The CW in KKCW calls stood for Columbia Willamette, the name of John Tilson’s company that owned the station. Columbia-Willamette Broadcasting Co. From the beginning the company never intended to use the call letters except for legal ID. There was concern that the calls were to similar sounding to KGW and listener confusion could result. The station was always referred to as K103.
John is seemingly big on naming his companies after local rivers. ie: McKenzie River Broadcasting in Eugene.