Update 9/14: Christmas was a stunt after all. Instead of 104 days of Christmas, WBQW just offered one before flipping to CHR as “Hot 104.7“. Debuting with 5,000 songs in a row, the station is taking direct aim at Cumulus’ “Q97.9” WJBQ.
Original Report 9/12: With Mainestream Media about to assume operations of 104.7 WBQW Kennebunkport ME on Thursday, the station is preparing to launch with a stunt that will definitely generate attention.
Christmas1047.com and 1047ChristmasFM.com are live proclaiming WBQW as “Southern Maine’s Official Christmas Channel”. The site is hyping that the station will run Christmas music for 104 days running from September 13 until December 27.
Last year the first Christmas music flip took place on October 17. While it is inevitable that we will eventually see a station turn to holiday favorites in September this seems way too early of a start. It is possible that the station is simply looking to buy time while it develops its permanent format, but we’re going to go out on a limb and say that this is a short-term stunt prior to the debut of the permanent format.