Beasley Media Group is transitioning WBOS “Rock 92.9” to a new format, converting the station to business news. Beasley has struck a deal to lease WBOS’ main channel to Bloomberg Radio beginning Sept. 3. The rock format will shift to WRCA (1330) and the Boston-licensed translator W291CZ at 106.1 FM, as well as the WBOS-HD2 channel. The shuffle will end a succession of rock-oriented formats and branding on the WBOS signal that date back to 1989.
“This expansion of our partnership with Beasley Media Group will allow us to exponentially expand Bloomberg Radio’s reach in Boston,” said Anthony Mancini, Head of Bloomberg Audio. “Moving to a full market FM frequency will give us the bandwidth we need to have an increased presence in the region, and the capacity to bring even more listeners Bloomberg’s in-depth coverage of the financial markets and beyond.”
Boston has long been a key market for Bloomberg Radio. Since 2017, it has been airing its programming on WRCA and the HD2 channel of WBOS under a deal with Beasley Media Group. It also owns “Bloomberg 1450” WNBP and a pair of FM translators to cover Boston’s northern suburbs.
“We’re excited to expand our great partnership with a global news and business leader of Bloomberg’s magnitude,” said Beasley Media Regional Vice President/Northeast, Mary Menna. “This unique programming underscores the company’s commitment to providing our listeners with the very best content.” She said the business format also complements Beasley’s other brands in the market, including “98.5 The Sports Hub” WBZ-FM, hot AC “Hot 96.9” WBQT, classic hits WROR (105.7) and “Country 102.5” WKLB.
WBOS has been Beasley’s lowest-rated music station in the Boston market. Nielsen says it had a 2.2 share (6+) in July with a cume of 275,300. In comparison, Nielsen says Bloomberg’s business format had a 0.2 share (6+) last month on WRCA, and a cume of 14,000.
In addition to Boston, Bloomberg can be heard on its four other flagship radio stations in New York, Washington, San Francisco and London. Bloomberg shows and short form reports are also heard on more than 600 radio affiliates.