WSWT Becomes 'Mix 106.9'

From 'Lite' to 'Mix'

ALPHA MEDIA AC WSWT (LITE ROCK 107)/PEORIA has rebranded itself as THE NEW MIX 106.9, though both music and on-air personalities will remain the same.

“Stations as successful as WSWT don’t often switch names,” said ALPHA MEDIA/PEORIA SVP/Market Manager MIKE WILD. “It’s a bold move, but we believe it to be a beneficial step in the right direction for the future of the station and our listeners. We had listeners tell us the word, ‘Lite’ wasn’t reflective of the product and had created an image that we play CELINE DION and WHITNEY HOUSTON -- but that was years ago.”

“We continually had listeners using the word ‘MIX’ when they would describe to us how they liked our music," WSWT OM/PD/morning co-host RANDY RUNDLE added. "We’re often told we have ‘the best mix,’ or we should add a specific song ‘to the mix,’ so we think this evolution to MIX as our name is very natural and relevant.”

The talent lineup will remain the same, with RUNDLE and co-host STACY CAMPBELL in
mornings, CJ in afternoons and DELILAH in the evening.

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