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Seeing a small but significant groundswell of support for the medium in the market, WHK-FM adopted a new progressive rock format on August 15, 1968.
WHK-FM became one of a handful of commercial stations in the country to try that format, many of which were owned by Metro Media.
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 studios are located at the former Centerior Energy building in the Cleveland suburb of Independence, while the station transmitter resides in neighboring Seven Hills.