Before 1969, WLMD was a MOR (Middle Of The Road) formatted radio station and held to the model created by WMAL and WBAL in Washington and Baltimore, respectively. It's dismal ratings, primarily due to it being a relatively low power AM station only broadcasting during the day with a poor coverage area, led to a format change beginning in 1975. The new Progressive Country music format was loved by the small audience it attracted and ratings increased modestly.
On March 14, 2011, WILC flipped to a Spanish Adult Contemporary format as Romantica 900 AM. On February 3, 2014, the station changed formats to Conservative Talk; with a more Libertarian emphasis. On the same date, Wallis Communications began operating the station under a Local Marketing Agreement.