In afternoons, Mike Heller, Nick Bruesewitz, Drew Olsen, Kevin Brandt, Matt Schneidman, and Doug Russell host shows focused on Wisconsin and national sports.

It also carries Westwood One Sports, Milwaukee Admirals AHL Hockey and weekend motor races.

They were co-owned for many years with television station WISN-TV as part of the Hearst Corporation, a newspaper and broadcasting conglomerate.

It played quarter-hour sweeps of primarily instrumental music, with some Broadway and Hollywood show tunes.

WLPX also sponsored future NASCAR Hall of Fame inductee Alan Kulwicki on local racetracks on the ASA, ARTGO, and regional circuits, which led to the association of his car number 97 in the Midwest with the radio station.

[5] The station's disc jockeys often appeared on WISN-TV in various roles, including hosting a telethon and doing remote broadcasts.

WLTQ featured the popular syndicated call-in and request show Delilah in the evening shift.

[11] The station's television ads and billboard advertisements featured an obese shirtless man named "Dancin' Kevin" based on an imaging campaign at WLUP-FM in Chicago.

Both of these changes drew listeners back from WQBW, prompting the station to shift towards adult hits by 2008.

At 9 a.m. on May 28, 2010, after playing "The Final Countdown" by Europe, the station returned to Top 40 (CHR) with the branding "97-3 Radio Now."

That call sign had previously been used from 1960 until 1982 for WXPK in the New York City suburb of Briarcliff Manor, the station where Howard Stern first hosted mornings.

WRNW's format change gave longtime top 40 powerhouse WXSS its first-in-market competition since WKTI's switch to adult hits.

On September 14, 2016, the station announced that the morning show would be brought back to being hosted locally in-house, with former WXSS morning personality Rahny Taylor returning to Milwaukee after a three-year stint on the national K-Love network to host the new show, starting the next day.

[18] Just after midnight on November 27, 2018, after playing "Eastside" by Benny Blanco and a commercial break, WRNW flipped to sports talk as 97.3 The Game.

From February 2011 until August 2012, the HD2 signal carried iHeartRadio's "Spin Cycle" automated format with dance/EDM tracks.