In 1971, WGRD/1410, a daytime-only station (hence the call letters, which stood for "Grand Rapids Daytime") which had had a Top 40 music format in place since 1959, was struggling in the ratings against pop-rock competitors WLAV/1340 and WZZM-FM/95.7 (then known as "Z96", now WLHT-FM). WGRD thus moved its struggling Top 40 format onto its new FM station as ""The New 98 Rock, WGRD FM"", making the stereo FM station the primary frequency while having the AM continue to simulcast. The newly revamped WGRD quickly became the dominant Top 40 station in the market and continued to be for over two decades.