Grand Rapids' River Goes All-Christmas Again

Beginning To Look A Lot...

TOWNSQUARE MEDIA AC WTRV (100.5 THE RIVER)/GRAND RAPIDS has jumped into the all-CHRISTMAS format mode for the holiday season.  The GRAND RAPIDS PRESS reports that the station flipped the switch on the annual stunt at Midnight this morning, slightly later this year than last -- the RIVER launched 2011's CHRISTMAS format on NOVEMBER 4th of last year.

“We've found that year after year, people love being taken back to a simpler time, to relive great memories of past holidays with family and friends, and to get in the holiday spirit,” said Brand Manager TOM COOK.

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