Magnum changes identity...again!

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Posted by Country Boy on June 29, 2015 at 11:40:30:

Here it is...3rd identity in a little more than a month. The employees were told the same time as the media.

92.1 The Lake Shore WMKQ WVTY Variety 94.5 WLWK Racine Milwaukee Magnum Media

As expected Magnum Media rebranded 92.1 WVTY Racine from “The Lake” to “The Shore” this morning. The Variety Hits format that launched last month stays in place with the name change. As reported since the format change last month, the “Lake” name was still being kept active by previous user Scripps and this ends the dispute between the two companies over the use of the intellectual property. No word if there was any financial settlement over the use.

The following memo was sent out by owner Dave Magnum to staffers regarding the name change: 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 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. Our new logo is attached. Everyone’s first comment seems to include the word “fun.” I look forward to hearing your thoughts. As you already know, the FCC approved a call sign change to WVTY (Variety). Our positioning statement to accentuate our deep Adult Hits music library is “Where Variety Matters.” It’s been cool over the past weeks getting feedback that 92.1 has an upbeat vibe. Just this morning Mike Sommers was telling me about more tunes he’s adding to the rotation. Thanks for all of your collective efforts over the past month as we worked through this out-of-the-blue format change. Radio gets in your blood because it’s so dynamic. That’s why our listeners are so passionate about it too. Challenge creates new opportunity. Please embrace it, as I do, recognizing what a privilege it is to be a part of radio. Regards, Dave

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