PPM was coming to Milwaukee. 97.3 had a Classic Rock format, competing with Saga's 2 WKLH and WHQG

The market was ripe for another CHR station. Both Clear Channel and Saga wanted to do it.

There were some theories Saga leaked out the website on purpose because they knew Clear Channel would jump, and thus get rid of the competition. The GM at Saga was quoted in an article about how it was good to be rid of the competition. They ended up going with Classic Country on 106.9

Then a couple years later, they proceeded first with Rhythmic CHR, then with the format they intended under different branding (Energy)

106.9 is a very bad signal. It used to be in Menomonee Falls at the old WZMF site. Had better overall coverage but was not able to get into the office buildings downtown. So they put it on the tower outside their studio with WHQG, WJMR (the former WZMF) and WJYI. This helped the office building problem (Format was Smooth Jazz at the time) but they had to add a sharp directional null to the south. So it does not reach the entire market. Can barely reach the southern half of Milwaukee County before the static kicks in. When it was in Menomonee Falls, it used to have a listenable signal in Kenosha and Racine. Not at all anymore.