page_title: WMGC-FM
section_title: Magic 105.1/Soft Rock 105.1/Today's 105.1 (2001–2013)
hierarchical_section_title: WMGC-FM / History / Magic 105.1/Soft Rock 105.1/Today's 105.1 (2001–2013)
caption_attribution_description: English: Magic 105.1 Logo
context_page_description: WMGC-FM is a commercial radio station in Detroit, Michigan. It is owned and operated by the Beasley Broadcast Group and airs a classic hip-hop radio format. WMGC-FM broadcasts with 50,000 watts of effective radiated power from a transmitter tower co-located with its studios and offices off Radio Plaza in the Ferndale section of Royal Oak Charter Township in Oakland County.
context_section_description: At 9 a.m. on June 30, 2001, after playing Boyz II Men's "End Of The Road" and a montage of past promotions and liners and a formal goodbye for The Groove, themed to "Last Dance" by Donna Summer, Greater Media returned its trademark "Magic" adult contemporary format with the new call letters WMGC-FM. (The "Magic" format was first heard in Detroit on 94.7 as Magic 95, from 1976 to 1987.) The first song played on the new "Magic 105.1" was "Because You Loved Me" by Celine Dion.
  As an AC station, WMGC competed primarily against the Detroit market's AC mainstay, Clear Channel-owned WNIC. Fries continued as station PD, while noted AC consultant Gary Berkowitz consulted the station. Greater Media also hired Jim Harper, Linda Lanci and Cyndy Canty away from WNIC to host the station's morning show. WMGC stole listeners away from top-rated WNIC almost immediately, jumping to #1 in the Arbitron ratings. The ratings battle between the two stations continued for 12 years.
  Like rival WNIC, WMGC typically switched to an all Christmas music format in November and December of each year. In 2009, the station billed itself as "The New Home for the Holidays."
  In August 2011, WMGC modified its positioning statement from "Detroit's Best Variety of Yesterday & Today"  to "Detroit's Only Variety..." under new Program Director Brian Figula, to reflect its status as Detroit's only remaining traditional AC station after competitor WNIC's switch to a more contemporary hot AC format as Fresh 100.  WNIC had rebranded as Fresh 100 in December 2010, but remained AC for eight months according to Nielsen BDS.
  On October 28, 2011, WMGC-FM shifted to Christmas music.  Unlike in years past, it dropped the "Magic" moniker and began referring to itself as "Christmas 105.1." On December 23, morning show host and longtime Detroit radio fixture Jim Harper retired. On December 26, at Midnight, the station rebranded as "Soft Rock 105.1." The first song on "Soft Rock" was "Don't Stop Believin'" by Journey.
  In contrast to WNIC's "Fresh" presentation, "Soft Rock 105.1" was more gold-based and initially played few current songs. By July 2012, the station increased the number of current hits, although the station focused on more retro songs, cutting "Soft Rock" from its name and branding itself as just "105.1 FM."  On August 10, 2012, at 5 p.m., it rebranded again, this time to "Today's 105.1" with the first song being "Don't Turn Around" by Ace of Base.  WMGC-FM's format was similar to Hot AC-formatted WDVD with newer Top 40 hits added to the playlist, while eliminating most pre-1980s songs, putting it in a Modern AC direction, while still playing select hits from 1975-1980.  WNIC reverted to its former AC format in September 2012. In response, WMGC re-added some songs from the 1970s. Despite all of the changes, WMGC-FM generally held a 3 share in the market, as compared to WNIC, ranked with a 3.2 share in July 2013.
caption: Magic 105.1 Logo
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