Mid-West Family Broadcasting initiated a strategic shuffle of formats between two of its FM stations in the Springfield, Missouri market. The move aims to optimize signal coverage and audience reach in the Ozarks region. The changes primarily involve swapping frequencies between a rock station and a contemporary hits outlet, allowing the rock format to expand its footprint beyond the urban core of Springfield.
The stations retain their core programming lineups, including syndicated shows and local talent, but benefit from improved signal propagation on the new dials.
Stations Involved and Changes: The shuffle affects KQRA (formerly 100.3, now 92.9 FM) and KOSP (formerly 92.9, now 100.3 FM).
Rationale: According to Mid-West Family Springfield General Manager Brian Tyndall, the adjustment leverages the superior propagation of the 92.9 signal for Q102's rock format, which had been constrained by the 100.3 FM's more limited range. This is intended to boost listenership and ad revenue in underserved areas without altering the stations' musical identities or on-air teams.Background on
Mid-West Family in Springfield, MOMid-West Family Broadcasting, headquartered in Madison, Wisconsin, operates four stations in the Springfield market: the two involved in this shuffle, plus Classic Rock "104.7 The Cave" (KKLH) and Classic Country "105.1 The Bull" (KOMG).
The company has a long history of local-focused programming in the Midwest, emphasizing live and local content.