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In 1973, Shamrock Communications, Inc., purchased a Milwaukee oom-pah-pah radio station that played polkas and waltzes, converted to rock music, and enjoyed more than two decades of success. In 1982, Billboard magazine honored it as the country's best rock station. Times-Shamrock continued its pursuit of the profitable baby-boom generation by switching to a smooth jazz format in March 1996. Blending smooth jazz instrumentals with R&B, rock and AC vocals, the station appeals to the 25-54 audience coveted by advertisers.









