The cycle is complete. WEMP is no more. The former FM News station, which returned to Alternative music earlier this month with New Rock 101.9, has also officially resurrected the familiar WRXP call letters.

Under Emmis’ ownership, WRXP had the reigns of Alternative from February 5, 2008, billed as The New York Rock Experience. The 101.9 dial position made way for Merlin Media and its “experimental” run as an FM newser on July 15, 2011 with a month-long Adult Contemporary stunting.

Insiders tell FishbowlNY that there is no doubt Merlin is committed to the Rock format this time. But before any mics are opened and additional talent hired, we’re told that sales are of the utmost importance at WRXP.

As we previously reported, along with WRXP back on 101.9, the station may eventually reunite listeners with former on-air personalities.