WHQG-FM
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| City | Milwaukee, Wisconsin |
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| Broadcast area | Milwaukee, Wisconsin |
| Branding | 102.9 The Hog |
| Slogan | Everything That Rocks! |
| Frequency | 102.9 FM MHz (also on HD Radio) |
| First air date | April 22, 1962 (as WRIT-FM) |
| Format |
Active Rock HD2: WJYI (Christian/brokered) |
| ERP | 50,000 watts |
| HAAT | 133 meters |
| Class | B |
| Facility ID | 36372 |
| Callsign meaning | HQG = HOG |
| Former callsigns | WRIT-FM (1962-1971) WFWO (1971-1972) WBCS-FM (1972-1987) WLZR-FM (1987–2005) |
| Owner | Saga Communications (Lakefront Communications, LLC) |
| Sister stations | WJMR-FM, WJYI, WKLH, WNRG-FM |
| Webcast | Listen Live |
| Website | 1029thehog.com |
WHQG ("102.9 The Hog") is an active rock FM radio station licensed to and serving the Milwaukee, Wisconsin area. The station is owned by Saga Communications. Its studios (which are shared with the other four sister stations) and transmitter are located in Milwaukee's West Side.
The 102.9 frequency started out in 1962 as WRIT-FM, simulcasting its sister station'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 on 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).
WLZR succeeded WBCS-FM with a hard rock format on February 16, 1987. "Lazer 103" dominated the album-oriented rock market, such that competing station WQFM switched to smooth jazz in 1996. WLZR's longtime morning show of Bob and Brian debuted in July 1987. The station ran a simulcast on sister station 1340 AM beginning in the WBCS era, sporadically until 1997, when 1340 AM became the faith-based WJYI.
Even with Bob & Brian's success, during Lazer 103's last few years, the aging audience of Bob and Brian's show did not translate to listenership of the station's younger-skewing active rock format the rest of the day, as older listeners dispersed to the more work-appropriate offerings of sister station WKLH, or WKTI and other offerings after the show's end. Also in 2004, WLTQ suddenly dropped their light adult contemporary format and switched to 1980s-oriented classic rock as "97.3 The Brew", which also stripped listeners of WLZR post-Bob and Brian, along with WKLH. Management decided to rebuild the station around the demographic of their popular morning show, along with the general decline in the active rock format altogether at the time.
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