Milwaukee Radio: N/T WTMJ Evolving Under New Ownership

Milwaukee's WTMJ 620 AM was once the pinnacle of conservative talk radio in Wisconsin. However, with the station’s ownership change and its fresh, news-driven approach, WTMJ has moved away from conservative rhetoric, according to Wisconin Watch.  The move is reflecting a shift in Milwaukee’s demographics and media landscape.

“​​It’s very much changed now. I mean, quite significantly. They’re clearly moving away from conservative talk radio,” said former WTMJ host Charlie Sykes, a pioneer of right-wing radio in Wisconsin who helped pave the way for the 2010 election of Republican Gov. Scott Walker.

The conservative reputation long stuck with WTMJ, but in recent years some believe the station is turning left.

Assembly Speaker Robin Vos, R-Rochester, said WTMJ is now a “left wing” station that has faced a “precipitous decline” in ratings since it “left conservative talk radio.” 

Charlie Sykes

“They’ve tried to have liberal talk radio in Wisconsin for 20 years, and it’s always failed, because you still have to get listeners and you have to get advertisers,” Vos said. “I have a feeling that unless they have deep pockets from some billionaire who wants to say, ‘I’m going to help make Wisconsin more liberal by having liberal talk radio,’ it’s not going to be successful. But you know, the free market’s a free market.”

Sykes said WTMJ’s change could reflect the shifting political leanings of the Milwaukee suburbs. Waukesha, Ozaukee and Washington — the WOW counties — were once the “beating heart of the new resurgent Republican Party,” but since 2016 have become more liberal.

“Radio is always going to chase the audience, and there’s nothing radical about this,” Sykes said. “They will always try to go where the audience is.”

Current WTMJ radio hosts Kristin Brey and Steve Scaffidi call the station’s shift natural. The station has started to appeal to younger generations by producing more podcasts, YouTube videos and digital content, Brey said, focusing more on age than political leanings.

Owned by Good Karma Brands, the station has a news/talk radio format. Its sign-on dates back to 1922 and for most of its history it was owned by The Milwaukee Journal newspaper.