For WCZX, The Time Is NOW

• Townsquare Media of the Hudson Valley just completed a rebranding of Hot AC WCZX/Poughkeepsie, NY — the former Mix 97.7 is now proudly sporting the new identity NOW 97.7. The station began stunting last Friday night, playing only songs with the word “Now” in the title. See what they did there? The station officially relaunched at 7am Monday with a $1,000 giveaway.

Along with the rebrand comes a realigned on-air schedule — the syndicated Brooke & Jubal are now installed in morning drive, followed by Brand Manager Reg Osterhoudt in middays. Former morning show co-host Taylor Dickson is now driving you home, and Pop Crush Nights with Lisa Paige will continue at night.

“It’s been years, since I’ve worked middays, and with our 53-minute non-stop workday guarantee, it should be a great companion at work,” Osterhoudt said. “Lisa always had good numbers when we were Mix, so we kept her when we relaunched.” Market President Jason Finkelberg said, “I’m so excited to add NOW to our list of successful brands in the cluster. With the addition of NOW 97.7, it gives our advertisers another chance to market their business.”