Entercom isn’t giving up on sports in Milwaukee, but it is relegating the format to the AM dial. The FM translator that carried WSSP’s signal is now a hip hop station. WSSP will continue on 1250 AM.
Now branded 1250 AM the Fan, Entercom’s station is one of three in the sports format in Milwaukee. The Fan was already facing an uphill climb with rival 97.3 the Game carrying the Wisconsin Badgers and ESPN Milwaukee having access to the Bucks, Brewers, and Packers thanks to those teams’ relationships with sister station WTMJ.
The new hip hop station is branded Hot 105.7.
“As part of our commitment to amplifying diverse voices in our content and talent lineup, the new Hot 105.7 will engage fans with today’s hottest music, relevant entertainment and a focus on issues important to African Americans and the multi-cultural community in Milwaukee,” said Entercom’s Milwaukee Market Manager Andrea Hansen. “This strategic launch will also enhance our portfolio that already includes a prominent sports station and a pair of market leading brands focused on super serving the female audience, ensuring we are delivering robust opportunities for advertisers to connect with diverse communities throughout Milwaukee.”
Hot 105.7 is the second station focused on Milwaukee’s Black community in as many weeks. Last week Good Karma Brands announced that the demographic would be served by a new talk station called 101.7 the Truth.
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