Mid-West launches new radio station

On a frequency that formerly played classic rock, Mid-West Family Broadcasting has launched The Beat, a station geared toward professional and busy women ages 25 to 44.

The station, at 92.9 FM, plays modern pop music such as Adele, Rihanna, Katy Perry, Bruno Mars, The Black Eyed Peas and Maroon 5, according to the Mid-West website.

The Beat Operations Manager Kristen Bergman said Mid-West wanted to steer away from the oldies vibe of Star 92.9, which had a run of about three years. The changeover took effect Aug 29, she said.

"We just thought it was in the best interest of our company after research in the market to put on something a little more modern and mainstream," Bergman said. "Pop music is huge."

She said the new demographic also was part of Mid-West's strategic plan for the station.

"The chick that's 25 to 44 is the decision maker in the house," Bergman said. "It's a great fit for our advertisers, too, to really talk to the lady that makes a lot of those decisions."

Mid-West, 319-B E. Battlefield Road, also operates local stations 104.7 The Cave, Q-102 and 105.1 BOB FM. Led by General Manager Jason McCutchin, the Mid-West staff comprises 19 people, according to its website.