In my travels (so far) this week, I don't think I've heard a single radio station identified by their call letters. Instead, there were "The River," "The Peak," "The Point," "Fresh," and "Wink."
I remember when radio stations were brand names to themselves: WNEW (Where Rock Lives!) WPLJ, WCBS, WNBC. Even Z-100 bothered to tell you the radio frequency. Whatever...they all play the same adult contemporary music now anyway.