WLUP cutting back on some harder rock music

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Emmis Communications classic rock WLUP-FM (97.9) has adjusted its playlist to drop some harder-edged rock music from the likes of Ozzy Osbourne and Metallica and play more of the biggest and most familiar rock hits from 1967 to 1990. The emphasis on classic rock is similar to Bonneville International’s WDRV-FM (97.1). WLUP general manager Marv Nyren said about 60 percent of the Loop’s playlist remains unchanged.

“We’re going back to our roots, but I don’t look at this as a format change,” said Nyren, who indicated there will be no changes in on-air talent at the station.

Nyren also played down suggestions the station is trying to attract some of the audience that regularly tunes to WDRV. “I think of them as more classic pop-oriented,” said Nyren. A spokesman for WDRV declined comment. Nyren said the Loop audience is about 60 percent male and 40 percent female. WLUP ranked 17th in the key 25 to 54-year-old demo in the December Arbitron ratings book,while WDRV ranked fourth.