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98.7 THE BULL logo.png
City Portland, Oregon
Broadcast area Portland, Oregon
Branding 98-7 The Bull
Slogan "#1 For New Country"
Frequency 98.7 MHz
First air date June 6, 1948 (as KPOJ-FM)
Format Country
ERP 25,000 watts
HAAT 502 meters
Class C1
Facility ID 4114
Transmitter coordinates 45°30′58″N 122°43′59″W / 45.51611°N 122.73306°W / 45.51611; -122.73306Coordinates: 45°30′58″N 122°43′59″W / 45.51611°N 122.73306°W / 45.51611; -122.73306
Callsign meaning CoUPLe; KU-PortLand
Former callsigns KPOJ-FM (1948-1968)
KPOK-FM (1968-1973)
KUPL-FM (1973-2010)
Former frequencies 98.7 MHz (1948-1964)
98.5 MHz (1964-1997)
Owner Alpha Media
(Alpha Media Licensee LLC)
Sister stations KBFF, KINK, KUFO, KXTG, KXL-FM
Webcast Listen Live
Website 987thebull.com

'KUPL (98.7 FM) is an American commercial broadcast radio station based in and licensed to Portland, Oregon, playing country music. The station is owned by Alpha Media, which purchased CBS Radio's Portland station cluster in August 2009.[1] Its studios are located in downtown Portland, and its transmitter is in Portland's west hills.


KUPL began on June 6, 1948 as KPOJ-FM on 98.7 MHz. It was owned and operated by the Portland Oregon Journal.[2] It moved to 98.5 FM on March 27, 1964. On August 15, 1968, KPOJ-FM changed call letters to KPOK-FM. On June 18, 1973 KPOK-FM changed their format from oldies (as "The Golden Sound") to beautiful music as "98-FM" and on July 11, 1973, KPOK-FM changed its call letters to KUPL-FM and aired beautiful music until March 16, 1984, when it switched to its current country format as "K98, Continuous Hit Country". On September 4, 1997, KUPL-FM moved from 98.5 FM to 98.7 FM. On September 16, 2010, the "-FM" suffix was removed from the station's call letters.

In March 2011, the station reverted to branding as "98-7 KUPL, #1 For The Most New Country".

On January 10, 2013 the station changed its branding to "98.7, The Bull".[3]

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