WLSW

Infobox Radio Station
name = WLSW-FM


city = Scottdale, Pennsylvania
area = Scottdale, Pennsylvania / Pittsburgh
branding = "Musicpower 104"
slogan = "Where the Music Lives On"
airdate = December 21, 1971
frequency = 103.9 (MHz)
format = Adult CHR
erp = 320 watts
haat = 238 meters
class = A
facility_id = 36116
owner = L. Stanley Wall (dba The Wall Group)
website = [http://www.musicpower104.com/ www.musicpower104.com]
callsign_meaning = Ludwig Stanley Wall (founder)

WLSW is an American radio station, licensed to Scottdale, Pennsylvania. The station operates at the federally-assigned frequency of 103.9 mHz with an effective radiated power of 320 watts. The station is privately-owned by Ludwig Stanley "Uncle Stan" Wall.

History

WLSW first signed on the air back in 1971, founded by legendary Pittsburgh DJ Ludwig Stanley "Uncle Stan" Wall, who first applied for the frequency back in 1968 upon the advice of a friend who was a broadcast engineer. Wall had also been a DJ and later general manager for WTRA (now WCNS) in Latrobe prior to putting this station on the air.

Unlike many FM stations of its time, WLSW was a standalone operation. It's important to remember at this time this was an oddity, because few cars in those days were equipped with FM radios, and FM's were often simulcast by their AM sister operations. It's also important to remember that FM had barely begun to gain acceptance among its AM counterpart.

Nevertheless, WLSW forged ahead, with a format mainly composed of oldies, rock, and Top 40 music. Its studios, offices, and transmitter were located in a converted double-wide mobile home at the top of a mountain on PA Route 711 a few miles east of Connellsville. Geographic references were often made by the DJ's as "Magic Mountain", while others jokingly called the treacherous stretch of Route 711 as "Murder Mountain"--a reference to the steep climb and potentially treacherous winter conditions on this stretch of the highway.

WQTW: An AM station joins the fold

In April 1984, Wall purchased WQTW, an AM station operating at 1570 kHz 15 miles north of Connellsville in Latrobe, for $66,000. The 1,000 watt station, which had the distinction of being Latrobe's first of two radio stations, had had its studios and offices destroyed in a fire the year before and had been silent for a period of about nine months.

Wall purchased WQTW and returned it to the air, and using his same formula for WLSW's beginning, parked another converted double-wide mobile home at the transmitter site on George Street in Derry Township for the station's operations. WQTW operated independently of its FM sister for a period of about six years until it was decided to simulcast WLSW over its airwaves, keeping separate oldies and polka programming on the weekends, and Derry Area high school football games.

WLSW: Keeping the Oldies Alive

In 1992, Wall decided to add oldies programming to his program lineup at WLSW. Though rival oldies station WWSW in Pittsburgh played oldies, none offered pre-British invasion R&B-based music which had become legendary in Pittsburgh, largely due to the popularity of legendary Pittsburgh disc jockey Porky Chedwick.

According to a story in the Pittsburgh Tribune-Review, Wall had made the decision as he was traveling along the Pennsylvania Turnpike and had heard DJ Charlie Apple on the former WKPA on a cold November Saturday afternoon. Wall had heard Apple tell his listeners that since the station had been recently sold, and a format change was inevitable, it was his last show, thus there would be no special Christmas show as he had done in the past.

According to the interview, Wall picked up his cellular car phone and dialed the studio line. He called Apple on the air and said "You'll do it on my station". Another WKPA DJ, Jeff Allen, was also offered a show on WLSW. Other reputed oldies DJ's would gradually be added, including the legendary Porky Chedwick.

WLSW Today

Since ownership rules changed in 1992, allowing companies to own more stations in a single market, Stan Wall has had countless offers from prospective buyers, though his station is not for sale. Broadcasters have sought out to make offers to Wall, primary because the station, while operating at an ERP of 3,000 watts, actually broadcasts using only a 325 watt transmitter. The reason is because of the enormous height of the mountain from which WLSW's tower site is located, as well as the fact that because of the natural high elevation, the much shorter than usual tower does not need to be lighted, thus making it one of the most cost-efficient and low-maintenance FM operations in western Pennsylvania.

WLSW also bears the distinction of being one of the few remaining suburban Pittsburgh radio stations with a live, local, real-time airstaff.

WLSW has, in recent years, shifted its music from Top 40 to Hot Adult Contemporary, adopting the moniker "Musicpower 104" in the early 90's. Though the station is primarily music-intensive, it does offer some full-service programming elements traditionally found on a typical small market AM station, such as high school and Pittsburgh Steelers football.

The oldies specialty programming, which has been highly successful since debuting on WLSW in 1992, remains today, as do Charlie Apple and Jeff Allen. WLSW program director Debbie Larson has been with the station for more than 20 years. Notable weekday on air talent includes Steve Maffei on mornings, Debbie Larson on mid-days, and Jeff Gerard on afternoon drive.

External links

* [http://www.musicpower104.com/ WLSW official website]
*FMQ|WLSW
*FML|WLSW
*FMARB|WLSW