Oh, the name? It makes perfect sense.
The station was founded in 1922 as WCAH. The Dispatch bought the station in 1929 and changed the calls to WBNS. The call letters stand for Wolfe Banks, News and Shoes--the businesses controlled by the Wolfe family, owners of the Dispatch (the N, or "News," in the calls) then as now.
News and Shoes was one of the least popular formats in the business.