Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SATURDAY, June 3, 1995 TAG: 9506050019
SECTION: CURRENT PAGE: NRV-5 EDITION: NEW RIVER VALLEY
SOURCE: LISA APPLEGATE
DATELINE: CHRISTIANSBURG LENGTH: Short
The station has aired a "hot adult contemporary" format, beamed in from Dallas-based ABC radio, since Monday.
The music "has a lot more rhythm and beat than Light-95 (WPVR FM)," said General Manager Dave Roederer.
Magic 105 brought in Dean Tyler, from Mississippi, and Texan Tim Harris for a local morning show.
The station, bought last year by New River Media, tried two other formats before changing to adult contemporary. The station began with the original Rock 105, but switched to Z-Rock, a harder, guitar-based format, in March.
But ABC radio, which surveyed New River Valley residents on everything from their musical tastes to what kind of car they drive, found the latest format to be the most successful.
"The results were so overwhelmingly in favor of this format that they did the study again to make sure," Roederer said.
To promote the change, the station broadcast four days of ear-catching sounds: from two hours of Billy Ray Cyrus' "Achy-Breaky Heart" to two days of ocean waves and barking seagulls.
Roederer said response from listeners has been positive.
"They say it's refreshing - something they don't go to sleep to but can tap their foot to."
by CNB