Station Profile

Format & Call Letters

Adult Contemporary -  WQCY FM

Format Description

Q104 plays the songs that were missing in Quincy radio. We're the only Adult Contemporary Station in Quincy playing the 70s, 80s, 90s, and now. With an enormous amount of variety and family-friendly programming, Q104 is welcomed in professional offices, restaurants, and retail stores.

Q104 targets consumers with a high disposable income.

Target Audience: Q104 targets women 25-54 with the core being Women 35 to 54 and women 25-35 who want to hear a broader range of music from the decades when they were growing up into their adult lives.

The adult female consumer is one of the most lucrative groups for local retailers and other businesses to reach.

Q104 continues to dominate in its target demo. Q104 targets active consumers with purchasing power.

Artist Profile: Q104 is full of great hits from core artists like Madonna, Maria Carey, Janet Jackson, Prince, Sheryl Crow, Whitney Houston, Coldplay, Elton John, Maroon 5, Journey, Bruno Mars, Kelly Clarkson, Michael Jackson, Fleetwood Mac, REO Speedwagon, Adele, Train, Matchbox 20, John Mayer and many more.

Q104 serves the “Tri-State Area” which includes Quincy Illinois, Hannibal Missouri, and Keokuk Iowa, including the following counties:

Illinois: Adams, Brown, Hancock, Pike, and Schuyler

Missouri: Marion, Clark, Lewis, Ralls, Pike, and Monroe

Iowa: Lee

Get exposure to thousands of affluent customers each week with Q104.

Start Your Day With Bob & Sheri Mornings on Q104

Sheri Lynch began her career in television, writing and producing paranoia-inducing news teases.

Enter Bob Lacey, wearing one of his favorite preppy outfits. "Lose the red sweater," she suggested. "You don't want to look like an elf, right?" To pay her back for that disrespect, Bob invited her to be his guest on-air. That was a meeting of soul mates, and the beginning of the long, happy Bob & Sheri partnership.

Bob & Sheri was born and, a decade later, their raucous, real-life humor is delighting listeners in more than 60 markets around the U.S.

Join Bob & Sheri on weekday mornings from 5 AM to 9 AM on Q104.  

Demographic Profile

Q104 listeners have spending power.

Age: Q104 targets women in the prime 25-54 demographic.

Gender: Females 12+ favor Q104.

-  Approximately 60% of Q104 listeners are female and  40% are male.
- The majority of this important demographic falls significantly into the 25 to 55 age group.

Household Income: Q104 listeners have high earning power.

Occupation: Q104 targets individuals who are employed full-time in a variety of occupations including owner, manager, professional, clerical, trade, skilled sales, and technical.

Education: Q104 listeners are well educated.

- Over 20% Completed college or more.
- Over 27% Have completed some college.
- Over 33% Completed high school.
- Over 50% of Q104 listeners have attended college. 

The number of people in households under 12 years of age:

- None 63%
- One 21%
- Two 10%
- Three or More 4%

Q104 listeners are in their prime earning and spending years.

Lifestyle Profile

Q104 targets affluent homeowners. A huge category with these consumers is home improvement and home decorating.

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 (s)

Q104 listeners are huge shoppers with purchasing power.

Q104 Listeners

Q104 exclusive Adult Contemporary format allows advertisers to reach a large consumer group that can’t be reached with any other station.

- Purchased a wide variety of electronic devices including computers, tablets, smartphones, MP3 players, video games, and HDTVs.
-  Were big consumers of furniture, mattresses, major appliances, and automobiles.
- Purchase fine and costume jewelry, cosmetics, perfume, and skincare products.
- Enjoyed going out to restaurants often every month. Almost 90% went out in the past month.
- Purchased men's and women's clothing, children's clothing, men's and woman's shoes, and accessories.

Investments: Q104 targets listeners who have high incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activities: Q104 attracts listeners who are very active in participating in exercise and fitness, biking, golfing, gardening, and hiking. 

Q104 listeners enjoy going out to music concerts, sporting events, bars, and restaurants.

Q104 listeners are in their prime income and spending years.

Here's Why Q104 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.
61% of all electronics purchases 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.

Q104 Coverage Map