The Bay 107.1/93.5


Call letters: WBAE and WVAE, Portland
Branding: Soft and Easy Favorites, 107.1 and 93.5 The Bay
Format: Soft Rock Hits
StreamingOn mobile devices and Smart Speakers via the Tune In App

What is The Bay?

The Bay fills an audio void in the Portland market for a softer sounding station purposely designed for office and retail listening.  Our curated music blend features soft rock stars of the ’70s and ’80s who aren’t often heard on commercial radio, with a few newer titles mixed in for good measure.  The Bay is heard on two FM signals (93.5 and 107.1)–one covering greater Portland and one in York County. Our proprietary music formula is designed to be entertaining without intrusion, and commercial limits are strictly enforced.  It’s a refreshing concept that targets Working Women between the ages of 35 and 64.  Since Fall 2021, The Bay’s audience has more than quintupled in size, making it Southern Maine’s fastest-growing Radio station. (© The Nielsen Company AQH Persons 12+ Fall 2021 to Fall 2022).

The Bay Pairs Well With:

  • Coast 93.1 to reach the full spectrum of Adult Women 25-64 in Southern Maine.
  • News Radio WGAN for impactful reach with older, information-seeking Adults commuting to and from work.
  • Whoopie 100.9 to showcase your advertising in a more upbeat, fun and engaging musical environment, especially in drive times and on weekends.

Hottest Consumer Categories (Scarborough Research 2022-23):

  • Many listeners are former military; invest heavily in home improvements; financially savvy with conservative investments; many own a second home; fans of theme parks

Core Artists

Elton John, Chicago, Whitney Houston, Fleetwood Mac, The Carpenters, Lionel Richie


Greater Portland and surrounding geography;  The Bay’s 107.1 FM signal reaches from Scarborough up to Freeport, and our 93.5 FM signal reaches from South Portland down to Wells.