Beginning in the mid-1930s, WIP's "Morning Cheer" program presented by George A. Palmer was a popular daily feature. In the 1940s and 1950s, the station was an affiliate of the Mutual Broadcasting System. From the 1950s until the early 1960s, the station was owned by Metropolitan Broadcasting (successor to Dumont) and had a rock and roll format. In the early 60s the parent company name was changed from Metropolitan to Metromedia, and WIP adopted an MOR format (after an unsuccessful attempt at a Top 40 format branded as "Color Radio"). With this format, the station played pop hits of the 1960s, along with some 50s pop mixed in. Announcers during this time period included Joe McCauley (the "Morning Mayor"), Ned Powers, Tom Brown, and Chuck Daugherty.