FM Technical Profile: WLMG
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- Station Name:
- Magic 101.9
- Soft Adult
view] Co-located with K28IL in eastern New Orleans, near
Tarrytown. Just off Behman Highway, between and across from
Utah and Oregon Streets.
- Power (ERP):
- 99 kW
- Beam tilt ERP 100
- Antenna HAAT:
- 984 feet
- 60 dBu protected
map, from the FCC.
PS-(song) (artist) ON MAGIC | WLMG, NEW
Text-[artist, song title] On Soft Rock Magic 101.9
- AUX: 25 kW @ 538
feet. 60 dBu protected
map, from the FCC.
- More Information:
For Magic 101.9
[Facebook] For Hot
RDS data decoded on Radio Shack DX-398, showing part of the PS
(station name) field from October 2015.
RDS data decoded on an Insignia HD portable, showing the PI (call
sign) and Radio Text fields from April 2016.
- This station was spawned
by clear channel powerhouse WWL AM, and owned by Loyola University of
the South. It came on the air in 1970, playing Beautiful Music
as a companion to the AM's Middle-of-the-Road music format. In
the mid-70's, the station attempted a go at Top 40 as "Rampart 102",
for the studios located on Rampart Street. It was unsuccessful
against Top 40 powerhouse WTIX, and eventually returned to the sleepy
sounds of Beautiful Music for the rest of the decade.
The next attempt to tweak the format came in 1980, when they
implemented the "Schulke II" format — vocal-heavy Easy
Listening. The station rebanded as "Joy 102", with the WAJY
calls. As the format's popular waned in the 80's, the station
eventually moved to a more Adult Contemporary sound, becoming "Magic
102" WLMG (Louisiana's MaGic) in 1987.
Loyola sold their stations to Keymarket Communications in 1989.
In 1995, the stations were sold to River City Communications; they
were acquired by Sinclair Broadcasting in 1996, and then in turn sold
to Entercom (formerly CBS Radio) in 1999.
The station was known for being the lightest sound in the New Orleans
market (even lighter than a competitor called "Lite 105"!) but that
changed in the early part of 2000, when they moved to a more
mainstream Adult Contemporary music format.
In 2010, the station installed HD radio equipment and launched a "Love
Songs" format on the HD2 subchannel. That was replaced by Radio
Disney in 2017, during the last gasp of life for that children's
format. In 2020, with Radio Disney shut down, the subchannel
picked up the Classic R&B "Hot 92.9" format that had been heard on
rebranded as Audacy in March 2021.