The format did extremely well for about two years, but the "cowboy" fad faded, and WCWA with program director Mike Sheppard, took on another format change, "Nostalgia". Deejays were Larry Fletcher, Jay Richards, Larry Weseman and radio legend Don King who hosted Sports Talk every evening. Mornings were handled by John Mack Brown, a controversial host, who was counterbalanced by the impressive image of Don Edwards. They also brought veteran newsman Don Edwards in to run the news department. The Urban Cowboy craze was in its heyday, and the fit worked very well. They mixed the oldies with country music cross-over songs.
In the early 1980s, WCWA Manager, Dan Dudley, took the station in another direction with help from consultant Jim Felton, who was working at CFTR in Toronto at the time. WCWA then went through many format changes in the early 1970s, causing it to be jokingly known as "which way radio". The playlist contained the biggest variety of music available, and gained a much larger audience, even topping the ratings of local station WSPD, which remains as a news/talk station, and Detroit stations like WJR and CKLW. The new format included PAMS jingles, and a slightly more Top 40 approach, while still avoiding the "harder rock'. In 1969, Station Manager Garry Miller persuaded Former WCWA DJ Jim Felton to leave CKLW in Detroit and return to program the station. The call sign was originally assigned to a German merchant ship (the MS Karl Trautwein) which gave up the call sign for a modest payment. Lawrence Seaway, of which Toledo is a major port (and the seaway itself a major boon to the city's economy. The call sign "WCWA," or "seaway," was meant to pay tribute to the St. The call letters were changed in 1965, when the two radio stations split from Channel 11. For many years, WTOL was a family of three broadcast stations which included TV-11 and FM-104.7. In 1964 WTOL became a personality driven full service facility, and played popular music. The tight format wore out in less than two years. The station started broadcasting 24 hours a day in 1962 with the new format "Demand Radio 123". Programming on WTOL, until the mid-1960s, was a full-service format of news, information, sports, ABC network programs and various types of music, including pop, country, jazz, and, by the early 1960s, some rock and roll. Originally licensed for daytime operations only, WTOL was granted authority for around-the-clock operations in 1939 and affiliated with NBC's Blue Network (later to become ABC Radio) shortly thereafter. The station signed on in 1938 as WTOL, founded by former Toledo prosecutor Frazier Reams (whose family would continue to own the station all the way until 1996). Owned by iHeartMedia, it is the Toledo affiliate for Fox Sports Radio, and the city's second-oldest radio station. WCWA (1230 AM) is a radio station licensed to and serving Toledo, Ohio, airing a sports format.
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