merged with Broadcast Alchemy to form Secret Communications in a $160 million deal. Gary Bruce was hired from WIOD in Miami as program director that May, and re-oriented WWWE back to a "shock radio" style of talk the station offered in the late 1980s, acknowledging that WWWE was the poorest-performing station in Secret's 14-station chain. General manager Dennis Best cited the low ratings of Lee Kirk and Bob Henderson, coupled with ratings successes for "deejays who talk and act like the common man" as the impetus for WWWE's changes. Bruce hired two hosts from WIOD: Chuck Meyer for mornings, replacing Imus in the Morning, and Jaz McKay for late mornings, replacing Kirk. The duo of Jeff Kinzbach and Ed "Flash" Ferenc were installed in afternoon drive hosting a show not dissimilar to their former morning show on WMMS. Mike Trivisonno took over as Sportsline host on July 11, 1994, with former host Mike Snyder becoming the program's update anchor. Like Sindelar, Trivisonno was a regular caller to Pete Franklin's iteration of the show and was derisively dubbed "Mr. Know It All" by Franklin. McKay's show was a notable ratings failure, and was moved to overnights in late March 1995, with Rich Michaels taking over the late-morning timeslot. Aside from Limbaugh, WWWE struggled in the ratings and was even outranked substantially by WRMR, prompting the dismissals of Bruce and McKay. The Bob & Tom Show was added in evenings via tape-delay in October 1995 amid speculation that the station could go all-news outside of Limbaugh and Trivisonno. WWWE itself would make news on January 23, 1996, when its traffic plane hit a cellular phone tower and crashed in Highland Hills, killing both MetroTraffic reporter James Endsley (who was known on-air as Fred Wesley) and pilot James McVeigh. WTAM (1996–present) New name and an emerging "Triv" WWWE phased out the "3WE" branding entirely in June 1996 and started to simply identify as "AM 1100", with the only mention of the call letters during the top-of-hour station identification. Program director Bobby Hatfield (Joe Reilly) confirmed to The Plain Dealer on July 1, 1996, that a call sign change was imminent, management perceived the WWWE letters and "3WE" name as "stodgy and antiquated" that inhibited efforts to recast the station's identity as newer and aggressive. The WTAM calls were reclaimed after looking over available call signs with an "AM" in them and having rejected