WLIT turns ‘The Lite’ back on

The New 93.9 Lite FM

After more than four years as 93.9 My FM, WLIT FM 93.9 has turned back to branding itself as “Lite FM.”

The iHeartMedia station unveiled its retro name (“The New 93.9 Lite FM”) and new logo at 5 p.m. Friday — four weeks into its annual nonstop Christmas music marathon. Programming will revert to WLIT’s mainstream adult contemporary format December 26.

The name change was an acknowledgment that My FM never really caught on with listeners or advertisers, many of whom still called the station Lite FM anyway. That had been its branding for 24 years until June 2013.

“Based on our extensive research, the iconic brand of 93.9 Lite FM resonates tremendously with Chicagoans,” Matt Scarano, president of iHeartMedia Chicago, said in a statement Friday. “Hence, we have decided to give Chicago back one of its favorite radio brands. We are proud to turn the Lite back on in Chicago and re-brand 93.9 with its familiar moniker. After Christmas music concludes, 93.9 Lite FM will continue to play the best variety from the ’80s, ’90s and now.”

Other than the new marketing label and an expanded playlist, listeners are unlikely to notice much difference in the station, which will continue to target women between 25 and 54, with emphasis on women between 35 and 44.

In the latest Nielsen Audio survey, WLIT tied for 12th place with a 2.8 percent audience share.

The move follows the recent switch of Entercom’s WJMK FM 104.3 from classic hits to a classic hip-hop and R&B format, providing iHeartMedia an opportunity to attract some disenfranchised listeners from the former K-Hits.