WRRD

WRRD
City Waukesha, Wisconsin
Broadcast area Milwaukee, Wisconsin
Branding News Talk 1510
Slogan Independent News Talk Radio
Frequency 1510 AM kHz
First air date March 27, 1947 (1947-03-27)
Format Progressive talk
Power 23,000 watts (Daytime)
20,000 watts (Critical hours)
Class D
Facility ID 70771
Callsign meaning The WoRRD (from 540's former religious-based ownership and format under Salem Communications);
also backronymed to represent Resistance RaDio
Former callsigns WAUX (1947-1965)
WAUK (1965-2008)
Owner Michael Crute
(New WRRD, LLC)
Webcast Listen Live
Website newstalk1510am.com

WRRD (AM 1510) is a radio station licensed to Waukesha and serving the Milwaukee area. The station currently airs a progressive talk format as of February 1, 2017.[1]

The station is currently owned by Michael Crute (a co-host of one of the programs on station), through licensee New WRRD, LLC. After less than 18 months with their current format, WRRD and translator construction permit W269DL (101.7 Mhz). have been listed with an online broker as being up for sale.

History

The 1510 AM frequency originally signed on as WAUX and later was the original home of the WAUK call sign until February 12, 2008. They had been a sports talk station since the early 1990s and the previous home of ESPN Radio. Prior to sports the station had a smorgasbord of formats, including variations of adult contemporary, country music, and talk. WAUK was also the original sister station of Waukesha-licensed WMIL-FM (106.1), which launched as WAUX-FM and later became WAUK-FM before a sale to another party in the late 1970s.

WRRD is limited to operating between sunrise and sunset. As a result, the station leased time from WMCS to carry the full ESPN Radio schedule between 6:00pm and 6:00am for several years.

That arrangement ended after Good Karma Broadcasting moved the WAUK sports format to its new, full-time frequency of 540 kHz, the former home of Salem Broadcasting religious outlet WRRD. The WRRD calls then migrated to the 1510 kHz frequency.

On May 2, 2008, WRRD changed their format from sports to ESPN Deportes—Spanish-language sports coverage.

On January 31, 2017, The Devil's Advocates Radio (Devil's Advocates Radio Network Wisconsin) announced plans to buy WRRD and to change the format to progressive talk, branded as "News Talk 1510" and as "WRRD Resistance Radio". The format change was implemented February 1 of that year.[2][3]

Good Karma Broadcasting sold WRRD to New WRRD, LLC effective June 1, 2017 for $760,000. According to www.stationsale.com WRRD is offered for sale, in July 2018.

References

  1. ↑ JS Online: Spanish-only on AM-1510
  2. ↑ Madison Host to Purchase Milwaukee AM, Flip to Liberal Talk Radioinsight - January 27, 2017
  3. ↑ Can Liberal Talk Survive In Trump’s America? Radio Ink, January 31, 2017.

Coordinates: 43°01′02″N 88°11′43″W / 43.01722°N 88.19528°W / 43.01722; -88.19528


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