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Like most early FM stations, WHK-FM mostly simulcast the Top 40 programming of its AM sister station.
In 1966, in an effort to make the medium more commercially viable, the U. Federal Communications Commission (FCC) mandated that FM stations could no longer duplicate the programming of their AM sister stations.
During this time, WMMS also began broadcasting a remarkable amount of live concerts, many of which originated in Cleveland and were produced by the station itself.
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.