 | |
| Broadcast area | Grand Rapids metropolitan area |
|---|---|
| Frequency | 96.9MHz (HD Radio) |
| Branding | 97 LAV-FM |
| Programming | |
| Format | Classic Rock |
| Affiliations | Westwood One |
| Ownership | |
| Owner |
|
| WHTS,WJRW,WKLQ,WTNR | |
| History | |
First air date | January 1947; 78 years ago (1947-01) |
Call sign meaning | LeonardAdrianVersluis (original owner) |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 41680 |
| Class | B |
| ERP | 43,000watts |
| HAAT | 160 meters (525 ft) |
| Links | |
Public license information | |
| Webcast | Listen live |
| Website | wlav.com |
WLAV-FM (96.9MHz) is acommercialradio station inGrand Rapids, Michigan. It is owned byCumulus Media and it broadcasts aclassic rockformat. The studios and offices are in the Symplicity Communications Building at 60 Monroe Center Street NW in Grand Rapids.
WLAV has aneffective radiated power (ERP) of 43,000watts. Thetransmitter is off Pierce Street inAllendale.[2]
WLAV-FMsigned on the air in January 1947; 78 years ago (1947-01).[3] It was the FMsister station of WLAV 1340 AM (nowWJRW). They were owned by Leonard Adrian Versluis, hence thecall signs. The two stations wouldsimulcast most of their programming through the 1960s. Both stations werenetwork affiliates ofABC Radio.
By the early 1970s, WLAV-FM began airing separate programming. In the daytime, it used theautomated "Love" format, a mix of instrumentals and soft vocals. At night, it playedprogressive rock music. Also for a time in the early 1970s, WLAV-FM playedoldies under the tag line "Grand Rapids' Goldmine." The rock music proved to be popular and it was expanded to all day.[4] In 1974, WLAV-FM became western Michigan's first full-timealbum rock station and was a quick success among FM stations in themarket.
The station experienced difficulties in the 1980s. It was sued for the death of two people and the injury of two other at its popular annual raft race event. Many of its topdisc jockeys began to leave: morning host Laurie DeYoung moved to Baltimore, Tony Gates left in 1984, and in 1986 popular morning personalityKevin Matthews relocated to St. Louis.
By the early 1990s, WLAV-FM was doing poorly in the ratings, facing increased competition from album rock outlet 94.5WKLQ and classic rocker 93.7WJFM. WLAV had been a top five station just a year before and had been the #1 station 12+ as recently as fall 1987. But in the spring 1991Arbitron ratings report, WLAV fell out of the top ten stations 12+. Its role as Grand Rapids' top album rock station was usurped by WKLQ.
On Memorial Day 1992, the station changed to amodern rock format. Management felt that alternative rock was the direction that most rock radio was heading towards to stay contemporary with the tastes of young fans. But it lasted only a little more than a year on WLAV-FM. Following backlash from listeners, by the fall of 1993, the alternative format relocated to its sister station, AM 1340 WLAV, calling it "1340 Underground". The modern rock sound ran for approximately two years on 1340 AM until asports radio format replaced it. WLAV-FM returned to a more classic rock-drivenplaylist. The station continued refining the format during the 1990s, honing it towards classic rock music released between the 1960s and 1980s. Slowly WLAV-FM recovered in the ratings.
Citadel Broadcasting acquired the station from Bloomington Broadcasting (doing business as Michigan Media) in 2000. Citadel merged withCumulus Media on September 16, 2011.[5]
In the evening, the station carries thesyndicatedSteve Gorman Rocks, hosted by the drummer forThe Black Crows. The show is based inNashville.
42°57′35″N85°53′45″W / 42.959639°N 85.895806°W /42.959639; -85.895806