I’m Not In Love”
  • Lady Antebellum, “Need You Now”
  • Bill Withers, “Lean On Me”
  • Rod Stewart, “Rhythm of My Heart” (Canadian)
  • Paul Young, “Everytime You Go Away”
  • Luba, “Storm Before The Calm” (Canadian)
  • Tina Turner, “What’s Love Got To Do With It”
  • Michael Bublé, “Everything” (Canadian)
  • Commodores, “Easy”

Share This:

  • Share on LinkedIn (Opens in new window) LinkedIn
  • Share on Facebook (Opens in new window) Facebook
  • Share on X (Opens in new window) X
  • Share on Bluesky (Opens in new window) Bluesky
  • Share on Threads (Opens in new window) Threads
  • Share on Reddit (Opens in new window) Reddit
  • Print (Opens in new window) Print
  • Email a link to a friend (Opens in new window) Email
  • More
  • Share on Mastodon (Opens in new window) Mastodon
  • Share on Telegram (Opens in new window) Telegram
  • Share on WhatsApp (Opens in new window) WhatsApp
Sean Ross

Sean Ross

Sean Ross is a radio business researcher, programming consultant, conference speaker, and a veteran of radio trade journalism at Billboard, Radio & Records, M Street Journal, and others. For more than a decade, his weekly writings have been collected in the Ross On Radio newsletter; subscribe for free here. https://tinyurl.com/mhcnx4u

Log In

Join Now | Lost Password?

Comments

Comments 2

  1. John Gallagher's avatar John Gallagher says:
    8 years ago

    The playlist for Love 105 almost seems like modern day Music Of Your Life. What’s their demo?

    Loading...
    Reply
  2. Steve Varholy's avatar Steve Varholy says:
    8 years ago

    Or Westwood One Format 41 circa 1989/1990.

    Loading...
    Reply

Leave a ReplyCancel reply

Recent Headlines

The Rock Rok of Kansas Murfin Media

The Rock Of Kansas Gets Hit With Audacy Cease & Desist

August 21, 2026
104.3 The Score 670 WSCR Chicago

Mike Mulligan & Marshall Harris Exit WSCR

August 21, 2026
Nielsen Audio Arbitron

Nielsen July 2026 Ratings Releases 8/21

August 21, 2026
ESPN 94.9 The Fan WBUZ-HD3 Nashville

94.9 The Fan Nashville Launches The Greg Pogue & Darren McFarland Show

August 21, 2026
Hutton Broadcasting Santa Fe Durango Farmington Four Corners

Art Trujillo Rises To Hutton Broadcasting VP/Regional Manager

August 21, 2026
95.5 WSB WSBB Atlanta 750

Rob Archer Joins WSB

August 21, 2026
Load More
  • About RadioInsight
  • Privacy Policy
  • Terms of Service

Copyright ©2025 RadioInsight / RadioBB Networks

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

*By registering into our website, you agree to the Terms & Conditions and Privacy Policy.
All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Headlines
    • Format Changes
    • People & Places
    • Station Sales
    • FCC Applications
    • Domain Insight
  • Ratings
    • Nielsen Audio
    • Eastlan Ratings
  • Jobs
    • View Jobs
    • Submit A Job
    • Job Dashboard
  • Sean Ross
  • Subscriptions
    • Subscription Info
  • Contact Us
  • Login
  • Sign Up

Copyright ©2025 RadioInsight / RadioBB Networks

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy Policy.
%d