Northwestern Wisconsin Station Gets Easy

WLMX-FM/104.9 (Balsam Lake) has shifted its format from mainstream Adult Contemporary to Light AC as “Easy 104.9” with the new callsign WZEZ.

The station, owned by Zoe Communications, had been known as “Max 104.9” for the past two years and has carried variations of AC and Variety Hits for most of its 22-year life.

The new format is positioned as “relaxing favorites” and is heavy on soft gold from the 1970’s and 80’s, though there are also some recent songs in the mix.

WZEZ is one of nine full-power stations operated by Zoe in the region, including Spooner and Rice Lake in its legal ID and also providing rimshot coverage of the far northeastern Twin Cities metro area. Its new playlist primarily overlaps with TKC’s WJMC/1240 (Rice Lake) and the Twin Cities’ “Love 105” format on Cumulus’ WLUP/105.3 (Cambridge, MN).