WLUM-FM
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| WLUM-FM | |
 |
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| Broadcast area | Milwaukee, Wisconsin |
|---|---|
| Branding | "FM 102.1" |
| Slogan | Independent. Alternative. Radio. |
| First air date | late 1940s |
| Frequency | 102.1 (MHz) |
| Format | Modern Rock |
| ERP | 8,800 watts |
| Class | B |
| Callsign meaning | We Love U Milwaukee |
| Owner | Milwaukee Radio Alliance |
| Website | www.fm1021milwaukee.com |
WLUM-FM is a commercial radio station in Milwaukee, Wisconsin, broadcasting on 102.1 FM.
WLUM-FM airs a modern rock music format branded as "FM 102.1" with an expanded playlist encompassing a wider variety of modern rock music than other modern rock radio stations across the country that focus on active rock artists. It is not uncommon to hear Bob Marley and Nine Inch Nails in the same hour.
[edit] History
WLUM-FM has gone through many changes and tweaks over the years. In all incarnations, they have been known as WLUM (We Love U Milwaukee). In 1979, they played disco and soul music. They eventually morphed into a Rhythmic Top 40 presentation called HOT 102, then CHR; eventually rap and hip-hop, some of it hard-core and gangsta rap, were also added to the playlist by 1991, and competed with WKKV 100.7 FM (V100) for the urban audience. However, the station slowly shifted to more of a modern rock focus at the beginning of 1994 after continually losing to V100 in the arbitrons.
The decision was then made later in the year to make the switch to full-time modern rock. Over the years, the format was tweaked some more, later adding classic rock tracks, then a brief run with an adult album alternative format, then hard rock with Mancow Muller in the morning, then a slow transition back to modern rock, which is their format to this day. The syndicated Bob and Tom Show could formerly be heard on mornings, it was replaced by local hosts Kramp and Adler.
On July 10, 2006 WLUM temporarily dropped their format, changed their name to "Quick 102" and started playing five second song clips back-to-back. The station was actually stunting, or using a marketing ploy to draw attention to themselves. The next day at 5:00 PM they stopped the back-to-back song sequence and came on the air to announce their "independence", stating they were now free from corporate practices and radio consultants, and pledged a stronger dedication to their listeners and the local community. After their announcement, they rolled out a modified alternative rock format with a larger playlist, featuring, among other things, more indie rock. They also added new DJs such as Michelle Rutkowski from WKQX in Chicago and changed the name of the station to FM 102.1 with the slogan, 'Independent. Alternative. Radio.' They also removed their last remaining syndicated show, Loveline. Current specialty shows consist of "Flannel Flashback" with Chris Calef and "Indie Soundcheck" with Ryan Miller.
[edit] Timeline
- 1979-82: The Station With A Heart (Jazz/Disco/Soul)
- 1982-83: LOVE102 (Urban Contemporary)
- 1983-89: HOT-FM (Urban Contemporary/Rhythmic Top 40 )
- 1990-1991: HOT102 (Urban Contemporary)
- 1991-1992: HOT102 (Rhythmic Top 40)
- 1992-1994: HOT102 (Urban Contemporary)
- Mid-1994: HOT102 (CHR)
- 1994-1998: New Rock 102.1 (Modern Rock)
- 1998-Early 1999: 102.1 WLUM (Modern Rock/Classic Rock)
- Feb. 1999 - May 1999: 102.1 WLUM (Adult Album Alternative)
- May 1999 - August 2001: ROCK 102.1 (Album-oriented rock)
- August 2001 - 2002: ROCK 102.1 (Active Rock)
- 2003 to April 2005: ROCK 102.1 (Alternative Rock)
- April 2005 - July 10, 2006: 102.1 Milwaukee's Alternative Station (Alternative Rock)[1]
- July 11, 2006 - present: FM 102.1 Independent. Alternative. Radio. (Alternative Rock) [2]
The station is owned by former Green Bay Packer Willie Davis and his company, All-Pro Broadcasting. All-Pro has owned the station since 1979. WLUM is run in cooperation with sister station WMCS and Shamrock Broadcasting's WJZI as a group called the Milwaukee Radio Alliance.
The station was WTMJ-FM when it initially signed on, and is one of the oldest FM stations in Milwaukee.
[edit] External links
- Official Website
- Former program director Tommy Wilde's website
- Former PD Alex Cosper's experience at WLUM
- Query the FCC's FM station database for WLUM-FM
| FM radio stations in the Milwaukee-Racine, Wisconsin market (Arbitron #36) | |
|---|---|
| By frequency: |
87.7¹ | 88.1 | 88.9 | 89.7 | 90.7 | 91.7 | 92.1 | 92.5 | 93.3 | 94.1 | 94.5 | 95.1 | 95.7 | 96.5 | 96.9 | 97.3 | 98.3 | 99.1 | 100.1 | 100.7 | 102.1 | 102.9 | 103.7 | 104.5 | 104.7 | 104.9 | 105.3 | 106.1 | 106.9 | 107.7 |
| By callsign: |
WBWI | WCCX | WDDW | WEZY | WFMR | WFZH | WHAD | WHQG | WIIL | WITI¹ | WJJO | WJMR | WJZI | WKKV | WKLH | WKTI | WLUM | WPJP | WMIL | WMSE | WMWK | WMYX | WQBW | WRIT | WTKM | WUWM | WVCY | WWDV | WXSS | WYMS ¹Audio for TV Channel 6 (WITI/Fox) |
