All those smooth-jazz fans who listen to WLVE -- Love 94, as the jingles called it -- are probably too old to believe in Santa Claus. But I'll bet you wouldn't have much trouble convincing them that the Grinch is for real. When they tuned in on Christmas Day, they found their station had switched formats from light jazz to dance music. And forget about Love 94; the station now calls itself 93.9 MIA, which probably means the station's call letters are going to change once management gets FCC approval. Meanwhile, I can already hear the jokes from station general managers all over South Florida: MIA stands for Missing In Arbitron. Clear Channel, worshiping at the altar of demographics, has written off an older audience that's been with WLVE for three decades, first as a soft-rock adult contemporary station, then in the smooth jazz format. That's an audience for which there are few competitors...but instead, WLVE wants to fight for the scraps of the 13-to-34-year-olds that virtually every other radio station in South Florida is chasing. Sounds like a bad bet to me.
WLVE dumps smooth jazz for dance music
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