WLMG (101.9 FM, "Magic 101.9 FM") is a

commercial Commercial may refer to: * a dose of advertising conveyed through media (such as - for example - radio or television) ** Radio advertisement ** Television advertisement * (adjective for:) commerce, a system of voluntary exchange of products and s ...

radio station Radio broadcasting is transmission of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based radio ...

licensed A license (or licence) is an official permission or permit to do, use, or own something (as well as the document of that permission or permit). A license is granted by a party (licensor) to another party (licensee) as an element of an agreeme ...

New Orleans New Orleans ( , ,New Orleans

Louisiana Louisiana , group=pronunciation (French: ''La Louisiane'') is a state in the Deep South and South Central regions of the United States. It is the 20th-smallest by area and the 25th most populous of the 50 U.S. states. Louisiana is bord ...

. Owned by Audacy, Inc., it broadcasts an

adult contemporary Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the present day, with varying degrees of easy listening, pop, soul, R&B, quie ...

radio format A radio format or programming format (not to be confused with broadcast programming) describes the overall content broadcast on a radio station. The radio format emerged mainly in the United States in the 1950s, at a time when radio was compelle ...

. From mid-November to December 25 each year, it switches to all-

Christmas music Christmas music comprises a variety of genres of music regularly performed or heard around the Christmas season. Music associated with Christmas may be purely instrumental, or, in the case of carols or songs, may employ lyrics whose subject ...

. The station's

studio A studio is an artist or worker's workroom. This can be for the purpose of acting, architecture, painting, pottery (ceramics), sculpture, origami, woodworking, scrapbooking, photography, graphic design, filmmaking, animation, industrial design ...

s and offices are located at the

400 Poydras Tower 400 Poydras Tower, formerly known as the Texaco Center, located at 400 Poydras Street in the Central Business District of New Orleans, Louisiana, is a 32-story, -tall skyscraper. Built in 1983, this modern office tower features more than of offi ...

in New Orleans'

downtown ''Downtown'' is a term primarily used in North America by English speakers to refer to a city's sometimes commercial, cultural and often the historical, political and geographic heart. It is often synonymous with its central business district ...

district. WLMG has an

effective radiated power Effective radiated power (ERP), synonymous with equivalent radiated power, is an IEEE standardized definition of directional radio frequency (RF) power, such as that emitted by a radio transmitter. It is the total power in watts that would h ...

(ERP) of 100,000

watt The watt (symbol: W) is the unit of power or radiant flux in the International System of Units (SI), equal to 1 joule per second or 1 kg⋅m2⋅s−3. It is used to quantify the rate of energy transfer. The watt is named after James ...

s, the maximum for non-

grandfathered A grandfather clause, also known as grandfather policy, grandfathering, or grandfathered in, is a provision in which an old rule continues to apply to some existing situations while a new rule will apply to all future cases. Those exempt from t ...

FM stations. The

transmitter In electronics and telecommunications, a radio transmitter or just transmitter is an electronic device which produces radio waves with an antenna. The transmitter itself generates a radio frequency alternating current, which is applied to the ...

site is off Behrman Highway in the

Algiers Algiers ( ; ar, الجزائر, al-Jazāʾir; ber, Dzayer, script=Latn; french: Alger, ) is the capital and largest city of Algeria. The city's population at the 2008 Census was 2,988,145Census 14 April 2008: Office National des Statistiques d ...

neighborhood of New Orleans. WLMG broadcasts in the

HD Radio HD Radio (HDR) is a trademark for an in-band on-channel (IBOC) digital radio broadcast technology. It generally simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD Radio is used ...

hybrid format.

History

WWL-FM

On March 15, 1970, the station first

signed on Signing may refer to: * Using sign language * Signature, placing one's name on a document * Signature (disambiguation) * Manual communication, signing as a form of communication using the hands in place of the voice * Digital signature A digi ...

the air as WWL-FM. It was owned by Loyola University of the South, now known as

Loyola University New Orleans Loyola University New Orleans is a private Jesuit university in New Orleans, Louisiana. Originally established as Loyola College in 1904, the institution was chartered as a university in 1912. It bears the name of the Jesuit founder, Saint Igna ...

. Loyola also owned

WWL-TV WWL-TV (channel 4) is a television station in New Orleans, Louisiana, United States, affiliated with CBS. It is owned by Tegna Inc. alongside Slidell-licensed MyNetworkTV affiliate WUPL (channel 54). Both stations share studios on Rampart St ...

and AM powerhouse WWL. WWL and WWL-FM had the same

call sign In broadcasting and radio communications, a call sign (also known as a call name or call letters—and historically as a call signal—or abbreviated as a call) is a unique identifier for a transmitter station. A call sign can be formally ass ...

but separate formats. The AM was a

full service Full service or Full Service may refer to: * Full-service radio, a wide range of programming * Full Service Network, a communications company Entertainment * "Full Service", a song by the New Kids on the Block from their album ''The Block'' * Ful ...

middle of the road station, while WWL-FM played

beautiful music Beautiful music (sometimes abbreviated as BM, B/EZ or BM/EZ for "beautiful music/easy listening") is a mostly instrumental music format that was prominent in North American radio from the late 1950s through the 1980s. Easy listening, elevator mu ...

. It featured quarter hour sweeps of instrumental

cover version In popular music, a cover version, cover song, remake, revival, or simply cover, is a new performance or recording by a musician other than the original performer or composer of the song. Originally, it referred to a version of a song relea ...

s of popular songs with

Hollywood Hollywood usually refers to: * Hollywood, Los Angeles, a neighborhood in California * Hollywood, a metonym for the cinema of the United States Hollywood may also refer to: Places United States * Hollywood District (disambiguation) * Hollywoo ...

and

Broadway Broadway may refer to: Theatre * Broadway Theatre (disambiguation) * Broadway theatre, theatrical productions in professional theatres near Broadway, Manhattan, New York City, U.S. ** Broadway (Manhattan), the street **Broadway Theatre (53rd Stree ...

show tunes.

Top 40 and easy listening

In the mid-1970s, station management decided to go in a radically different direction, seeking a younger

demographic Demography () is the statistical study of populations, especially human beings. Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as ed ...

for WWL-FM, as the FM flipped to a

Top 40 In the music industry, the Top 40 is the current, 40 most-popular songs in a particular genre. It is the best-selling or most frequently broadcast popular music. Record charts have traditionally consisted of a total of 40 songs. "Top 40" or "cont ...

format. However, the flip occurred during an era where most young people still were listening to inexpensive AM radios for their favorite hits. The station failed to make much headway against AM Top 40 leader WTIX. By May 1976, WWL-FM returned to

easy listening Easy listening (including mood music) is a popular music genre and radio format that was most popular during the 1950s to 1970s. It is related to middle-of-the-road (MOR) music and encompasses instrumental recordings of standards, hit songs, ...

music. The format featured mostly instrumental songs with several soft vocals each hour. On December 26, 1980, to separate the FM station's image from its AM and TV counterparts, the call letters were changed to WAJY. The station, calling itself "Joy 102," moved closer to a 50/50 mix of instrumentals and vocals, some from

soft rock Soft rock is a form of rock music that originated in the late 1960s in Southern California and the United Kingdom which smoothed over the edges of singer-songwriter and pop rock, relying on simple, melodic songs with big, lush productions. S ...

artists such as

Elton John Sir Elton Hercules John (born Reginald Kenneth Dwight; 25 March 1947) is a British singer, pianist and composer. Commonly nicknamed the "Rocket Man" after his 1972 hit single of the same name, John has led a commercially successful career a ...

Olivia Newton-John Dame Olivia Newton-John (26 September 1948 – 8 August 2022) was a British-Australian singer, actress and activist. She was a four-time Grammy Awards, Grammy Award winner whose music career included 15 top-ten singles, including 5 number-one s ...

Stevie Wonder Stevland Hardaway Morris ( Judkins; May 13, 1950), known professionally as Stevie Wonder, is an American singer-songwriter, who is credited as a pioneer and influence by musicians across a range of genres that include rhythm and blues, pop, s ...

and

Chicago (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...

Switch to WLMG

Through the 1980s, the easy format saw its audience continuing to age, while most advertisers seek young and middle-aged listeners. In 1987, the station completed its transition to a

soft adult contemporary Adult contemporary music (AC) is a form of radio-played popular music, ranging from 1960s vocal and 1970s soft rock music to predominantly ballad-heavy music of the present day, with varying degrees of easy listening, pop, soul, R&B, quiet sto ...

format, eliminating the instrumentals. The call sign was changed to WLMG, and rebranded as "Magic 102." With most radios in the 1990s going from analog dials to digital, the station began calling itself "Magic 101.9" in 1995. Over the next decade, WWL and WLMG changed hands several times. In 1989, Loyola University sold the stations to Keymarket Communications. The TV station was sold to a group of its employees, using the name Rampart Broadcasting. In July 1995, the radio stations were acquired by

River City Broadcasting River City Broadcasting L.P. was a major television and radio station operator in mid-sized markets in the United States, based in St. Louis, Missouri. Overview The firm was formed in 1989 as a partnership between Barry Baker and Larry Marcus, b ...

. Later ownership switched to

Sinclair Broadcast Group Sinclair Broadcast Group, Inc. (SBG) is a publicly traded American telecommunications conglomerate that is controlled by the descendants of company founder Julian Sinclair Smith. Headquartered in the Baltimore suburb of Cockeysville, Maryland, t ...

. In December 1999, WWL and WLMG were acquired by Entercom.Broadcasting & Cable Yearbook 2001 page D-197
/ref> In the early 2000s, WLMG moved to a mainstream

format. In 2006, the

WWL-FM WWL-FM (105.3 MHz) is a commercial radio station, licensed to Kenner, Louisiana, and serving the New Orleans metropolitan area. It is owned by Audacy, Inc. and airs a news-talk and sports radio format, simulcast with WWL. The station's studi ...

call sign returned to New Orleans on 105.3 FM.

References

External links

* * * * {{Entercom

WLMG WLMG (101.9 FM, "Magic 101.9 FM") is a commercial radio station licensed to New Orleans, Louisiana. Owned by Audacy, Inc., it broadcasts an adult contemporary radio format. From mid-November to December 25 each year, it switches to all-Christm ...

Mainstream adult contemporary radio stations in the United States Radio stations established in 1970 1970 establishments in Louisiana Audacy, Inc. radio stations