WBEB-FM/Philadelphia Drops ''B101'' for ''More FM''

RADIO ONLINE | Tuesday, December 10, 2013 | 3:39pm CT

AC WBEB-FM/Philadelphia is dropping its longtime "B101" moniker in favor of "More FM" later this month. The station is not making any programming changes, but is updating its name to more accurately reflect its "More Music, Less Talk" mantra. The official change will become effective on December 26. WBEB is the most listened to station in the market for an unprecedented 88 consecutive ratings books.

"We made a nearly identical decision in 1993 when we kept the same programming but switched our name from EZ-101 to B101 to update our image," said longtime owner Jerry Lee. "That one worked out pretty well, increasing our audience 40 percent over the next three years and ultimately helping establish us as a dominant #1, particularly with Women 25-54. We're confident this name change will set the foundation for the next 20 years of growth."

The name MoreFM surfaced as an obvious choice during the research says General Manager Blaise Howard. "As we went through the process it became clear that what our listeners expect from us and what sets us apart from competitors is our commitment to playing more of the music they love with less of the talk they don't," said Howard. "With the MoreFM name, we are embracing our strength and reflecting the listening experience that matters most to our audience."