Milwaukee Radio: 92.1 FM The Lake Branding Talk Continues

Magnum logo

For now, the name “The Lake” and its logo remain in use by Variety Hits WVTY 92.1 FM, apparently without another station’s permission, while their former and present station owners discuss the matter in private, according to the Journal-Times.

Until May 29, Scripps Co.-owned 94.5 FM in Milwaukee went by the moniker 94.5 The Lake. That morning the station dropped the name and its pop-rock variety format in favor of country music.

Just hours later Magnum Communications, which owns 92.1 FM, switched from country to “adult hits,” and company President Dave Magnum said in a news release he was “gladly adopting” the other station’s listeners.

Scripps logo

Magnum Communications also immediately began using the name “The Lake” and a similar logo for 92.1 FM.

Scripps contacted Magnum about the unauthorized use of the name and a remarkably similar logo for “The Lake” with a similar music format to the one that 94.5 FM had used.

Magnum confirmed earlier his company had been contacted by Scripps and was “having discussions” but declined to comment further. Monday he said it was too early to announce a resolution but confirmed his company is still calling 92.1 FM “The Lake” and using the similar logo.

“There are developments,” he said, “but I must respect the process and not discuss it until it’s appropriate to do so.”