Station Profile

Format & Call Letters

Classic Country - WRCI-FM River Country 97.1 and 106.9

Format Description

WRCI-FM River Country 97.1 and 106.9 plays the biggest Country music artists in America today and the all-time Legends of Country music.

At WRCI-FM River Country 97.1 and 106.9, we feature Classic Country. We playing the songs and stars that made Country famous.

The format is designed to appeal to Baby Boomers by featuring a hit-driven mix of Country hits focusing on the biggest songs and artists from the 70s and 80s, with some 63s and 90s. The music mix appeals equally to the male and female audience of 35 to 54 adults.

Our Classic Country is absolutely 100% classic hits - a refreshing blend of recognizable artists every Country fan knows and time-tested hit songs that the new Country stations stopped playing years ago. 

WRCI-FM River Country 97.1 and 106.9 targets affluent listeners 25 to 54 years old with the core audience in the 35-54 demographic making it a must-buy for advertisers.

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 The Legends and Today's Top Artists of Country Music! WRCI-FM River Country 97.1 and 106.9 listeners tune in to hear the biggest Country artists such as Garth Brooks, Willie Nelson, Merle Haggard, Johnny Cash, Charley Pride, Buck Owens, Tim McGraw, Alabama, Dolly Parton, Don Williams, Ronnie Milsap, Conway Twitty,  Ronnie Milsap, Oak Ridge Boys, Chrystal Gayle, The Judds, Waylon Jennings, The Judds, Vince Gill, Randy Travis, Alan Jackson, Tricia Yearwood, Clint Black, George Strait, Hank Williams Jr and many more.

WRCI-FM River Country 97.1 and 106.9 Country music format has become popular at work for listeners.

WRCI-FM River Country 97.1 and 106.9 listeners are in the 35-54 demographic, with a 50/50 male/female split  Our listeners own homes and have children.

WRCI-FM River Country 97.1 and 106.9 is all about advertising your business to affluent listeners with high disposable income. The music mix and adult presentation offer a perfect platform for advertisers to feature their products and services to listeners with buying power.

At WRCI-FM River Country 97.1 and 106.9  we present local news six times each weekday. including -7am, 8 am. 9 am. 12noon. 4 pm and 5 pm. The Michigan Farm Radio Network presents the Farm Show weekdays 12pm to 1pm. Local weather forecasts are broadcast hourly throughout the day to keep our listeners informed.

WRCI-FM River Country 97.1 and 106.9 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

WRCI-FM River Country 97.1 and 106.9 has a wide demographic appeal with consumers who have purchasing power!

Age Composition: WRCI-FM River Country 97.1 and 106.9 targets Affluent Baby Boomers in the 25 to 54 age group. Most of Country Radio listeners in America fall into the 25-64 age group. 

- Over 20% of Country listeners in America are adults 45 to 54 years old.
- Over 16% of Country listeners in America are adults 55 to 64 years old.
- Almost 15% of Country listeners in America are adults 35 to 44 years old.  
- Over 15% of Country listeners in America are adults 25-34 years old.
- Over 15 % of Country listeners in America are adults 65+.

Gender: Country listeners in America have approximately a 50/50 split between males and females.

Occupation: WRCI-FM River Country 97.1 and 106.9 listeners are employed as Owners, Managers or Professionals, employed as Tradespeople, employed in the Sales and Service industry and are employed as Administrators or Clerical staff.

Household Income: WRCI-FM River Country 97.1 and 106.9 listeners have high earning power.

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

Education: WRCI-FM River Country 97.1 and 106.9 listeners are well educated. The majority of WRCI-FM River Country 97.1 and 106.9 listeners have attended college.

Investments: WRCI-FM River Country 97.1 and 106.9 targets listeners who have high incomes and invest in real estate, mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activity: WRCI-FM River Country 97.1 and 106.9 attracts listeners who actively participate 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.

Market your business to thousands of new customers each week with WRCI-FM River Country 97.1 and 106.9.

Lifestyle Profile

WRCI-FM River Country 97.1 and 106.9 listeners are in their prime earning and spending years.

WRCI-FM River Country 97.1 and 106.9 targets homeowners. A huge category with these consumers is home improvement.

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

- 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 projects

WRCI-FM River Country 97.1 and 106.9 is targeted to reach active consumers in their prime spending years.

WRCI-FM River Country 97.1 and 106.9 Listeners Have Purchasing Power

WRCI-FM River Country 97.1 and 106.9 targets affluent consumers with high disposable income.

- Purchase a wide variety of electronic devices including computers, tablets, smartphones, 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 skincare 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.

WRCI-FM River Country 97.1 and 106.9 is committed to delivering the best value for advertisers today delivering an audience in their prime purchasing years.

We Target The Most Powerful Demographic Force In American History

Every year, the U.S. Consumer Expenditure Survey shows adults 45-64 outspend the average consumer in nearly every category, from food, household furnishing, entertainment, personal care, gifts, etc.

- Baby Boomers make-up HALF of the entire U.S. population.

 - Boomers control HALF of the nation’s aggregate household spending.

- Adults 45+ will continue to be the most powerful consumers in the marketplace. 

-The US Census shows the senior age group is for the first time the largest in terms of size and percent of the population in the U.S.

-Over the next 30 years, the 65+ population will be larger than the younger generations.

-The 45+ population has $2.4 trillion in annual income, which accounts for 42% of all after-tax income in the U.S. (Consumer Expenditure Survey).

-Boomers and seniors have a net worth 3x that of younger generations (Economic Policy Institute).

-Baby boomers account for nearly $230 billion, or 55% of consumer packaged goods sales (Nielsen).

-Boomers spend $157 billion on trips every year (NextAvenue).

-Americans 45+ account for half of all consumer spending.

-Boomers outspend younger adults online 2:1 on a per-capita basis (Forrester).

WRCI-FM River Country 97.1 and 106.9 delivers listeners with a high disposable income in their prime spending years.

Coverage Map