On April 2, 2007, just after April Fool's Day, WLTW removed the "Lite" branding and was simply known as "New York's 106.7." This probably took place in reaction to the "Lite" brand being associated with an older demographic turning away the younger listeners, as well as increased competition from the new Fresh 102.7. Later in 2007, the Lite-FM branding returned on the station. This was true even though WLTW played "Livin' on a Prayer" by Bon Jovi and "Crazy" by Gnarls Barkley, just like with most AC stations today. By 2009, most of the hot AC content was toned down in order for competitor WWFS' (now WNEW-FM) shift from hot AC to adult contemporary. In 2011, WWFS switched panels to the hot adult contemporary panel from the adult contemporary panel on Nielsen BDS and later Mediabase, giving WWFS more format similarity to rival WPLJ (owned by Cumulus Media) rather than WLTW or its rimshot rivals (WNBM/WFAF, WKJY or WMGQ, the latter two on 98.3 FM).