WHQG

Last updated
WHQG
WHQG 102.9 The Hog logo.png
Broadcast area Greater Milwaukee
Frequency 102.9 MHz (HD Radio)
Branding102.9 The Hog
Programming
Format Active rock
Subchannels HD2: WJOI simulcast (Brokered Christian)
Affiliations
Ownership
Owner
  • Saga Communications
  • (Lakefront Communications, LLC)
WJMR-FM, WJOI, WKLH, WRXS
History
First air date
April 22, 1962;61 years ago (1962-04-22)
Former call signs
  • WRIT-FM (1962-1971)
  • WFWO (1971-1972)
  • WBCS-FM (1972-1987)
  • WLZR-FM (1987–2005)
Call sign meaning
"HQG" is equivalent to "HOG", for the station's mascot.
Technical information [1]
Licensing authority
 FCC
Facility ID 36372
Class B
ERP 50,000 watts
HAAT 130 meters (430 ft)
Links
Public license information
Webcast Listen Live
Website 1029thehog.com

WHQG (102.9 FM, "102.9 The Hog") is a commercial radio station in Milwaukee, Wisconsin. It airs an active rock radio format and is owned by Saga Communications, operating as part of its Milwaukee Radio Group.

Contents

WHQG is a Class B FM station, with an effective radiated power (ERP) of 50,000 watts, the maximum for most Milwaukee-area stations. The studios, which are shared with WHQG's four sister stations, along with the transmitter tower, are on West McKinley Avenue, on the city's west side. [2]

History

Top 40 and Soft AC (1962-1972)

The station signed on the air on April 22, 1962;61 years ago. Its original call sign was WRIT-FM, co-owned with WRIT 1340 AM (now WJOI). The station's simulcast a Top 40 format.

In 1971, 102.9 split from the simulcast, becoming WFWO (For Women Only). [3] It played soft adult contemporary music, which only lasted a year.

Country (1972-1987)

The station flipped to country music on October 1, 1972. The call letters were changed to WBCS. [4] WBCS found success with the format, as the only country station in the market at the time.

Rival country outlet WMIL had switched to Top 40 as WZUU the year before. Before it returned to its country sound in 1983, putting WMIL and WBCS in competition for Milwaukee country music fans.

Mainstream rock (1987-2005)

On February 16, 1987, WBCS's country format ended. FM 102.9 became "Lazer 103" WLZR with a mainstream rock format. [5] [6] Lazer 103 dominated the album-oriented rock market. Competing station 93.3 WQFM switched to smooth jazz in 1996.

WLZR's longtime morning show of Bob and Brian debuted in July 1987. The station ran a simulcast on sister station 1340 AM beginning in the WBCS era, sporadically until 1997, when 1340 AM became Christian radio WJYI.

During Lazer 103's last few years, the aging audience of Bob and Brian's show was at odds with the station's younger-skewing active rock format the rest of the day. Also in 2004, WLTQ suddenly dropped its soft adult contemporary format. It flipped to 1980s classic rock as "97.3 The Brew". That gave Milwaukee three stations battling for the rock audience, Lazer 103, 97.3 The Brew and WKLH 96.5. Management decided to rebuild WLZR around the demographic of the popular Bob and Brian morning show.

Hard-edged classic rock (2005-present)

On August 15, 2005, WLZR started stunting with wide-ranging music and teasers. The station even played songs with the word "Jack" in them (in reference to the rapidly growing Jack FM format). The next day, just after 10 a.m., Bob and Brian ended their morning show by signing on a new radio station: WHQG, known as "102-9 The Hog". The station re-imaged itself, dropped much of the younger-skewing rock music from bands like Slipknot, Mudvayne and Linkin Park. It added more rock from the 1960s, 1970s and 1980s, and widely expanded the playlist.

The new slogan was "Everything That Rocks." The station served as a harder rocking counterpart to its classic rock sister, 96.5 WKLH. Another slogan used to help change the station's image was "Not Just the 80's, Everything That Rocks". The results of the image and playlist changes were immediate. "The Hog" soon eclipsed "The Brew" in the local ratings, eventually hastening the 97.3 FM May 2010 conversion to Top 40 as WRNW.

The Hog's mascot hog was named "Dr. Squealgood" as takeoff of a popular Mötley Crüe song: "Dr. Feelgood". The Hog's success led to Evansville, Wisconsin, station WWHG 105.9 changing its branding to mirror WHQG's.

In recent years, WHQG's format shifted back towards active rock, similar to the former WLZR.

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References

  1. ↑ "Facility Technical Data for WHQG". Licensing and Management System. Federal Communications Commission.
  2. ↑ "WHQG-FM 102.9 MHz - Milwaukee, WI". radio-locator.com. Retrieved 2024-01-28.
  3. ↑ "Page 105" (PDF). americanradiohistory.com. Retrieved January 28, 2024.[ dead link ]
  4. ↑ Inc, Nielsen Business Media (1968-05-25). Billboard. Nielsen Business Media, Inc.{{cite book}}: |last= has generic name (help)
  5. ↑ "RR-1987-02-06" (PDF). americanradiohistory.com. Retrieved January 28, 2024.
  6. ↑ "RR-1987-02-20" (PDF). americanradiohistory.com. Retrieved January 28, 2024.

43°02′49″N87°58′52″W / 43.047°N 87.981°W / 43.047; -87.981

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