Update: Liberal Talk Lineups Launch in Wausau, Wisconsin Rapids

Radio stations in Wausau and Wisconsin Rapids switched most of their lineups to Liberal Talk on Monday, Aug. 1, as new management took over the stations.

Civic Media is now operating WXCO/1230 and W255DN/98.9 (Wausau) and WFHR/1320 and W248DE/97.5 (Wisconsin Rapids). The Wausau stations are now known as “Bull Falls Radio,” named after an area on the Wisconsin River near downtown Wausau and the city’s original name.

The new lineup includes an 8 to 11 a.m. show hosted by Pat Kreitlow, a former state senator and TV anchor who’s now the founding editor of Up North News, as well as the syndicated Devils Advocates Radio Show hosted by Michael Crute.

Kreitlow explained Monday that the show is owned by Up North News’ parent, Courier Newsroom, and indicated that the show would air on additional Civic Media stations in the future.

Audio from WXCO’s web feed

Both WXCO and WFHR continue to run local sports, and news will be a component of the new formats as well.

Civic Media CEO Sage Weil said in a news release that the increased focus on national politics in the media has helped drive political polarization.

“At Civic Media we believe the path to finding common ground begins with quality, honest, fact-based coverage of local news, and respectful discussion of those issues that affect all of us in our local communities, whether it be clean water, the revitalization of Main Street, or the administration of our elections,” Weil said in the news release.

Weil owns 90% of Civic Media, while Crute owns 10%.

Civic Media is awaiting formal FCC approval of its purchase of WXCO and W255DN from Sunrise Broadcasting for $400,000. WFHR and W248DE are currently owned by Heart of Wisconsin Media, which has not yet filed an application to transfer the station to Civic Media, but a filing last week for a separate purchase in Berlin and Oshkosh said the WFHR sale would be filed soon.

WXCO and W255DN had previously carried ESPN Radio as “Sports Fan 98.9.” WFHR had carried Talk before switching to Classic Hits when W248DE launched at the beginning of the year.

Besides the Berlin and Oshkosh stations, Civic Media is also in the process of buying stations in Richland Center. Weil indicated in Monday’s news release that the company also plans to add a station in Wisconsin’s northwoods. Weil is also an investor in companies run by Crute that program Liberal Talk formats in Madison and Milwaukee.