WLUM-FM

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WLUM
The WLUM Logo
Broadcast area Milwaukee, Wisconsin
Branding "FM 102.1"
Slogan "FM 102.1 Independent. Alternative. Radio."
First air date late 1940s
Frequency 102.1 (MHz)
Format alternative rock
ERP 8,800 watts
Class B
Callsign meaning We Love U Milwaukee
Owner Milwaukee Radio Alliance
Website www.fm1021milwaukee.com

WLUM-FM (102.1 FM) is an alternative rock radio station in Milwaukee, Wisconsin. They are known on-air as "FM 102.1 Independent. Alternative. Radio.".

[edit] History

WLUM 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) for the urban audience. However, the station slowly shifted to more of a modern rock focus at the beginning of 1994.

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

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WLUM logos through the years
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WLUM logos through the years

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

 This article about a radio station in Wisconsin is a stub. You can help Wikipedia by expanding it.
FM radio stations in the Milwaukee 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 (Fox)

See also: Milwaukee (FM) (AM)

Wisconsin Radio Markets
Milwaukee-Racine (AM) (FM) · Madison · Appleton-Oshkosh · Wausau-Stevens Point · Green Bay (AM) (FM) · La Crosse · Eau Claire · Sheboygan
See also: List of radio stations in Wisconsin and List of United States radio markets
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