Dave Herman was WMMR's first rock DJ. His show, dubbed "The Marconi Experiment," debuted on April 29, 1968. Before Herman's arrival, WMMR ran an "MOR" format featuring programs such as "Sinatra and Company." "The Marconi Experiment" was very much an experiment for the station, with progressive rock still new to the FM band. The first song played on the show was "Flying" by The Beatles. Over the instrumental song, Herman recited these words: "Arise my heart, and fill your voice with music. For he who shares not dawn with his song, is one of the sons of ever darkness." This was known as "The Incantation" and continued as the regular show opening.