RENO, NV – Reno adult contemporary radio station KRNO-FM, "Sunny 106.9," will have a new name later this month, switching to “More FM™.”
“We’re not making major programming changes, but we’re updating our nickname to better reflect our long-time position of ‘playing more music with less talk,’” said Tom Quinn, president of Americom Broadcasting, which owns the station.
The name change comes after a decade of often topping the local Nielsen/Arbitron radio ratings in the 25-54-year-old demographic, a period that came after a previous name change.
“KRNO changed its name once before, back in the mid-1990s, from ‘K-Reno’ to ‘Sunny,’ because the ‘K-Reno’ name reflected an older easy listening kind of music that KRNO no longer played,” Quinn explained.
Quinn said the new name change follows a research project that showed many people associate the “Sunny” name with music and artists that the station hasn’t played for many years.
“KRNO has changed over the years, but some people still think we feature music by Michael Bolton, Celine Dion, Gloria Estefan, Rod Stewart and Neil Diamond,” Quinn said. “The update from Sunny 106.9 to More FM™ is designed to help us match listener perceptions with our current reality.”
Lori Heeren, KRNO’s vice president and general manager, said the company is confident the name change will help propel the station to even greater growth in the years to come. “We’re updating KRNO’s nickname while we’re the dominant ratings leader because we
believe the time to change is when you’re on top, not when you’re in trouble,” she added. “Our research showed that our key strength is that we play more of the music our audience loves with less of the talk that they don’t want.”
Quinn said the name More FM™ surfaced as an obvious choice as listeners told the station that playing more music is what they want. "So now we’re going to be playing even more music by embracing our strength and emphasizing what matters most to our listeners,” he added.
Quinn said KRNO will continue to play the same “great contemporary songs” it has been playing, but will now play even more. The station’s air staff, including Jeff Ryan and Tessa Marie in the morning, Dan Fritz during middays, Amy Foxx in afternoons and Delilah at night, will remain the same.
Americom has made other changes recently, moving the modern adult contemporary station "Little City" to 92.5 FM to make room for "Ten Country @ 97.3."