Beasley/Vegas launches “102.7 Now”


Yesterday Las Vegas listeners were introduced to Beasley Broadcast’s newest radio station, 102.7 NOW/ The format flip from AC “Fresh 102.7” (KFRH-FM) follows in the footsteps of Beasley’s strong and successful Top 40 stations in Miami and Philadelphia, WPOW-FM and WRDW-FM.

The station is combining the strength of its on-air position, with multiple online and digital applications, creating a cohesive audio and online experience for 18-49 year old listeners.

Now launches with limited commercials, and a guaranteed 102 minutes of non-stop music after every commercial break. Consultant Bill Tanner is assisting with the launch, along with Radiocrunch. Imaging is being handled by The Mix Group, and the voice of Now is Joe Cruise.

In addition, Now will be involved in a number of events and concerts, and will include a content-rich online destination, including blogs, podcasts, videos, entertainment news reports, artist interviews and online
streaming. Listeners can stay connected via text, IM, Facebook, Twitter, MySpace, and other social networking sites.

“We are excited to bring a new contemporary station to the market that clearly fits the lifestyle of young adults,” said Tom Humm, Market Manager for the cluster. “The addition of this format to the Beasley Broadcast cluster of stations enables the company to offer a wider range of listeners to our valued advertisers
while also expanding entertainment options for our listeners.”

The PD is Sean Lynch.

RBR/TVBR observation: The market is pretty competitive with CHR in the younger demos—Vegas has CBS Radio’s heritage CHR KLUC; Kemp Communications’ Rhythmic CHR KVEG; and Dance KVBE. 102.7 Now will likely keep many of its previous listeners by focusing on older-skewing, mainstream Top 40/CHR songs, leaning to Hot AC.