On June 23, 1995, the station adopted an alternative rock format and its current call sign and branding. At the time, Toronto radio station CFNY was making inroads in Western New York, and also rebranded itself "The Edge" shortly after the sign-on of WEDG; a move made outside the limits of Jacobs Media's trademark on "The Edge" radio brand for US stations. Originally an alternative rock station, it began leaning towards a harder edged active rock direction in 2005 after then-rival WBUF flipped from active rock to hot talk. Through the late 2000s, WEDG rotated in more "classic" hard rock/heavy metal artists alongside their current playlist (the station was limited in how much classic material it could play, to avoid cannibalizing listenership from classic rock sister station, WGRF). Beginning in late 2014, WEDG began shifting from their active rock-leaning "Acternative" position, back to their heritage alternative rock roots, while still maintaining a few Active Rock songs in rotation. By the beginning of 2016, WEDG dropped the "Rock Radio" prefix and re-imaged the station as "Buffalo. Rock. Alternative.", reflecting their nearly 25 year tenure as Buffalo's modern rock outlet. The station continually has top ratings for Men 25-49 in the Buffalo/Niagara Falls market.