Johnny!

I am curious to know why you think the WBMX callsign on 96.3 is highly unlikely.

Heritage calls, demand more money from advertisers. WBBM-FM calls have been in use for 50+ years. B96 slogan has been in use for 44 years..... it sells. But, the call signs have almost 0 attachment otherwise as you noted. They have done just fine being "News Radio 105.9". They totally ignore the WBBM-AM or WCFS-FM except for the legal top hour. They do not promote the AM, AM 780 or WBBM-AM anymore, because, the first chance they get to sell the outlet or turn it off to save money, they will. You will see them keep moving the TX on it more and more, even if the signal degrades, to save money in the long run. I have not seen the breakdown between AM & FM recently, but some time ago, the FM had majority of the numbers, not the AM side.

These people working in radio are so stretched, they have no time to wipe their behinds, let alone go through the process to changing call signs as there is no return value on them these days.

Hope you are doing well my friend!

Z