Radio station B101 will be no more on Dec. 26. But it's only the name that's retiring. The station will be known as MoreFM at 101.1.
The format of the station will not change, the DJs won't change, the place on the dial won't change. Just the name.
In a statement, station owner Jerry Lee said that the name change did not reflect poor ratings. And he's right. B101 consistently dominates in the Philadelphia radio market in the ratings, a feat for an independently-owned station.
Instead, Lee thought of the change as a branding update. During market research, station head honchos found that the B101 was strongly associated with artists who are no longer played on the station (Michael Bolton, anyone?). "People still thought we played Celine Dion and Neil Diamond," vice president and station manager Blaise Howard told me. "We haven't played Barbra Streisand since 1995."