Magnum Media Gets New Calls, WVTY, New Nickname, '92.1 The Shore' On Milwaukee-Area Adult Hits Station
June 29, 2015 at 4:52 AM (PT)
MAGNUM MEDIA Adult Hits WVTY (92.1 THE LAKE)/MILWAUKEE-RACINE has not only flipped from its previous call letters od WMKQ, but has also morphed from "THE LAKE" to “92.1 THE SHORE.” The new website address will be 921theshore.com. The moves followed a run-in with SCRIPPS over the trademarked name.
As ALL ACCCESS tipped you earlier this month (NET NEWS 6/3), MAGNUM had flipped then Country WMQK/MILWAUKEE-RACINE to Adult Hits as 92.1 THE LAKE. The move followed SCRIPPS Adult Hits WLWK (94.5 THE LAKE)/MILWAUKEE flipping to Country as WKTI (94.5 KTI COUNTRY) earlier in the day.
Owner DAVE MAGNUM wrote in a memo to staffers, "We’ve been weaving in 'SHORE' references on the air for the past ten days. It’s a natural fit because our new transmitting and antenna systems are delivering signal from RACINE up and down the LAKE MICHIGAN shoreline from MILWAUKEE to the CHICAGO suburbs. We’re also pleased with our coverage to the west. Our upgrades exceeded our expectations. As you already know, the FCC approved a call sign change to WVTY (Variety). Our positioning statement to accentuate our deep Adult Hits music library is 'Where Variety Matters'."