A Rose Blooms In Louisville

• Alpha Media pulls off a pre-Labor Day format flip, this one in Louisville, as WXMA (102.3 Jack FM) downshifts to Soft AC and is reborn as 102.3 The Rose, “Louisville’s Lite Favorites.”

Fun Fact: The new format happens to launch on the 5th anniversary of when former Hot AC 102.3 The Max flipped to Adult Hits on Aug. 31, 2017.

Explaining the reasoning behind the flip, Alpha Media Louisville Content Director Timothy Crull said, “Every town needs a radio station where people can escape the stress of the day and these times. For Kentuckiana, it’s 102.3 The Rose. Louisville is a great programming operation thanks to OM Ben Davis and crew. It’s already great fun working with them. I’m hoping Genuine Kentucky Bourbon is part of my deal!”

For his part, Davis noted, “When I saw the data and the enormous hole in the market for this music, it was a no-brainer! Truly great music forgotten about. I didn’t know I needed this music in my life until I heard it ON THE AIR! With local personalities to be added soon, this is such a feel-good-vibe station for Louisville that we’re just getting started!”

SVP/Market Manager Steve Bearance remarked, “With all the changes in our market and across our world, 102.3 The Rose is the format that Louisville has been missing. We are committed to bringing Kentuckiana comforting personalities and family-friendly hit music.”