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Seeing a small but significant groundswell of support for the medium in the market, WHK-FM adopted a new progressive rock format on August 15, 1968.
WHK-FM became one of a handful of commercial stations in the country to try that format, many of which were owned by Metro Media.
WMMS was the first radio station to employ full-time promotion and marketing directors: Dan Garfinkel and his successor, Jim Marchyshyn.
In time, the station adopted new slogans reflecting the callsign: "We're your Modern Music Station" and "your Music Marathon Station." Although never used on the air, listeners alternately knew the callsign as an acronym for "Weed Makes Me Smile" and "Magic Mushroom S," the latter referencing the somewhat controversial logo used before the Buzzard.
Kemp and Lou "King" Kirby were signed by Metro Media.
The station briefly battled with WNCR of Nationwide Communications, itself filling the void created by the brief absence of WMMS on the rock scene.
EC horror comics, Fritz the Cat, Rocky and Bullwinkle, and Looney Tunes – all served as inspirations for the "bird of prey with attitude" concept.
The station was known as "The Home of the Buzzard" at first.
In 1966, in an effort to make the medium more commercially viable, the U. Federal Communications Commission (FCC) mandated that FM stations could no longer duplicate the programming of their AM sister stations.The WMMS Coffee Break Concerts were booked by Denny Sanders and hosted by Len "Boom" Goldberg, Debbie Ullman, and later, Matt the Cat.The concert series continued on well into the 1990s and early 2000s, albeit much less frequently.WMMS (100.7 FM) – branded 100.7 WMMS: The Buzzard – is a commercial radio station licensed to Cleveland, Ohio, serving Greater Cleveland and much of surrounding Northeast Ohio.
Widely regarded as one of the most influential rock stations in America throughout its history, Owned by i Heart Media, Inc., and broadcasting a mix of active rock and hot talk, WMMS serves as the flagship station for Rover's Morning Glory, the Cleveland affiliate for The House of Hair with Dee Snider, and the home of radio personality Alan Cox.
A study conducted by MBA students at Case Western Reserve University in 1975 found that the new WMMS logo was more recognizable to those living in Greater Cleveland than both Chief Wahoo of the Cleveland Indians and even Coca-Cola.