Imagine tuning into the radio during the holiday season and only hearing the same old Christmas classics from afar—without any local flavor to make it feel like home. That's the reality Wilmington, Delaware, has been grappling with for too long... until now! But here's where it gets exciting: Hot AC 93.7 WSTW is shaking things up with a bold, first-ever shift to an all-Christmas format, bringing the magic closer to home on Wednesday at 10 AM.
Let's break this down for those new to the radio world: An 'all-Christmas' format means the station plays nothing but holiday tunes, carols, and festive cheer 24/7, often starting in November and running through New Year's. It's a tradition that captures the spirit of the season, but for Wilmington, this local twist is a game-changer. Thanks to its recent takeover by Draper Media—more details on that acquisition can be found at RadioInsight's coverage (https://radioinsight.com/headlines/301962/draper-media-acquires-forever-media-wilmington-easton/)—WSTW is stepping into the festive spotlight for the very first time.
And this is the part most people miss: Wilmington hasn't had a dedicated, locally oriented Christmas radio option since 2022. Before that, the spot was filled by the former Beasley Media AC station 99.5 WJBR, which delivered those jingling hits until it was sold to VCY America in August 2023 (check out the full story here: https://radioinsight.com/headlines/257408/vcy-america-acquires-wjbr/). Now, while Audacy's AC station 'B101' WBEB from Philadelphia covers a big chunk of the Wilmington audience with its holiday lineup (learn more at https://www.audacy.com/b101philly), it's not tailored to local listeners or advertisers. That means fewer shoutouts to neighborhood events, less support for local businesses during the holidays, and a sense that the Christmas cheer is coming from out of town rather than from within the community.
But here's where it gets controversial: Is a national-leaning station like WBEB really 'serving' the market effectively, or is it just broadcasting from afar without connecting to the heart of Wilmington? Some might argue that big-city formats bring variety and star power, while others insist that local focus is key to creating a true sense of holiday belonging. For example, imagine a Wilmington bakery getting airtime for its holiday specials versus a generic Philly ad—what do you think resonates more?
Lance Venta, the expert behind this scoop, is the founder and publisher of RadioInsight.com. He's been diving deep into the radio scene since launching the first industry discussion forums back in the mid-1990s, and now he helps stations build killer content strategies and web platforms across the U.S.
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What’s your take on this? Do you prefer local Christmas stations for that hometown feel, or does a broader broadcast like WBEB hit the spot? Share your thoughts below—we love hearing differing opinions!
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