iHeart Makes A Christmas Adjustment in St. Louis

Christmas 103.7 Louie St. Louis W279AQ 102.5 KEZK In recent years a crosstown Christmas music battle would break out between CBS AC 102.5 KEZK and iHeartMedia Classic Hits 103.3 KLOU St. Louis.

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.

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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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