michael hagerty said:
KFRC applied for new calls when it became Magic 61, but changed its mind before the FCC said yes.
610 had the KFRC calls for 81 unbroken years...1924 to 2005.
Even though it doesn't matter much now with PPM, still the KFRC callsign rolls off the tongue. There aren't many callsigns that do that -- KOIT, KNBR, KGO, KSFO, KCBS. But for the most part, callsigns get forgotten or misremembered. KALW has been around since 1941 and yet many people simply do not know the callsign because it doesn't roll off the tongue easily and the letters don't reference anything.
Why should it matter? Well, even in these days of PPM, I think a station can still gain listeners when the slogan or callsign is stuck in their mind. Even if they're just tuning around and they hear, "Light rock, less talk, KOIT" I think they might be inclined to stay. "Oh yes, that's KOIT; they play good music..."
And as I previously mentioned, longtime classical stations, KKHI and KDFC experienced big problems with people's memories. I mentioned that opera patron and opera composer, oil scion Gordon Getty, didn't even know the callsign of his favorite classical station, which was either KKHI or KDFC; he only knew it was "around the middle of the dial". The callsigns simply weren't memorable.