As the country field in the market became larger, WHB (which, after 77 years on the 710 frequency, moved to 810 in 1997) had a tough time competing (see the earlier WHB flip, above, for details.) Also, a void existed for a full-market sports station. On October 2, 1999, WHB ended its longtime country format for Sports.
WHB, the only full-market locally owned AM in the Kansas City market, has had a large history of being a successful station. After 71 years as one of the Midwest’s best known AM stations, WHB was sold to the owners of KMZU/Carrolton, MO and flipped from Oldies to Country/Farm Talk. Jim Rice hosted the last hours of the old WHB, which included an ad for KCMO “Oldies 95”.