Midwest Communications relaunched the Rock “X” brand in Duluth MN today as Hot AC “Hot 98.1” 970 WDUL/W251CD Superior WI became “98X“.
The brand was previously heard as “94X” on 94.1 K231BI Duluth and 104.3 KZIO Two Harbors from 2003 until Red Rock Radio sold the signals to Minnesota Public Radio in 2017. Like it did for Red Rock Radio, the X brand would serve as a flanker to sister Classic Rock 94.9 KQDS. KQDS has since gained a new Rock competitor in Townsquare Media’s “Sasquatch 92.1” WWPE-FM Hermantown. KQDS led the market with a 16.2 share in the Fall 2025 Nielsen Audio ratings, while WWPE-FM was sixth at a 4.8.
The station’s lineup features talent from across the Midwest Duluth cluster, many of whom were previously associated with “94X“. Bruce Ciskie, who hosts 10am-11am on News/Talk 610 KDAL, will host mornings. “Kat Country 98.9” KTCO Brand Manager/midday host Chris ‘Zooch’ Zuech will host 10am-3pm. Hot AC “My 95.7” WDAL-FM Brand Manager/morning host ‘Rich Collins’ Cannata will be heard in afternoons from 3-7pm. KQDS morning co-host/12-3pm host Scott Savage will host nights under his former ‘Milkman’
Original Report 3/27: Midwest Communications is teasing the return of the Rock “X” brand to the market.
Previously heard as “94X” on 94.1 K231BI Duluth and 104.3 KZIO Two Harbors from 2003 until Red Rock Radio sold the signals to Minnesota Public Radio in 2017, Midwest has reactivated its social media accounts promoting the upcoming return as “98X“. Such a move would replace Hot AC “Hot 98.1” on 970 WDUL/W251CD Superior WI.
Like it did for Red Rock Radio, the X brand would serve as a flanker to sister Classic Rock 94.9 KQDS. KQDS has since gained a new Rock competitor in Townsquare Media’s “Sasquatch 92.1” WWPE-FM Hermantown. KQDS led the market with a 16.2 share in the Fall 2025 Nielsen Audio ratings, while WWPE-FM was sixth at a 4.8.
WDUL, which switched from Westwood One’s CHR feed to Hot AC when the CHR network was discontinued last March, is directly competing with sister “My 95.7” KDAL-FM and Townsquare’s “Mix 108” KBMX. KBMX currently has a 4.2 share, KDAL-FM a 3.0 share, while WDUL did not register.
