WLMX-FM
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WLMX-FM is a FM radio station broadcasting on 104.9 FM, licensed to Balsam Lake, Wisconsin.
It transmits with 22kW at 106m (class C3) from a tower north of Turtle Lake, Wisconsin. WLMX-FM carries a Classic Country format, using programming from Jones Radio Networks outside of the local morning show. The station also plans to carry Minnesota Twins baseball in the 2008 season.
WLMX-FM is co-located with sister station WXCX on State Highway 35 in Luck, Wisconsin. Both stations are owned by Red Rock Radio.
[edit] History
The station first signed on as WWLC with a Country music format called "Lake Country 104.9" in early 1997. WWLC was owned by Red Cedar Broadcasting, which also owned WAQE and WAQE-FM in Rice Lake. However, WWLC was sold off when then owner of WJMC and WJMC-FM in Rice Lake purchased WAQE AM-FM in 1998.
Casey Communications, owned by Marigen and Charlie Anderson of Luck (80%) and Scot O'Malley of Hudson, Wisconsin (20%), purchased WWLC and took the station off the air in August 1998. During the silent period, the new owners constructed a studio on Main Street in Milltown and reached an agreement for Pine City Broadcasting, owner of WCMP and WCMP-FM in Pine City, Minnesota, to run the station.
WWLC returned to the air in early 1999 with an Adult Contemporary format as "StarStation 104.9," carrying ABC's StarStation format outside of local morning and afternoon shows. The station carried local newscasts and high school sports, and later added newscasts from the Wisconsin Radio Network. It also carried Green Bay Packers football in the 1999-2000 season.
In September 2000, the agreement with Pine City Broadcasting was severed, and Casey Communications took over day-to-day operations of WWLC and sister station WXCX, which had signed on earlier that year. Casey Communications changed WWLC's callsign to WLMX-FM and the slogan to "Mix 105," but other programming remained unchanged.
Quarnstrom Media purchashed WLMX-FM and WXCX in late 2002 and began operating the stations through a local marketing agreement on October 1, 2002. The new owners switched WLMX-FM to a Hot Adult Contemporary format in early 2003, dropping local news and the Wisconsin Radio Network. The station later added Minnesota Vikings football.
In early 2006, WLMX-FM and WXCX moved their studios to Luck.
Later in 2006, Quarnstrom Media agreed to sell WLMX-FM and WXCX, along with seven other stations in Wisconsin and Minnesota, to Red Rock Radio for $7.5 million. WLMX-FM reverted its format to Adult Contemporary on August 16, 2006.
On March 5, 2008, the station switched to a Classic Country format.
WLMX-FM is now sister sation of WXCE AM in Amery,WI.
