New imaging promos and liners are beginning to be heard on MIX FM and 2WS FM. The subtle changes are aiming to position the station to younger listeners, reaching into the 25-39 demographic which ARN had previously avoided because Austereo was so strong in that age group. The changes signal a new competitiveness from ARN, which is expected to spend more money on advertising in coming months to reinforce the new imaging. 2WS is now using the callsign ‘WS-FM’ a slight change from the callsign that has traditionally been used on the station.