Maxwell Returns to Airwaves, Shakes Up WNCX Formula

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Former WMMS 100.7 personality Ben “Maxwell” Bornstein has returned to FM airwaves after a year off, and his curious new home at 98.5 WNCX is receiving mixed feedback about the morning drive host — but the early numbers look good. In recent memory, the classic rock station’s morning show has hovered around no. 7 in Arbitron ratings and hasn’t cracked the top five in any meaningful metrics.

The new Maxwell Show — Maxwell 2.0, as the host calls it — is fundamentally at odds with the ’NCX audience, who have been content with a little banter between the same warhorse songs they’ve been listening to since 1975. But the station was the home of Howard Stern for 12 years. With Maxwell and friends on the mic, it’s been way less rock, much more talk.

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