Fresh 102.5 St. Louis Returns To KEZK Branding
At 7:05 this morning, CBS relaunched “Fresh 102.5” KEZK St. Louis as “102.5 KEZK“.
The broader AC format promises the addition of more of “Yesterday’s Favorites” to the “Today’s Hits” especially much more from the 1980s. No changes to the previous airstaff, which includes Vic Porcelli in mornings, Trish Gazall in middays, and Greg Hewitt in afternoons.
KEZK is adding a few new wrinkles with “No Repeat Workdays” and an hour of all-80’s at 12pm daily.
CBS RADIO St. Louis announced today that Fresh 102.5 has re-branded as 102.5 KEZK on-air, online and through mobile devices on Tuesday, May 26th at 7:05 AM during the Vic Porcelli morning show. As 102.5 KEZK, the station updated its look, while continuing to play the Adult Contemporary hits listeners have come to love and expect from Fresh 102.5, plus LOTS more ‘80s music.
Fresh 102.5 will maintain its status as “St. Louis’ Official At Work Station” by playing today’s hits from artists like Bruno Mars, Taylor Swift and Maroon 5, plus yesterday’s favorites from bands like Hall and Oates, Michael Jackson, Madonna and more.
CBS RADIO St. Louis Senior Vice President and Market Manager John Sheehan said, “The KEZK call letters have always been synonymous with Adult Contemporary radio in St. Louis. Bringing back the familiar name, along with an updated sound, will give St. Louisans a great at-work listening option during the work day.”
The revamped station will continue to feature the same great personalities, on-air at 102.5, streaming onlineat www.kezk.com and through mobile devices, including:
Vic Porcelli – weekdays, 5am – 9am
Trish Gazall (pronounced “Gazelle”) – weekdays, 9am – 2pm
Greg Hewitt – weekdays 2pm – 7pm
John Tesh- Sundays, 6:00- 9:00 AM
102.5 KEZK’s playlist and station information can be found at www.kezk.com. The station will connect and engage with listeners via multiple online platforms and social networks including personality blogs, Facebook and Twitter.
Update 5/25: As CBS prepares to relaunch 102.5 KEZK on Tuesday morning, all indications are the station will return to using its call letters as its primary branding.
The all 80’s stunting this weekend should be a sign of things to come as the station returns to a broader AC playlist to attempt to siphon off some listeners from iHeartMedia’s market leading Classic Hits 103.3 KLOU, while retaining its role as the only Mainstream AC in the St. Louis market. KEZK.CBSLocal.com has been reactivated and is redirecting to the station’s current website.
KEZK rebranded as “Fresh 102.5” in December 2010 amidst declining ratings and the need of Mainstream AC’s across the country to rebrand to attract younger listeners. Emmis’ launch of CHR “Now 96.3” KNOU in January shook-up the market as the demise of Classic Hits “K-Hits” KIHT led to the surge of KLOU to the top of the market’s ratings while adding yet another station to compete for 25-44 female listeners. KEZK has trended downward from a 4.2 share in February to a 3.6 in April since then.
Original Report 5/22: A change is on the way to CBS AC “Fresh 102.5” KEZK St. Louis.
KEZK began stunting around 8:30 this morning with all-80s music, which will last through Tuesday at 7:05am when they “will reveal a new sound and a new station name“.