Somewhere between the falling leaves, leftover Halloween candy and Thanksgiving preparations, somebody at Community Media Inc. decided New England had waited long enough for Christmas. The company has temporarily traded the Magic 102 identity on WKKN Westminster, Vermont, serving Keene, New Hampshire, for Jolly 101.9, bringing nonstop holiday music to the region and giving listeners an early invitation to start decorating.
And just like that, the station that was Magic only a few months ago is now jingling all the way through November.
The switch is particularly interesting because WKKN’s Adult Contemporary identity is still relatively new. In late June, Community Media introduced Magic 102, borrowing the branding already used by sister station Magic 96.7 WTSA-FM in Brattleboro, Vermont.
Now the two stations are taking different paths for the holiday season.
While WKKN has embraced the Christmas format as Jolly 101.9, WTSA-FM continues operating with its regular Magic 96.7 programming and branding.
That distinction gives Community Media an interesting seasonal advantage. Rather than interrupting the regular programming on both stations, the company can offer holiday enthusiasts a dedicated Christmas destination while preserving a familiar listening option for audiences who aren’t quite ready to hear sleigh bells before Thanksgiving dinner.
And in radio, that’s not a bad way to have your Christmas cookies and eat them too.
The move also gives WKKN another opportunity to introduce itself to listeners in the Keene and surrounding southern Vermont region. Christmas music has long been used as a seasonal audience-building strategy, attracting casual listeners who may discover a frequency they hadn’t previously considered.
Of course, the bigger question is what happens after the decorations come down.
Will Magic 102 return when the holidays end, or could Community Media have something else planned for WKKN? No permanent programming change has been announced in the information provided.
For now, the message is simple. Magic 96.7 is keeping its regular identity, while WKKN is making spirits bright as Jolly 101.9.
And if you’re one of those people who insists Christmas music shouldn’t begin until after Thanksgiving, we have some unfortunate news.
The radio industry has already put up the tree, plugged in the lights and handed Mariah Carey the keys to the building.
On The Dial covers breaking radio industry news, including layoffs, programming changes, talent moves, and broadcast trends across the United States.
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