WAUK (540 AM) is a commercial progressive talk radio station licensed to the Washington County community of Jackson, Wisconsin, and serving the Milwaukee metropolitan area. It is known on-air as The Sha 101 FM in reference to the station's Waukesha based FM translator. The station's studios and offices are in downtown Waukesha making it the only station based in the city with a physical presence. The station is owned and operated by Civic Media with locally programmed progressive talk programing. WAUK shares the majority of its programming with Madison based (and former Good Karma Brands sister station) WMDX with the majority of programing throughout the day live and locally based from studios at both stations. WAUK also carries several hours of Waukesha-centric programming a week. History The station signed on in 1964 with the call sign WYLO, which stood for "Way Low" (the station's position on the AM dial). WYLO ran a country music format for many years before switching to Christian programming. During the early 1980s, using the WAUK call sign, the station broadcast a comedy-only format, billing itself as "Your comedy connection - K15." From 1995 to 2001, the WZER call sign was used, prior to briefly returning to WYLO and finally, WRRD. Prior to the sale to Good Karma Broadcasting, Salem Communications owned the property and programmed a Christian talk and teaching format. The station's now-former WRRD call letters come from Salem's branding of the station, "The Word". GKB took over operation of the signal on February 7, 2008, moving the format of 1510 AM from that daytimer-limited signal to the full-time 24/7 signal of WRRD. Formerly, ESPN Radio was heard on WAUK during the day, and WMCS (1290) from 6pm-6am since January 1, 2005 under the branding Milwaukee's ESPN Radio – 1510 Days/1290 Nights. On February 12, 2008, WAUK's call letters were switched to the 540 frequency, with the WRRD calls moving to 1510. The new "540 ESPN" simulcasts continued with 1510 AM until May 5, 2008, when Good Karma converted the new WRRD to ESPN Deportes Radio, a Spanish language sports talk format. WMCS's time brokering arrangement with WAUK ended on June 30, 2008, when the station reclaimed nighttime hours for the music and community talk format the station aired the rest of the day until a March 2013 format change to standards as WZTI. On November 1, 2018, following Good Karma Brands' acquisition of