BTW, I wholeheartedly disagree with this comment. Regular people outside of the broadcast industry DO, I repeat DO absolutely pay attention to call letters. Some call letters are less significant or memorable than others... but do you really think there would be NO change in listenership if a station like WGN, WBZ, WLS, WBT, WEBN, KFI, etc changed their call letters??!?!?! I don't see what PPM has to do with this dude, even people younger than I associate call letters with what they hear on the radio. If you change something people are comfortable with, they WILL change the channel. Getting rid of a heritage callsign is only a wise idea if the station is already failing and/or the call becomes associated with something negative. Otherwise it's the dumbest thing you could possibly do, and practically guarantees failure. Maybe calls aren't relevant in other countries, but this is the USA and we're still required to ID at least 24 times a day... people notice... trust me...