 It adopted the slogan "not lite, just right" posing itself a rival to longtime AC Station WLZW (Lite 98.7).In 1997, Norma Eilenberg sold WRFM along with sister station WSKS to Dame Media and WRFM rebranded as "93.5 Warm FM", but retained the format.A year later, the station began to switch to a Christmas music format between Thanksgiving and Christmas.