WEIM changes

[Mark Laurence]

On Apr 9, 2009, at 1:11 AM, A. Joseph Ross wrote:
>>
>>> Why change the call letters if they're only mentioned in passing  
>>> once
>>> an hour?  Makes no sense to me.   -Doug
>
> Probably because they want to make a clean break, without whatever
> baggage the old call letters carried in the public mind.

Radio people often say this, but I see no evidence that it's true:

WRKO used to be top 40.
WBZ used to be top 40.
WEEI used to be all news.
WBOS used to be country.
WBCN used to be classical.
WAAF used to be beautiful music.

Their call letters survived dramatic format changes with little  
demonstrable effect on the new ratings.