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Station Profile


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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 80’ and 90’s. With an enormous amount of variety and family-friendly programming, Q104 is welcomed in professional offices, restaurants, and retail stores.

Q104's targets consumers with a high disposable income.

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

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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 servesThe “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

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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 & Cheri weekday mornings 5 AM to 9AM on Q104.  

Demographic Profile

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Q104 listeners have spending power.

Age: Q104 targets woman 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 fulltime in a variety of occupations including: owner, manager, professional, clerical, trade, skilled sales, and technical.


Education: Q104 listeners 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. 

family 14Number of people in household 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 home ownersA huge category with these consumers is home improvement and home decorating.

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

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- Interior painting/wall paper
- Landscaping or yard improvements
- Plumbing
- Exterior painting/staining
- Deck/fencing
- Energy conservation projects
- Floor tiles or vinyl flooring
- Installed windows or doors
- Other home project(s)

Q104 listeners are huge shoppers with purchasing power.

Q104 Listeners

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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, smart phones, MP3 players, video games, and HDTV's.
-  Were big consumers of furniture, mattresses, major appliances, and automobiles.
- Purchase fine and costume jewelry, cosmetics, perfume, and skin care products.
- Enjoyed going out to restaurants often every month. Almost 90% went out in the past month.
- Purchased men and women's clothing, children clothing, men's and woman's shoes and accessories.

golf 3InvestmentsQ104 targets listeners who have high incomes and invest in mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

ActivitiesQ104 attracts listeners who are very active 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

woman shopping 11580% 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

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