branding). This accompanied a change in format for harder-edged news; viewers did not respond positively to either the format changes, or the constant branding reinforcement (to the point that a story in the Cleveland Plain Dealer began with the lede "WJW Channel 8's constant repetition of its ubiquitous 'EI8HT Is News' slogan has some viewers squawking that Eight Is Enough, Already" ). They instead turned to the more traditional WEWS; WKYC was likewise busy trying to find an audience after years of being used as NBC's 'farm' station. The "ei8ht is News" branding ended upon Fox's purchase of the station, after which it was replaced by "Fox 8 News", which remains in use to this day as the station's news branding. One triumph for WJW was its weekday morning newscast, as, without a national morning news program supplied by Fox, WJW could produce an all-local, 3-hour-long program to fill part of the time period. Many Cleveland viewers preferred the local show over the national broadcasts aired on WKYC, WEWS and WOIO. This was especially true since WEWS' long-running local show The Morning Exchange was moved to 9:00 a.m. around the time of the Fox/CBS switch. With the exception of a brief period from late 1994 through late 1995 when it was titled Good Day Cleveland, Fox 8 News in the Morning has constantly been Cleveland's top rated morning newscast since the time of its debut. Another advantage of the affiliation switch was the shift of the late newscast from 11:00 p.m. to 10:00, which also resulted in the program's expansion into a one-hour-long broadcast; with conversion of the news department launched six years earlier by WUAB to serve as a joint operation with newly minted CBS outlet WOIO and the balancing act of managing both stations, along with the unproven lead-in of WUAB's new UPN and WB network programming, WJW quickly overtook WUAB's longer-established prime time newscast at 10:00 p.m. without much issue. In news programming, the station retook the top position from WEWS in 2001. By mid-2002, all of WJW's newscasts placed first. This continued until January 2004, when viewers began turning away from WJW's hard-hitting style to the more traditional WKYC-TV. Even Fox 8 in the Morning lost its top spot to WKYC's morning newscast for about two months. As a result of the overall decline, WJW replaced longtime 6:00 and 10:00 p.m. lead anchors Wilma Smith and