A pair of Ironwood/Hurley stations has adopted new brands for the new year.
WUPM’s Hot Adult Contemporary format has been renamed “Mix 106.9” with a promise of more community involvement.
Meanwhile, W275CR/102.9 and originating station WHRY/1450 (Hurley, WI) are now known as “Oldies 102.9” with a playlist that now goes from 1955 to 1989.
The stations are owned by Baroka Broadcasting, which bought the stations in 2015, upgraded WUPM to 100kW in 2016, and signed on W275CR last year.