FM102.1 in Milwaukee has officially come to an end.
The alt-rock format that was part of WLUM-FM (102.1) for 19 years switched over Oct. 28 to Air1, a contemporary Christian worship format that targets listeners in the 25-to-34 demographic.
WLUM and was sold along with WLDB-FM (93.3) to Air1 operator and Christian radio chain K-Love Inc. in a $4 million deal announced in August. The stations were sold by the Milwaukee Radio Alliance, which has gotten out of the business, also selling its remaining stations to Civic Media, a Wisconsin news/progressive-talk radio network.
K-Love operates in more than half a dozen markets in Wisconsin, including WLVE-FM (105.3), which is licensed to Mukwonago. The network is owned by Educational Media Foundation, a giant nonprofit Christian media company based in Franklin, Tennessee.
Through 102.1, Air1 is coming to the Milwaukee market for the first time. As of Oct. 28 K-Love has yet to convert B93.3, an adult contemporary station, to a Christian radio format.
A change is expected though, with the B93.3 branding transferring to iHeartMedia’s new adult contemporary radio station B97.3. The station switched over Oct. 13 from a sports radio format under the name 97.3 The Game.
Jim Higgins and Chris Foran contributed to this report.
This article originally appeared on Milwaukee Journal Sentinel: FM102.1 in Milwaukee officially ends, turning into an Air1 Christian radio station
Reporting by Piet Levy, Milwaukee Journal Sentinel / Milwaukee Journal Sentinel
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