The station has re-branded itself back to 92.1 The Lake.
Magnum Communications, which is based in Tomah, bought the radio station from Janesville-based Bliss Communications last year along with four other stations.
The Racine-based station made the decision last week after Scripps-owned “94.5 The Lake” WLWK-FM Milwaukee switched its format to “KTI Country,” according to radioinsight.com.
According to a story by Allaccess.com, Dave Magnum, president of Magnum Communications, issued the following statement.
“Milwaukee is such a heritage pop/rock market so our team was shocked today that another station dropped the format. We are gladly adopting their former listeners now, with the same variety that people love, at 92.1 FM and online at 921TheLake.com. We have a wonderful advantage being a family-owned Wisconsin Media Company because we can make local decisions promptly to serve our local listeners and advertiser customers.”