Those Christmas tunes you're hearing today on WOKY-AM (920) aren't the sign of an imminent format change. Some listeners might get that impression, since radio stations often play wacky music when they're about to flip to a new lineup. Or, as was the case with WLUM-FM (102.1) a couple weeks back when it spent a couple days playing just snippets of songs and calling themselves "Quick 102," a station may do an on-air stunt without a full-fledged change in the kind of music it plays. In WLUM's case, after the stunt stopped, the station rolled out a new name and tried to bolster its existing image as the spot for "alternative" music in the market. For WLUM, it was more a face lift than a format change. But what WOKY is up to today, as it celebrates Christmas on a steamy July day, is an attempt to remind listeners of its traditional identity, at least for part of the year, as "Milwaukee's Original Christmas Music Station."
The station played four Christmas songs an hour between 6 a.m. and 7 p.m. Monday and got listeners to call in for yuletide prizes.