Chicago Radio: A-C WILV Rebrands As WSHE

Hubbard Broadcasting has rebranded its WILV 100.3 FM. The station's format continues to be HotAC, but the station is now using the famous call letters WSHE, 'Committed to making your day better'.  The station had most recently been branded simply as Chicago's 100.3. Previously the station used call signs such as WXEZ, WPNT and WNND.

Program Director Marty Bender called the move "evolution" and that  it would allow the company to “refine our musical position to a new and less predictable place [while] redefining adult contemporary radio for 2015 and beyond.”

Greg Solk, senior vice president of programming for Hubbard Radio, said: “With longtime market dominators The Mix and The Drive, Hubbard Radio is now poised to have three of the biggest adult radio brands in Chicago with today’s launch of SHE.”

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There are not expected to be any line-up changes, which includes Brian Peck and Susan Wienck in mornings, Mega Reed mid-days, Cara Carriveau PM Drive with Robb Rose evenings and Brian Travis overnights.

According to Chicago media writer Robert Feder,  The move to WSHE follows a challenging year for Hubbard Radio Chicago, which saw revenue decline in 2014 at all three of its stations. Hot adult-contemporary WTMX FM 101.9 was down 17.4 percent, classic hits WDRV FM 97.1 was down 22.1 percent, and WILV was down 15.6 percent. Total radio revenue in Chicago fell more than 10 percent last year.

100.3 FM (5.7 Kw) Red=60dBu Local Coverage Area

According to Nielsen Audio figures for all of 2014, WILV ranked 15th overall with a 2.6 percent share and cumulative weekly audience of 1,337,200. Among women between 25 and 54, it ranked eighth with a 3.8 share and 382,800 weekly cume.

The legendary WSHE call letters date back to 1972, when an AOR format was launched on 103.5 FM in Miami/South Florida.