+Country WMIL-FM 106.1 has replaced Full Service Talker WTMJ-AM 620 as the
top station in the market. WTMJ's current drop can be attributed to the
baseball strike (they're the Brewers' flagship and syndicator), but before
that they slipped almost four points from year-ago levels. However, mid-day
newcomers Jim Althoff and Andee Beck have gained slightly on G. Gordon
Liddy's year-ago level; Charlie Sykes is still trying to catch up to Jay
Marvin's exiting numbers.

+Talker WISN-AM 1130 can't blame sports strikes for its drop, however.
Milwaukee's probably just tiring of the non-stop right-wing rants. Curt
Smith, the ex-George Bush speechwriter that replaced Jerry Bott in the 9-Noon
shift (by order of the Hearst Corporation's New York office, to hear Bott
tell it on one of his last airshifts), has matched Rush Limbaugh
(tape-delayed Noon-3) in both ideology and airshift ratings slide from Summer
'93 levels (down two points). Mark Belling, the 3-6 conservative poster boy
(I've never seen so many billboards for a single air personality around
Milwaukee since the days of Larry "The Legend" Johnson on the old WZUU), is
substantially ahead of longtime WTMJ staple Jonathan Green but has dropped
2.6 from last year, as did 6-7:30 sports talker Steve "The Homer" True.

+The top morning show is rocker WLZR-AM 1340-FM 102.9's Bob Madden and Brian
Nelson, with WNOV-AM 860's Commander Michael McGee and Richard G. Carter
"tough talk" more than tripling that station's share.

+The biggest loser: WLUM-FM 102.1, which lost almost half of its measured
audience. Whether it willfully jumped from Urban to Alternative Rock last
month or was pushed is debatable.

Milwaukee, WI -  Summer 1994 Arbitron Ratings:
12-plus totals, with changes from Spring standings:

1. WMIL-FM 106.1        Country            8.8 (+1.1)
2. WTMJ-AM 620          Full Service Talk  8.0 (-0.5)
3. WKTI-FM 94.5         Uptempo A/C        7.1 (+1.6)
4. WKLH-FM 96.5         Classic Rock       6.9 (+0.3)
5. WLZR-AM1340-FM102.9  AOR                6.6 (+0.8)
6. (tie)WISN-AM 1130    News/Talk          5.0 (-2.1)
6. (tie)WKKV-FM 100.7   Urban A/C          5.0 (+1.3)
6. (tie)WOKY-AM 920     Nostalgia          5.0 (-1.1)
9. WEZW-FM 103.7        Soft A/C           4.7 (+0.6)
10. WMYX-FM 99.1        Uptempo A/C        4.6 (+1.5)
11. WQFM-FM 93.3        AOR                4.0 (+0.9)
12. WLUM-FM 102.1       Urban/Alternative  3.8 (-3.7)
13. (tie)WZTR-FM 95.7   Oldies             3.3 (-1.1)
13. (tie)WLTQ-FM 97.3   Soft A/C           3.3 (+0.1)
15. WNOV-AM 860         Urban              2.3 (steady)
16. WFMR-FM 98.3        Classical          2.2 (-0.3)
17. WMCS-AM 1290        Urban              1.8 (+0.4)

Apparently missing in action: WYLO-AM 540 (religious/ethnic), WLIP-AM 1050
(A/C and oldies), WEMP-AM 1250 (Oldies Channel), WRJN-AM 1400 (Full Service
A/C), WBJX-AM 1460 (Spanish), WAUK-AM 1510 (Country), WTKM-AM 1540-FM 104.9
(polkas), WHKQ-FM 92 (easy listening) and WVCY-FM 107.7 (strident Religious
Right propaganda).

Top 5 in the mornings:          Top 5 Middays:
1. WLZR-AM-FM, 9.3              1. WMIL, 8.9
2. WMIL, 8.7                    2. WKLH, 7.8
3. (tie)WTMJ, 8.6               3. WISN, 7.6
3. (tie)WKTI, 8.6               4. WKTI, 7.2
5. WKLH, 8.1                    5. WEZW, 6.3

Top 5 Afternoon Drives:         Top 5 Evenings:
1. WMIL, 9.2                    1. WTMJ, 14.6
2. WISN, 8.3                    2. WKKV, 9.6
3. WKLH, 7.8                    3. WMIL, 6.8
4. WKTI, 7.3                    4. WLUM, 5.9
5. WTMJ, 6.7                    5. WLZR, 5.3

Source on these numbers is Duane Dudek of the Milwaukee Sentinel.
Daevid Aachen, Mornings, WRJQ-AM 1570, Appleton WI