 In 2008, WNOV shifted to an urban AC format, but moved back to a more broader urban contemporary direction to more effectively compete with WKKV, resulting in WNOV being placed on Mediabase's Urban reporting panel.In December 2009, WNOV acquired a low-powered translator at 102.5 and launched an Urban AC simulcast on the signal.The translator is licensed to the North Shore suburb of Mequon, but transmits from the WNOV transmitter site.