Duke Crowned In Terre Haute
Update 5/23: WXXR made the flip to 90s centric Classic Country “95.9 Duke-FM” shortly after 12pm this afternoon.
Original Report 5/22: A flip is imminent at Midwest Alternative “X95.9” WXXR Seelyville/Terre Haute.
Midwest has registered 959DukeFM.com and applied for new WDKE call letters for the station. A Facebook page for the brand positions the station as “95.9 Duke-FM Plays The Legends Of Country”. A flip to Classic Country would flanks sister Country “Q102.7” WDWQ against Emmis’ market leading powerhouse “Hi 99” 99.9 WTHI.
Since WDWQ’s launch in 2012, WTHI has retained its lead in the Terre Haute market but dropped from a ridiculous 27.9 share in Spring 2012 to a mere dominant 15.7 in Fall 2013. WXXR meanwhile dropped from a 4.6 in Spring 2012 to a 2.4 in the Fall Nielsen Audio ratings.
The Duke-FM moniker will have a double meaning as Midwest Communications President/CEO is Duke Wright.