Bruce Winter, the longtime program director and on-air voice at WUWM, dies at 64

Bruce Winter, the longtime program director and on-air voice at WUWM-FM (89.7), died Wednesday after a series of long-term health problems. He was 64. 

If you have tuned in to WUWM over the past 40 years, chances are you've heard Winter's smooth, even-toned voice, hosting a show, doing the news or reading a sponsor's message. He first worked at the station when he was 17, and after getting his mass communications degree from the University of Wisconsin-Milwaukee and working at several southeastern Wisconsin radio stations, returned to WUWM in 1978 — and worked there ever since. 

Winter started as operations manager, and was named program director in 1986, a job he held for an-unheard-of-in-radio 32 years.  

Dave Edwards, director and general manager at WUWM, started at the public radio station not long after Winter. Winter's steadiness and work ethic — he anchored the station's afternoon "All Things Considered" show last week — made him a role model at WUWM. 

"I always said Bruce led by example," Edwards said. " … He always wanted to be on the air." 

In his tenure, while serving as program director, Winter did everything from the news to hosting classical music shows and WUWM's foray into alternative adult alternative music. Edwards said Winter, who was "very passionate about local music," loved bringing local bands into the station to perform on the air. 

Winter did so many of the program promos and other bits that air regularly on WUWM that he's "knitted into the fabric of the station so much," Edwards said.

"His voice is going to be on the air for years to come." 

Edwards, who announced earlier this month that he's retiring from WUWM in May, said Winter set a high bar for his co-workers, and will continue to be an example for them. 

"One of the producers said, 'My goal is to be as good as Bruce expected me to be,' " Edwards said.

Winter is survived by his wife and son. No word yet on funeral arrangements.