The Townsquare Media Station milked publicity for about a week, launching a Classic Hits format as Rewind 105.7 FM. The music focuses on the '80s and '90s promoting itself as “Feel Good songs from Prince, Depeche Mode, Talking Heads, Michael Jackson, Alanis Morissette, The Cure, Madonna, Def Leppard and more”.
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At the time the Santa stunt started, local Market President Jake Demmin said, "This might strike some as being risky in this environment of new media, but I've looked at the numbers and they don't lie. There's literally a clamoring for Christmas music 24/7/365/52."
One listener called the sudden reappearance of Christmas music a "wonderful surprise." Another upset listener objected to the "bizarre" move, along with the station's response: "Don't be a grinch ... get in the holiday spirit early."
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