WLTW/New York Turns The 'Lite' Back On

Old Look Is New Again

CLEAR CHANNEL AC WLTW/NEW YORK has returned it's "LITE FM" positioner to both the airwaves and its website in a more visable fashion. In APRIL (NET NEWS 4/3), ALL ACCESS reported a subtle difference in the new TV campaign for WLTW. It referred to the station by its dial position, "NEW YORK's 106.7 FM," rather than calling it LITE-FM.

VP/AC and WLTW OM/PD JIM RYAN told THE NEW YORK DAILY NEWS in APRIL that it was a "small adjustment" that is linked to the way radio listening is measured. This past FALL, said 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 a secondary mention now."

LITE-FM may be a secondary on-air mention, but it's well-branded again on the site: wltw.com.

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