Entercom Boston Launches Urban AC
Entercom Rock WAAF/Boston ended its ten-year-old simulcast with 97.7 WKAF in suburban Brockton, MA, and, “in a move to provide the only full-signal, Urban radio format to America’s 10th largest market,” according to the press release, flipped WKAF to Urban AC as The New 97.7, Boston’s #1 For R&B. Leading this new venture is PD Chris Malone, who was recruited from Cumulus Urban AC WRBO and Classic Hip Hop WKIM (98.9 The Vibe)/Memphis. Malone is part of formidable new brain trust that also includes Urban consultant Jay Dixon, Elroy Smith, Director of Programming and Operations for sister stations KBLX & KRBQ/San Francisco, and Sean Ross, VP of Music and Programming for Edison Research. It’s worth noting that the move marks a programming homecoming of sorts for Elroy Smith, who famously programmed the late, legendary Urban outlet WILD/Boston from 1983-88.
Phil Zachary, VP/Market Manager of Entercom New England said, “The New 97.7 fills a massive void for an underserved market. 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.” The New 97.7 is currently rolling though an exciting new concept called “10,000 songs in a row” as Malone focuses on hiring a local air staff.
