new WBQT calls for 96.9 in effect

[Bob Nelson]

That's what some people are thinking  but they seem to be the type of
station that will only give their calls at the top of the hour and
otherwise use their nickname. If we do hear mention of the calls more
often, then maybe. It could just be a sign of shaking off the previous
format, etc.

In this age of PPM, etc. maybe nicknames and memory of the dial
position are what they mostly care about. How much does it cost for a
call letter change btw? In other words, is this worth whatever they
spent to get the calls. (Of course in the case of heritage stations
like WBZ, WRKO, or WBCN--which CBS has "parked"-- the importance of
call letters can be a different story. In the past some stations have
picked up call letters of beloved stations of the past-- WROR, WMEX,
etc., and tried to associate them with their current brand.