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Nelson Lent

Retired President & General Manager, Current Director


W11573 Town Creek Rd.

Black River Falls



• Former Host of “The BuyLine” Program
• Retired President & General Manager

Nelson Lent, a native of Hayward, WI, began his radio career in his hometown at WHSM Radio in 1959. In 1960, he moved to Rice Lake, WI and worked for WJMC Radio. From there he moved to Eagle River, WI to work for WERL Radio in 1961. After working at WERL for a year, Lent attended Brown Institute and received his First Class License for engineering. In 1963, he came to Black River Falls to work for WWIS Radio as the engineer and on-air announcer. Lent, in 1968, became WWIS’s General Manager. One of Lent’s most memorable moments while working for WWIS is covering the Bi-Centennial celebration, July 1st through the 10th, 1976, for the City of Black River Falls. “The runners, who had a proclamation declaration from Madison, were coming into town. It was a once in 150 years event and just as they were coming into sight, a fuse at the station blew and we (the station) were dead in water.”

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The Voice of Black River Country

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