The Milwaukee Radio Alliance is making programming changes in Milwaukee while attempting to not jump the shark.
100.3 W262CJ Milwaukee and 107.3 W297BY Franklin have begun stunting with Halloween music as “The Haunt“. Being fed by 93.3 WLDB-HD3 Milwaukee, the translators were previously Oldies “Fonz-FM” along with 1290 WZTI Greenfield.
The “Fonz” brand continues on WZTI and WLDB-HD2 continuing to feature music from its Happy Days of the 1950s through 70s. The station launched its current identity in March 2018 when it was renamed in honor of hometown hero Arthur Fonzarelli.
The station had a 0.4 share in the September Nielsen Audio Ratings trailing Saga’s “Pure Oldies 106.9” WRXS-FM’s 2.9 share.
The Milwaukee Radio Alliance is a partnership of Times-Shamrock and All Pro Broadcasting and also owns AC “B93.3” WLDB and Alternative “FM 102.1” WLUM-FM in Milwaukee.
This happened a month after I wrote about Milwaukee/Racine having three outlets for older Oldies radio. Since Fonz will continue to hang out on AM 1290, this wasn’t quite a “Final Listen,” but there’s more about the battle here.