Saga Communications has flipped Classic Hits “Rewind 100.9” WYNZ South Portland ME to Variety Hits “Whoopie 100.9“.
The station’s name comes from the whoopie pie being Maine’s official state treat.
The move comes with a broadening of the station’s playlist from mostly 1980s focused to a focus on the 80s through 2000s with core artists listed as Aerosmith, Green Day, Journey, Prince, Guns & Roses, Elton John, and Bon Jovi. Positioning as “We Play Everything”, the new brand will run jockless. An email to listeners states, “We know you’ve grown up hearing your music highly personalized for when you want it, where you want it, and the way you want it, free from all the blah, blah, blah. That’s exactly our approach on the new Whoopie 100.9; we’ll respect the music….and you.”
WYNZ held a 1.6 share in the Fall 2022 Nielsen Audio ratings down from a 3.0 in the Spring. The move keeps the station in competition with Binnie Media’s 80s centered Classic Hits “107.5 Frank-FM” WFNK and its second ranked 7.5 share.
