In the latest round of major media companies stripping local stations of their identity, Alt seems to be the new moniker in the camp of Kiss, Mix, Magic, Jack, The River, The Bull, Nash, Q, The Fan, and so on. With Alt, one company doesn't hold a copyright on the name. So, does it help to use monikers across major markets, or is it better to let a station make it's own identity for it's market? I personally grew up where (rock) stations were better known by their call letters than by a moniker. WBCN, WFNX, WAAF (for Boston), as there were others that did or still do exist in other markets.