WXSS

WXSS (103.7 KISS-FM) is a top 40 (CHR) radio station in Milwaukee, Wisconsin. The station was created and is programmed by Brian Kelly. It is licensed to Wauwatosa, Wisconsin. The station is known as "103.7 KISS FM" and is owned by Entercom, along with WMYX-FM and WSSP. Its studios are located in Hales Corners, while its transmitter tower is based in Milwaukee's North Side near Estabrook Park.

History

The original call sign was WTOS, a reference to its city of license, when it signed on in 1961 with a MOR format. WTOS later flipped to a country music format that also featured ethnic programming. In March, 1969, new owners switched the station's format to progressive rock, going head-to-head with WZMF. The inexperienced owners lost money with the format, and in 1971, a new owner adopted a beautiful music format and the WEZW call sign. WEZW was a huge ratings success for the following two decades.

Magic 103.7

As the format withered away on radio dials across the country during the late 1980s and early 1990s, WEZW tweaked the format in 1993 by adding adult contemporary music with vocals. WEZW made an even more abrupt change in March 1995 by changing its calls to WAMG and branding to Magic 103.7 with the slogan "Continuous Soft Favorites". Unable to compete with WLTQ, they flipped to a Rhythmic Adult Contemporary format in September 1996, keeping the Magic branding, but changing the slogan to "Rhythm & Romance." The playlist featured rhythmic oldies, current R&B and Pop/Dance in addition to soft AC. Much of the airstaff was changed; however, some features including "Lovesongs" (with a different host) and "The Sunday Jazz Brunch" remained.