Peoria Radio: WSWT Rebrands As 'The New Mix 106.9 FM'

Alpha Media/Peoria has announced that WSWT 106.9 FM known for years as Lite Rock 107 is now The New Mix 106.9!

"Stations as successful as WSWT don't often switch names," said Peoria SVP/Market Manager, Mike Wild.

"It's a bold move, but we believe it to be a beneficial step in the right direction for the future of the station and our listeners. We had listeners tell us the word, 'Lite' wasn't reflective of the product and had created an image that we play Celine Dion and Whitney Houston songs-but that was years ago."

Randy Rundle, Operations Manager and WSWT Program Director/Morning Co-Host, said, "We continually had listeners using the word 'Mix' when they would describe to us how they liked our music. We're often told we have 'the best mix,' or we should add a specific song 'to the mix,' so we think this evolution to Mix as our name is very natural and relevant."

WSWT 106.9 FM (50Kw) 54dBu Coverage

There will be no change in the music, and on-air personalities will remain the same. "It's business as usual," added Rundle. "We simply have to remember we have to say a couple different words when we flip on the mics!"