U 104.5—Modern hits targeted to active women 18-49 years old. U 104.5 reaches an attractive demographic of Missoula’s population: the women who make the majority of the household buying decisions. From the Farmer’s Market to the Women’s Expo, the Art Museum to the Riverbank Run, U listeners and staff mingle together at the events that are most important to Missoula’s upwardly mobile women.
Station Profile
Format:
U 104.5 is riding the wave of one of the strongest eras of popular hit music in years and listeners know that Fresh U104.5 is the place to tune to always hear one of their favorite new songs from artists like Lady Gaga, Nickelback, John Mayer, Lifehouse, Train, Kelly Clarkson, Rob Thomas, and many more. The U personalities are upbeat and positive; the contests are fun and engaging.
Audience:
U 104.5 plays Modern Hits targeted to active women 18-49 years old and reaches an attractive demographic of Missoula’s population: the women who make the majority of the household buying decisions. From the Farmer’s Market to the Women’s Expo, the Art Museum to the Riverbank Run, U listeners and staff mingle together at the events that are most important to Missoula’s upwardly mobile women.
Features: Live, Local, and in touch with Missoula every day.
Begin you day with JJ & Ride the afternoon with Leah Lewis with great music, updated news and weather every hour along with fun and games that keep you coming back.
- 104 Days of Summer
- Girls Night out
- Cool Green Home
View and Download a printable version of this Station Profile as a PDF
Personas
Each of our stations targets a unique demographic. We have created personas to help you better understand our types of listeners. View the personas of U 104.5 by selecting the links below.
Chloe – A 17 year of high school student in her senior year. Her closet consists mostly of t-shirts and jeans. She drives a jeep.
Chris – A 26 years old and came to Missoula for School and after graduating found a career working for a language school as a Program Director.
Courtney – A 24 years old and finishing her undergraduate degree at the University of Montana.
- Jake - A 29 years old and came to Missoula to attend the University of Montana and has never left.
Jason – A 30 year old and has lived in Missoula his whole life.
Michelle – A 35 year old mother of three girls. She enjoys spending time with her family and volunteering at her girls’ school events.
Samantha – A 42 year old businesswoman. Her work is very important to her.
Susan - 31 years old and married. She has two children, one in 1st grade and the other just started Montessori pre-school.
