In an obvious attempt to battle competitor THE SOUND 94.1 KSWD [ENTERCOM], and hot off a huge ratings bump from holiday tunes, KRWM [HUBBARD] has repositioned themselves as Today’s WARM 106.9 – More soft rock of the 70s and 80s has been added, directing a blow to THE SOUND. WARM liners claim the station plays The Most Music For Your Workday. Sounds familiar. This will be a battle to watch! Could there be a third competitor coming to the market in 2019? We are talking about, THE BREEZE. iHeart could jump into the fray to show the other two stations how a Soft Rock format should be played. One thing THE SOUND has that WARM does not have, and that is a morning team. WARM dumped their morning show. So when they start hyping a new morning team, just remember, it is only temporary. All Things Must Pass.