1973 to 1986—was hired as a consultant. As a sign of things to come, Aerosmith was in-studio to play their upcoming album Pump two weeks in advance of the album's release. Owing in part to Gorman's consultancy, WAAF hired Ruby Cheeks for morning drive that October. Cheeks was formerly a part of WMMS's morning show and had also hosted evenings and afternoons, and had left the station in a contract dispute. WAAF's musical direction was shifted to what was called "Rock 40", featuring harder songs by core artists while increasing the amount of new and current music played. Gorman publicly called it a "fine-tuning" of the playlist instead of a format shift, while the move was also made to improve WAAF's ratings in Boston as opposed to Worcester. With the relaunch, the station was re-branded as "Untamed Radio", a slogan also used on WRQK-FM in Canton, Ohio, another station Gorman oversaw. Greg Hill, who had joined the station's promotions department in 1986, was promoted to overnights in June, then named as Ruby Cheeks's co-host that November. While John Gorman's consultancy over WAAF eventually ended after he took over as program director for WMJI in Cleveland and subsequently returned to WMMS and WHK (1420 AM) in 1994, Gorman held high praise for Valeri's work as programmer for WAAF, telling Hitmakers magazine, "could you imagine what (Ron) would do with a full Boston Metro signal?" Starting on January 9, 1991, WAAF's programming was simulcast over WFTQ due to what John Sutherland called "substantial losses" for the AM station's prior format; among the people dismissed was Steve LeVeille. This simulcast ended on September 8 when Zapis Communications entered into an agreement with the Boston Celtics, then the owners of WEEI (590 AM), to simulcast the newly converted sports radio outlet under the WVEI call sign. Alternative and "raunchy" lean As the station continued to evolve under the "Untamed Radio" brand, Liz Wilde was hired initially for evenings in 1990, then promoted to afternoon drive in early 1992. Following Ruby Cheeks' departure from WAAF to return to Cleveland at WNCX, Greg Hill assumed sole hosting duties for what would be called The Hill-Man Morning Show. Both Wilde and Hill's on-air presentations, in addition to billboards and television commercials suggestively promoting the station, netted attention in the local press for what was deemed as "raunchy" content. General manager Bruce Mittman and program director Ron Valeri