In an age of rapid technological change and shifting media landscapes, WHBY Radio stands as a testament to endurance, innovation, and unwavering community commitment. Throughout 2025, WHBY proudly celebrates its 100th anniversary, marking a remarkable century of broadcasting that has shaped the sound and informed the lives of generations across Northeast Wisconsin. This significant milestone is not merely a commemoration of time but a celebration of the profound connection built with its listeners, embodying the spirit of local radio that remains vital even today.
Early seeds: the birth of “Where Happy Boys Yodel”
The journey of WHBY began modestly on April 5, 1925, with its first live broadcast from St. Norbert College in De Pere, Wisconsin. Initially licensed to the Norbertine Fathers, the station’s call letters, WHBY, were randomly assigned from a sequential list but quickly earned a memorable, unofficial slogan: “Where Happy Boys Yodel.” The station’s inaugural broadcasts featured a morning sermon and evening musical entertainment, with regular weekly programming beginning just days later, on April 8.
The early years were characterized by a pioneering spirit and perseverance. Operating on 1200 kHz with 100 watts of power, WHBY faced the nascent challenges of a developing radio industry. Despite strict budgets and regulatory hurdles, the station expanded its programming, adding election results, broadcasting boxing events, and even venturing into radio dramas with “The WHBY Players” by 1932. Despite struggles, the station earned a reputation for determination, lauded as “THE IDEAL ONE-HUNDRED-WATT STATION IN THIS COUNTRY.” Early advertisers, like Adkins Cleaners of De Pere, paid a modest dollar per minute, highlighting the humble beginnings of what would become a local broadcasting mainstay.
Evolution and growth: the voice of the Fox River Valley
Significant transformations marked WHBY’s path through the decades. In July 1935, the station made a pivotal move from De Pere to Appleton, a decision that further cemented its identity within the Fox River Valley. The station’s frequency changed to 1230 kHz with the implementation of the North American Regional Broadcasting Agreement (NARBA) on March 29, 1941. Early studios were located in Green Bay’s Berlin Building, followed by new studios in Appleton’s Zuelke Building in 1931, and eventually its own studio at 600 S. Lawe St. by 1939.
A monumental shift occurred in 1975 when Woodward Communications, Inc., based out of Dubuque, Iowa, acquired WHBY. This acquisition, halfway into the station’s 100-year history, marked a strategic redirection. Amidst a landscape dominated by music stations, Woodward Communications doubled down on a news, talk and sports format, a focus that continues to define WHBY today. This commitment to informational programming was further enhanced in 1991 when Woodward Communications purchased WYNE (AM 1150), allowing WHBY to move to the 1150 kHz frequency and increase its broadcast power significantly over the years from 1,000 to 20,000 watts during the day and 25,000 watts at night with new towers in Vinland. This move solidified WHBY’s reach and signal strength across Northeast Wisconsin.
A legacy of community and connection
WHBY has consistently been recognized for its strong ties to the community, serving as a vital source of local news, information, and conversation. The station’s current programming, including AM Fox Valley with Dave Edwards, Outside the Box with Ben Cominos, Focus Fox Valley with Hayley Tenpas, and Your News Now with Jonathan Krause, provides engaging content and discussions that resonate with its listenership.
Over the years, WHBY has garnered numerous accolades, including the prestigious Edward R. Murrow Award for Overall Excellence in a small market in 2005. It has also repeatedly won the Wisconsin Broadcasters Association Medium Market News/Talk Station of the Year Awards, along with recognition for its social/digital media operation and community impact. Notable broadcasters like veteran newsman Ray Waiter and distinct programs, including the long-popular Good Neighbor Show with Kathy Keene, among many others, have fostered a sense of belonging and connection among listeners for decades.
The centennial celebration and beyond
As WHBY marks its 100th anniversary in 2025, the celebrations are ongoing, designed to honor its profound legacy and look towards the future.
A kickoff event was held on April 4 with Junior Achievement of Wisconsin, featuring live broadcasts and community engagement. Throughout the year, WHBY 100 features and digital content highlight key moments from each year of its history, including interviews with former hosts and insiders for a unique, behind-the-scenes look. Listeners can explore WHBY’s rich history, from early programming to major news events, through on-demand audio and video available on its dedicated WHBY 100 page at WHBY.com.
WHBY’s commitment to providing local news and information remains steadfast. Despite industry changes and the rise of new media, the station continues to adapt, embracing new technologies like FM translators, mobile apps and streaming capabilities to expand its reach, and offering diverse content to capture new audiences. B.J. DeGroot, former WHBY brand manager, now market manager for Woodward Community Media, expressed immense pride in WHBY’s 100 years, noting that “recognizing its history invigorates the current team and reinforces Woodward Community Media’s core values of local content and community connection.”
As WHBY steps into its second century, it reaffirms its dedication to being a trusted voice, a vital source of information, and an integral part of the communities it serves, continuing to broadcast with the spirit that has defined it for 100 years.
2800 East College Ave. | APPLETON, WI 54915 | 920-734-9226 | whby.com
