First Listen: Milwaukee's New 94.5, The Lake
Written Nov. 6, 2008 by Sean Ross in Content with 11 Comments
It's ironic that when the news broke about Journal Broadcast Group's longtime Hot AC WKTI Milwaukee becoming Adult Hits "94.5, the Lake" ("what will we play next?"), I was listening to CFWM (Bob FM) Winnipeg, the original Classic Hits/Hot AC hybrid, now 6-1/2 years old (and offering "'80s, '90s and more whatever than ever before").
As a hard-rocking Midwestern market, Milwaukee had always seemed like a logical candidate for a Bob- or Jack-FM, not the least of which was because of WKTI's heritage. In its 32 years with the calls, WKTI had often floated back and forth between Hot AC and CHR, or obscured the line between the two. If you were going to put on a station that played guitar-pop/rock from the '80s and late '70s, you would be drawing heavily on the WKTI legacy (as well as that of rocker WQFM).
Instead, Milwaukee got Clear Channel's equally intriguing WQBW (the Brew), which imaged as an '80s rock station but was drawing on a lot of the same music. Phenomenally successful at first, WQBW was finally forced to go harder by Saga's WHQG (the Hog), although it still plays some of the unusual titles that distinguished the station early on (e.g., Slaughter's "Up All Night," the Kings' "This Beat Goes On/Switchin' to Glide," etc.). Clear Channel also modernized its Oldies WRIT, although that station never crossed the line between Classic Hits and Adult Hits.
Then the Bob- and Jack-FM phenomenon leveled off and it could no longer be guaranteed that every market would get some variant of the format. And some of the original Adult Hits successes began to morph in various ways -- newer, softer, or in the case of Winnipeg, a little harder. But every now and then a market like Pittsburgh that hadn't gotten Adult Hits right away would prove that it could still work if nobody had heard it.
Musically, the new Lake as heard this afternoon is leaning more toward the older, more AC version of the format (similar to Bonneville's early blueprint in Phoenix). While "The Cover of the Rolling Stone" and "Electric Boogie" are on this afternoon's monitors, there are relatively few of the "songs that rarely test" that distinguish some versions of the format. There is a little Bob-style whimsy ('more songs than are available on the Internet") but not a Jack-like level of snark.
There's some irony here. WKTI could have made this move at various times over the last five years without changing its call letters, and while longtime morning team Reitman & Mueller (which dissolved in 2006) were still in the building. The music the new station is playing was already embedded in the old station's DNA. While Journal obviously felt it was better to start over, given the number of changes WKTI had already been through, it still takes some courage in this daunting environment for format changes to walk away from a lucrative brand name.
The challenges here: The market may feel like they've heard this before, because of the Brew. It's also the 20-year home of Saga's WKLH, one of the original Classic Hits outlets. And for various reasons, Adult Hits hasn't worked as well as it could have in Chicago, which also seemed like an obvious place for it.
The positives: It's a good sounding launch. And Journal also switched while WRIT and Hot AC rival WMYX -- two significant competitors -- were in holiday music. Between that and the name change, the switch will definitely get noticed.
Here's the new Lake at 2:30 this afternoon:
Van Halen, "Jump"
Prince, "1999"
Gin Blossoms, "Follow You Down"
Bruce Springsteen, "Dancing In The Dark"
Abba, "Dancing Queen"
Aerosmith, "What It Takes"
Men Without Hats, "Safety Dance"
Sheryl Crow, "A Change Will Do You Good"
America, "A Horse With No Name"
Manfred Mann's Earth Band, "Blinded By The Light"
No Doubt, "Hey Baby"
J. Geils Band, "Freeze Frame"
Chicago, "If You Leave Me Now"
Creedence Clearwater Revival, "Looking Out My Back Door"
Bryan Adams, "Summer Of '69"
Fleetwood Mac, "Say You Love Me"
Bon Jovi, "Never Say Goodbye"
Reader Comments
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This sounds an awful lot like the Brew to me....but, I can always flip on my XM radio when my taste is more discerning (which is often). This has to be a signpost on the swirl down the toilet for FM/AM music programming. Homogenize all the stations into one, then, over the cliff.
To my knowledge, this is the first venture by Journal Broadcast Group into the Variety/Adult Hits genre. It will be interesting to see how they do with it in Milwaukee.
As far as the long-term viability of the format goes, it has already exceeded the typical shelf life of novelty formats like Jammin' Oldies, all 80s, etc. The approach may depend on the market (such as how KCBS-FM in Los Angeles leans classic rock), but ultimately the classic hits/Hot AC hybrid format has shown that it can not only have legs long-term but, in cases like WARH in St. Louis, that it can be #1 in the coveted P25-54 demographic well after it debuted in a given city.
It's early yet, so they're undoubtedly still trying to get it right. The inclusion of the '60s songs in the music mix isn't working, as far as I'm concerned, although that could be for the initial cume-building.
The "funny without the snark" imaging that has really helped brand Bonneville's stations in St. Louis and Phoenix is notably missing. It tries to be cute, but doesn't have the production value or the right voice to pull it off.
Journal's a good company -- they'll fix it. If they could localize the Bonneville template for Milwaukee, they'd have a winner. But I don't think they're making a good first impression.
I like this initial period of no commercials.
Is there really no talk on this station? That would be a nice change from the inane banter on the Lake's competitors.
You need to bring back the John Tech radio program.
What has happened to Milwaukee radio the past 2 years? Now, most of the time I keep it on 102.1. But sometimes I feel like something different. That choice used to be 94.5.
I grew up listening to Reitman and Mueller. Gone.
After Reitman and Mueller, I really grew to like Lynch and Meyers on 97.3 The Brew. Gone.
I grew up, literally almost my whole life, with the classic WKTI format. Gone. (The new format absolutely sucks!!!)
Lazer 103 used to be kind of cool. The Hog sucks. I'm thinking of replacing it on my radio presets.
103.7 plays far too much hip hop. Definitely not my taste.
99.1 is now playing Christmas music for 2 months out of the year. What the Hell?
The only good station left is 102.1. Good music and I like the personalities, particularly Kramp and Adler in the morning.
Research must have indicated that things were VERY, VERY, "OVER" for Journal to want to permanently blow up a heritage brand like 'KTI! Or were they?
Certainly, the departure of Reitman and Mueller might have been the perfect opportunity to re-launch 'KTI as a brand new version of itself, complete with a brand new and different morning show. Of course, this would take time, plenty of money, and there would be the inevitable push back from older listeners; but what a chance to rebuild a legend from the ground up!
On the other hand, going the more music intensive route with a new brand and no personality is cheaper and easier and MIGHT generate some cashflow in the short term...and isn't that what radio is all about these days?
"BOB," "JACK", "LAKE," whatever. Trend-based stations like these come and go just as quickly. But it takes a long time to build a brand like 'KTI.
Then there is this scenario: sometimes blowing up the brand to create something that people ultimately don't care about is the best strategy. A couple of years (or months) later, after the ratings and revenue sag--or go nowhere--you blow up the "imposter" and bring back the new and improved version of the highly missed and beloved old brand, and presto--the legend continues!
Who knows if that is what's at work here but one thing is certain...if it's NOT the plan...it WILL BE the plan. If I were in Milwaukee--I'd be checking to see where the call letters are "parked!"
I personally think that the events that wkti sponsored are going down the toilet
I listened the day they switched the moment they switched over I was soooooooo ticked
I like the idea of going "underground" to secretly re-animate an assumed legendary corpse. You could call in Stephen King as a consultant!
"In a ramshackle garage on the outskirts of town, radio mechanics work feverishly with a huge toolbox...they're rebuilding a legendary radio station from the ground up...new creative "sound?" Check! Hot new entertaining jocks with something to say or else? Check! Music from the best rockin' newcomers, locals and heritage rock n roll? Check! Keep listening for the "resurrection of the next totally legendary radio station...you'll really know it only when you hear it!"
Fun to paint the picture, isn't it?! --Greg
I like the New format the Lake but We have one in Sheboygan called Lake 98.1 wlkn in cleveland Wi,
I think switching formats and call letters is a very smart move that is long overdue. WKTI, in my opinion had been "stagnent" and "tired" for a least 12 years before the change. The slumping ratings and the departure of Bob Reitman were good indicators that this was coming. KTI's playlist was very "narrow-casted" They were very predictible. I'd come home once a year and almost be able to predict that I'd hear Don Henley or Genesis or Nickleback. Zero variety.
My first clue that this change might be on the horizon is when they tweeked their moniker from 94WKTI to 94.5 KTI. Being the sentimental nostalgic guy that I am, I will however miss "the hey days of KTI from when it was peaking in the mid 80's.