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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.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.The station also serves as the FM flagship for the Cleveland Cavaliers and Cleveland Indians radio networks.Besides a standard analog transmission, WMMS broadcasts over two HD Radio channels, and is available online via i Heart Radio.
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.
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.
From the onset, Helton's streamlined artwork resulted in an aggressive, yet family-friendly symbol for the station, one that continues to endure more than 40 years later.
A federal offense, the act nearly cost WMMS its broadcasting license.
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).