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WLUM 102-1 is stunting as "Quick 102"

I

icycool7227

Have you seen this? From www.1000000watts.com updates (I have a subsciption): WLUM 102.1 Milwaukee WI is stunting as "Quick 102"; it's expected to return with a tweaked version of its rock format.

This 102.1 seems to have changed for what seems the 10th millionth time. Whoever does the Wikipedia page (FightingIrish) should note this. I don't know why they are trying to compete with the Brew and the Hog. Don't they know that the Jack FM adult hits format is the new popular format?

All it is playing is song samples and voice announcer liner sweepers. According to radioandrecords.com, in the Ratings it doesn't seem to be doing too badly, but nor is it doing the best. It's almost in the middle. What is to become of this new format? My guess is that it's just going to relaunch itself with the same music but probably more variety and a different name. Or it could flip to adult hits. Anyone know what's going on here?
 
I know they hired a new PD from WKQX Q101 in Chicago. From the songs they are playing, I would guess they would come back with a format similar to Q101's "Everything Alternative." Basically, anything that was considered alternative starting from the late '70s to present. On a side note, I know it's only a stunt format, but the audio quality on some of the "songs" is pretty low.
 
icycool7227 said:
Whoever does the Wikipedia page (FightingIrish) should note this. I don't know why they are trying to compete with the Brew and the Hog. Don't they know that the Jack FM adult hits format is the new popular format?
Click to expand...

EDIT: Looks like somebody already did. ;D

http://en.wikipedia.org/wiki/WLUM-FM

Yeah, it sounds like another tweaking of the format. The thing is, their previous tweaks were totally botched, to the point that they cried 'wolf' way too many times. Uptight consultants have made this station a joke over the years with a boring on-air presentations, serious identity problems and much too tight of a playlist.

I hope they go down the path that Q101 did. Q101 used to have many of the same problems, but they have evolved into a pretty good station. I like the "Everything Alternative" approach, which is basically a widely expanded approach and deeper playlist spanning back to the 70's.

If the song snippet selection is any indication, I'd love to hear the Pixies, Sex Pistols, Talking Heads, Chemical Brothers and Rancid on one station. Hell, they even played a snippet of "Smack My Bitch Up" by Prodigy. I'm shocked, I tell ya, shocked!

Listen closely to "Quick" and once in awhile you may hear something weird thrown in, like Hank Williams Jr., that "Rump Shaker" song and "Summertime Girls" by Y&T (obviously not part of an alternative format). It's a clever stunt (though not original), though I hope they finally do something there to make it all worthwhile, instead of doing the same 'ol, same 'ol.
 
The big complaint about WLUM over the past year was they had waaay to tight of a playlist. That problem looks to be solved. And they are now live 24hrs a day again. Not too many stations can say that in 2006.
 
A few random thoughts about the new FM102.1:

1. Sure, they’ve relaunched this thing more times than any of us can remember, but for some reason, I believed them this time. After all, how many more times can they reinvent the same crappy modern rock hits format?

2. At 5:00, the voice on the radio did everything short of apologizing for years of bad radio. Very seldom does one hear this much honesty and candor coming from a radio station (though stations such as Live 105 and Q101 have begged forgiveness for past programming mistakes). They swore off trying to imitate the ‘corporate’ stations, admitted firing their overpaid consultant (who's biggest ratings accomplishment was beating The Fish), and swore off syndicated shows (say bye-bye to Mancow/Bob and Tom/Loveline and all the other tired talk shows). They’ve declared their independence. Hell, they’ve got a decent PD now, so this was obviously the only way to go.

3. So how does this all sound? The music selection is great, the best it’s ever been there. Less repetition (no more two hour hit rotations). Some newer stuff was added that probably wouldn’t have even been acknowledged by their stuffy consultant. More library cuts (I was shocked to hear “Detachable Penis” by King Missile yesterday), and even some stellar golden oldies (Pixies!!!!! Sonic Youth!!!!!). The new imaging sounds terrific (as opposed to the bland generic stuff they were doing before). Very Q101-ish. And the jocks even sounded like they were having fun.

4. Sure, there were a lot of DJ flubs yesterday (the new night girl even said “Q101” at least once). A little dead air here and there. But the jocks had fun with it, and it sounded honest and genuine. As I said, the jocks seemed to actually be enjoying themselves, and this is in direct contrast to the seemingly voicetracked time/temp/celebrity gossip approach done at other stations.

5. As with any station launch/relaunch, FM102.1 is likely a work in progress. I can see the playlist opening up even more. Hopefully, they push the envelope a bit more and get away from the ’20 bands that sound like Nickelback’ approach previously preferred. I’d like to hear more gold (Smiths, New Order, Public Enemy) as well. I’d like to see a radio station be a bit more unpredictable for a change. Why does everyone have to sound like The Mix?

6. All in all, this is the first time ever that I can actually say I enjoyed listening to WLUM. In the past, I could barely get through an hour without changing the station. I grew up listening to modern rock radio (and I’m talkin’ the old days of KROQ and Live 105 here, all the way up to the late, great REV 105 in Minneapolis) and this is like a throwback to an era of some pretty good radio. I know that Q101 was an obvious influence here (with some of the staffers having worked there) but WLUM has taken the extra step and done their own thing for once. And all I’ve got to say is, it’s about damn time! I think I’ve got a new favorite station now.

(I cross-posted this to BCR as well, in case you have a sense of deja-vu)
 
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