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  1. They rarely did any of this in my home town. The call letters were usually pretty obscure and often matched right up with a completely unrelated TV station owned by the same company. So the local CBS affiliate would have the same call letters as a soft rock station while ABC’s affiliate would have the same call letters as a sports station. It doesn’t seem to hurt their branding at all.

    Comment by Trumwill — 08/16/2010 @ 12:00 AM

  2. @trumwill: What makes this stand out for me is how odd/unique it seems. Can’t quite put my finger on it, but the messaging seems weird: It’s never communicated as “Listen to The Wolf radio”, it’s always, “Tune in to The Wolf” — as if this made-up name actually has some permanence beyond the medium it’s on (until the next format change).

    Comment by CT — 08/16/2010 @ 11:11 AM

  3. Sometimes this practice generates mirth. There is a classic-rock outlet in Fargo at the far end of the dial, branded The Fox. (KPFX, 107.9, if you’re keeping score.) I caught them one morning during a commercial-free hour, which was known as “Shut The Fox Up.” In freaking Fargo, North Dakota. I was seriously startled.

    Comment by CGHill — 08/16/2010 @ 10:04 PM

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