A New Mix For Peoria

Lite Rock 107 Mix 106.9 WSWT Peoria Alpha MediaAlpha Media AC “Lite Rock 107” 106.9 WSWT Peoria is promoting on-air that it will relaunch as “Mix 106.9” after Christmas.

Teasing a “New Name For The New Year”, the move will see the station drop the moniker it has used since the late 1980’s as its non-Christmas music playlist has shifted closer to Hot AC. In the Spring 2014 Nielsen Audio ratings the station was tied for second with a 7.3 share, however down sharply from its market-leading 9.6 share the year before.

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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.

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