By the early 1970s, WIP evolved to an adult contemporary format, and for a while, they were heavy on 1950s and 1960s rock and roll oldies. At the height of its popularity as a full service/adult contemporary station in the early to mid-1970s, WIP was the home to some of the most well-known air personalities in the city, including popular rush hour host Ken Garland (who had replaced legend, Joe McCauley, the "Morning Mayor,") late morning host Bill "Wee Willie" Webber, early afternoon host Tom Moran, late PM host, Dick Clayton, evening host Tom Lamaine, and overnight host Nat Wright. Weekend coverage included Allan Michaels, Alan Drew, Bill St. James, and Mark Andrews. During this time, Metromedia's station in New York, WNEW, had similar programming and it was not uncommon for DJs to swap back and forth for subbing duties. WNEW's Julius LaRosa was a frequent guest. WIP's presentation, like other full-service stations, was heavily dependent on its personalities to entertain the audience as much as the music itself.