Noe's son, James Albert "Jimmie" Noe Jr., ran KNOE along with its FM and TV sister stations for almost four decades. When Jimmie Noe died from cancer in 2005, the remaining family members agreed to place the stations up for sale and exit broadcasting. In November 2006, the Noe family reached an agreement to sell this station to Clay Holladay's Holladay Broadcasting; the following year, its other stations would be sold, with KNOE-FM sold to another Holladay subsidiary, Radio Monroe; and KNOE-TV sold to Hoak Media Corporation.
On March 6, 2007, the station announced extensive programming changes, moving Rush Limbaugh to KNOE and adding new programming. According to the news story, KMLB, then at 1440 AM, will be a more "general interest talk" station while KNOE will become the "political talk" station.
In the summer of 2008, KNOE became KMLB. All the talent was consolidated on the 540 AM from the higher frequency. The 1440 AM frequency would close down, with its license cancelled.
^Day, Ralph Edward (1970). A History of Radio Station KNOE, Monroe, Louisiana, with Emphasis on Personnel, Programming and Audience, and Facilities, 1944-1969. Day Press.
^"Directory of AM and FM Radio stations in the U.S.". 1968 Broadcasting Yearbook. Washington, D.C.: Broadcasting Publications, Inc. 1968. p. B-72.
^"Monroe TV, radio stations owner James Noe, 77, dies". The Baton Rouge Advocate. July 12, 2005. "Jimmie Noe, as he was known, spent nearly four decades running the stations founded by his father, former Louisiana Gov. James A. Noe."