Clark confirms via E-mail that WPYT and the 100.1 translator are indeed now simulcasting in the new format, as of this afternoon.
As Clark also said, another set of ears in the market tells me they were really aiming at WKST, the liner my other friend heard was a shot at Kiss' syndicated talent (well) Ryan Seacrest, saying he was great...if you're a 12 year old girl.
Tim Martz is no stranger to guerilla imaging. His stations in far northern Upstate New York, which rimshot Montreal, used to do that all the time.
He grabbed the web address "Nix the Mix", aiming at Montreal's powerful "Mix 96"...until that company bought a 25 percent interest in his cross-border rimshots.

(Mix is now "Virgin Radio".)
More recently, he's aiming at crosstown competitors in Detroit, launching a smooth jazz and rock station on two translators each (unlike in Pgh, he's feeding those from the HD subchannels of WGPR-FM).
And his rock station is aiming at Canada, too, this time at the "Canadian rock" of powerhouse CIMX/88.7 "89X"...