WLKK

WLKK

Wethersfield, New York
Broadcast area	Western New York
Frequency	107.7 MHz (HD Radio)
Branding	"107.7 The Lake"
Programming
Format	Adult album alternative
Ownership
Owner	Entercom Communications
Sister stations	WGR, WBEN, WWWS, WWKB, WTSS, WKSE, WBEE, WFKL, WBZA, WROC
History
First air date	June 6, 1948
Former call signs	WNSA, WNUC, WBMW, WEZQ, WBYR, WUWU, WFNF
Call sign meaning	W Lake K
Links
Webcast	Yes
Website	[1]

WLKK is an FM radio station located in the town of Wethersfield, New York. Broadcasting on the frequency of 107.7 MHz, the station is currently owned by the Entercom Communications Buffalo cluster, operates an adult album alternative format, and is branded as "107.7 The Lake."

History

Earliest days: Rural Radio Network

The FM station on 107.7 at Wethersfield originally started broadcasting June 6, 1948 as WFNF, a member of the Rural Radio Network based in Ithaca. The network changed ownership three times in the 1960s, and was most notable between 1969 and 1981 for being upstate New York's arm of Pat Robertson's original Christian Broadcasting Network.

After Robertson sold off the network, the station had become a part of the Buffalo, New York market (despite its position about halfway between Buffalo and Rochester). As a result of its distance from Buffalo, it struggled to gain ratings with multiple formats.

WUWU

"The Sound of the Future." New wave and jazz music. 1982-86.

WBYR

"The Bear -- High Quality Rock and Roll." Classic rock. 1986-88.

WBMW and WEZQ

Beautiful music. 1988 to August 1992.

WNUC

"New Country." Country music, intended to compete with WYRK (and indirectly WBEE, WPIG and many others). One of its longest-running formats, country on WNUC ran from August 1992 to October 2000, when the station was sold to Adelphia Communications for $5,600,000.

WNSA

"The Sports Authority/Sports Paradise." Sports radio. October 2000 to May 2004. This station was a relatively rare monaural FM station, unlike its stereophonic counterparts.

Arguably the station's greatest success was under this format. Between October 2000 and April 2004, Empire Sports Network, under VP/GM Bob Koshinski, operated the radio station, aimed at fans from Western New York into the Finger Lakes. The purpose of WNSA's existence was to challenge WGR, Buffalo's often antagonistic sports talk station. Howard Simon was recruited to host morning drive, longtime Buffalo sports talker Art Wander hosted during lunch, and radio newcomer Mike Schopp launched "Sports Talk for Smart People" during the afternoon drive. Later additions would include Jim Brinson, Doug Young (who defected from WGR and is widely credited as the person who landed the interviews and guests that made WNSA so popular), and Zig Fracassi, who had been a nationally syndicated host until the dissolution of the Sports Fan Radio Network. The station affiliated with Sporting News Radio and was among the first to carry the Sports USA Radio Network's NFL coverage. WNSA carried much of the same sporting events as Empire, including Sabres and Destroyers games, and WNSA consistently outperformed WGR in the ratings for most of its run.

Eventually, the station's fortunes would collapse; Wander would retire, Schopp would defect to WGR and take part-time work at ESPN Radio, and Adelphia Communications, thrown into bankruptcy, began to slash WNSA's (and Empire's) budget. Simon's show was moved to drive time, began simulcasting on Empire, and was dubbed The SimonCast, and the other personalities, none of whom seemed to be interested in the morning drive slot, rotated the AM shift (WNSA insisted on a local morning show because the Sporting News offering, Murray in the Morning, was deemed too inappropriate for its as-stated "PG-rated" listening auidence). Ratings fell below those of WGR toward the end. The end of WNSA came when the station was sold to WGR's owner, Entercom Communications in May 2004 for $10.3 million. Entercom turned it into classic rock "107.7 The Lake." Simon's show, however, would continue on WLVL 1340 in Lockport until November 2004, when he was recruited to host WGR's morning show.

Many WNSA staffers found jobs at WGR, while others (particularly those who had worked at both WNSA and WNUC) would end up at WYRK. Several hundred hours of WNSA's programming, including several unique specials, were archived by producer Steve Cichon and are available for purchase.[2]

WLKK

"The Lake." Its current format, launched in 2004. WLKK has maintained the number of listeners that the station had during the run of WNSA. The station indirectly took aim at the classic rock market and sought to create a more laid-back, relaxed atmosphere. The playlist of WLKK contains a large portion of hit songs from the 1970s and 1980s, less focused on hard rock and metal than most classic rock stations, but also contains the occasional deep track. The station uses a series of bumpers with flowing water, chirping birds, and a deep voice reading the station slogan.

In the past, disc jockeys often would tell the story behind the song (sometimes from CD liner notes). WLKK informed the people of the local community about various charitable causes. They also played WNY musicians on a regular basis and offered local music show on Monday nights, hosted by Robbie Takac of The Goo Goo Dolls.

Sources

• Tracking the old Rural Radio Network by Scott Fybush.

External links

• WLKK Official Web site
• WLKK format and jock history to 2000, via BillDulmage.com
• WNUC Web site, from 1997
• WNSA Web site, from 2002
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