After going nowhere in the ratings -- except for Christmas music each November -- Clear Channel has pulled the plug on MIX94.1. The new branding is "Radio 94.1," with a tighter play list and less chatter. The station website urges "MIX" fans to tune in MIX stations in Lexington or Dayton, and says the "Wake Up With Whoopi" show can be heard as a web stream.
The station's target audience remains the same, women ages 25-44, explains Mark Anderson, program director. But it has pulled pop and dance songs for "a new kind of adult contemporary" format featuring lots of Matchbox 20, Goo Goo Dolls, John Mayer, plus music from the past 20 years by U2, the Eurythmics, Pretenders, No Doubt, Nickelback, Nelly Furtado, Dave Matthews Band, Maroon 5 and INXS.
"Music hosts," not DJs, give the name of each song. "The audience has always asked for that information,"
In spring quarter, MIX94.1 ranked No. 13, with a 2.7 percent audience share, down from No. 8 in spring 2006. The biggest ratings success came last fall, a No. 7 finish for airing Christmas music all November and December.Give it a listen and tell me what you think....