WOMEN TUNING TO RE-BORN STATION
By Adnews Staff
Toronto radio station E Z Rock 97.3 is picking up women - which was the goal of its transformation from CJEZ-FM on June 30 this year by new owner Telemedia Inc. Backed by a multimillion-dollar ad and special events blitz, the station has been taking a run at becoming the "easy rock" station for women in the 25-54 age group. A release says that numbers given out by the BBM Bureau of Measurement last week show that 97.3 has attracted more women in younger age groups who are listening longer, but hasn't lost any male listeners. Highlights of the BBM survey: women listeners aged 35-44 increased 52% over the same period last year; women aged 25-54 increased 21% and are listening 40% longer; E Z Rock has moved from eighth to fourth place among women 35-44 in the Toronto market, and from eighth to fourth place among those 25-54.