Whishy? Nah, I'm guessing it's probably "She FM," another spin on Fresh FM or Lite FM: music for women to listen to in offices. Doesn't seem to be a full-on format flip so much as a refocusing, since 100.3 didn't really have any direction to it other than being vaguely adult-contemporary.

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I figured it was W-She, like K-She down in St. Louis.

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Don't take it personally.

K callsigns are so much snappier than W callsigns when it comes to slogans and stuff. K-Mox! I wonder why the FCC chose those letters.

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I'm very disappointed that you of all people don't know.

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Don't take it personally.

The precise reason is unknown, but it's kind of a holdover from the early telegraph days as it relates to communication with ships ... ships puttering about in the Atlantic and Gulf of Mexico got a 'K' prefix and out in the Pacific and here (and there) in the Great Lakes they got a 'W' ... now, why it got flipped around (for the most part) also nobody knows, nor why the rules weren't really followed with precision ... Philly has a 'K' station and up in Fairbanks there's a 'W'.

The takeaway from all of this is that knowing all that likely means that you feel like you're even more uninformed than before.

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Power is always in the hands of the masses of men. What oppresses the masses is their own ignorance, their own short-sighted selfishness.
- Henry George

97.9 used to be WSDM, "the station with the girls." Maybe a station should try that again.

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There a couple K stations east of Mississippi. Some grandfather rule or something.

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If you choose not to decide, you still have made a choice.

Smack Dab in the Middle of your dial.

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I don't remember half the time if I'm hiding or I'm lost