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WHQG

Milwaukee, Wisconsin United States
Broadcast area	Greater Milwaukee
Frequency	102.9 MHz (HD Radio)
Branding	102.9 The Hog
Programming
Format	Mainstream rock
Subchannels	HD2: WJOI simulcast (Brokered Christian)
Affiliations	Compass Media Networks United Stations Radio Networks
Ownership
Owner	Saga Communications (Lakefront Communications, LLC)
Sister stations	WJMR-FM, WJOI, WKLH, WRXS
History
First air date	April 22, 1962; 62 years ago (1962-04-22)
Former call signs	WRIT-FM (1962–1971) WFWO (1971–1972) WBCS-FM (1972–1987) WLZR-FM (1987–2005)
Call sign meaning	"Hog"
Technical information
Licensing authority	FCC
Facility ID	36372
Class	B
ERP	50,000 watts
HAAT	130 meters (430 ft)
Transmitter coordinates	43°02′49″N 87°58′52″W / 43.047°N 87.981°W / 43.047; -87.981
Links
Public license information	Public file LMS
Webcast	Listen live
Website	www.1029thehog.com

WHQG (102.9 FM, "102.9 The Hog") is a commercial radio station in Milwaukee, Wisconsin. It airs a mainstream rock radio format and is owned by Saga Communications, operating as part of its Milwaukee Radio Group.

WHQG is a Class B FM station, with an effective radiated power (ERP) of 50,000 watts, the maximum for most Milwaukee-area stations. The studios, which are shared with WHQG's four sister stations, along with the transmitter tower, are on West McKinley Avenue, on the city's west side.

History

Top 40 and soft AC (1962–1972)

The station signed on the air on April 22, 1962, as WRIT-FM, co-owned with WRIT (1340 AM, now WJOI). The stations simulcasted a Top 40 format.

In 1971, 102.9 split from the simulcast, becoming WFWO-FM ("For Women Only"). WFWO played soft adult contemporary music.

Country (1972–1987)

The station flipped to country music as WBCS on October 1, 1972. WBCS found success with the format, as they were the only country station in the market at the time, after rival WMIL-FM (95.7) had switched to Top 40 as WZUU the year before. In 1983, WMIL-FM (106.1 FM) launched a country format, putting WMIL and WBCS in competition for Milwaukee country music fans.

Mainstream rock (1987-2005)

WLZR succeeded WBCS with a hard rock format on February 16, 1987. "Lazer 103" dominated the album-oriented rock market, such that competing station WQFM switched to smooth jazz in 1996. WLZR's longtime morning show of Bob and Brian debuted in July 1987. The station ran a simulcast on sister station 1340 AM beginning in the WBCS era, sporadically until 1997, when 1340 AM became the faith-based WJYI.

Even with Bob and Brian's success, during Lazer 103's last few years, the aging audience of the station's morning show did not translate to listenership of the station's younger-skewing active rock format the rest of the day, as older listeners dispersed to the more work-appropriate offerings of sister station WKLH, or WKTI and other offerings after the show's end. Also in 2004, WLTQ suddenly dropped their light adult contemporary format and switched to an 1980s-oriented classic rock format as "97.3 The Brew", which also stripped listeners of WLZR post-Bob and Brian, along with WKLH. Management decided to rebuild the station around the demographic of their popular morning show, along with the general decline in the active rock format altogether at the time.

Classic rock (2005-present)

On August 15, 2005, WLZR started stunting with wide-ranging music and teasers. The stunt also included songs with the word "Jack" in their title (in reference to the rapidly growing Jack FM format). The next day, just after 10:00 a.m., Bob and Brian signed off their morning show by signing on a new radio station -- "102-9 The Hog". The station re-imaged itself, dropped much of the younger-skewing rock music from bands like Slipknot, Mudvayne and Linkin Park, added more rock from the 1960s, 1970s and 1980s, and widely expanded their playlist. The new slogan was "Everything That Rocks", and serves as a harder rocking counterpart to its classic rock sister, WKLH. Another slogan used to help change the station's image and to steal listeners from other stations included "Not Just the 80's, Everything That Rocks". The results of the image and playlist changes were immediate, as "The Hog" soon eclipsed "The Brew" in the local ratings, eventually hastening their May 2010 conversion to Top 40 as WRNW.

The Hog's mascot hog was named "Dr. Squealgood" in a contest which is takeoff of the popular Mötley Crüe song "Dr. Feelgood". The Hog branding's success has led to Janesville, Wisconsin station WWHG changing its branding to mirror WHQG's.

In recent years, WHQG's format shifted back towards active rock, similar to the former WLZR.

References

1. "Facility Technical Data for WHQG". Licensing and Management System. Federal Communications Commission.
2. "WHQG-FM 102.9 MHz - Milwaukee, WI". radio-locator.com. Retrieved January 28, 2024.
3. "Page 105" (PDF). americanradiohistory.com. Retrieved January 28, 2024.
4. Billboard. Nielsen Business Media, Inc. May 25, 1968.
5. "WBCS-FM Drops Country, Now AOR 'Laser 103' WLZR" (PDF). www.americanradiohistory.com. February 6, 1987. p. 6.
6. "Street Talk" (PDF). www.americanradiohistory.com. February 20, 1987. p. 22.

External links

• 102.9 The Hog official website
• Facility details for Facility ID 36372 (WHQG) in the FCC Licensing and Management System
• WHQG in Nielsen Audio's FM station database
• Bob and Brian's official website
• Milwaukee radio: a retrospective
• "Lazer 103 to change music format" (JSonline.com)
• "The Hog offers no sentiment for Lazer" (JSonline.com)

• HD Radio stations
• Radio stations in the Milwaukee metropolitan area
• Active rock radio stations in the United States
• Radio stations established in 1962
• 1962 establishments in Wisconsin