phasing in popular alternative rock and Modern AC music into the playlist. Over a several month period, the CHR product was subsequently phased out and the station began promoting themselves as an alternative rock station. In August 2010 a reunion of more than 60 former WGRD staff members was held in Grand Rapids which included market legend Bruce Grant, the original program director from 1948, and dozens of other personalities from the AM 1410/FM 97.9 history. During 2010, WGRD began to shift from alternative rock to active rock. This was due to a format hole in the market being created by longtime Rock/CHR and active rock station WKLQ leaving the format for sports talk. WGRD's target demographic is men ages 18–34 and a secondary of Men 25-54 (Arbitron demographics). Sources WGRD Website Michiguide.com - WGRD-FM History References External links WGRD Website GRD-FM GRD-FM Active rock radio stations in the United States Radio stations established in 1962 Townsquare Media radio stations