The launch of Trending Radio 93.3 this month will bring on-air changes at Milwaukee Radio Alliance’s WLDB-FM. We’ll have to wait to see if covering trends is enough to be not a flash in the pan itself.

Milwaukee Radio Alliance made its first move by bringing Van McNeil back to the market. This week he’s been on the air with Carol Vonn for a new morning radio show.

Starting next week, Melissa Jordan will be on the air for Trending Radio 93.3 as its new midday radio personality from 10 a.m. to 3 p.m. weekdays.

"I’m looking forward to being a part of the Trending Radio 93.3 team in Milwaukee! I really appreciate the opportunity to be on the air at an exciting new station in a great city," Jordan said.

Previously, Jordan was at CTJ Communications’ Lake 96.1 in Lake Geneva. There she was the Assistant Program Director for the past three years.

"Melissa Jordan is a strong addition to Trending Radio 93.3. She’s had considerable success on the air in the Lake Geneva area, and I look forward to hearing her now on Trending Radio 93.3. Milwaukee is going to love her," said Bill Hurwitz, Milwaukee Radio Alliance VP and GM.

TRANSITION: With the announcement of Jordan’s post at WLDB-FM, current midday host Julie Davidson will be leaving the station. According to Stan Atkinson, Trending Radio 93.3 Program Director, Jordan will be working in real estate with Keller Williams Realty, Inc.

"I’ve been fortunate to call the Milwaukee Radio Alliance my home for the past nineteen years of my broadcasting career. I’ve enjoyed my time here, but this will allow me to focus on my other career in real estate with Keller Williams - North Shore and still have a positive impact on people here in Milwaukee," Davidson said.

APRIL RATINGS: The format change by WLDB has – if only in part – to do with the rankings in the market. The higher the station’s listenership, the better the bottom line can be with radio ad sales.

April has shown consistency over March, as WMIL-FM still leads the charts, with news and talk station WTMJ-AM in second place.

Here are the rankings as reported by the Tom Taylor’s NOW Newsletter:

WMIL-FM: Country, 10.5
WTMJ-AM: News Talk Info., 10.1
WRIT-FM: Oldies, 7.8
WISN-AM: News Talk Info., 5.7
WMYX-FM: Hot AC, 5.7

WKKV-FM: Urban, 5.5
WKLH-FM: Classic Rock, 5.4
WHQG-FM: Mainstream Rock, 4.5
WLUM-FM: Alternative, 3.9
WXSS-FM: Pop CHR, 3.9

WLWK-FM: Adult Hits, 3.3
WJMR-FM: Urban, 2.9
WLDB-FM: Hot AC, 2.5
WNRG-FM: Pop CHR, 2.5
WHAD-FM: Talk/Personality, 2.4

WRNW-FM: Pop CHR, 2.4
WUWM-FM: News Talk Info., 1.5
WSSP-AM: All Sports, 1.3
WYMS-FM: AAA, 0.8
WOKY-AM: All Sports, 0.6

WZTI-AM: Rhythmic Oldies, 0.4
WJYI-AM: Contemp. Christian, 0.2
WMSE-FM: Alternative, 0.2
WGTD-FM: Classical, 0.1