WXXM

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WXXM

Broadcast area	Madison, Wisconsin
Branding	"The Mic, 92.1"
Slogan	"Madison's Progressive Talk"
Frequency	(92.1 MHz)
Format	Progressive talk
ERP	3,700 watts
Class	A
Callsign meaning	"MIX" (Previous format)
Owner	Clear Channel Communications
Website	themic921.com

WXXM (The Mic 92.1) is a radio station serving the Madison, Wisconsin metropolitan area. The station airs a progressive talk format and air mostly syndicated programming, particularly from the Air America Radio network. The station will adopt a sports format on January 1, 2007.

Contents 1 History 2 2007 Format Change to Sports 3 See also 4 External links

[edit] History

Throughout much of the 1990s, 92.1 was WMAD, which programmed alternative rock music. The station had decent ratings, though they were handicapped by a lower-powered signal that did not saturate the market like many of the other local FM stations.

Feeling that ratings could be better, Clear Channel Communications dropped WMAD's alternative rock format on October 28, 2002, becoming "Mix 92.1" (later picking up the WXXM call letters) and airing a modern rock-based Hot AC format. The new Mix 92.1 was a failure, as they could not compete with other similar stations in the market, and ratings were lower than the previous format. Listener outcry over the switch was so strong that on December 31, 2003 Clear Channel turned their struggling smooth jazz station at 96.3 into the new "Mad Radio", adding the WMAD call letters and an alternative rock format. This lasted until December 23, 2005, when WMAD dropped alternative rock altogether and switched to country music.

During the week before Labor Day 2004, WXXM went jockless with announcements on the end of Mix 92.1 and the launch of the progressive talk format, directing current listeners to sister CHR WZEE (Z104).[1]

At Midnight on September 7, 2004, Mix 92.1 was no more. The last Mix 92.1 song was "Steal My Sunshine" by Len. After several hours of stunting with left-wing comedy bits,[2] "The Mic 92.1" launched at 11AM that morning with a CNN Radio newsbreak and Air America Radio's "The Al Franken Show." Clear Channel was experiencing success in other markets with progressive talk, and local management figured that the format would be ideal for the strongly liberal Madison market. Hence, "The Mic 92.1" was born, featuring programming primarily from Air America Radio.

Since the launch of "The Mic," WXXM has made a few adjustments to their schedule, eventually obtaining both the Ed Schultz and Stephanie Miller shows. They also replaced their original late evening host, Phil Hendrie, with Mike Malloy, due to many requests from listeners.

The Mic would also add a local on-air presence. This included shows such as "Forward Forum," a Saturday morning show hosted by John Quinlan; "The Pro Show," a weekday morning show hosted by Lee Rayburn and Jody Shawback; and 2-minute commentaries from Matthew Rothschild, editor of the Madison-based magazine The Progressive.

[edit] 2007 Format Change to Sports

As expected in a city known for its progressive politics, The Mic enjoyed a loyal following. (The station ranked 11th of 25 stations in the Summer 2006 Arbitron ratings for the Madison market.) However, it was announced on November 10, 2006, that WXXM would change formats to all-sports effective January 1, 2007. In its announcement, management cited audience research that showed a desire among listeners for more coverage of local high school and college sports, as well as more live broadcasts of other sports programming that may be tape-delayed on Clear Channel's other stations in the Madison market (including WIBA-AM and WTSO). The new format will wear the moniker of "Fox Sports Radio 92.1." Ironically, Fox Sports Radio already has a presence in the Madison market, and although the station on which it currently airs(WTLX) is geared toward a Madison audience, its signal doesn't fully cover the city.

In relation to the format flip, "The Pro Show" was discontinued the week of November 10, 2006, while "Forward Forum" was previously cancelled on October 28, 2006. Fans of The Mic have now launched an online petition to Clear Channel Madison to preserve the format.

[edit] See also

• Air America Radio

[edit] External links

• WXXM's website
• Media musings: To air is liberal Google cache of "The Capital Times", September 7, 2004
• Query the FCC's FM station database for WXXM
• Statement from Clear Channel concerning WXXM's format change to sports
• Articles from Wisconsin State Journal and Capital Times on WXXM's flip to sports
• Link to petition to keep progressive talk on WXXM