St. Louis, MO
WARH - 106.5 The Arch
On Sunday, April 10, 2005, Bonneville dropped the Smooth Jazz format on WSSM in favor of Variety Hits. In a departure from what almost all other stations in the format have done in terms of branding (using male first names), Bonneville named the new station "106.5 The Arch", playing off of the famous St. Louis Arch (if you ever go to St. Louis, it's worth your time to take a trip to the top of the Arch; trust me on this, the view is amazing).
The Arch used liners when it launched promising to play everything "from ABBA to ZZ Top" and saying that it would play "'70s, '80s, Whatever We Want!" This station seems to lean more toward the classic hits side of things and less toward classic alternative, at least from initial indications.
Interestingly, earlier that weekend Infinity Broadcasting's Hot AC formatted Y98 (KYKY) teased at a Variety Hits format by opening up its playlist considerably, but once The Arch debuted, Y98 returned to its normal programming.
106.5 The Arch changed call letters to WARH on April 18, 2005.
Station Website: 1065thearch.com
Streaming Audio: Available via the website
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