 He used the new beautiful music format featuring primarily instrumental versions of popular music, only interrupted by station breaks and commercial advertisements only every 12–15 minutes, The company's Arbitron ratings indicated it has popular with the public.In 1970, the company took the successful easy listening format to the Richmond market when it acquired European classical music station WFMV (FM), which had been Virginia's first station to broadcast in multiplex stereo, and changed the call sign to WEZS.The easy listening format was very successful in Richmond has it had been in the Washington DC metro market.