If things go as planned, Christmas tunes should be ending on WRIT-FM (95.7) at this hour and the station should be going back to a regular play-list -- although the music is changing a bit.
Instead of the 1970s and '80s tunes that have been the hallmark of "My 95.7," the focus will be more 1960s and '70s on the retooled "Oldies 95.7 FM."
"It's not really a format change," general manager Kerry Wolfe told me. "It's more of a brand. People still consider us 'oldies'."
Winding back the musical clock to the Beatles era means there's less overlap with stations WKLH-FM (96.5) and WLWK-FM (94.5), along with¬† Clear Channel sister station WQBW-FM (97.3), better known as "The Brew."
"We'll lock up an era of music that's not heard anywhere else," said Wolfe. Another Clear Channel station, WOKY-AM (920) had played "oldies," but moved to Classic Country as "The Wolf" in September 2008.
The new/old playlist will feature songs like Abba's "Dancing Queen," Al Green's "Let's Stay Together," and America's "Sister Golden Hair."
Wolfe says the music change won't mean a change in on-air voices.
merlin | Jan. 1, 2010 at 7:54 p.m. (report)
All I can say is I hope they do focus groups and audience research to find out what I like....Only kidding. As a man who is now in his mid 50's and who grew up with a radio glued to my head I have no use for commercial Milwaukee Music radio. I still enjoy listening to things I grew up with but I also like listening to new bands too and love Pandora. Radio continues to kill itself. I wonder what music radio stations a person who is now 10 will be listening to when they are 20. I don't think commercial music radio has the answer, maybe they should do some research
You can find my thoughts on the state of radio in my Monday OnMedia column.... I think low-power FM radio is a non-starter. The Internet makes far more sense for hyper-local community groups.
@cuprisin... do you think there are other (better?) models for radio that could work in this market? I'm thinking of LPFM specifically, and how that can be done inexpensively and tailored to individual communities, audiences, or even neighborhoods. I know that the FCC has licensed a number of LPFM stations over the past 10 years, but never in Milwaukee.
I look forward to the near future when cars are inherently WiFi/3G/4G enabled and I can stream Pandora over the air. Internet radio is far superior to satellite for a host of reasons, but the two big ones are that you can listen on a wide array of multifunction device and the economics of internet delivery make it far cheaper and broader in scope than anything that XM/Sirius can deliver.
Commercial radio isn't about providing music to listeners. It's about delivering the largest chunk available of a specific audience to advertisers. That's why it generally only plays only "hits" in whatever music genre it airs, and that's why folks old enough to be interested in pre-Beatles music aren't targeted, since they aren't what advertisers are looking for.
Virtually all Milwaukee commercial radio targets some part of the 25-54 demographic. "Oldies" on WRIT-FM target men and women between 35 and 54.
Show me the other 4 Talkbacks
9 comments about this article.
Post your comment/review now
Disclaimer: Please note that Facebook comments are posted through Facebook and cannot be approved, edited or declined by OnMilwaukee.com. The opinions expressed in Facebook comments do not necessarily reflect those of OnMilwaukee.com or its staff.
Recent Articles & Blogs by Tim Cuprisin
Published Nov. 16, 2011
"Community" isn't on NBC's mid-season schedule. No, that's not a good sign for the innovative sitcom created by Milwaukee's Dan Harmon.
Published Nov. 15, 2011
The Milwaukee Journal Sentinel picked up a lot of national attention for a clip of Herman Cain seeming a little flustered over Libya. ... Bad news for "Community." ... So long, Regis.
Published Nov. 14, 2011
Yes, it does sound like Christmas on the radio. ... Two departures from Channel 4. ... Lots of Emmys for Channel 6.
Published Nov. 8, 2011
If you're watching TV or listening to the radio at 1 p.m. Wednesday, get ready for a test.
Published Nov. 7, 2011
The World War II saga of Mildred Fish-Harnack is little known. But her efforts against Hitler from within Germany is told well in a new Wisconsin Public TV documentary. ... WTMJ-AM scores again in October. ... Time Warner Cable adds a few more HD channels.
Published Nov. 3, 2011
Adam Richman took his "Man Vs. Food Nation" to Titletown and covered the necessary bases.
Published Nov. 2, 2011
It's not clear that he'll learn them, but Herman Cain's handling of the Politico investigations into sexual harassment claims against him provide great tips into how not to handle such a mess. ... Another Wisconsin visit for the Travel Channel's Adam Richman.
Published Nov. 1, 2011
The first measurement of Channel 12's performance with ratings powerhouse Oprah Winfrey at 4 offers a little comforting news to the ABC affiliate. ... Don't worry about Fox dropping its programming from DirecTV. That was never going happen. ... If you're looking for Christmas on TV already, there's a comprehensive listing available.
Published Oct. 31, 2011
The use of viral videos can be a valuable campaign tool. Or they can be really dumb.
Published Oct. 28, 2011
Channel 4 started its iPad promotion on Thursday promotion to boost 10 p.m. news ratings, and here are some numbers before that entered the Nielsen equation. ...