Milwaukeeans may have noticed a familiar voice on an unfamiliar frequency on the FM dial.
For nearly 20 years, Jon Adler was one of Milwaukee’s most recognizable radio voices, hosting the morning show on 102.1 FM WLUM. He was let go by the station in March due to “budget cuts,” according to a Facebook post by Adler.
WLUM was recently bought out by corporate Christian radio network K-Love, something that bums out Adler. But he’s grateful for his new radio home. In July, he joined 88.9 FM Radio Milwaukee as an assistant program director on-air talent. He met Milwaukee Magazine near Radio Milwaukee’s studio and chatted about his new FM home, the importance of local music and the future of Milwaukee radio.
Tell us who you’d pick to be a Betty this year!
What made Radio Milwaukee a good fit for you?
It was a top three preset on my radio forever! It fills in the independent and local part that I really wanted. It’s been such a good transition. It’s been an absolute blast.
What about public radio is important to you?
I came in at a crazy time. The Corporation for Public Broadcasting [announced its closure] a month after I started. At 88.9, they were already looking ahead at that possibility and had a distinct plan. When I had the interview, I asked what if CPB goes away? Everybody had an answer. That made me feel a thousand times better. It’s a “walk the walk, talk the talk” at 88.9. They believe it, I believe it.
What has it been like for you so far at Radio Milwaukee?
I’m assistant program director, so more responsibility. Night shift at 10 p.m. rather than a 6 a.m. morning show is a big change. Living in Bay View, I’m so much closer! I’m also digging a lot deeper into local music than ever before. It’s not just throw it on “because it’s local,” you throw it on because it’s great and it’s local. It’s not just Sunday nights. We put a local band right next to a national artist, and it sounds great!
What’s the response been from your fans?
I’ve gotten messages from people saying, “I listened to you on 102.1, and now I listen to you on 88.9.” That’s the nicest thing you could ever say to me.
What vibe from 102.1 do you carry with you at Radio Milwaukee?
Bringing a “let’s see if this works” mentality to promotion. Coming up with unorthodox things because I’m the new guy. There’s a very free exchange of ideas.
How do you feel about the future of Milwaukee radio?
I’m the poster child of watching things go away right now. You do have to act. Being passive has consequences. If you think about Milwaukee as a person, you love it but you have to question it. Promoting local organizations, playing local bands, having a certain sound, genuinely helps. It’s not a vacuum. If you’re losing your public media, you’re losing culture. Support your local media.
Correction: The story has been updated with the correct quote of Adler’s title.
