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| Broadcast area | Grand Rapids metropolitan area |
|---|---|
| Frequency | 97.9MHz (HD Radio) |
| Branding | 97.9 WGRD |
| Programming | |
| Format | Mainstream Rock |
| Affiliations | Compass Media Networks |
| Ownership | |
| Owner |
|
| WFGR,WLHT-FM,WNWZ,WTRV | |
| History | |
First air date | August 1, 1962; 63 years ago (1962-08-01) (as WXTO) |
Former call signs | WXTO (1962–1971) |
Call sign meaning | Grand Rapids Daytime (when WGRD AM was adaytime only station) |
| Technical information[1] | |
Licensing authority | FCC |
| Facility ID | 55650 |
| Class | B |
| ERP | 13,000watts |
| HAAT | 180 meters (591 ft) |
| Links | |
Public license information | |
| Webcast | Listen Live |
| Website | wgrd.com |
WGRD-FM (97.9MHz) is acommercialradio station inGrand Rapids, Michigan. It is owned byTownsquare Media and it broadcasts amainstream rockformat. It is theflagship station ofThe Free Beer and Hot Wings Show, asyndicated comedy and talk morning program. WGRD's studios and offices are on Ottawa Avenue NW in Grand Rapids.
WGRD-FM has aneffective radiated power (ERP) of 13,000watts. Thetransmitter is on 92nd Street SE at High Point Drive inCutlerville.[2]
The stationsigned on the air on August 1, 1962; 63 years ago (1962-08-01)..[3] Its originalcall sign was WXTO, owned by theRoman Catholic Diocese of Grand Rapids. It was acollege radio station operated byAquinas College, which gave students training in broadcasting and also airedCatholic religious programs.
It was sold to a commercial broadcasting operation, which also ownedWGRD 1410 AM in Grand Rapids andWTRU 1600 AM inMuskegon. Regional Broadcasters, Inc. took full control of the station in 1971 and changed its call letters to WGRD-FM. The station's transmitter and tower remained on the Aquinas College campus until 1974. WGRD 1410 AM was adaytime-only station, hence the call letters, which stood for "Grand Rapids Daytime".
In 1971, WGRD 1410 AM, which had had aTop 40 music format in place since 1959, was struggling in the ratings against pop-rock competitorsWLAV 1340 AM and 95.7 WZZM-FM (then known as "Z96", nowWLHT-FM). Management decided to move the struggling Top 40 format onto its FM station as "The New 98 Rock, WGRD-FM". That made theFM stereo station the primary frequency while having the AM continue to simulcast. The newly revamped WGRD-FM quickly became the dominant Top 40 station in the market and continued to be for over two decades.
During the mid-1970s, WGRD was frequently the #1 station (12+) in the Grand Rapids market. In the 1979 FallArbitron ratings period, WGRD was on top with a 19 share. By 1985, the station was known as "98 Rock, WGRD". It earned a 12.2 share (12+) in the Summer 1986 Arbitron ratings. That was helped by the popular "98 Rock Morning Show" hosted by Johnny "Big John" Howell, Robert "Radar" Shroll, and Jennifer Stephens.
By the summer of 1994, WGRD-FM's station moniker was "Grand Rapids #1 Hit Music Station! 98 WGRD". But its Top 40 sound found increasing competition from other area radio stations with similar formats.
By 1995, WGRD-FM had lost significant market share to 104.5WSNX in Muskegon, which had flipped fromadult contemporary music toTop 40/CHR. WSNX was programmed by former WGRD music director J.J. Duling and began to eclipse WGRD in the area radio ratings.
During 1995, WGRD began phasing in popularalternative rock andmodern AC songs to theplaylist. Over the next several months, the Top 40 hits were heard less and less, with WGRD beginning to promote itself as alternative rock.
In 2000, WGRD was acquired by Regent Broadcasting, which changed its name to Townsquare Media ten years later.[4] In August 2010 a reunion of more than 60 former WGRD staff members was held in Grand Rapids which included market legend Bruce Grant, the original program director from 1948, and dozens of other personalities from the AM 1410/FM 97.9 history.
During 2010, WGRD began to shift its focus from alternative rock tomainstream rock. This was due to a format hole in the market being created by longtime rock station 94.5 WKLQ switching tosports talk. WGRD's target demographic is Men ages 18–34 and a secondary of Men 25-54 (Arbitron demographics).
The Free Beer and Hot Wings Show is WGRD's comedy/talk wake-up program. It is syndicated byCompass Media Networks and heard across the U.S., mostly on rock stations. It began airing on WGRD in 2004.
The cast consists of five members: Gregg "Free Beer" Daniels, Chris "Hot Wings" Michels, Steve McKiernan, Kelly Cheesborough and Maitlynn Mossolle.[5][6] The show is now syndicated in 38 markets throughout the United States.[7]
42°47′46″N85°38′56″W / 42.796°N 85.649°W /42.796; -85.649