City Grand Isle, Vermont Frequency 102.3 MHz | Branding Mix 102.3 First air date April 1970 | |
Broadcast area Burlington-Plattsburgh area Slogan "Burlington's Best Music Mix" | ||
WIXM (102.3 MHz) is an FM radio station licensed to Grand Isle, Vermont and serves the Burlington-Plattsburgh area. The station is owned and operated by Radio Broadcasting Services, Inc. It airs a hot adult contemporary music format known as "Mix 102.3".
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Early years as WWSR-FM "Stereo 102" & WLFE-FM country format
The station first signed on in April 1970 as WWSR-FM, the sister station of 1420 WWSR. Its format was adult contemporary music using the automated "Hit Parade" service, calling itself Stereo 102. In the late 1970s, it dropped AC in favor of country music, using the call letters WLFE.
Active rock format and call letter change to WIER (2008-2012)
The station flipped from country music to Christmas music in November 2008, and on December 29, 2008, the station moved to active rock as Rock 102 "Pure Rock Radio" to go up against alternative rock station 99.9 WBTZ in nearby Plattsburgh, New York.
In January 2009, the station added The Todd and Tyler Radio Empire, a syndicated talk show based out of Omaha, Nebraska, to its morning schedule.
On March 1, 2010, WLFE-FM changed its call letters to WIER and rebranded as "102.3 The Wire".
Hot Adult contemporary format (2012-present)
WIER switched to hot adult contemporary as "Mix 102.3" on March 30, 2012, The station's playlist is listed on Mediabase (where hot AC rival WEZF is listed), but it is not on the add board. The station plays only a few 1980s hits, much like its rival WEZF. On August 13, 2012, the station changed its call sign to WIXM.