Early speculation after Merlin's purchase had WWIQ being converted to an all-news format, replicating Merlin-owned stations WEMP in New York City and WWWN/WIQI in Chicago. Merlin, however, would go instead with a combination of news and talk radio for the station, an approach confirmed on May 7, 2012. The station took the branding of "IQ 106.9" (for "Intelligence quotient"), and intended to go after CBS Radio's mainstay stations in Philadelphia, KYW (all-news) and WPHT (talk), with a combination of news, information, and conservative-leaning talk that at times would have an irreverent, us-against-them tone. "IQ's" approach was confirmed by both a welcome statement on its website and by a YouTube video posted by the man who would be one of "IQ's" original local hosts, former Philadelphia TV anchor Larry Mendte; in the video, Mendte took aim at other Philly media outlets (namely the "definite agenda" of KYW and WPHT) and called WWIQ "a fresh new voice in the city of Philadelphia, an important alternative."