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WBAQ changes calls to WLTM

A Delta tradition is officially over as WBAQ's calls are dropped in favor of WLTM. The WLTM calls were most recently used for an AC station in Atlanta until 2006, when it was flipped to country as WUBL.
 
Why is it dumb? If those calls have baggage, then it makes sense to switch.

Personally I am in favor of keep longtime call signs, but then I also believe people don't pay much attention to them. But then if WBAQ was part of the marketing of EZ snooze music for 50 years, then it's ingrained in everyone's minds.
 
WBAQ = Elevator Music. The station has been "Lite" for over 3 years. The calls were changed to match the branding. I'm a big fan of traditional calls too, but it made no sense to keep these.

LF
 
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