WSBB-FM
| Company type | Commercial radio broadcaster |
|---|---|
| Industry | Radio broadcasting |
| Founded | May 1, 1948 in Athens, Georgia, United States |
| Headquarters | Atlanta, Georgia , United States |
Area served | Metro Atlanta region |
| Products | News/talk radio programming |
| Owner | Cox Media Group |
WSBB-FM (95.5 MHz) is a commercial radio broadcaster licensed in Doraville, Georgia, catering to the Metro Atlanta region. Alongside its sister station WSB (750 AM), WSBB-FM airs a simulcast news/talk programming format. Both stations are owned by Cox Media Group and rank among the nation's top revenue-generating radio outlets. On-air, the station promotes itself as "95.5 WSB," seldom referencing its FM call letters or AM frequency.
The station's studios and administrative offices are situated on West Peachtree Street NE in Atlanta, housed within the WSB-TV and Radio Group Building. WSBB-FM broadcasts with an effective radiated power (ERP) of 100,000 watts, which is the upper limit permitted for most FM stations. Its transmission antenna is mounted on the WSB-FM tower located in Edgewood, just east of downtown Atlanta. The station also transmits in the HD Radio hybrid format.
Initial phase
The station commenced operations on May 1, 1948, originally as WGAU-FM at 99.5 MHz in Athens, Georgia. Initially, it simulcast programming from its sister AM station WGAU, both under Cox ownership. In 1956, due to interference caused by a harmonic frequency at 199.0 MHz affecting Channel 11 (currently WXIA-TV) in Atlanta, WGAU-FM shifted to 102.5 MHz following FCC approval. By 1962, it had begun broadcasting six hours daily in stereo—the second station in Georgia to adopt stereo transmission—and subsequently transitioned to 95.5 FM.
Country era (1968–1999)
The station rebranded as WNGC in 1968, an acronym for "North Georgia Country." It was the first dedicated FM country music broadcaster in North Georgia and one of the earliest FM country stations nationally to operate independently without simulcasting an AM channel. By 1976, WNGC expanded to round-the-clock broadcasting with a powerful 100,000-watt signal transmitted from Neese Tower in Madison County.
Rhythmic format period (1999–2010)
In 1999, Clarke Broadcasting sold its Athens-based assets to Cox Radio for $78 million. Subsequently, Cox transformed WNGC into a Top 40 station, initially adopting the WYAP call sign before switching to WBTS and branding it as "The Beat." On September 25, 1999, the country format concluded and was temporarily replaced by a stunt featuring Tone-Loc's "Wild Thing." Two days later, "The Beat" launched with a playlist centered on mainstream pop, dance, and rock music infused with a rhythmic emphasis.
Under Program Director Dale O'Brian's guidance, WBTS fully embraced a rhythmic format that propelled it into Atlanta’s top ten ratings. It competed directly with hip-hop stations WVEE and WHTA as well as Top 40 rivals WWWQ and WSTR. After Portable People Meters were introduced in Atlanta's market measurement system, WBTS secured the second-highest cumulative audience behind WVEE.
In October 2005, WBTS adopted the tagline "Atlanta's New #1 for Hip Hop," although Cox continued positioning it as rhythmic Top 40 by incorporating more rhythmic-leaning pop artists such as Pink. That same year, the Federal Communications Commission approved relocating WBTS’s city of license from Athens to Doraville, a suburb of Atlanta; however, the studios and transmitter location remained unchanged.
In August 2006, Cox recruited Murph Dawg from WHZT Greenville for the morning slot alongside Stacy C; after several months Murph Dawg hosted solo. By May 2007, CJ from WHTA's "The A-Team" joined Murph Dawg to create "Murph Dawg & CJ in the Morning," significantly boosting ratings within the 18–34 demographic. In spring 2008, WBTS achieved a landmark 6.5 share among this age group; its morning program ranked fifth while afternoon segments consistently reached top three positions. In August 2008, overnight host Mami Chula was hired from WHTA to cover nights.
Other weekday on-air talent included K-Dubb during middays and Maverick in afternoons; weekend shifts featured Kenny Hamilton, Traci Steele, Johnny D, and Mo Reilley; DJ Kidd managed mix shows. The programming team was led by Cagle as program director with Maverick serving as assistant and music director.
In 2009, Clear Channel’s WWVA-FM switched from Spanish contemporary to rhythmic contemporary under the brand "105-7 The Groove," emerging as a new rival. Subsequently, WWVA recruited former WBTS personalities Mami Chula for night slots and Maverick for middays and programming duties after WBTS departed from the rhythmic format.
News-talk (2010–present)
On August 16, 2010, Cox transitioned WBTS to simulcast WSB (AM), aiming to attract younger audiences less engaged with AM broadcasting. The station adopted the WSBB-FM callsign on October 1 to correspond with its AM sister station, while the original WSBB-FM designation remained at 98.5 FM. Personnel from DJ and sales departments were given opportunities within Cox’s Atlanta radio group.
On July 31, 2019, WSB and WSBB rebranded under the unified name "95.5 WSB," minimizing references to AM 750 except for required legal identifications. Subsequently, on August 20, 2019, WSBB-FM relocated its transmitter eastward of Atlanta to improve signal reach in areas where WSB's AM daytime coverage was limited due to Georgia's challenging ground conductivity. This adjustment also aimed to better engage younger listeners.
Scott Slade served as host of Atlanta's Morning News until February 2023, when he shifted to a substitute role; Chris Chandler then assumed the position full-time. In April 2023, Marcy Williams, a veteran morning anchor with a career spanning over three decades and author of more than 300,000 news pieces, retired.
Programming
WSB and WSBB-FM emphasize local news and talk content. Each weekday begins with Atlanta's Morning News, anchored by Chris Chandler, Judd Hickenbachem, and Cheryl Castro, delivering traffic and weather updates every six minutes. Consumer advice segments are provided by Clark Howard. Local talk programs include The Mark Arum Show, The Erick Erickson Show, The Von Haessler Doctrine hosted by Eric Von Haessler, and The Shelley Wynter Show. Syndicated content features a delayed airing of The Sean Hannity Show at 9 p.m., with repeats of daytime shows broadcast overnight.
Weekend schedules cover topics such as gardening, home improvement, automotive issues, real estate, health, and personal finance—some of which are brokered—and include syndicated programs like Bill Handel on the Law, The Kim Komando Show, Eye on Travel with Peter Greenberg, and Face The Nation. Both stations maintain affiliation with CBS News Radio and collaborate on news gathering with WSB-TV.
Serving as flagship outlets for the University of Georgia Bulldogs Radio Network, WSB and WSBB-FM broadcast all football and basketball contests.