# WLAV-FM
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{{Use American English|date=February 2025}}
{{Use mdy dates|date=January 2025}}
{{Infobox radio station
| name = WLAV-FM
| logo = WLAV-FM logo.png
| logo_size = 200px
| city = [Grand Rapids, Michigan](/source/Grand_Rapids%2C_Michigan)
| country = US
| area = [Grand Rapids metropolitan area](/source/Grand_Rapids_metropolitan_area)
| branding = 97 LAV-FM
| frequency = 96.9 [MHz](/source/Megahertz) {{HD Radio}}
| airdate = {{Start date|1947|1}}
| format = [Classic rock](/source/Classic_rock)
| erp = 43,000 watts
| haat = {{convert|160|m|ft|sp=us}}
| class = B
| licensing_authority = [FCC](/source/Federal_Communications_Commission)
| facility_id = 41680
| callsign_meaning = Leonard Adrian Versluis (original owner)
| former_callsigns =
| affiliations = [Westwood One](/source/Westwood_One)
| owner = [Cumulus Media](/source/Cumulus_Media)
| licensee = Radio License Holding CBC, LLC
| sister_stations = {{hlist|[WHTS](/source/WHTS)|[WJRW](/source/WJRW)|[WKLQ](/source/WKLQ_(FM))|[WTNR](/source/WTNR_(FM))}}
| webcast = {{listen live|https://player.listenlive.co/23911}}
| website = {{URL|https://www.wlav.com/}}
}}
'''WLAV-FM''' (96.9 [MHz](/source/Hertz)) is a [commercial radio](/source/commercial_radio) station in [Grand Rapids, Michigan](/source/Grand_Rapids%2C_Michigan). It is owned by [Cumulus Media](/source/Cumulus_Media) and it broadcasts a [classic rock](/source/classic_rock) [format](/source/radio_format). The studios and offices are in the Symplicity Communications Building at 60 Monroe Center Street NW in Grand Rapids.
WLAV has an [effective radiated power](/source/effective_radiated_power) (ERP) of 43,000 watts. The [transmitter](/source/transmitter) is off Pierce Street in [Allendale](/source/Allendale%2C_Michigan).[[https://radio-locator.com/cgi-bin/finder?call=WLAV&x=0&y=0&sr=Y&s=C Radio-Locator.com/WLAV]]
==History==
===Early years===
WLAV-FM [signed on](/source/signed_on) the air in January 1947.[[https://www.worldradiohistory.com/Archive-BC-YB/1950/RADIO%20&%20TV%20ALL%20YB%201950%20B&W-11.pdf ''Broadcasting Yearbook 1950'' page 176. Retrieved June 9, 2025.]] It was the FM [sister station](/source/sister_station) of WLAV 1340 AM (now [WJRW](/source/WJRW)). They were owned by Leonard Adrian Versluis, hence the [call sign](/source/call_sign)s. The two stations would [simulcast](/source/simulcast) most of their programming through the 1960s. Both stations were [network affiliate](/source/network_affiliate)s of [ABC Radio](/source/ABC_News_Radio).
By the early 1970s, WLAV-FM began airing separate programming. In the daytime, it used the [automated](/source/broadcast_automation) "Love" format, a mix of instrumentals and soft vocals. At night, it played [progressive rock](/source/progressive_rock) music. Also for a time in the early 1970s, WLAV-FM played [oldies](/source/oldies) under the tag line "Grand Rapids' Goldmine". The rock music proved to be popular and it was expanded to all day.[[https://www.worldradiohistory.com/Archive-BC-YB/1977/C%20Section%20Radio%20Broadcasting%20Yearbook%201977%20P-6.pdf ''Broadcasting Yearbook 1977'' page C-105. Retrieved June 9, 2025.]] In 1974, WLAV-FM became western Michigan's first full-time [album rock](/source/album_rock) station and was a quick success among FM stations in the [market](/source/media_market).
The station experienced difficulties in the 1980s. It was sued for the death of two people and the injury of two other at its popular annual raft race event. Many of its top disc jockeys began to leave: morning host Laurie DeYoung moved to Baltimore, Tony Gates left in 1984, and in 1986 popular morning personality [Kevin Matthews](/source/Kevin_Matthews_(radio_personality)) relocated to St. Louis.
===Modern rock===
By the early 1990s, WLAV-FM was doing poorly in the ratings, facing increased competition from album rock outlet [WKLQ](/source/WKLQ_(FM)) and classic rocker [WJFM](/source/WBCT). WLAV had been a top five station just a year before and had been the #1 station 12+ as recently as fall 1987. But in the spring 1991 [Arbitron ratings](/source/Arbitron_ratings) report, WLAV fell out of the top ten stations 12+. Its role as Grand Rapids' top album rock station was usurped by WKLQ.
On Memorial Day 1992, the station changed to a [modern rock](/source/modern_rock) format. Management felt that alternative rock was the direction that most rock radio was heading towards to stay contemporary with the tastes of young fans. But it lasted only a little more than a year on WLAV-FM. Following backlash from listeners, by the fall of 1993, the alternative format relocated to its sister station, AM 1340 WLAV, calling it "1340 Underground". The modern rock sound ran for approximately two years on 1340 AM until a [sports radio](/source/sports_radio) format replaced it. WLAV-FM returned to a more classic rock-driven [playlist](/source/playlist). The station continued refining the format during the 1990s, honing it towards classic rock music released between the 1960s and 1980s. Slowly WLAV-FM recovered in the ratings.
===Change in ownership===
[Citadel Broadcasting](/source/Citadel_Broadcasting) acquired the station from Bloomington Broadcasting (doing business as Michigan Media) in 2000. Citadel merged with [Cumulus Media](/source/Cumulus_Media) on September 16, 2011.[{{cite news|title=Cumulus now owns Citadel Broadcasting|url=http://www.bizjournals.com/atlanta/news/2011/09/16/cumulus-now-owns-citadel-broadcasting.html|access-date=September 16, 2011|newspaper=Atlanta Business Journal|date=September 16, 2011}}]
In the evening, the station carries the [syndicated](/source/radio_syndication) ''[Steve Gorman](/source/Steve_Gorman) Rocks'', hosted by the drummer for [The Black Crows](/source/The_Black_Crows). The show is based in [Nashville](/source/Nashville).
==References==
*[http://www.michiguide.com/dials/rad-j/wlav.html Michiguide.com - WLAV-FM History]
{{Reflist}}
==External links==
*{{FM station data|41680|WLAV}}
{{Grand Rapids Radio}}
{{Classic Rock Radio Stations in Michigan}}
{{Cumulus Media}}
{{coord|42.959639|N|85.895806|W|type:landmark_region:US-MI_source:FCC|display=title}}
LAV-FM
Category:Radio stations established in 1948
Category:Cumulus Media radio stations
Category:Classic rock radio stations in the United States
Category:1948 establishments in Michigan
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Adapted from the Wikipedia article [WLAV-FM](https://en.wikipedia.org/wiki/WLAV-FM) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/WLAV-FM?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.