WLNX-FM 88.9 at Lincoln College adopts new music format
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[October 31, 2013]
The student-operated radio
station owned by Lincoln College, WLNX-FM 88.9, has adopted a new
music format that station management hopes will attract a larger
share of teenagers and young adults in Lincoln and the surrounding
area. On Oct. 11, the station flipped to a format known in the radio
industry as "active rock," featuring a blend of harder new rock
music and classic "heavy metal" material.
Since November 2006, WLNX had aired an "alternative rock" format
under the moniker "89X -- Lincoln's New Rock Alternative."
Malone, Lincoln College associate professor and WLNX general
manager, said the old format had grown stale and the alternative
music landscape had changed, causing an upward demographic shift in
the music's appeal.
"I refer to the new format as a 're-boot' of the station, rather
than a complete image change," Malone said. "It's now 'The New 89X
Rocks,' with a heavier sound that appeals to a younger audience."
Malone said WLNX is attempting to realign its demographic reach
with the age range of students who are preparing to enter college
and have an interest in mass communication.
"I want area high school students to come to Lincoln College and
already be familiar with WLNX," Malone said. "I have watched in the
past several years as alternative rock has drifted upward in its
demographic reach to where people my age are listening to it,"
Malone said. "If our target audience is teens and young adults --
and as a 43-year-old, I like the music -- we're doing something
wrong. The station needed an edgier presentation, so we gave it
[to top of second column]
Sample artists played on "The New 89X" include Avenged Sevenfold,
Five Finger Death Punch and Papa Roach. Also featured are classic
artists in the genre, including Metallica and Pearl Jam.
WLNX will also continue to broadcast Lincoln College athletic
events and other specialty programming.
WLNX is one of only 24 college radio stations in the United
States available on the iHeartRadio digital platform, available
worldwide by downloading the free application on any iPhone, Droid
or Blackberry mobile device. The station is also available on the
Internet at wlnxradio.com.
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