WXMA-FM / Lousiville switches to Soft AC as ”102.3 The Rose”


WXMA-FM / Lousiville switches to Soft AC as ”102.3 The Rose”


Alpha Media switches Adult Hits WXMA-FM (102.3 Jack FM) to Soft AC as “102.3 The Rose”. Positioning itself as “Lite Favorites of Louisville”, the new brand partially fills the AC hole in the market created by SummitMedia’s move from 106.9 WVEZ to Hot AC as “Mix 106.9” in March 2021.

“Every town needs a radio station where people can escape the stresses of the day and those hours. For Kentuckiana, it’s 102.3 The Rose,” commented Alpha Media chief content officer Timothy Crull. Louisville. “Louisville is a great programming operation thanks to Ben Davis and his team. It’s already a lot of fun working with them. I hope Genuine Kentucky Bourbon will be part of my deal.”

Steve Bearance, SVP/Market Director of Alpha Louisville, added, “With all the changes in our market and our world, 102.3 The Rose is the format Louisville has been missing. We are committed to delivering heartwarming Kentuckiana personalities and family-friendly hit music.”

Alpha Louisville COO Ben Davis concluded, “When I saw the data and the huge hole in the market for this music, it was obvious. Really great music forgotten. I didn’t know not that I needed this music in my life until I heard it ON THE AIR With local personalities to be added soon, it’s such a feel-good station for Louisville that we won’t let’s just start.


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