Let me clear something up. WMMS was never on two different frequencies. WMMS has always been on 100.7 as this pre-1973 patch shows. This features the station’s original logo, which was shared by all Metromedia owned & operated stations. When Metromedia sold WMMS to Malrite in 1973, the decision was made to “round off” the frequency in all advertising, promotion, and marketing to 101 FM. All radio dials were analog and many displayed 101 as a frequency. The decision to go back to the original digital frequency identification was first discussed shortly after radios featuring digital read-out using the exact frequency were introduced . I was in a Revco drug store & spotted digital alarm clock radios on sale for under $10. We knew digital radios would become less expensive & figured many of our listeners would go to the 101 frequency & wouldn’t find us there. I told Denny & we met with John Chaffee at Malrite corporate to work out a plan. Our first move was to identify ourselves as “WMMS 101 -digital 100.7.” We made the change during our 15th anniversary spring & summer. Then we took some our recent animated commercials and superimposed the digital 100.7 over the 101 & ran a schedule on local TV. Our campaign evolved over a six month period. Within that time all WMMS merchandising from bumper stickers to TV commercials featured the 100.7 frequency converted from the digital read out to the original WMMS style font - and we discontinued all mention of “101 FM.”
Posted on: Tue, 20 Aug 2013 08:49:59 +0000
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