The first all-Christmas station in our area

October 26, 2019 Off By Eric O'Brien

If the Hallmark Channel starting the Christmas movies (each one the same, but the actors, titles, and problems are different) on October 25 hasn’t put you in the Christmas mood, then you’re probably not ready for Christmas music on the radio.

Yet, one station within our coverage area has taken the leap and will continue to celebrate the season for the remainder of the year. WWIZ (103.9 West Middlesex) has made the flip for the Youngstown, Ohio market.

In a release to Inside Radio, VP and Market Manager Bill Kelly said, “With everything going on in the Mahoning Valley and in the world these days, we felt we could all use a little more Christmas right now. Playing Christmas music this early in the season will get our listeners in the Valley into the holiday spirit even more this year.”

In a prior article, consultant Gary Berkowitz was quoted from his recent newsletter, “It will not get tired. Listeners love this time of year. Take advantage of that.” He also noted not to be politically correct and refer to it as “the holidays”. Berkowitz says to call it Christmas. Stations who have historically gone “all Christmas” in recent years have seen a major benefit to their ratings.

Meanwhile, ask the average listener on the street how they feel about it and they’ll tell you something like “If I start listening to Christmas music now, I’ll be tired of it by Christmas.” Really?