A longtime Duluth public radio station has rebranded as its sale to the operator of the city’s PBS station closes, creating the only public radio-TV combination in Minnesota.
The former KUMD/103.3 is now WDSE, using the slogan “The North 103.3 FM.” A press release says there will be no immediate changes to the station’s broad Adult Alternative format.
All staff members except longtime morning host Lisa Johnson accepted offers to transition to the new ownership. Johnson hosted her last show on Tuesday.
WDSE-TV owner Duluth-Superior Educational Television Corporation bought the radio station from the University of Minnesota Board of Regents for $175,000. The seller retained the rights to the KUMD callsign.
“WDSE’s work is centered on the arts, health and wellbeing, our natural world, civic engagement, and history and storytelling. We are known as the region’s story tellers and, through our combined organizations, we see this as an opportunity for deeper connections to tell even more compelling stories that reflect our diverse and unique communities. Together we will provide our region a complete, trusted public media experience, unique to any other media offering in the Northland.”
Patricia Mester, President and General Manager of WDSE•WRPT
Documents filed with the FCC indicate WDSE plans to move the radio station into its building on the UMD campus but will be able to continue using existing studio space in UMD’s Humanities Building for up to three years after closing. It has also previously announced plans to invest between $1.6 and $3 million into station equipment, planning, and marketing.
The press release says UMD students will continue to be involved in the radio station and will now have opportunities at the TV station as well. It quotes UMD Chancellor Lendley Black as saying that WDSE is better positioned to advance public radio in Duluth.
103.3 is one of seven public radio services available in the Twin Ports, competing with Minnesota Public Radio’s three networks, two Wisconsin Public Radio networks, and the Fond du Lac Band of Lake Superior Chippewa’s WGZS. Nielsen Audio’s Spring 2021 ratings showed KUMD with a 1.7% average quarterly hour share of the 12+ audience, ahead of WPR’s stations. MPR’s Duluth ratings are not publicly released.
WDSE President and General Manager Patricia Mester worked for MPR before joining WDSE.