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WLAV-FM (96.9 FM) is a radio station broadcasting a classic rock format in Grand Rapids, Michigan. It is the dominant classic rock-formatted radio station in the market and is generally a top ten performer in the Grand Rapids ratings.
WLAV-FM began broadcasting by 1948. The station was a simulcast of WLAV-AM 1340 in its early days, but began to break the simulcast in the early 1970s to play album oriented rock music at night. In 1974, it became western Michigan's first full-time AOR station and was an instant success. On Memorial Day, 1991, the station changed to a modern rock-based format, since it felt that modern rock was the direction that progressive music was heading in. However, there was a considerable backlash and numerous complaints were received to the radio station because they eradicated a heritage format. By the fall of 1992, WLAV switched back to a more classic rock-driven format and continued refining the format during the 1990s. Citadel Broadcasting has owned the station since acquiring it from Bloomington Broadcasting (doing business as Michigan Media) in 2000.
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