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WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by radiohustla on March 19, 2023, 7:00 pm

Alpha Media is consolidating brands and morning and afternoon shows at its three Hot ACs in suburban Chicago.

As we first indicated in our 3/9 Domain Insight,102.3 XLC WXLC Waukegan IL will rebrand on Monday as Star 102.3 to match the branding utilized by Star 96.7 WSSR Joliet and Star 105.5 WZSR Crystal Lake......

Link: https://radioinsight.com/headlines/249983/wxlc-rebrands-as-star-102-3-as-alpha-regionalizes-hot-ac-morning-afternoon-shows/

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by John from Wisconsin <iframe src='https://members.boardhost.com/chicagomediachat/info/user=John+from+Wisconsin' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 7:37 pm, in reply to "WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

I don't mean to be "Debbie Downer" but why not STAR F M, then all 3 could be simulcast...

The mid-days will be cut too, sooner or later.

I look in Canada and their brandings are "country wide" and I'm sure will/might be the future here in the U S!

Still, loved Hot 102.3 - 1992 ish!!! "Hot fun all summer long! Hot 102.3!"

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 8:10 pm, in reply to "WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

If the big sticks are this much in trouble, you can imagine what is going on with Alpha media. This is a lot less than I was expecting, but there is enough time ahead of us to consolidate even more.

The signal overlap (except for 1/2 of WXLC's signal transmitting to Lake Michigan) between 105.5 and 102.3 had to been a discussion in meetings, more than once.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Shizam <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Shizam' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 8:17 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

What about Q Rock and the River? Unlike Star, these are 2 completely different formats. They blew out Dawn Avello yet already replaced her with some other chick.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 8:19 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Replacing Star 105.5 with the River 105.5 would not be too far fetched.

100.7 could easily be paired with 95.1 and use the same slogan and imaging.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 8:52 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

It's simple cost cutting. They can simulcast a morning show and instead of it being generic and not saying a station name, they can simply say "Star"

The overlap with 102.3 and 105.5 is incredible. I don't know why they thought this was a good idea.

Not long after WXLC rebranded from Hot 102.3 to 102.3 XLC in 1995, maybe a couple years, WZSR got a signal boost in Lake County. They would market it as "McHenry & Lake County's Star 105.5" At that point, they had different owners.

This was all made possible by NextMedia. Jim Hooker's company owned 105.5, 850, the Joliet signals (Aside from WCCQ) and the Wisconsin signals. 105.5 ran Westwood One Bright AC quite often.

102.3 and WKRS were owned by another company, as was WKKD-FM and WKKD-AM (One being WERV)

NextMedia bought them all out literally in a single year. 2000.

They added local talent to a lot of these stations, 105.5 dumped the satellite but they went bust. Digity went bust. Alpha went bust, came out of it, and now they're obviously trying to cut costs again.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 8:55 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

The overlap with 102.3 and 105.5 is incredible. I don't know why they thought this was a good idea.

Jeremy at some point they will change formats on 105.5. That is why they have not announced anything for River, or the pair of Rocks. Count on River 105.5FM to mimic the successful 95.9, sooner than later.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 9:04 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

102.3 and 105.5 for the last decade or so have had a slightly different format.

102.3 has been more CHR. Mostly current. Repeating songs every hour. Not quite CHR but close.

105.5 has been more Gold friendly. 80s and 90s mixed in.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 9:28 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Jeremy, with shared jocks and resources, you will see the playlists grow closer, if a format change is not introduced.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 9:36 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

They let go of 102.3’s PD. So I’m guessing corporate is programming it. Corporate already had a big influence on the playlists the last few years. If not just corporate, Joe or Eddie.

They could sell one of them for all we know.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Johnny Vegas <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Johnny+Vegas' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 9:37 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Not sure I totally agree about the 105.5 River idea Z. I suppose it's a possibility, but I'm thinking they would have just made 102.3 the River if they wanted to create a Northern clone...
Unless there's a hole for the classic hits format in the McHenry county area. The Drive has Lake county well covered on 96.9 even though the formats are slightly different.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 9:40 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

96.9 is directional away from Lake County. 97.1 starts to take over toward Waukegan..

As for 105.5, they had Classic Rock there on 103.9. Alpha had the choice between the two. They sold 103.9 to EMF. One must have billed better than the other.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 10:29 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Jeremy,

The 103.9 facilities were in the toilet. EMF soaked good money into it. The signal carries farther these days, along with 4 HD signals. Also from a signal footprint, 105.5 wins that battle.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 8:38 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

EMF got 103.9 a power increase. It's 6kw now. Up from 2,550

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 8:54 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

True Jeremy. But, the power was low because of the horrible condition of the facilities. The increase in footprint and the solid HD was achieved not only by power raising, but by upgrading facilities. The power increase *alone* will not cause a lot of range increase. It will fill in a lot of the dead/marginal areas and allow HD to be run more effieciently. It is known (drilled into heads for ham operators):

To double the range of a radio wave, you need 4x or 6-dBm increase of the power.

Also, Alpha was smart to shed 103.9 instead of 105.5, just by the sheer fact that you have 103.9 out of downtown. 105.5 does not have that issue. That is a major potential headache avoided, that wasn't in the past.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 9:01 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

My late grandfather was a weekender on 103.9 in the WVFV days. It's always been crummy.

EMF did make a lot of improvements with the signal right from the start. They shut it off when they took over and started upgrading the facility. The power increase is more recent. They found that the tower location was actually licensed slightly different than it's actual location, thus they were able to bump the power.

The only thing they need to work on is the STL. Pretty good delay behind 94.3.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 9:02 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

My late grandfather was a weekender on 103.9 in the WVFV days

That is awesome!

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 10:10 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

He played old Country music at that point.

103.9's power bump went live in August. I hear the signal way more often. If 103.7 in Milwaukee didn't have HD, I'd probably be able to pull it in all of the time.

94.3 has a network of boosters around Chicago. They sound pretty good. There's one in Elmwood Park, another on the west side. There's also one downtown at Monroe and Des Planes St and on Belmont just west of Cicero Ave

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 10:13 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Jeremy, the boosters that EMF has set up on 94.3, you would never know they are boosters. Seamless, no jitter, nothing. They all work great.

I just have to question the amount of money involved to maintain and for property rental etc, is it really worth it?

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 10:20 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

In EMF's case it is. They want to have coverage in as many places as possible. If they can improve their Chicago reception, it's good. They also use it in Boston. The technology is called Maxxcasting

https://www.geobroadcastsolutions.com/maxxcasting

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 10:25 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Alpha also deployed boosters for WIIL in Milwaukee. Same technology. In that case, it was not worth it. They shut them off.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 19, 2023, 10:27 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Hey Johnny Vegas,

Whether they would theoretically flip 102.3 or 105.5, can come down to heritage. WXLC has it there. Otherwise,🤷🏻‍♂️.

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by Jeremy Andrews <iframe src='https://members.boardhost.com/chicagomediachat/info/user=Jeremy+Andrews' width='330' height='300' border=0 style='border:none;'> on March 20, 2023, 6:59 pm, in reply to "WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Here is more of what they are doing. They're calling it a "Suburban Superstation"

Few things:

1. None of it is live. The shows voice track in real time. Leah from WXLC is now co-hosting 95.1's morning show, meaning her midday show on 102.3 is also voice tracked.

2. All of the stations still have their original VO talent.

3. The music log is all the same on both. They're not completely matched up but they're all playing the same music.

4. There have been tons of hiccups. Traffic reports getting cut off, etc.

5. The music playlist has changed for some of them. WXLC and WSSR for example leaned toward Top-40. Very few songs older than the last decade or so. They have brought back a ton of 80s and 90s music.

6. The mics on the afternoon show are overmodulated to the point of distortion.

7. It seems like a lot of advertisers dropped from WXLC. Certain ones I used to hear on there are not on anymore.

8. The Regional VP described it as a station for "Busy suburban moms" which is pretty obvious.

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by John from Wisconsin <iframe src='https://members.boardhost.com/chicagomediachat/info/user=John+from+Wisconsin' width='330' height='300' border=0 style='border:none;'> on March 21, 2023, 9:33 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

IF I might add my two cents...
Listened from Michigan U.P. yesterday....
the LID, "from the ??? studios" which for an LID was TOO LONG, then "we used to work mornings" and chatter ---- turned it off quickly!

Play the HITS and SHUT UP!

Station has lost its identity!

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by WYTZZ95FM <iframe src='https://members.boardhost.com/chicagomediachat/info/user=WYTZZ95FM' width='330' height='300' border=0 style='border:none;'> on March 21, 2023, 10:05 am, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

John that is where you and I disagree. I can get no talk music streams everywhere online. Terrestrial has to stand out with commercials by shining through with on air staff. Not too sure how they will do it VT the shows.

Also, those stations target demo are females. LOL. So they should sound not good to us. 🤷🏻‍♂️

Z

Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows

Posted by John from Wisconsin <iframe src='https://members.boardhost.com/chicagomediachat/info/user=John+from+Wisconsin' width='330' height='300' border=0 style='border:none;'> on March 21, 2023, 12:25 pm, in reply to "Re: WXLC Rebrands As Star 102.3 As Alpha Regionalizes Hot AC Morning & Afternoon Shows "

Z, at this age, and I'm older than dirt, STILL LOVE CHR-Top40... I know. I'm off...
Very limited (7 secs or less) talking,
play HITS...not stiffs...
NEW MUSIC into ads,
POWERS at TOP OF HOUR, out of STOP-SETS....

There are MANY CHOICES.
IF I owned radio, it would sound different than what I hear.

I WILL say I hear MANY stations (and even a few college stations) that put the "big boys" to shame.

Hit-Radio John

PS I always appreciate what I learn on this board!

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