WWRM (94.9 FM) is an adult contemporary music formatted radio station serving the Tampa-St. Petersburg, Florida radio market. WWRM began on 107.3 (on what is now WXGL), but later moved to 94.9 with its soft AC format. The station evolved to more of a mainstream AC sound as Magic 94.9 by 2001, a year after joining its new sister station, WDUV (a soft AC station) in its Cox Radio ownership. The station plays Christmas music from mid-November to December 26.  After a short period of simulcasting WSUN's talk radio programming, Cox relocated Warm 107 and its WWRM calls to 94.9, becoming Warm 94.9. In the late 1990s, the station had a minor overhaul, becoming (The New) Magic 94.9, though keeping the format and WWRM call sign. (WWRM's old frequency at 107.3 has since become WXGL.)