On 12/26, its AC Magic 105.1 took down the Christmas music and became The New Soft Rock 105.1– Soft Rock With Dramatically Less Talk! Under PD Brian “Fig” Figula, Soft Rock 105.1 targets the at-work listener with hit songs from artists like Elton John, Fleetwood Mac, Kelly Clarkson and Billy Joel.
Says Greater Media: “Over the past several years, the Detroit area radio stations that were once designed for work day listening have since adopted newer music or talk focused formats. Soft Rock 105.1 will fill that void with a unique product and a fantastic advertising environment.”
While the talk will be toned down, there will still be local talent. Detroit personalities Chris Edmonds will host mornings, with Mitzi Miles on the air afternoons. Retiring morning man Jim Harper did his last shift 12/23.
Magic 105.1 (currently tied for 12th place in the market) is Detroit’s last true AC station. Long-time competitor WNIC (Clear Channel) became Hot AC “Fresh 100.3” (tied for 16th) some four months ago. Cumulus’ Hot AC WDVD-FM (tied for 9th) is also on the dial.
RBR-TVBR observation: Arbitron still lists WNIC as an Adult Contemporary format, even though it is clearly Hot AC.