After a day of stunting with a heartbeat, VP Broadcasting flipped the former “106.9 The Talk” 1600 WHOL/106.9 W295CR Allentown PA to a simulcast of Hip Hop “Loud 99.5” 1400 WEST/99.5 W258DV Easton.

WEST/W258DV had launched its “Loud” format and brand on December 21 via an LMA to Patrick ‘DJ Grooves’ Cerullo’s Major Keystone LLC. Now branding as “Loud Radio 106.9/99.5“, the addition of WHOL/W295CR adds additional coverage for the brand in parts of Allentown and the western side of the Lehigh Valley market. Major Keystone also operates “Loud 99.3” W257DI Reading PA/WLEV-HD4.

In response to explain how the expansion came together so quickly, Cerullo told us, “Due to the overwhelming response from our initial launch of Loud 99.5 we’ve decided to make the Lehigh Valley even LOUDER. In partnership with VP Broadcasting we’ve added a simulcast on 106.9 to better cover Allentown and the Western portion of the market. The Lehigh Valley’s first commercial Hip Hop station will now be known as 106.9 and 99.5, The All-New Loud Radio. Our team is looking forward to keeping the entire 610 and 484 LOUD! The next evolution of the Loud brand will make the format available to other operators via syndication thanks to our partners at Sun Broadcast Group. Here’s to making 2021 even LOUDER!”

Original Report 1/5: Less than three months after flipping to Conservative Talk, VP Broadcasting’s “106.9 The Talk” 1600 WHOL/106.9 W295CR Allentown PA has dropped its format and is currently stunting with a heartbeat.

WHOL/W295CR launched its now former format in October after previously simulcasting simulcasting Spanish Tropical “La Mega” 92.9 W225CF Reading/101.7 W269DY Allentown/WLEV-HD2 Allentown. The station featured a local morning show hosted by Joe Ligotti and syndicated talkers Chad Benson, Dana Loesch, Ben Shapiro and Mark Levin along with Classic Hits on weekends.