WLS-FM is typical for the 25-54 Adult targeted Classic Hits station. Target for these is 35-54 in specific. WRIT in Milwaukee plays music from the 60s-2000s however the vast majority of the music is 80s with a chunk of 90s. Some 70s. Some 60s Beatles. Most major market stations with this format play 70s-90s. Vast majority being 80s. A lot of them are former Oldies stations.

WRME (at least a couple years ago) is where WLS-FM was in the early half of the previous decade. Small amounts of 50s. Good amount of 60s and 70s and some 80s. They take more chances with the music than WLS-FM did however. Going to guess their target is 45-64. Upper end of 25-54 and higher. People like MeTV-FM for their variety.

WLIT’s format is not a new concept. If you want to put it in the Classic Hits side of things, most Classic Hits stations are uptempo. WLIT (And others like it) are similar to Classic Hits stations as far as decades go (70s and 80s heavy) there are however a few differences. 1. Downtempo music and 2. They play 90s, 2000s and even current music that blends in. Most of the music on WLIT today was played on WLIT (And WLAK before it) for years. It’s familiar. Great for in office listening. 35-54 and above Women.

The Drive:

The Drive is kind of in it’s own corner. When it launched in 2001, the term “Classic Hits” belonged to stations that focused on softer Classic Rock from the 60s-80s. Not Oldies, not Classic Rock. “Classic Hits” was America, Cat Stevens, Linda Ronstadt, The Beatles, Little River Band, Bruce Springsteen, Doobie Brothers, etc. This was The Drive.

As time went on, they evolved more into traditional Classic Rock musically while keeping a similar presentation focusing on the music. The delivery was a lot like WLIT was in the 90s. Mellow. Laid back. No contests or phone calls.

Couple years ago they changed this approach. Added a morning show. All that. Prior to this, they attempted to evolve the music by adding some 90s several years ago. Backfired quick. Now they are playing more 60s and 70s again believe it or not.

The Drive IS your 45-54 suburban Male and they make every effort to make it known on the air. They’re listening in the car, in the garage, in the yard, in the shop, on the motorcycle, wherever a radio and someone in that demo is at the same time, I have heard The Drive.

It seems like their sons are listening with them too. I’ve seen this station make decent showings in the 18-34 demos as well. They still have a considerable respect for the music as well as the audience that they target. These things combined I strongly believe keeps them successful.