Milwaukee Radio: 92.1 Morphs Into 'The Shore'

First, it went country. Then, it called itself The Lake. Effective today, it's The Shore.

Racine radio station WVTY 92.1 FM, which had been a AC less than a year ago, is rebranding its new Adult-Hits format branding as The Shore. Less than a month ago, the station adopted the format and called itself The Lake, just hours after that format and label were both dropped by WKTI 94.5 FM, when it switched to country music.

Click Here for Original Posting

The Racine station's decision to call itself The Lake raised eyebrows, as well as questions from WKTI's owner, E.W. Scripps Co. At the time, Scripps Vice President of Radio Steve Wexler said he was "surprised to see any appropriation of a slogan and logo like that."

Magnum Media, which acquired the Racine station as part of a four-station deal in November, announced the latest change to staff this weekend. Earlier this month, the station switched its call letters to WVTY — short, the station owners say, for "variety" — from WMKQ-FM.

WVTY 92.1 FM (2.7 Kw) Red=Local Coverage Area

In an email to station personnel, Dave Magnum said, "I’m pleased to report that we have completed the necessary steps and our nickname will change at midnight to “92.1 THE SHORE.”  Our new website address will be 921theshore.com.  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."