Entercom’s WKAF-Boston, which is breaking off from its 10 year simulcast of sister Rock WAAF to launch an Urban AC format as “The New 97.7, Boston’s #1 For R&B.”
Cumulus Urban AC WRBO-Classic Hip-Hop WKIM (98.9 The Vibe)-Memphis PD Chris Malone will serve as PD, with Jay Dixon, Edison Research’s Sean Ross, and Entercom’s Urban AC KBLX-Classic Hip-Hop KRBQ (Q102.1)-San Francisco Director of Programming & Operations, Elroy Smith consulting. The station is launching with 10,000 songs-in-a-row.
VP/Market Manager Phil Zachary said, “Boston has a higher concentration of African-American consumers than San Francisco or Los Angeles, but no rated Urban signals. The prospect of reaching almost 8% of the population with one radio station in a Top-10 market is almost inconceivable in 2017.”
Malone said, “Urban AC is the most listened-to radio format among African-American consumers in Nielsen’s metered markets, so we expect the audience response to be emotional and immediate. Entercom has given us the research, the talent budget and the marketing resources to become an instant contender with Adults 25 to 54.