At the time of the call letter change, the station ran a promotional ad parodying the death of Julius Caesar to amplify the Roman numeral theme.
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The station at first was owned by a subsidiary of Piedmont Publishing (publishers of the Winston-Salem Journal and Twin City Sentinel, along with WSJS radio – 600 AM, and 104.1 FM, now WTQR) and Hollywood star Mary Pickford and her husband Charles "Buddy" Rogers.