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91.1 The Avenue (WOVM) logo.jpg
City Appleton, Wisconsin
Branding The Avenue
Slogan "Your Music, Your Community."
Frequency 91.1 MHz
First air date 1956
Format Adult Album Alternative
ERP 42,000 watts
HAAT 98 meters (322 feet)
Class C2
Facility ID 36786
Transmitter coordinates 44°09′46″N 88°14′37″W / 44.16278°N 88.24361°W / 44.16278; -88.24361
Callsign meaning Our Virgin Mary (former religious branding)[1]
Former callsigns WLFM (until 09/20/2005)[2]
Owner Music That Matters, Inc.
Website www.AvenueRadio.com

WOVM (91.1 FM, "The Avenue") is a non-commercial American radio station licensed to Appleton, Wisconsin. The station is owned by Music That Matters, Inc.

The station was assigned the WOVM call letters by the Federal Communications Commission on September 20, 2005.[2]


From 1956 to 2005, the station was owned by Lawrence University and bore the call letters WLFM, airing National Public Radio programming and Wisconsin Public Radio's Ideas network. Starboard Media purchased the station in the summer of 2005, changed the calls to WOVM and switched the station to its Relevant Radio Catholic religious programming.[1] WLFM continues on as a student-run Internet radio station featuring a wide variety of music and talk, broadcast from Lawrence University.[3]

In April 2008, Music That Matters Inc. reached a deal to acquire WOVM from Starboard Media Foundation d/b/a/ Relevant Radio[4][5] The deal was consummated on July 10, 2008

In 2014, WOVM held a one million dollar fundraiser to continue its operation and by the beginning of 2015 it raised over $700,000 from listeners and business supporters which was enough to keep it running through the end of the year.[6] It retained as part of its mission to support non-profit organizations.


From February 2009 to June 2011, WOVM aired a mix of blues, traditional and smooth jazz, lounge, and swing music. The format segued to Gold based Adult Album Alternative in June 2011.


  1. ^ a b "Relevant Radio Purchases WLFM". Relevant Radio (Press release). 2005-09-21. 
  2. ^ a b "Call Sign History". FCC Media Bureau CDBS Public Access Database. 
  3. ^ "WLFM Radio". Lawrence University. 
  4. ^ "Deals - 5/5/2008". Broadcasting & Cable. 2008-05-05. 
  5. ^ "Transactions: 6-13-2008". Radio Business Report. 2008-06-13. 
  6. ^ Soffer, Sari (3 January 2015). "91.1 The Avenue to broadcast through 2015". WBAY. 

External links[edit]