WHQG
Encyclopedia
WHQG Radio is a mainstream rock
FM
radio station
licensed to and serving the Milwaukee, Wisconsin
, area. The station is owned by Saga Communications
. The "Hog" moniker and call letters are references to the fans and riders of Harley-Davidson
motorcycles, which has its headquarters in Milwaukee.
's Top 40 format. In 1971, they became WFWO-FM (For Women Only), and played light adult contemporary music.
The station flipped to country music
October 1, 1972 as WBCS. WBCS found success with the format, since they were the only country station in the market at the time (WMIL
had switched to Top 40 as WZUU the year before). The format lasted until 1987.
WLZR-FM succeeded WBCS-FM with a hard rock
format in 1987. Lazer 103 dominated the highly-rated album-oriented rock
station of the day, WQFM
, so much that WQFM switched to smooth jazz
in 1996. Their longtime morning show of Bob and Brian
has been a dominant force in Milwaukee radio since debuting in the late 1980s.
Even with the show's success, during the station's last few years, the aging audience of Bob and Brian
's show did not listen to the station's younger-skewing active rock
format the rest of the day. Ratings dropped drastically after 10:00. In 2004, WLTQ suddenly dropped their light adult contemporary format and switched to 1980s-oriented classic rock
as "97.3 The Brew". The station was an immediate success, and took away many of WLZR's listeners after Bob and Brian
signed off for the day. Not to mention that The Brew also took listeners away from WLZR's successful classic rock
sister, WKLH
. Management decided to rebuild the station around its popular morning show, and aim for an older demographic turned off by Lazer 103's current musical offerings.
On August 15, 2005, WLZR started stunting
with wide-ranging music and teasers. They even played songs with the word "Jack" in them (in reference to the rapidly growing Jack FM
format). The next day, just after 10:00, Bob and Brian
signed off their morning show by signing on a new radio station -- "102.9 The Hog". The station reimaged itself, dropped much of the younger-skewing rock music from bands like Slipknot
, Mudvayne
and Linkin Park
, added more rock from the 1960s, 1970s and 1980s and widely expanded the playlist. The new slogan was "Everything That Rocks", and serves as a harder rocking counterpart to its classic rock
sister, WKLH
. Another slogan used to help change the station's image and to steal listeners from other stations included "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.
The Hog's mascot hog was named "Dr. Squealgood" in a contest which is takeoff of a popular Mötley Crüe
song: "Dr. Feelgood
". The Hog branding's success has led to Janesville, Wisconsin
station WWHG changing its branding to mirror WHQG's.
Mainstream rock
Mainstream rock is a radio format used by many commercial radio stations in the United States and Canada.-Format background:...
FM
FM broadcasting
FM broadcasting is a broadcasting technology pioneered by Edwin Howard Armstrong which uses frequency modulation to provide high-fidelity sound over broadcast radio. The term "FM band" describes the "frequency band in which FM is used for broadcasting"...
radio station
Radio station
Radio broadcasting is a one-way wireless transmission over radio waves intended to reach a wide audience. Stations can be linked in radio networks to broadcast a common radio format, either in broadcast syndication or simulcast or both...
licensed to and serving the Milwaukee, Wisconsin
Milwaukee, Wisconsin
Milwaukee is the largest city in the U.S. state of Wisconsin, the 28th most populous city in the United States and 39th most populous region in the United States. It is the county seat of Milwaukee County and is located on the southwestern shore of Lake Michigan. According to 2010 census data, the...
, area. The station is owned by Saga Communications
Saga Communications
Saga Communications is a broadcasting company that owns and operates stations in 26 markets in the United States. The company, which is based in Grosse Pointe Farms, Michigan, primarily operates radio stations , but it also operates 9 television stations Saga Communications is a broadcasting...
. The "Hog" moniker and call letters are references to the fans and riders of Harley-Davidson
Harley-Davidson
Harley-Davidson , often abbreviated H-D or Harley, is an American motorcycle manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th century, it was one of two major American motorcycle manufacturers to survive the Great Depression...
motorcycles, which has its headquarters in Milwaukee.
History
The 102.9 frequency started out as WRIT-FM, simulcasting its sister stationWJYI
WJYI is a radio station in Milwaukee, Wisconsin, USA. It runs a Christian format with Contemporary Christian Music from Salem Radio Network's Today's Christian Music network. It also features brokered teaching and preaching programs from both local Churches and national ministries. It also airs...
's Top 40 format. In 1971, they became WFWO-FM (For Women Only), and played light adult contemporary music.
The station flipped to country music
Country music
Country music is a popular American musical style that began in the rural Southern United States in the 1920s. It takes its roots from Western cowboy and folk music...
October 1, 1972 as WBCS. WBCS found success with the format, since they were the only country station in the market at the time (WMIL
Writ
In common law, a writ is a formal written order issued by a body with administrative or judicial jurisdiction; in modern usage, this body is generally a court...
had switched to Top 40 as WZUU the year before). The format lasted until 1987.
WLZR-FM succeeded WBCS-FM with a hard rock
Hard rock
Hard rock is a loosely defined genre of rock music which has its earliest roots in mid-1960s garage rock, blues rock and psychedelic rock...
format in 1987. Lazer 103 dominated the highly-rated album-oriented rock
Album-oriented rock
Album-oriented rock is an American FM radio format focusing on album tracks by rock artists.-Music played:Most radio formats are based on a select, tight rotation of hit singles...
station of the day, WQFM
WJZI
WLDB is a commercial radio station located in Milwaukee, Wisconsin, broadcasting on 93.3 FM. Owned and operated by the Milwaukee Radio Alliance, a partnership between Shamrock Communications and All Pro Broadcasting, WLDB airs an adult contemporary/Hot AC music format branded as "B93.3".- History...
, so much that WQFM switched to smooth jazz
Smooth jazz
Smooth jazz is a genre of music that grew out of jazz fusion and is influenced by R&B, funk, rock, and pop music styles ....
in 1996. Their longtime morning show of Bob and Brian
Bob and Brian
Bob And Brian is a talk radio show based at WHQG in Milwaukee, Wisconsin that broadcasts weekdays from 5:30 a.m. - 10:15 a.m. and repeats as a week-in-review show on Saturday mornings.It is syndicated throughout Wisconsin, and can be heard for free via streaming audio from the official site...
has been a dominant force in Milwaukee radio since debuting in the late 1980s.
Even with the show's success, during the station's last few years, the aging audience of Bob and Brian
Bob and Brian
Bob And Brian is a talk radio show based at WHQG in Milwaukee, Wisconsin that broadcasts weekdays from 5:30 a.m. - 10:15 a.m. and repeats as a week-in-review show on Saturday mornings.It is syndicated throughout Wisconsin, and can be heard for free via streaming audio from the official site...
's show did not listen to the station's younger-skewing active rock
Active rock
Active rock is a radio format used by many commercial radio stations across the United States and Canada. Active rock plays contemporary rock artists with a mix of songs common in the classic rock radio format.-Format background:...
format the rest of the day. Ratings dropped drastically after 10:00. In 2004, WLTQ suddenly dropped their light adult contemporary format and switched to 1980s-oriented classic rock
Classic rock
Classic rock is a radio format which developed from the album-oriented rock format in the early 1980s. In the United States, the classic rock format features music ranging generally from the late 1960s to the late 1980s, primarily focusing on the hard rock genre that peaked in popularity in the...
as "97.3 The Brew". The station was an immediate success, and took away many of WLZR's listeners after Bob and Brian
Bob and Brian
Bob And Brian is a talk radio show based at WHQG in Milwaukee, Wisconsin that broadcasts weekdays from 5:30 a.m. - 10:15 a.m. and repeats as a week-in-review show on Saturday mornings.It is syndicated throughout Wisconsin, and can be heard for free via streaming audio from the official site...
signed off for the day. Not to mention that The Brew also took listeners away from WLZR's successful classic rock
Classic rock
Classic rock is a radio format which developed from the album-oriented rock format in the early 1980s. In the United States, the classic rock format features music ranging generally from the late 1960s to the late 1980s, primarily focusing on the hard rock genre that peaked in popularity in the...
sister, WKLH
WKLH
WKLH is a classic rock-formatted radio station in Milwaukee, Wisconsin. The station is owned by Saga Communications.-History:The station received its Federal Communications Commission license on November 30, 1955...
. Management decided to rebuild the station around its popular morning show, and aim for an older demographic turned off by Lazer 103's current musical offerings.
On August 15, 2005, WLZR started stunting
Stunting (broadcasting)
In radio broadcasting, stunting occurs when a station abruptly airs programming that is seemingly uncharacteristic compared to what they normally play...
with wide-ranging music and teasers. They even played songs with the word "Jack" in them (in reference to the rapidly growing Jack FM
Jack FM
JACK FM is the alternative name and on-air brand of 60 radio stations in Canada, the United States, the United Kingdom, and Russia. Jack stations play a mix of 1960s, 1970s, 1980s, and 1990s hits with some current hot adult contemporary singles. Jack's slogan "playing what we want" can also be...
format). The next day, just after 10:00, Bob and Brian
Bob and Brian
Bob And Brian is a talk radio show based at WHQG in Milwaukee, Wisconsin that broadcasts weekdays from 5:30 a.m. - 10:15 a.m. and repeats as a week-in-review show on Saturday mornings.It is syndicated throughout Wisconsin, and can be heard for free via streaming audio from the official site...
signed off their morning show by signing on a new radio station -- "102.9 The Hog". The station reimaged itself, dropped much of the younger-skewing rock music from bands like Slipknot
Slipknot (band)
Slipknot is an American heavy metal band from Des Moines, Iowa. Formed in 1995, the group was founded by percussionist Shawn Crahan and bassist Paul Gray...
, Mudvayne
Mudvayne
Mudvayne is an American heavy metal band. Their work is marked by the use of sonic experimentation, innovative album art, and elaborate visual appearance, which has included face and body paint, masks and uniforms...
and Linkin Park
Linkin Park
Linkin Park is an American rock band from Agoura Hills, California. Formed in 1996, the band rose to international fame with their debut album, Hybrid Theory, which was certified Diamond by the RIAA in 2005 and multi-platinum in several other countries...
, added more rock from the 1960s, 1970s and 1980s and widely expanded the playlist. The new slogan was "Everything That Rocks", and serves as a harder rocking counterpart to its classic rock
Classic rock
Classic rock is a radio format which developed from the album-oriented rock format in the early 1980s. In the United States, the classic rock format features music ranging generally from the late 1960s to the late 1980s, primarily focusing on the hard rock genre that peaked in popularity in the...
sister, WKLH
WKLH
WKLH is a classic rock-formatted radio station in Milwaukee, Wisconsin. The station is owned by Saga Communications.-History:The station received its Federal Communications Commission license on November 30, 1955...
. Another slogan used to help change the station's image and to steal listeners from other stations included "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.
Mötley Crüe
Mötley Crüe is an American heavy metal band formed in Los Angeles, California in 1981. The group was founded by bass guitarist Nikki Sixx and drummer Tommy Lee, who were later joined by lead guitarist Mick Mars and lead singer Vince Neil...
song: "Dr. Feelgood
Dr. Feelgood (song)
"Dr. Feelgood" is a song by the American heavy metal band Mötley Crüe. It was released as the first single and is the title track to their fifth album. Although it is the title track, some versions of the album do not include it, such as the Korean edition...
". The Hog branding's success has led to Janesville, Wisconsin
Janesville, Wisconsin
Janesville is a city in southern Wisconsin, United States. It is the county seat of Rock County and the principal municipality of the Janesville, Wisconsin Metropolitan Statistical Area. As of the 2010 census, the city had a population of 62,998.-History:...
station WWHG changing its branding to mirror WHQG's.