Saga Classic Rock 96.5 WKLH Milwaukee has given itself a fresh coat of paint as it rebrands as “Hometown Rock 96-5“.

The move comes as the station recenters its musical focus into the 1980s with less 70s product. WKLH registered a seventh place showing in the March 2015 Nielsen Audio PPM ratings with a 5.1 share just ahead of sister Rock “102.9 The Hog” WHQG. WKLH does share some music and audience overlap with iHeartMedia’s Classic Hits “Oldies 95.7” WRIT-FM, which placed third with a 7.0 share.

The evolution of classic rock continues on 96-5 WKLH-FM today as WKLH re-brands as HOMETOWN ROCK 96-5 WKLH.

Milwaukee’s “HOMETOWN ROCK” 96-5 is packed with personality, texture and tempo. The music has an 80’s lean, a 70’s twist and a sprinkling of the unpredictable. Though it’ll sometimes ride outside the lines, “HOMETOWN ROCK” is true to its roots and purely authentic.

Bob Bellini, Brand Manager, said, “Our great, vast body of rock music is simply evolving with our listeners’ preferences. The center of gravity of WKLH’s brand of rock has been shifting from the mid to late 70’s into the 80’s, and this is a continuation of that shift. While “HOMETOWN” does reflect the classic rock especially popular among Milwaukeeans, it’s much more than that. Milwaukee has a gritty, determined personality, home to so many iconic brands, and a lot of pride in that history.

“HOMETOWN ROCK” simply reflects the enthusiasm for our city that we have experienced with our listeners throughout the years”.

Milwaukee Radio Group VP/GM Annmarie Topel commented, “Milwaukee has so many signature products and brands—brands people love and are loyal to. But even popular brands have to reinvent themselves and respond to consumer preferences. WKLH is now brighter, richer, fresher and has more tempo.”