B101 to Change Name, Keep Format

Listeners think station still plays Michael Bolton.

The Daily News reports that the station now known as B101 is changing its name, the day after Christmas, to MoreFM at 101.1 Nothing else—not the format, not the on-air talent—will change.

Station owner Jerry Lee says the change is a “branding update,” according to the newspaper:

During market research, station head honchos found that the B101 was strongly associated with artists who are no longer played on the station (Michael Bolton, anyone?). “People still thought we played Celine Dion and Neil Diamond,” vice president and station manager Blaise Howard told me. “We haven’t played Barbra Streisand since 1995.”

The DN adds: “MoreFM reflects how the station views itself after extensive market research — less talk, less attitude, more music — Howard said.”