Top 40 radio in Jacksonville, Florida has long been synonimized with WAPE. The Big Ape has been a part of the landscape in Jacksonville since the 60’s, first at 690 AM and then at 95.1 FM. However in recent years the station has had developed a strong adult lean. At the beginning of March rumors began spreading about the future of “Smooth Jazz 97.9”. Speculation concentrated on a Talk format consisting of programming from sister station WTKS in Orlando including Howard Stern. At Noon on March 10, 2000 WFSJ began simulcasting WTKS, but this would be a short-lived stunt. As the next week progressed the station would revert to a more traditional stunt of a beating heart with liners interspersed. Clear Channel, which has seemed intent on launching a CHR in almost every market lately saw the hole for another CHR to take on WAPE. The New 97-9 Kiss-FM signed-on at 3:00pm on Friday, March 17, 2000 promoting a million dollar guarantee of 20,000 songs in a row.