"WZAM" and "WUAM" because of similarities to WZAK and WUAB. That WTAM had been the station's original identifier did hold some historical significance but merely served as incidental; Hatfield said of the process to rename the station, "we can't change being on the AM band or our frequency, can we?" With the call sign change to WTAM on July 29, 1996, the lineup was revamped again. Jeff Kinzbach and Ed Ferenc were moved to morning drive but with Kinzbach as the main host and Ferenc providing special features and commentaries; Hatfield said of the rearrangement, "we're going to make Ed the Paul Harvey of Cleveland". An hour-long news block at noon was reinstated, Mike Trivisonno's Sportsline was moved to afternoon drive, and Dr. Laura Schlessinger—which WWWE picked up for weekends in late May along with the nightly Coast to Coast AM—was added in early evenings. The station also signed up as a charter affiliate of the Baltimore Ravens radio network for the 1996 season for any Browns fans wanting to follow the team out of curiosity, and filled all local advertising breaks with public service announcements. WTAM's ratings experienced a resurgence in the Fall 1996 Arbitron book, moving to ninth place overall, sixth place in afternoon drive, and third place in afternoons among the 25–54 male demographic. While still formally called Sportsline, the show soon evolved into an "anything goes" format after Mike Trivisonno's move to afternoons with executive producer Marty Allen, call screener Jerry Jaye, producer Paul Rado, and update anchor Mike Snyder among the on-air cast. A mail-in listener poll conducted by Plain Dealer radio critic Roger Brown in the summer of 1996 named Trivisonno the "Voice of Cleveland", beating WRMR's Bill Randle. Brown's criticism of Trivisonno, at one point comparing him to "the obnoxious race-baiting of your average bigot rally leader... (but) has his own teeth", attracted negative attention when a fan-made inflammatory billboard was erected in Cleveland's West Side with numerous racial epithets against Brown. An Italian-American, Trivisonno freely used the pejorative "dago" in self-deprecating nature, parodying the "megadittos" catchphrase used by callers to Rush Limbaugh's show with "megadagos" among his callers, explaining, "words like that don't bother me... they are only words... if everyone thought that way, those words would go away." Indeed, Trivisonno often referred to himself as a "dumb dago from the East Side of Cleveland with a 10th grade education" but took