The station' first format was country music.[when?] Afterwards, the station broadcast blues, jazz, classical and standards and was replaced with country music in 2003. The following year, the station started airing smooth jazz until April 3, 2006. The station was then run under a Local Marketing Agreement (lMA) by Radio Plus of Fond du Lac, WI (company) and started airing adult contemporary with the branding "Magic 104". In April 2008, the LMA agreement with Radio Plus expired and was picked up by Martini Media, based out of Oshkosh, WI and changed the branding from "Magic 104" to "#1 for Hits and Fun, the All New B-104".
The station is owned by Caxambas Corporation and featured programming from Dial GlobalHits Now! from July 2008 until March 16, 2009. The station's headquarters are located at the OshVegas Palms Resort in Oshkosh, Wisconsin.