The Lite Is Dimmed At WLTW
April 3, 2007 at 7:48 AM (PT)
THE NEW YORK DAILY NEWS' DAVID HINKLEY reports a subtle difference in the new TV campaign for CLEAR CHANNEL AC WLTW. It refers to the station by its dial position, "NEW YORK's 106.7 FM," rather than calling it LITE-FM.
PD JIM RYAN calls it a "small adjustment" that is linked to the way radio listening is measured. This past fall, says RYAN, "an overwhelming percentage" of diaries listed WLTW by its numbers, not as "LITE. That tells us the most important identifier to our listeners is 106.7, so that's what we will focus on. We'll still use LITE, because 3,414 diary mentions in the last book said 106.7... under 200 called us LITE. It just makes sense to emphasize what the listeners say, so LITE is just secondary mention now."
Some market watchers are speculating that CBS AC WWFS (FRESH 102.7) and its promises of more contemporary soft music than LITE has pushed WLTW to readjust its image by dropping a tag that might seem dated.
SEAN ROSS, a radio analyst with EDISON MEDIA, notes some stations in other cities have dropped the "LITE" tag or switched to "TODAY'S LITE" over the past few years.