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How to Promote a Station with Multiple Frequencies

J

Jagger43

I would like your thoughts on how to effectively promote/market an established CCM radio station that now suddenly has added new FM frequencies in new nearby communities. The station has never really been marketed by it's call letters except at the top of the hour ID and website address but instead by it's frequency and slogan line name which rhyme. I'll use "Hive" as an example although that's not really the name. Should we continue to promote the station at 89.5 The Hive, now also on 91.7 in ___ and 102.1 in ____? Or do we change identity and go the call letter route, such as WXYZ at 89.5, 91.7, and 102.1. I know that K-Love is K-Love no matter where they are located and so is WAY-FM, but what are Your thoughts? have you dealt with this issue in CCM radio?
 
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