"Michael Black" wrote in message
...

It's a marketing too. Once upon a time, stations would try to get
specific callsigns, to match their intent or somebody's initials.
That's gotten harder, as stations have proliferated. So they
come up with some other branding process, that has nothing to do
with the legal callsign, but which so many refer to them as, one
might think someone is issuing rather odd call signs.

When I owned stations in Ecuador, I was not allowed to ID one of them only
by calls. I had to use a name. This is why HCJB is "The Voice of the Andes"
as one example. In any case, names are more memorable than calls, which are
to me an anachronistic device from the 20's and 30's.