In 1972, Joseph set the stage for what would become the first wave of "Hot Hits" stations on the FM band when he was hired to program WMVM, a struggling beautiful-music station in Milwaukee. In June of that year, WMVM's calls were changed to WZUU, and Joseph installed a tight Top 40 playlist of 30 current songs (with no recurrents or gold) which he dubbed "Super Hits." Joseph later credited his approach at WZUU for helping to end the dominance of Milwaukee's two AM Top 40 stations, WOKY and WRIT-AM (ironically, WZUU today bears the WRIT calls). Further success came in 1975 at WPJB "JB105" in Providence, Rhode Island, with a similarly styled format known as "Big Hits."