This year iHeart is trying a new strategy. Instead of dropping Classic Hits on the market leading KLOU, the company disposed of Rock “Louie 103.7” W279AQ Mascoutah IL/KLOU-HD2 and launched all-Christmas there. The new “Christmas 103.7” is promoting that it will operate commercial-free through the holidays. The prior “Louie” format was positioned to cut into Emmis’ duo of Rock 94.7 KSHE and Alternative “105.7 The Point” KPNT.
Expect a new format on 103.7 in the new year.