104.3 FM in Utica signed on the air in 1948 as WRUN-FM, a simulcast of AM station WRUN. In 1976 the station changed their call letters to WKGW and began airing an adult contemporary format under the name KG-104 then Magic 104. For many years, they were the market leading AC station, outlasting competitor WUUU in this format. In its later years, the name was changed to back to KG-104. Their market leading status would not last though. In 1989, now-sister station WLZW switched to an adult contemporary format, and toppled KG-104 from its market-leader status. Soon afterward, WKGW assumed the classic rock format and call letters of WKFM. These were formerly heard in the Syracuse market on 104.7 FM, which had just changed to country-formatted B104.7.
The country music format now heard on WFRG actually began on 95.9 FM then 96.1 (now WODZ) as 96 Frog. As part of an "April Fool's Day" gimmick, 96 Frog swapped frequencies with then-WKFM that day. The improved signal strength was so popular that, following the bankruptcy and shutdown of WKFM, the station applied for a frequency re-assignment. When it was granted by the FCC, WFRG began calling itself Big Frog 104.
WFRG was previously owned by Forever Broadcasting (hence the Big Frog branding) but was sold to Regent Broadcasting (now Townsquare Media) in August 1999.