|City of license||Marshall, Michigan|
|Broadcast area||Battle Creek, Michigan|
|Slogan||The BEST Music Mix!|
|First air date||1968|
|Format||Soft Adult Contemporary|
|Former callsigns||WRCC (9/5/06-9/18/07)
|Affiliations||Michigan IMG Sports Network|
(Townsquare Media Battle Creek License, LLC)
WBXX is a radio station in Battle Creek, Michigan that broadcasts at 104.9 MHz. WBXX broadcasts an adult contemporary format and is now known as "Mix 104-9" after dropping its "Battle Creek's favorite at-work listening station" slogan sometime in December 2007.
WBXX took over the 104.9 frequency formerly occupied by WRCC-FM in September 2007; its former 95.3 spot on the dial was taken over by WBCK-FM. WRCC's former classic rock format was discontinued.
As WBXX "B95", 95.3 FM was a very popular CHR/Top 40 station in the late 1980s and early 1990s. Despite the station's high ratings (especially with younger listeners), B95 was unsuccessful in terms of revenue because it played hip-hop and rap music that was unpopular with local advertisers. This led the station to change format to oldies and later adult contemporary, with which WBXX continues to broadcast on 104.9.
104.9 was originally WALM-FM (sister station to the now-defunct WALM 1260 AM in Albion, Michigan) and later WELL-FM with a middle-of-the-road format. The station first used the WRCC call sign in 1996, broadcasting a satellite-fed country format known as "Cereal City Country" which was unable to compete with powerhouses WBCT and WNWN-FM and received low Arbitron ratings. WRCC changed the following year to WWKN, "Keener 104-9" (a tribute to WKFR's original home at 1400 AM in the 1960s as "Keener 14"), playing oldies of the '60s and '70s. Eventually WWKN repositioned as "Super Hits 104-9" and then "Super Rock 104-9" (adjusting its format to classic hits) before changing to all-out classic rock as "Rock 104-9" and changing its calls back to WRCC.
Mix 104-9 features the syndicated Delilah love-songs show Sunday through Friday nights and plays hits of the 1970s and 1980s during its "Wayback Weekends." The station recently added the syndicated Bob and Sheri morning show.
On August 30, 2013, a deal was announced in which Townsquare Media would acquire 53 stations from Cumulus Media, including WBXX, for $238 million. The deal is part of Cumulus' acquisition of Dial Global; Townsquare and Dial Global are both controlled by Oaktree Capital Management. The sale to Townsquare was completed on November 14, 2013.
- "Official: Cumulus Buys Dial Global, Spins Some Stations To Townsquare; Peak Stations Sold To Townsquare, Fresno Spun To Cumulus". All Access. August 30, 2013. Retrieved August 30, 2013.
- "Cumulus Makes Dial Global And Townsquare Deals Official". RadioInsight. August 30, 2013. Retrieved August 30, 2013.
- "Cumulus-Townsquare-Peak Deal Closes". All Access. November 15, 2013. Retrieved November 16, 2013.
- Query the FCC's FM station database for WBXX
- Radio-Locator information on WBXX
- Query Nielsen Audio's FM station database for WBXX