WCRB - History of The 99.5 FM Broadcast License

History of The 99.5 FM Broadcast License

The 99.5 FM broadcast license started out in 1947 as WLLH-FM, the FM counterpart to WLLH (1400 AM), programming a full-service format to the Merrimack Valley.

During the 1970s, 99.5 became WSSH (for "Wish 99.5"), which programmed a format of chiefly soft instrumental renditions of pop tunes with a few vocalists an hour, consisting of soft AC (adult contemporary) and standards cuts. In 1982 WSSH, evolved to a soft AC format gradually eliminating the instrumental renditions and became home to popular nighttime radio personality Delilah Rene before she became nationally syndicated. Ratings were very high through the 1980s and WSSH often led other AC stations. By then, the station was separated from WLLH, but later gained a sister station on 1510 (now WUFC). WSSH had high ratings and was often the top rated adult contemporary radio station in the market throughout the 1980s.

However, in the early 1990s, ratings went from excellent to mediocre; part of the reason was the perception that WSSH was still an elevator music station. During this period, the station modified their soft AC format (by 1991), adding current product and some up-tempo AC tunes, evolving to a mainstream AC format. WSSH became the third place radio station, following WMJX and WVBF (now known as WROR, which subsequently became sister station to 99.5). In 1995, the owner of WSSH, Granum Communications, changed the format to smooth jazz, under the branding of WOAZ ("99.5 The Oasis"), mirroring Granum's KOAI in Dallas, Texas.

Then in 1997, Granum sold WOAZ and WBOS to Greater Media, which already owned WMJX, 96.9 WBCS (the incarnation of WKLB at that time) and 105.7 WROR (the former WVBF, and WCLB). On August 22, 1997, Greater Media swapped the frequencies of WOAZ and WCLB in a move where the format and personalities of WOAZ moved to 96.9 (adopting the call sign WSJZ), while WKLB moved to 99.5 and became "Country 99.5 WKLB", where it stayed until December 1, 2006. Greater Media noted that the move was made because the 99.5 signal is stronger than that of 96.9 in Essex County, home to many country music listeners.

The 99.5 station was spun off to Nassau Broadcasting Partners as a consequence of a deal where Greater Media acquired WCRB's current dial position, with 102.5 adopting the WKLB format and call sign. Nassau also acquired WCRB's call letters and programming. Nassau already has four classical-formatted stations in Maine which are affiliated with the World Classical Network. The two stations switched frequencies at noon on December 1, 2006. The last broadcast by WKLB on 99.5 was of the U.S. National Anthem. The first song played by WKLB at 102.5 was "Life Is A Highway" by Rascal Flatts. The last air personality on 99.5, and consequently the first live voice on 102.5, was longtime midday host Carolyn Kruse. A redesigned website was launched immediately after the frequency change.