WXXM Madison: The Fascinating History of 92.1 FM and Its Evolution to Rewind 92.1

Madison, Wisconsin, is a city known for its vibrant culture, passionate community, and a radio landscape as diverse as its residents. At the heart of this auditory ecosystem lies a frequency that has become legendary in its own right: 92.1 FM. Currently known as Rewind 92.1, this station, identified by the call letters WXXM, has undergone more transformations than most stations experience in a century. From its early days as a pioneering alternative rock outlet to its dramatic tenure as “The Mic,” a progressive talk radio hub that sparked a listener-led revolution, and now as a beloved classic hits station, WXXM’s journey is a microcosm of the changing tides of the radio industry. For those who have followed the airwaves in the Madison metropolitan area, the story of WXXM is not just about a frequency; it is about community, identity, and the undeniable power of listener loyalty. This article delves deep into the rich history, the legendary battles, and the current incarnation of this iconic Madison radio station.

The Birth of a Legend: From WYXE to WMAD

The story of 92.1 FM in Madison begins not with WXXM, but with its predecessors. The station first signed on the air on April 12, 1972, under the call sign WYXE . Initially, it served as a Top 40 contemporary music station, blending current hits with oldies from the late 1950s and 1960s . However, the station’s identity truly began to crystallize in the late 1970s. In 1979, the station adopted the call sign WMAD, a clever nod to its home city of Madison . It was during this era that 92.1 FM began to forge its reputation as a cultural tastemaker in the region. Throughout much of the 1980s and 1990s, WMAD programmed an alternative rock format that earned it a devoted following .

Despite its decent ratings and loyal fanbase, WMAD faced a significant challenge: its signal. As a Class A station, its broadcast strength was limited to 3,700 watts of Effective Radiated Power (ERP), which did not fully saturate the entire Madison market like some of the more powerful FM stations in the area . The signal was strongest on the North and East sides of Madison and in the city of license, Sun Prairie . Nevertheless, for a generation of listeners, WMAD was the go-to source for alternative music, setting the stage for the station’s future identity.

The “Mix” Era and a Divisive Change

As the new millennium dawned, the radio industry was consolidating, and changes were on the horizon for 92.1 FM. Feeling that ratings could be better, the station’s then-owner, Clear Channel Communications (now known as iHeartMedia), made a decision that would send shockwaves through the local music scene. On October 28, 2002, Clear Channel abruptly dropped WMAD’s successful alternative rock format .

In its place, the station became “Mix 92.1,” adopting a Modern Adult Contemporary (Hot AC) format that featured artists like Sheryl Crow, U2, and Dave Matthews Band . The change was met with immediate and intense listener outcry. The station’s ratings plummeted, proving that the new format could not compete with similar stations in the market . In a move that seemed to acknowledge the mistake, Clear Channel attempted to appease disgruntled listeners by flipping another struggling station, the smooth jazz outlet at 96.3 FM, to an alternative rock format. On December 31, 2003, 96.3 became the new “Mad Radio,” taking the coveted WMAD call letters and alternative rock format, while 92.1 officially adopted the WXXM call sign, a name derived from its previous “MiX” format . The switch to WXXM and the rebranding of 92.1 as “Mix” was widely regarded as a failure, leaving the frequency adrift and in need of a radical new direction .

The Rise of “The Mic”: A Progressive Talk Powerhouse

By mid-2004, it was clear that “Mix 92.1” was not sustainable. During the last weeks of August, the station went jockless, airing announcements teasing a significant change and directing current listeners to sister station WZEE (“Z104”) . At midnight on September 7, 2004, the “Mix” era officially ended. The final song played was “Steal My Sunshine” by Len, a fittingly ironic farewell to a format that had tried and failed to capture the sunny zeitgeist of Madison .

After several hours of stunting with political comedy, the new format launched at 11:00 AM that morning: “The Mic, 92.1.” WXXM became “Madison’s Progressive Talk,” featuring programming from the Air America Radio network . The decision was strategic. Clear Channel had seen success with progressive talk in other markets, and local management believed the format was a perfect fit for Madison, a city widely known for its strong liberal leanings . The launch of “The Mic” was heralded by Air America’s “The Al Franken Show,” establishing the station immediately as a voice for left-of-center politics . The station quickly became more than just a radio format; it became a community hub for progressive thought in Wisconsin .

Over the next few years, “The Mic” continued to evolve. While it initially relied heavily on Air America programming, the station began to diversify its lineup. It acquired shows from non-AAR distributors, including national hosts like Ed Schultz, Stephanie Miller, and Mike Malloy (the latter replaced original evening host Phil Hendrie due to high demand from listeners) . Importantly, the station also developed a local presence with shows like “The Pro Show” hosted by Lee Rayburn and commentaries from Matthew Rothschild, editor of the Madison-based magazine The Progressive . The station was a hit with its core audience, though its ratings fluctuated.

The “Save The Mic” Movement: A Legendary Listener Revolt

Despite its loyal following, “The Mic” faced significant financial challenges. The progressive talk format struggled to attract major national advertisers, and the station consistently ranked low in revenue among Madison radio stations . On November 10, 2006, Clear Channel Madison made a stunning announcement: WXXM would drop the progressive talk format and flip to all-sports radio on January 1, 2007 . Management cited a desire to broadcast more local high school and college sports and the financial difficulties of the current format .

The announcement triggered a massive backlash from the station’s passionate listener base. For fans of “The Mic,” the loss of a liberal voice in the commercial talk radio landscape of Madison was unacceptable . One listener, Valerie Walasek, launched an online petition to persuade Clear Channel to reverse its decision. The petition quickly surpassed its original goal of 5,000 signatures, sparking a movement that gained national attention . Ed Schultz and Stephanie Miller, two of the station’s national hosts, heavily promoted the petition and criticized station management on the air .

The movement culminated in a dramatic series of events in December 2006. On December 12, an overflow crowd gathered for a rally at the High Noon Saloon in support of “The Mic” . Then, on December 20, supporters held a mock “funeral procession” to Clear Channel’s Madison headquarters, delivering the petition with thousands of signatures to station management . The pressure was immense. The support from fans, advertisers, and community leaders was overwhelming. On December 21, 2006, just one day after the “funeral,” Clear Channel Madison reversed its decision. WXXM would not become a sports station; “The Mic” would live to fight another day . This event remains one of the most legendary examples of listener activism in radio history, a testament to the powerful bond between WXXM and its audience.

The Decline of “The Mic” and the Rebrand to “Rewind 92.1”

The “Save The Mic” movement bought the progressive talk format another decade of life. However, the radio industry continued to evolve, and the political talk landscape changed significantly. The chapter on progressive talk on 92.1 FM came to an end in a quiet but definitive way on Election Day, November 8, 2016. As the nation was absorbing the results of the presidential election, WXXM ceased its progressive talk programming and began stunting with all-Christmas music, branding itself as “Best FM” and “Madison’s Home for the Holidays” .

The change was a shock to the progressive community. Matt Rothschild, who had been a frequent guest on the station, lamented the loss, stating, “Losing 92.1 is a big setback for the progressive community in Wisconsin” . But the change was permanent. On November 22, 2016, iHeartMedia officially ended the holiday stunting and launched the station’s new, current format. WXXM became “Rewind 92.1,” an adult hits/classic hits station .

“Rewind 92.1” focuses on playing the greatest hits from the 1960s, 1970s, and 1980s, featuring artists like the Eagles, Elton John, Michael Jackson, and Fleetwood Mac . The station’s slogan, “We Play Anything!” reflects its adult hits format, offering a diverse mix of music from several decades . As of the Winter 2025 Nielsen Station Information Profile (SIP), WXXM is officially listed as a Classic Hits station branded as REWIND 92.1 WXXM IHEART . The station continues to serve the Madison metropolitan area, providing a soundtrack of nostalgia for listeners . While it is no longer a center for political debate, WXXM remains a beloved institution, offering music that connects the community through shared memories of a bygone era.

Conclusion

The story of WXXM Madison is a compelling narrative that encapsulates the dynamic and often turbulent nature of the radio broadcasting industry. What began as a low-power alternative rock station grew into a political powerhouse, only to be saved by the very community it served, and ultimately transformed into a classic hits destination. The frequency at 92.1 FM has been a mirror reflecting the cultural and political changes of Madison over the past five decades. From the rebellious days of WMAD to the intellectual debates of “The Mic,” and now the nostalgic comfort of “Rewind 92.1,” WXXM has proven time and again that a radio station is more than just a transmitter. It is a living entity, shaped by the passions of its listeners and the vision of its owners. Whether you remember it as “Mad Radio,” “The Mic,” or simply as “Rewind,” 92.1 FM remains a vital thread in the fabric of the Madison community.

Frequently Asked Questions (FAQ)

What does WXXM stand for?

The call sign WXXM does not have a specific meaning related to the current “Rewind” format. However, the “XXM” part of the call sign is derived from the station’s history when it was previously branded as “Mix” 92.1. The “W” is a standard Federal Communications Commission (FCC) prefix for radio stations located east of the Mississippi River .

What is the current format for WXXM Madison?

As of the most recent data, WXXM broadcasts an Adult Hits/Classic Hits format. The station is branded as “Rewind 92.1” and its slogan is “We Play Anything!” The station plays popular hits primarily from the 1960s, 1970s, and 1980s .

What happened to “The Mic” 92.1?

“The Mic” was the progressive talk radio format that aired on WXXM from 2004 until November 2016. The station was known for carrying programs from Air America Radio and local hosts. On November 8, 2016, the progressive talk format was replaced with Christmas music, and shortly after, the station officially rebranded as “Rewind 92.1” .

Who saved WXXM from changing to a sports station?

The WXXM progressive talk format was saved by a massive listener-led campaign known as the “Save The Mic” movement. In late 2006, Clear Channel announced they would flip the station to all-sports. A fan named Valerie Walasek started a petition that garnered thousands of signatures. The community’s outrage and support forced station management to reverse their decision in December 2006 .

Is WXXM still a liberal talk radio station?

No, WXXM is no longer a talk radio station. It ceased its liberal/progressive talk programming in November 2016 and is now a music station known as Rewind 92.1, playing a variety of classic hits from the 60s, 70s, and 80s. While the political talk format is gone, the station retains a significant place in the memory of Madison listeners for its role in progressive media .