WLAV soon overtook rival stations WGRD and WMAX as the dominant hit music station in Grand Rapids, but its market share declined in the 1970s with the popularity of FM stations such as WZZM, WGRD (which had added an FM simulcast outlet), and WLAV's own sister station WLAV-FM, which found success as an album rock station. "Music Radio WLAV" went to a more adult contemporary sound in 1974, which continued until 1980, when the station tried a talk radio format as the "1340 Townhouse," featuring popular talk show hosts Lee Harris and Bob Kwesell. Call sign was WTWN.