By OnMilwaukee Staff Writers   Published Jul 11, 2006 at 1:06 PM
102.1 WLUM will announce a format change today at 5 p.m., according an e-mail from Milwaukee Radio Group's Tom Cheng.

"102 One is doing an attention-getting stunt and is introducing a fresh take on the alternative format. Musically, we will be better positioned to reach listeners of the Entire Alternative Music Genre," he said.

"Our presentation will be more irreverent.  Our attitude will be more fun.  We will not be afraid of taking chances. We are building a more exciting, foreground radio station for people in their 20’s, and for people who are 35, but feel 29."

For the last day or so, the station has been stunting with short snippets of rock songs, interspersed with barbs aimed toward other Milwaukee stations.

WLUM has changed formats several times over the last decade or so, from dance music to alternative rock to album rock and back again. Stay tuned.