I have a hard time understanding why Wild 95.3 can't seem to get any traction against Country 105 in the Calgary ratings. Over the past few years, Country 105 has lost most of it's longtime stars and added out of market voices.
Between the two stations, Wild constantly sounds the best and is more in tune with the market. To my ears, the biggest problem is the branding of the station. Even though I love the station, the WILD name is idiotic. It means nothing.
Why not take a page from the Pattison gamebook and rebrand 95.3 to JR-FM? In Vancouver, JR-FM is the number one music station. Pattison's other Country stations seem to be quite successful without meaningless names.
The call letters CHJR and CIJR are available. I think the guitar pick logo would work well in Cowtown.