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Station Profile

luther no3dFormat & Station

R&B + Old School - B-96.9 

Format Description

Reach over 24,000 consumers each week with B96.9

B96.9- the region’s only adult urban station featuring Big Kess from the local community. B96.9 is Fort Wayne’s newest radio station bringing some soul back into the Summit City. Well-targeted and serving the African American community.

B-96.9 is targeted to reach Adults age 25-64. 

B-96.9 allows advertisers to reach a large consumer group that can’t be reached with any other station. 

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The station boasts a heavy emphasis on music, personality, and community involvement.

B-96.9 features one of the top nationally syndicated morning shows in the country, The Steve Harvey Morning Show, airing weekday mornings from 6 AM to 10 AM. 

Artist Profile: B-96.9 features R & B and Old School artists like Luther Vandross, Mary J. Blige, Jill Scott, Kenny G, John Legend, Jill Scott, Kenny G, Marvin Gaye, Kool & The Gang, Sly & The Family Stone, Beyoncé, James Brown, and Usher. and much more. 

Get exposure to thousands of potential customers each week with B-96.9.

Demographic Profile

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B-96.9's listeners are in their prime spending years.

Age: B-96.9 targets adults 25 to 54. 51% of all B-96.9 listeners are between the ages of 25 and 54.

GenderB-96.9’s audience composition is 61% Female and 39% Male.

Occupation: B-96.9 targets individuals who are employed full-time in a variety of occupations including owner, manager, professional, clerical, trade, skilled sales, and technical.B-96.9's format targets consumers with high disposable income.

man business 4Household Income: B-96.9's listeners have earning power.

- Over 63% of B-96.9 adult listeners 18 years of age and over have an income over $35,000. 
- 47%of B-96.9 listeners have household incomes over $50,000.
- Almost 20% have an income of over $75,000

55%of B-96.9 listeners have children under 18 that reside in their household.

: Over 60% have attended college.

B-96.9 targets listeners with purchasing power in Fort Wayne and surrounding areas.

Lifestyle Profile

Home: B-96.9 targets affluent homeowners. A huge category with these consumers is home improvement and home decorating.

Home Spending: Started or completed in the past 2 years:

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Interior painting/wallpaper
- Landscaping or yard improvements
- Plumbing
- Exterior painting/staining
- Deck/fencing
- Energy conservation projects
- Floor tiles or vinyl flooring
- Installed windows or doors
- Other home project(s)

B-96.9 listeners are huge shoppers with purchasing power.

B-96.9 Listeners:

iStock 000014843977Small- Purchase a wide variety of electronic devices including computers, tablets, smartphones, MP3 players, video games, HDTV's, digital video recorders (TiVo) and digital cameras.
- Are big consumers of furniture, mattresses, major appliances, and automobiles.
- Purchased fine and costume jewelry, cosmetics, perfume, and skin care products.
- Enjoy going out to restaurants often every month. Almost 90% went out in the past month.
- In the past year purchased men and women's clothing, infant and children clothing, men's and women's shoes and accessories.

Investments: B-96.9 targets listeners who have high incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activities: B-96.9 attracts listeners who are actively participating in exercise and fitness, biking, golfing, gardening, and hiking. B-96.9 listeners enjoy going out to music concerts, sporting events, bars and restaurants.B-96.9 listeners are in their prime income and spending years.

B-96.9 has wide demographic appeal with consumers who have purchasing power!

African American Consumer Facts  

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The number of African-American households earning $75,000 or more has grown by 63.9 percent in the last decade – a rate greater than that of the overall population. This continued growth in affluence, social influence, and household income will continue to impact the community’s economic power, especially with women. 

The percentage of African-Americans attending college or earning a degree has increased by 44 percent for men and 53 percent for women. Higher educational and professional success, along with a lower birth rate, is increasing both the age and affluence of the population, increasing the demand for aging, healthcare, and financial management services. 

couple 24African-Americans are heavy users of electronic media, providing marketers many opportunities to access them with advertising and images that are appealing and highlight their services. 

African-American women tend to be the primary decision-makers for most household buying decisions. Marketers should be utilizing advertising messages and images that appeal to them. 

Trends in technology adoption and social networking also provide this group with an influence on popular culture beyond the limits of ethnic categorization.

B-96.9 an important piece of every adult radio advertising buy!

Here's Why B-96.9 Targets Women

woman shopping 11280% of all (male, female, and child) apparel purchases are made by women.
94% of all home furnishing purchases are controlled by women.
85% of all household spending is controlled by women.
50% of new computers are bought by women.
91% of all real estate purchases are influenced by a woman.
20% of home purchases are made by single women.
85% of all new vehicle purchases are directly influenced by a woman.
92% of packaged goods spending is controlled by women.
52% of all new vehicle purchases are made by women.
70% of travel decisions are made by women.
92% of all vacation travel decisions are influenced by women.
55% of wine purchases are made by women.
45% of all electronics purchases are made by women, and 61% are influenced by a woman.
90% of women participate in decisions that affect household investment and retirement accounts.
Source: Bridget Brennan, author of Why She Buys and recognized expert on women consumer behaviors and motivations.


Wake Up With Steve Harvey Mornings On B-96 


Steve Harvey is the host of the Steve Harvey Morning Show radio program, and the popular TV shows Family Feud and Celebrity Family Feud, The Steve Harvey Show, and family favorite Little Big Shots.

His popularity continues to grow to global proportions, bolstered by his new role as host of the Miss Universe Pageant.

Harvey is currently one of the most powerful voices in media, touting a career spanning nearly 30 years as a top stand-up comedian, actor, award-winning TV personality and talk show host, best-selling author, entrepreneur, and humanitarian.  

Join Steve Harvey weekday mornings 6 am to 10 am on B-96.9 and the"Best Of "on Saturday mornings 6 am to 10 am.

fort 500The Big Kess Show On B-96.9

Fort Wayne’s very own, Big Kess, has lent his unrivaled sense of humor and his engaging personality to keep the city on its toes for more than ten years. Starting off at nights on Wild963 all the way up to his own morning show (The Big Kess Morning Show) his impeccable timing, witty catchphrases, and his untouchable work ethic has afforded him many professional opportunities, gigs, and collaborations with many household names.

Most recently, he has lent his efforts to program the cities newest radio station B96.9, where he serenades local airwaves with the old-school tunes that have caught the attention of listeners all across the summit city. His commitment and ambitious plans for the future of the Fort Wayne area is the driving force behind his talent. Be on the lookout for great things to come from Big Kess as he continues to lend his gifts to the region.  Join Big Kess 3pm-7pm on B-96.9


B-96.9 Coverage Map

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