The want ad implied that they're staying the same, just adding DJs who will add a little something but not take too much away from the music. In other words, short talk breaks, no going on and on, but adding "personality" (if you saw the Ch 2 special "Airplay--the Rise and Fall of Rock Radio" the other night, you know that personality-driven rock radio proved successful. WMKK seemed to be going against that--hey people just want music, no DJ talk, so we'll give them a glorified mp3 player.
It worked in that they got pretty good ratings and low/no cost. They reached the baby boomer and Gen X-er generation, a desirable demo, with something a bit fresh: "Variety Hits"
I actually heard a station like that from England a few yrs ago--Classic Gold or something. It covered more than just a couple decades and had a lot of variety (and no DJs). Now they figure well
if we can keep our audience and give them some DJ talk, that's fine and if not we can just go back to no DJs.
They're making money and would like to make a little more, perhaps, and maybe DJs can help.
Who knows. I also think Sox games would be great for them, a simulcast, so I can hear them clearly at work--and maybe "people will tune in for the Sox and stay tuned for the music". To
some extent when Entercom renewed the Sox in 06 or so, they decided to put them on RKO
primarily hoping it would boost their ratings--people would have their radios (car, home) on
RKO for the game then they'd already be on 680 come morning drive.
When WEEI started to flounder a bit (at night--Adams--because maybe most listeners were on RKO and the Sox game?) and Sports Hub debuted, they decided to put them back
on WEEI (esp. to keep their identity as sports--'why are the Sox on a talk station?')
Anyway, they may figure just keep WMKK all music so they don't drive away music listeners every time there's a game (which lasts at least 3 hours!) but sometime who knows, they may consider it