The whole purpose is to chip off ratings from figure B96 and 104.3, figure to keep them from beating 101.9. It also lets them have those numbers.
Saga does this in Milwaukee with the 106.9 frequency.
They have the top rated WKLH. Classic Rock format. They also have a Mainstream Rock format on WHQG. Their closest competition near the top is WRIT, iHeart's 80s-90s based Classic Hits station. They program 50s-60s Oldies on 106.9 to chip away at WRIT's older audience. This causes WRIT to go down slightly so WKLH can be seen higher in the ratings.
Bonneville and Hubbard usually seemingly used 100.3 against WLIT over the years. These days it seems they are more after 104.3, 96.3 is also a problem because they were doing 90s and 2000s before 96.3 shifted in that direction.
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