Re: Bring Back "Heritage" Calls

["A. Joseph Ross" <lawyer@attorneyross.com>]

On 2 Jun 2003 at 11:21, Dan Billings wrote:

> Marketing is why it sometimes makes sense to get rid of heritage call
> letters.  If a set of call letters are associated with one type of format
> and the station drops that format, it often makes sense to drop those call
> letters as well.
 
And sometimes it's a good reason to restore heritage calls.  As when 1540 in Albany started 
the "Legends" format.  The nostalgia of the format perfectly fit the nostalgia of the Heritage 
calls and the hiring of Boom-Boom Branigan for the morning show.

As indeed is the use of "heritage" calls on a different station -- WROR on 105.7, attempting 
to attract the audience of the former WROR on 98.5.  WMEX on 1150 and 1060, both trying 
to evoke memories of the original WMEX 1510.

And it's also possible to change format without changing calls.  When WMEX 1150 gave up 
playing oldies for a business format, they kept the WMEX calls.  As did WBCN when it 
dropped the classical music format in the late 60s.

-- 
A. Joseph Ross, J.D.                           617.367.0468
 15 Court Square, Suite 210                 lawyer@attorneyross.com
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