By September 2003, the station, like many other oldies stations in the United States, had evolved into a classic hits format, playing a mix of Classic rock, Soft rock, R&B and Pop music hits from the mid-1960s through the 1970s. At this point, the station changed its slogan to "104.1 WHTT, The Greatest Hits Of All Time". In the autumn of 2004, the slogan was modified to "104.1 WHTT Buffalo's Greatest Hits," and in November 2006, since its music library now progressed well into the 1980s, changed yet again to "104.1 WHTT, Buffalo's Best Mix." The move was carefully timed as the station imaged itself as more of an adult contemporary station as the two AC outlets in Buffalo, WJYE and WTSS, both changed to full-time Christmas music in November and WHTT historically has not (instead opting for one Christmas song per hour from the day after Thanksgiving up through a few days before Christmas, then increasing to all-Christmas music for the last week before the holiday; a similar "mixed" Christmas format is being used in 2007). In addition, WHTT added many artists who are staples of the Adult Contemporary format, such as Madonna, Wilson Phillips, Don Henley, and Sheryl Crow to its playlist while keeping a large amount of 1965–1985 music in rotation, thus shifting towards a gold-based AC.