 But the station's more limited AM signal proved to be a greater liability at a time when suburbanization was spreading out the market's population geographically beyond the station's reliable nighttime pattern, and FM competition was growing.So the days of secular contemporary-format programming came to an end early in the 1980s.American General Media repositioned the station as a religious outlet and announced that the callsign WWWG (originally chosen simply as an easily remembered brand name) would stand for "Where We Worship God".