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Bonneville International's WILV-FM introduces new moniker

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Effective at 1 p.m. today (Monday), Bonneville International adult contemporary WILV-FM (100.3) will get a new moniker -- Rewind 100.3.

The new tag will join those used for Bonneville's other two top-performing radio stations in the Chicago market: hot adult-contemporary WTMX-FM (101.9), known as "The Mix;" and classic hits WDRV-FM (97.1), known as "The Drive." Until three years ago, WILV had been known as "Love FM," but with the advent of Arbitron's portable people meter ratings technology, Bonneville opted to drop that moniker and simply focus on the 100.3 radio dial position to help identify the station in the public's mind.

But three years later, Bonneville management has decided it is time to re-introduce a moniker for WILV, and "Rewind 100.3" is a name that station execs believe will help listeners recognize the station as one with a heavily 1980's-focused playlist, including music from Prince, Madonna, Michael Jackson and the Bee Gees.

Bonneville sources said the station is still weighing how much of a marketing push it will put behind the new WILV moniker, but no one expects WILV billboards to supplant any of those currently promoting the Mix's Eric Ferguson and Kathy Hart morning drive show, which has been No. 1 in the market for some time. WILV-FM was ranked 14th in the market in the key 25 to 54 adult demo in the most recent April Arbitron book.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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