Since 2006, the frequency had been simulcast with the company’s heritage rock station, WAAF 107.3 FM, but delivered little appreciable audience beyond the primary station’s booming signal. The present WKAF call letters will remain for The New 97.7 which ends its simulcast with WAAF today at 11:00AM.
Leading the venture is Program Director Chris Malone, recruited from Cumulus Media’s WRBO and WKIM in Memphis. He’s joined in the new station’s brain trust by Urban radio veteran and consultant Jay Dixon, KBLX/KRBQ San Francisco Director of Programming and Operations Elroy Smith, and Sean Ross, VP of Music and Programming, Edison Research. The New 97.7 will launch with 10,000 songs-in-a-row affording listeners a chance to experience the full breadth of the station’s deep playlist for weeks without interruption.
|WKAF 97.7 FM (2.05 Kw) Red Local Coverage|
Malone has been working off-site to prepare the launch and says Boston is long overdue for a station targeting adult Urban listeners. “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.” Malone says his immediate priority is hiring a local air staff.