Lars & The ALT Gig

• New York radio vet Lara Dua-Swartz exits her weekend duties at Cumulus Hot AC WPLJ/NYC, looks both ways, and crosses the street to take on a similar role at Entercom Alternative WNYL (ALT 92.3), using the new, more “ALT-ish” air name “Lars.”

Ms. Dua (pictured), the on-air artist long known as “Vibegrrl,” is already very familiar with that particular frequency, having previously worked there for five years back when it was CBS Radio Top 40 WNOW (92.3 NOW). She previously spent seven years in various roles with iHeartMedia Top 40 WIHT (Hot 99.5)/Washington, dating back to the station’s launch.

“I’ve always done Pop radio, but Alternative is where I think I truly belong,” Dua tells RAMP. “It’s the music that made me the person I am. I’m beyond excited to be part of the ALT team.”

ALT 92.3 PD Mike Kaplan tells RAMP to stay tuned for some exciting fulltime personnel news this week!