What’s old is new again — tune into Entercom’s B101.1

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Entercom has been fiddling with the formats of the two other music stations since acquiring them as part of the CBS Radio deal a year ago. (MONTCO.today file photo)

What’s old is new again. Or, why fix what isn’t broken. Either sentiment is fitting when it comes to a favorite Philadelphia radio station.

A little more than a month after completing its acquisition of highly rated 101.1 More FM (WBEB-FM) from Jerry Lee Radio, Bala Cynwyd-based Entercom Communications Corp. has rebranded the station back to its previous name of B101.

There will be no change to the station’s presentation, lineup of on-air personalities and strategy of playing a music catalogue of hits from the 2000s. And WBEB is still using its positioning statement “More Music, More Variety”. Entercom even hired Blaise Howard, a longtime executive at B101, to serve as the station’s new general sales manager, writes By Jeff Blumenthal  in Philadelphia Business Journal

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But David Yadgaroff, Philadelphia market manager for Entercom (NYSE: ETM), said it just made sense since so many listeners still refer to the station as B101.

The station has had an adult contemporary format since 1988 and was known as EZ-101 until taking on the B101 name five years later, keeping the name until 2013, at which time Jerry Lee argued that the B101 name was dated and did not reflect its current on-air content. The station used to play songs by Neil DiamondBarbra Streisand and Celine Dion but now has a more modern assortment of hits. Still, Yadgaroff said the B101 name stuck in the mind of listeners.

“If people are still calling it B101, why fight the market’s identification of the station,” he said. “Jerry Lee put a lot of money into marketing the station as B101 and did a great job.”

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