Need moe info, what pads, what rims, new or used, striated or abraded before you changed the pads, did the old pads have embedded metal? etc.
This type of issue usually happens when there are long descents where rims hear up, so it's pretty surprising if this is happening in Rochester, especially during this winter. It's possible that the damage was set up before the pads were changed, and you're seeing it because it's obvious now on the new pads.
More info will help narrow it down to a short list of possible causes, and point to a remedy.
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