WSB-FM
| Company type | Commercial radio broadcaster |
|---|---|
| Industry | Broadcasting |
| Founded | 1948 |
| Headquarters | Atlanta, Georgia , United States |
Area served | Atlanta metropolitan area |
| Products | Radio broadcasting (Hot adult contemporary format) |
| Owner | Cox Media Group |
| Website | wsb |
WSB-FM (98.5 MHz) is a commercial radio broadcaster based in Atlanta, Georgia, owned by Cox Media Group and serving as the flagship FM outlet for the company. The station airs a hot adult contemporary format and holds the distinction of being Atlanta's longest-standing FM radio station. Its studios and administrative offices are situated on Peachtree Street NE within the WSB-TV and Radio Group Building.
Operating with an effective radiated power (ERP) of 100,000 watts, WSB-FM’s transmitter is located in the Edgewood area. It shares its transmission tower with WABE-TV, WSTR-FM, and WVEE-FM. The station utilizes the HD Radio hybrid technology; its HD2 channel simulcasts the urban adult contemporary programming of WALR-FM, while the HD3 channel features the Regional Mexican format from WLKQ-FM, which also supplies content to FM translator W296BB (107.1) in Jonesboro.
Early years
During the early 1940s, the Atlanta Constitution established an FM station that later became known as WCON-FM on 98.5 MHz, with its call letters reflecting "CON" for "Constitution." Concurrently, the rival Atlanta Journal had launched Atlanta’s inaugural AM broadcaster, WSB, in 1922 and expanded with WSB-FM on 104.5 MHz in 1948.
After the 1952 consolidation of these two newspapers under Cox Enterprises, both WCON-FM and WSB-FM ceased operations temporarily. Broadcasting resumed in 1955 when WSB-FM returned on 98.5 MHz, adopting the frequency formerly used by WCON-FM but keeping the WSB-FM call sign. Due to limited availability of FM receivers at that time, WSB-FM primarily simulcasted WSB (AM) programming, including NBC Red Network dramas, news segments, and sports coverage. As television's popularity led to a decline in network radio shows during the 1950s, both WSB-AM and FM shifted to a full service format combining popular music selections with news and sports updates.
Beautiful music
In response to FCC directives encouraging distinct FM content in major markets during the 1960s, WSB-FM transitioned to a beautiful music format—featuring automated orchestral renditions of popular songs and Broadway numbers. A proposed merger between General Electric and Cox in the late 1970s would have necessitated divesting WSB-FM; African-American media entrepreneur Ragan Henry planned to acquire it and rename it WEZA. However, this merger ultimately did not materialize.
Switch to AC
Throughout the 1970s, WSB-FM gradually incorporated more soft vocal tracks into its beautiful music playlist. On March 15, 1982, it fully adopted a soft adult contemporary format, eliminating instrumental pieces entirely.
During the 1980s, as FM stations often branded themselves by rounded dial numbers for marketing clarity, WSB-FM promoted itself as "99FM" instead of "98.5." In 1985, Cox Broadcasting initiated legal action against rival WLTA-FM (owned by Susquehanna Broadcasting), which marketed itself as "Warm 99," claiming trademark infringement due to potential confusion between two Atlanta adult contemporary stations using "99." The case, Cox v. Susquehanna Broadcasting, set a legal precedent when the court determined that a station’s frequency functions like an address and is therefore not subject to trademark protection. The ruling favored Warm 99 on June 25. Following this decision, WSB-FM rebranded as "B98.5FM."
Competition with 94.9
WPCH, which also began as a beautiful music outlet, shifted to a soft adult contemporary format shortly after WSB-FM in the early 1980s. For approximately twenty years, both stations vied for the attention of listeners tuning in during work hours by offering formats suited to the workplace environment. WPCH adopted several brand identities including "95 WPCH," "Peach 94.9," and "94.9 Lite FM," and even changed its call sign to WLTM before transitioning to a country music format as WUBL on December 18, 2006.
The soft AC style and WLTM call letters were relocated to the less powerful 96.7 frequency for one year. Once that station (now WBZW) switched to classic country music, WSB-FM remained Atlanta’s only adult contemporary music station, gradually embracing a livelier AC approach.
From 2006 to Present
On December 29, 2006, WSB-FM became Atlanta’s new home for the nationally syndicated Delilah program, which had previously aired on 94.9 Lite FM/Peach 94.9; however, Delilah was removed from the lineup in December 2011.
Morning show hosts Steve McCoy and Vikki Locke joined on July 1, 2008, after spending 17 years at adult top 40 station WSTR "Star 94." McCoy departed in February 2010, and Kelly Stevens returned in March 2011 to co-host alongside Vikki. In August 2012, Stevens suffered serious injuries in a highway accident but made a prompt return to broadcasting.
WSB-FM previously organized an annual event called "Family Fun Fest," which featured family-focused products and appearances by local sports figures; this event was discontinued in 2009.
In response to declining ratings during spring 2011, WSB-FM overhauled its playlist by removing songs from before 1980 and incorporating more tracks from the 2000s. The station shifted its branding from "Atlanta's Best Variety of Soft Rock" to slogans such as "Your Favorites from the 80s, 90s, and Now" and later simply "80s, 90s & Now." Weekend programming evolved from exclusively featuring the 1980s (2001–2003, 2009–2011) to including the 1990s as well; decade-themed weekends were ultimately discontinued by January 2012.
On April 27, 2012, longtime afternoon host Kelly McCoy retired after a distinguished tenure of 27 years; WSB-FM honored him with a special tribute during drive time.
On May 23, 2025, WSB-FM eliminated all songs released prior to the 1990s, officially adopting a hot adult contemporary format.