No Time (or Temp) for WMTW

The Time and Temperature Building marquee no longer has its sponsor. But do they really need to flash 'Time' and 'Temp' instead of just showing the time and temperature? Mainebiz:

"After several years, television station WMTW is no longer displaying its name on the marquee sign, prominently positioned high atop the city.

'Simply put, we didn't renew the lease,' says David Abel, president and general manager of the news station. The lease expired Dec. 31, and WMTW's name was removed a week ago.

Blame the recession. As a cost-cutting measure, Abel says the station made the decision to renew its lease to remain inside the Time and Temperature building, but not the separate lease to display its name on the sign. Abel wouldn't divulge how much WMTW paid, however, for the privilege of displaying its name along with the time and temperature."