WXLO gets $250K investment to boost signal
Thanks to a $250,000 investment from Atlanta parent company Cumulus Media, Fitchburg radio station WXLO can now be heard from listeners in the Boston area.
The money funded a technology upgrade via MaxxCasting, signal boosting technology developed by Chicago-based GEO Broadcast Solutions, to boost WXLO-FM 104.5’s signal strength to as many as an additional 1 million more listeners, the station said in a Monday press release.
“We’re excited that the 450,000+ listeners who tune into 104.5 XLO on a weekly basis, many of whom commute in and out of the city of Boston, will now be able to hear the radio station on their entire commute,” said Bob Goodell, regional vice president, Cumulus Radio Station Group, in a statement. “MaxxCasting has also given us the opportunity to reach new listeners who live in the greater Boston area, giving us the opportunity to expand our footprint.”
The radio station’s MaxxCasting system went live in January, and according to a Nielsen Radio Survey, the first four months of the year showed positive trends with listeners, including women.
A report for the Boston Metro Survey area showed 70,200 35-54-year-old women listeners in April compared to 61,500 in January. Listening time increased from two hours in January to two-and-a-half hours in April.
In addition to the downtown Boston area, the station can now be heard east of Route 2 near Lexington and Waltham where reception had been spotty in the past.
The MaxxCasting system works by improving reception in densely populated areas where tall buildings can block signals and tailor content to specific geographic areas via a technique called Zonecasting.
WXLO plans to go live with its Zonecasting functions in the near future upon approval from the Federal Communications Commission.
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