December 24, 2019

Radio One Philadelphia Drops "Boom" for Hip Hop 103.9 Imaging

WPHI, a Radio One Philadelphia station has dropped their visual imaging as "Boom 103.9" in favor of  "Hip Hop 103.9." As for their on-air audio imaging, the station is simply using "We Are The Culture. 103.9."

The “Boom” imaging had been used since 2014 when many Radio One stations across the country used it to promote their Classic Hip Hop branding featuring Ed Lover and Monie Love in the morning. When the Classic Hip Hop format did not take off many of those stations dropped Boom in favor of something else. However WPHI kept the name and returned to the an Urban/Hip Hop music playlist.

Next up WPHI will most likely add the new “The Morning Hustle” hosted by Headkrack, Angie Ange, Jordan and Lore’l when it debuts in January. The station has had no morning show in quite awhile and last featured a voice tracked morning show with 92Q personality Persia Nicole. Get Up with Erica Campbell was on the station when it was known as Praise 103.9.

The station itself has gone through many format changes since its 1997 arrival in Philly besides gospel. It was first known as Philly 103.9 an R&B station. Then it became known as 103.9 The Beat a Hip Hop station. When Radio One bought the station it was a Modern Rock station known as WDRE. It simulcasted its format from a station in Long Island, New York of the same name. It became a local radio legend. However the station has always had a limited signal due to many stations clustered around the 103.9 frequency in nearby states. Radio One wanting to find a way into the Philly market bought the station. Through it's history and static in some areas, the station has never been a ratings winner. Radio One eventually purchased 100.3 and 107.9 FM. Through various format changes over the years, their other properties are now known as 100.3 WRNB and Classix 107.9. As of now Urban AC WRNB, the station with the strongest signal, has not announced a morning show as well heading into 2020 after having dropped the Quincy Harris Morning Show.

Recent ratings show the station garnered a 1.1 share for the December PPM ratings. WPHI is essentially the bottom rated FM station in Philadelphia. The station is ranked 23rd according Nielsen due to the fact surrounding area stations in Trenton, NJ, Atlantic City, NJ, Havre de Grace, MD, and Wilmington, DE have or had 0.1 shares in the Philadelphia market. Also online streaming stations ratings are counted as well.

The station is jockless for now and is using the same playlist as Boom 103.9. No word on a new morning show or if there will be a new lineup for middays and afternoons.

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