WIL-FM (92.3

MHz The hertz (symbol: Hz) is the unit of frequency in the International System of Units (SI), often described as being equivalent to one event (or cycle) per second. The hertz is an SI derived unit whose formal expression in terms of SI base u ...

) is a

commercial Commercial may refer to: * (adjective for) commerce, a system of voluntary exchange of products and services ** (adjective for) trade, the trading of something of economic value such as goods, services, information or money * a dose of advertising ...

radio station Radio broadcasting is the broadcasting of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based rad ...

St. Louis, Missouri St. Louis ( , sometimes referred to as St. Louis City, Saint Louis or STL) is an Independent city (United States), independent city in the U.S. state of Missouri. It lies near the confluence of the Mississippi River, Mississippi and the Miss ...

. It airs a

country music Country (also called country and western) is a popular music, music genre originating in the southern regions of the United States, both the American South and American southwest, the Southwest. First produced in the 1920s, country music is p ...

format and is owned by

Hubbard Broadcasting Hubbard Broadcasting, Inc. is an American television and radio broadcasting corporation based in St. Paul, Minnesota. It was founded by Stanley E. Hubbard. The corporation has broadcast outlets scattered across Minnesota, Wisconsin, Missouri ...

. The studios are on Olive Boulevard, near Interstate 270 in Creve Coeur (with a St. Louis address). WIL-FM is a Class C station. It has an

effective radiated power Effective radiated power (ERP), synonymous with equivalent radiated power, is an IEEE standardized definition of directional radio frequency (RF) power, such as that emitted by a radio transmitter. It is the total power in watts that would ha ...

(ERP) of 100,000

watt The watt (symbol: W) is the unit of Power (physics), power or radiant flux in the International System of Units (SI), equal to 1 joule per second or 1 kg⋅m2⋅s−3. It is used to quantification (science), quantify the rate of Work ...

s, the maximum for most stations. The

transmitter In electronics and telecommunications, a radio transmitter or just transmitter (often abbreviated as XMTR or TX in technical documents) is an electronic device which produces radio waves with an antenna (radio), antenna with the purpose of sig ...

is on Butler Hill Road near Keller Road in St. Louis, amid the

towers A tower is a tall Nonbuilding structure, structure, taller than it is wide, often by a significant factor. Towers are distinguished from guyed mast, masts by their lack of guy-wires and are therefore, along with tall buildings, self-supporting ...

for other local FM and TV stations. WIL-FM uses

HD Radio HD Radio (HDR) is a trademark for in-band on-channel (IBOC) digital radio broadcast technology. HD radio generally simulcast, simulcasts an existing analog radio station in digital format with less noise and with additional text information. HD R ...

technology. Its HD2

subchannel In broadcasting, digital subchannels are a method of transmitting more than one independent program stream simultaneously from the same digital radio or television station on the same radio frequency channel. This is done by using data compressi ...

plays

Americana music Americana (also known as American roots music) is an amalgam of Music of the United States, American music formed by the confluence of the shared and varied traditions that make up the musical ethos of the United States of America, with particul ...

, known as "Second Fiddle." The HD3 subchannel plays

oldies Oldies is a term for musical genres such as pop music, rock and roll, doo-wop, surf music from the second half of the 20th century, specifically from around the mid-1950s to the 1980s, as well as for a radio format playing this music. Since 2 ...

and feeds

FM translator A broadcast relay station, also known as a satellite station, relay transmitter, broadcast translator (U.S.), re-broadcaster (Canada), repeater ( two-way radio) or complementary station (Mexico), is a broadcast transmitter which repeats (or tr ...

W232CR at 94.3 MHz.

Format

WIL-FM plays a variety of country music, concentrating on the hits from the current charts and the last 25 years. WIL-FM personalities include Kasey and Marty Brooks. WIL-FM is programmed by Tommy Mattern and the music director is Marty Brooks. WIL-FM primarily competes with

iHeartMedia iHeartMedia, Inc., or CC Media Holdings, Inc., is an American mass media corporation headquartered in San Antonio, Texas. It is the holding company of iHeartCommunications, Inc., formerly Clear Channel Communications, Inc., a company founded by ...

's KSD-FM for country listeners in St. Louis.

History

WIL-FM

signed on A sign-on (or start-up in Commonwealth countries except Canada) is the beginning of operations for a radio broadcasting, radio or television station, generally at the start of each day. It is the opposite of a sign-off (or closedown in Commonw ...

the air on , as the FM

sister station In broadcasting, sister stations or sister channels are radio or television stations operated by the same company, either by direct ownership or through a management agreement. Radio sister stations will often have different formats, and somet ...

to WIL (1430 AM). In its first decade, it mostly

simulcast Simulcast (a portmanteau of "simultaneous broadcast") is the broadcasting of programs or events across more than one resolution, bitrate or medium, or more than one service on the same medium, at exactly the same time (that is, simultaneously) ...

the AM station, which aired a

Top 40 In the music industry, the Top 40 is a list of the 40 currently most popular songs in a particular genre. It is the best-selling or most frequently broadcast popular music. Record charts have traditionally consisted of a total of 40 songs. "To ...

format, and were owned by WIL, Inc., a subsidiary of Balaban Stations. At the time, their studios were in Broadcasting House in St. Louis. WIL-FM was only powered at 30,000 watts, a fraction of its current output. WIL-FM took the

call sign In broadcasting and radio communications, a call sign (also known as a call name or call letters—and historically as a call signal—or abbreviated as a call) is a unique identifier for a transmitter station. A call sign can be formally as ...

KFMS on March 30, 1973. After a year, it returned to WIL-FM, effective September 1, 1974. In the 1970s, WIL had switched to a personality country format, while the FM aired a more music-intensive country format, with less chatter and fewer commercials. Over time, as more people tuned to the FM band for music listening, WIL-FM became the dominant station. Eventually, the AM station changed its call letters to KZQZ and is now

dark Darkness is the condition resulting from a lack of illumination, or an absence of visible light. Human vision is unable to distinguish colors in conditions of very low luminance because the hue-sensitive photoreceptor cells on the retina are ...

. WIL-FM was later acquired by

Salt Lake City Salt Lake City, often shortened to Salt Lake or SLC, is the capital and most populous city of the U.S. state of Utah. It is the county seat of Salt Lake County, the most populous county in the state. The city is the core of the Salt Lake Ci ...

-based

Bonneville International Bonneville International Corporation is a media and broadcasting company, wholly owned by the Church of Jesus Christ of Latter-day Saints (LDS Church) through its for-profit arm, Deseret Management Corporation. It began as a radio and TV networ ...

. Bonneville announced its sale of WIL-FM (and 16 other stations) to

on January 19, 2011. The sale was completed on April 29, 2011. On January 30, 2017, WIL-FM re-branded as "New Country 92.3". On October 6, 2020, the station dropped the "New Country 92.3" branding and returned to using its call letters in its branding as "92.3 WIL".

HD Radio

Starting in 2012, WIL-FM's HD2

digital subchannel In broadcasting, digital subchannels are a method of transmitting more than one independent program stream simultaneously from the same digital radio or television station on the same radio frequency channel. This is done by using data compress ...

began airing

, calling itself "Second Fiddle". Previously, WIL-FM-HD2 was branded as "Kerosene Country", and largely had the same

playlist A playlist is a list of video or audio files that can be played back on a media player, either sequentially or in a shuffled order. In its most general form, an audio playlist is simply a list of songs that can be played once or in a loop. ...

as WIL-FM. On February 18, 2020, WIL-FM signed on a third subchannel, and began airing an

format, branded as "My Mix 94.3." The subchannel feeds

W232CR at 94.3 MHz in

Alton, Illinois Alton ( ) is a city on the Mississippi River in Madison County, Illinois, United States, about north of St. Louis, Missouri. The population was 25,676 at the 2020 United States census, 2020 census. It is a part of the River Bend (Illinois), Riv ...

References

External links

*
WIL Radio Collection
finding aid at th
St. Louis Public Library

STLRadio.com
- Historic information about St. Louis radio broadcasting * * {{Hubbard Broadcasting Corporation Ω Hubbard Broadcasting Radio stations established in 1962 1962 establishments in Missouri Country radio stations in the United States