Entercom's 98.7 (The Breeze) went all Christmas on Nov. 1st, so WNIC followed suit. With 98.7 just having flipped during Christmas last year, it was hard for them to establish themselves as an alternative to WNIC. I suspect having a station be all Christmas for the last two months of the year, seeing the monster ratings WNIC garners, was something that, to a large extent, drove the format flip. When WOMC went all Christmas early some years back, it really did split the ratings and hurt the WNIC monopoly. It'll be interesting to see how this plays out this year.