WRXL

WRXL (102.1 FM "Alt 102-1") is a commercial radio station licensed to Richmond, Virginia, and serving Central Virginia. WRXL is owned and operated by Audacy, Inc. WRXL airs an alternative rock radio format.

WRXL

Richmond, Virginia United States
Broadcast area	Central Virginia
Frequency	102.1 MHz (HD Radio)
Branding	Alt 102-1
Programming
Language(s)	English
Format	Alternative rock
Subchannels	HD2: Big 98.5 (country music)
Affiliations	Elliot in the Morning Premiere Networks
Ownership
Owner	Audacy, Inc. (Audacy License, LLC)
Sister stations	WBTJ WRNL WRVA WRVQ WTVR-FM (HD2)
History
First air date	March 4, 1949 (1949-03-04)
Former call signs	WRNL-FM (1949–73)
Call sign meaning	"Richmond's Radio Excellence"
Technical information
Licensing authority	FCC
Facility ID	11961
Class	B
ERP	20,000 watts
HAAT	241 meters (791 ft)
Transmitter coordinates	37°36′52.5″N 77°30′54.9″W
Translator(s)	HD2: 98.5 W253BI (Richmond)
Links
Public license information	Public file LMS
Webcast	Listen live (via Audacy)
Website	www.audacy.com/alt1021rva

Studios, offices and the transmitter tower are on Basie Road in Richmond. The station carries the syndicated Elliot in the Morning show, produced by Premiere Networks and originating at former sister station WWDC-FM in Washington, D.C.

History

Early years as WRNL-FM

On March 4, 1949, the station signed on the air as WRNL-FM. It was the FM sister station to WRNL, owned by the Richmond Radio Corporation, a subsidiary of The Richmond News Leader newspaper (hence the WRNL-FM call sign). At first, WRNL-FM simulcast its AM counterpart, carrying the ABC Radio schedule of dramas, comedies, sports and news. In the late 1950s, WRNL-AM-FM moved to a full service format of middle of the road music, news, sports and talk.

In the 1960s, several Richmond FM stations received permission from the Federal Communications Commission for unusually high power. Today, Richmond is in Zone 1, limited to a maximum of 50,000 watts effective radiated power (ERP). Before these rules were put into place, WRNL-FM was permitted to go to 120,000 watts, WFMV (now WURV) went to 74,000 watts and, to this day, WRVQ (then WRVA-FM) runs at 200,000 watts.

Switch to rock as WRXL

In 1971, WRNL-AM-FM were bought by Rust Communications, which owned a number of radio stations around the country. Rust decided to give WRNL-FM its own format. It hired a staff of young DJs, stopped simulcasting the AM station and switched to progressive rock. To give the station a fresh identity, in 1973, the call sign was changed to WRXL. By 1980, the station's music had moved to an album-oriented rock direction, based on playing the biggest selling rock artists. During the entire 1990's, WRXL evolved into a full-blown Mainstream rock station up until 2002 when the station decided to transition into active rock to compete against, Cox Media's then-alternative rock station, Y-101. Their music program adjustment was more of an alternative metal lean around the mid-2000's, very similar to Y-101 but still active rock.

In 1993, WRVH (the new name of WRNL) and WRXL were sold to Clear Channel Communications, a forerunner of iHeartMedia, Inc., for $9.75 million.

From Active Rock to Alternative Rock

Former logo as "XL102"

In 2002, the station slowly started to move their format from album rock/ Mainstream rock to an alternative metal style of Active rock as "102-1 The X" as their music programing was changed intentionally to compete against Cox Media's Alternative rock rival, WDYL, well known as "Y-101" during that time of format transition and was proven a successful competitive approach during the mid and late 2000's until 2012 when the format started to decline in popularity, the transition to alternative rock overthrown their Active Rock sound completely during 2013 slowly phasing out the Active Rock direction all the way through to fill the void of where WDYL, Y101 once was when they changed their format to Top 40/CHR as "HOT 100.9" similar to how WVHT did as "HOT 100.5" In Hampton Roads during spring of 2009 when they changed their format from Mainstream Rock as "100.5 MAX FM" WXMM. "HOT 100.9's music format was in direct competition against WRVQ Known as Q94. On October 1, 2012, WRXL rebranded from "102-1 The X" back to "XL 102", WRXL's branding from 1976 to 2002. In 2006 the station changed to a new broadcast tower at 791 feet (241 meters) in height above average terrain, while also dropping to 20,000 watts from its previous 120,000 watts. WRXL would still have a larger coverage area than conventional Class B FM stations, but with lower power due to the increased antenna height.

On November 1, 2017, iHeartMedia announced that WRXL, along with all of its co-owned stations in Richmond and Chattanooga, would be swapped to Entercom, coupled with that company's merger with CBS Radio. The sale was completed on December 19, 2017. The deal had iHeartMedia taking over several former CBS and Entercom stations in Boston and Seattle in exchange for the Richmond and Chattanooga stations.

On September 13, 2020, WRXL quietly re-branded as "Alt 102-1" as part of a systemic "revamping" of Entercom's alternative rock stations. At this time, most of the local DJs and programming staff were laid off and replaced with out-of-market hosts.

HD Radio

WRXL also broadcasts an HD subchannel:

• WRXL-HD2 carries a country music format branded as "Big 98.5", which feeds the co-owned translator station W253BI at 98.5 FM. The station premiered July 27, 2015.

External links

• Official website
• Facility details for Facility ID 11961 (WRXL) in the FCC Licensing and Management System
• WRXL in Nielsen Audio's FM station database
• Facility details for Facility ID 148159 (W253BI) in the FCC Licensing and Management System
• W253BI at FCCdata.org