Midwestern Broadcasting has flipped sports WCCW-AM (Traverse City) to a classic country format, branded as “WTCM Gold,” as a companion to sister station WTCM-FM. The new brand launched on Friday (2/5) replacing ESPN Radio. Positioning as “Yesterday’s Country Music” as a play on WTCM-FM’s “Today’s Country Music” positioner, the station is focusing on Country hits of the ’70s through ’90s.
Program Director Mike Sinclair told All Access, “Our contract with ESPN was up a few days ago and that’s when we launched AM 1310, WTCM GOLD. This is a buffer station, and run like a jukebox — no personalities, just sweepers, music and commercials. If there is larger success than we anticipate, we may revisit the idea of staffing the station.”