KUPL Re-Brands as The Bull: Alpha's KUPL/Portland underwent a complete rebranding at midnight PST, retaining its Country format but re-launching as "98.7 The Bull, No.1 For New Country." The Bull started its new life by kicking off 10,000 commercial-free songs. PD Scott Mahalick says of the change, "Rebranding KUPL to The New 98-7 The Bull is part of our evolution growth plan to dominate all the demos in the Portland Country life group." As a result of the change, morning teamers Scott Simon and Jolynn Winter exit, as does middayer Lola. All three had been with KUPL for three years. Evening personality Danny Dwyer comes off the air to concentrate on his additional role as Dir/Promotions; afternooner B-Dub remains. Mahalick tells Country Aircheck a search is underway to fill mornings, middays and evenings. Send materials here. KUPL has won the 6+ Portland Country battle for the past two months and since September has improved 4.9-5.2-5.4. Mahalick says the new station will keep the current call letters, but will image and brand itself as a more contemporary Country station emphasizing new music.