Station Profile

Format & Call Letters

Fresh New Country -  WLFZ FM

Format Description

101.9 The WOLF plays FRESH Country for Springfield featuring all of today’s hottest stars. 101.9 The WOLF is Springfield’s Country Music Leader.

101.9 The WOLF is hip, upbeat and fun.101.9. Delivering the CORE Adult Listener, The WOLF is mass appeal, in gender and age Cell of 18-49, but laser beam targets a 35 year old professional female. BUT--Male or female, teen or senior--The WOLF has a community of listeners to expand your brand!

The Country Music format year to year continues to remain one of the most popular music formats in America today and one of the best performing formats for advertisers.

We play Country Music! 101.9 The WOLF listeners tune in to hear artists such as Kenny Chesney, Jason Aldean, Taylor Swift, Luke Bryan, Blake Shelton, Rascal Flatts, Band Perry, Carrie Underwood--and Country’s mainstays like Tim McGraw,  Toby Keith, Brad Paisley and Keith Urban.

The 101.9 The WOLF Country music format is quickly becoming a very popular at work choice for listeners.

101.9 The WOLF - Springfield’s newest country music station broadcasts with 50,000 watts of power from a tower height of 300 feet. The WOLF reaches a minimum of 50 miles in all directions covering all of central Illinois with WOLF Tracks!

The WOLF provides highly engaged FRESH COUNTRY radio for Springfield! The WOLF uses 101.9 FM + texting + website + Facebook + Twitter + Personal Appearances by Prowler the WOLF + on site air personalities + remote broadcast + skywriting and smoke signals if that’s what it takes to connect with the country music fans of the Greater Springfield area!!! The news is out and the verdict is in….THE WOLF IS ON THE PROWL!

101.9 The WOLF allows advertisers to reach a large affluent active consumer group in their prime spending years that can’t be reached with any other station.

Demographic Profile

101.9 The WOLF has wide demographic appeal with consumers who have purchasing power!

Age: 101.9 The WOLF targets Affluent Adults in the the 18 to 49 age group. 

Adults  18-24    9.0%
Adults: 25-34   29.1%
Adults  35-44   28.0%
Adults: 45-54   20.1%
Adults  55-64   11.6%
Adults: 65+       2.1%

Gender: 101.9 The WOLF targets females. 81% of 101.9 The Wolf listeners are female and19% are male.

Household Income: 101.9 The WOLF listeners have high earning power.

- Over 25% of Country listeners in America have an income over $75,000.
- Almost 25% of Country listeners in America have an income of $50,000 - $74,999.
- Almost 30% of Country listeners in America have an income of $25,000 - $49,999.

101.9 The WOLF delivers affluent consumers with high disposable income.

Occupation: 101.9 The WOLF listeners are employed as Owners, Managers or Professionals, employed as Trades people, employed in the Sales and Service industry and are employed as Administrators or Clerical staff.

Education: 101.9 The WOLF listeners are well educated.

- Over 16 % Completed College or more.
- Almost 35% Have completed some college.
- Almost 40% Completed high school.

The 101.9 The WOLF Country music format continues to be one of the top rated local format for advertisers.

Lifestyle Profile

101.9 The WOLF listeners are in their prime earning and spending years.

101.9 The WOLF targets home owners. A huge category with these consumers is home improvement.

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

- Interior painting/wall paper
- 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)

The 101.9 The WOLF is targeted to reach active consumers in their prime spending years.

101.9 The WOLF Listeners Are Active Consumers

101.9 The WOLF targets affluent consumers with high disposable income.

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

Investments: 101.9 The WOLF targets listeners who have high incomes and invest in real estate, mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activity: 101.9 The WOLF attracts listeners who are very active participating in exercise and fitness, boating, biking, golfing, hunting, ATVing, camping, hiking, and going to the cottage on weekends. These listeners dine out frequently, attend local and regional sporting events and concerts.

Get your message out to thousand potential new customers each week with 101.9 The WOLF.

Here's Why 101.9 The WOLF Targets Women

80% 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.

Get more customers and increase sales with 101.9 The WOLF

Start Your Day With Dave & Dina Weekday Mornings on 101.9 The WOLF!

Voted Best Morning Show by Readers of Both the State Journal-Register and the Illinois Times 4 Years Running,

Dave has worked in Springfield radio for 14 years! He also works as the Program Coordinator for the Children’s Miracle Network at St. John’s Children’s Hospital, where they raise money to help sick children get better.

Dave lives in Springfield with his wife Jane and 11-year-old son Jacob. He loves to run and also loves to travel. His family has covered 31 states, just 19 more to go!

Dina is originally from St. Louis, but has been a Springfieldian for over a decade now! Dina lives with her husband Steve, (also in the media) and their two sons. Dina is currently one half of the morning show on the WOLF, and host of 9-noon commercial free.

Join Dave & Dina weekday mornings 5:30 AM to 9 AM on 101.9 The WOLF.

101.9 The WOLF Coverage Map