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WMFX Fox102.3 logo.png
CitySt. Andrews, South Carolina
Broadcast areaColumbia, South Carolina
BrandingFox 102.3
SloganColumbia's Rock Station
Frequency102.3 MHz
First air dateJanuary 23, 1985 (as WWGO)
FormatMainstream rock
ERP6,000 watts
HAAT100 meters (330 ft)
Facility ID19471
Callsign meaning"W"e're the "M"idlands "F"o"X"
Former callsignsWWGO (1985-1987)
OwnerAlpha Media
(Alpha Media Licensee LLC)
Sister stationsWARQ, WHXT, WPCO, WWDM, WSCZ
WebcastListen Live

WMFX is a mainstream rock radio station licensed to St. Andrews, South Carolina and serves the Columbia, South Carolina market. The Alpha Media outlet is licensed by the Federal Communications Commission (FCC) to broadcast at 102.3 MHz with an effective radiated power (ERP) of 6 kW. The station goes by the name Fox 102.3 and its current slogan is "Columbia's Rock Station." Its studios are located on Pineview Drive and transmitter tower are located north of Columbia off Monticello Road.


102.3 first signed on January 23, 1985 as WWGO with a hybrid of Oldies and Adult Contemporary music under the "Go 102" handle. This format finished in the top five the first rating period with radio personality John Anderson on mornings before being sold in early 1987 after its second rating period suffered. New owners changed the format to album rock, with a lean musically toward classic rock as Fox 102 with the new call letters of WMFX. The changes paid off as the station was usually placed within the Top 5 of the Arbitron ratings since that time.

In 1994, the station adjusted its format further toward classic rock and added the syndicated John Boy and Billy show for mornings.

The station is owned by Alpha Media through Alpha Media Licensee LLC, which also owns Urban Contemporary WHXT, Urban AC WWDM, Hot AC WARQ, and AAA WPCO in the Columbia radio market.

In March 2014, WMFX changed to mainstream rock, retaining the classic rock songs while adding alternative rock selections, from mostly 1990s artists such as Nirvana, Smashing Pumpkins, and The Foo Fighters. 2000's Groups such as Nickelback, Staind, Hoobastank and Trapt are also heard on WMFX. These songs were formerly played by WARQ when it broadcast a Modern Rock format.

External links[edit]

Coordinates: 34°05′56″N 81°04′48″W / 34.099°N 81.080°W / 34.099; -81.080