WPOR has had the same format since it signed-on as an FM simulcast of 1490 WPOR, now WBAE, on October 31, 1967. WPOR was owned by Hildreth Broadcasting Corporation at that time. On March 2, 1971 WPOR and WPOR-FM were sold to Ocean Coast Properties. 25 years later in March 1996 WPOR and WPOR-FM were sold again, this time to current owner Saga Communications for $10 million.
In March 1999 WPOR/1490 changed its call letters to WBAE. The reason for the new call letters was made clear on May 24, 1999 when it changed its format to adult standards and became known on air as The Bay.
In its heyday in the 1980s, WPOR had an announcer lineup that included Bud Sawyer, Tom Hennessey, Glen Slater, Deborah Delaney, Hal Knight, Brad Hughes, Chuck Brady, Ray Terry, Mike Audette, Gary Nelson, and others.