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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.

Rather, WMMS adopted a buzzard as its mascot in April 1974 because of the then tenuous economic state of Cleveland – less than five years away from becoming the first major American city to enter into default since the Great Depression – and the winged-creature's classification as a scavenger.

Besides a standard analog transmission, WMMS broadcasts over two HD Radio channels, and is available online via i Heart Radio.

The HD2 digital subchannel, which airs alternative rock under the brand 99X, serves as the local affiliate for Sixx Sense with Nikki Sixx, and airs coverage of the Cleveland Monsters.

During this time, with Denny Sanders as his creative services director and Rhonda Kiefer as programming assistant, WMMS broke all Cleveland ratings and revenue records.

WMMS was the first radio station to employ full-time promotion and marketing directors: Dan Garfinkel and his successor, Jim Marchyshyn.

Based on considerably high record sales in the Cleveland market, Bowie (in his Ziggy Stardust persona alongside The Spiders from Mars) kicked off his first U. tour in "The Rock Capital" (a term coined by Bass).radio station WHK – owned at that time by United Broadcasting Company, a subsidiary of Forest City Publishing, itself the parent company of The Plain Dealer – launched an experimental FM station under the callsign W8XUB at 107.1 megahertz (MHz).Like most early FM stations, WHK-FM mostly simulcast the Top 40 programming of its AM sister station.In other words, the carrion-eating bird represented "death and dying" – a darkly comic reflection of the city's decline.EC horror comics, Fritz the Cat, Rocky and Bullwinkle, and Looney Tunes – all served as inspirations for the "bird of prey with attitude" concept.