|City||Buffalo, New York|
|Broadcast area||Buffalo, New York|
|Branding||96.1 The Breeze|
|Slogan||Relaxing Favorites at Work|
|Frequency||96.1 MHz (also on HD Radio)|
|First air date||1966(as WBNY-FM)|
|Format||Soft adult contemporary|
|HAAT||154 meters (505 ft)|
|Callsign meaning||WMSX (sounds like "Mix", previous branding)|
|Former callsigns||WBNY-FM (1965–1979)|
|Owner||Townsquare Media |
(Townsquare Media of Buffalo, Inc.)
|Sister stations||WBLK, WBUF, WYRK|
WMSX is an FM radio station licensed to and broadcasting from Buffalo, New York on 96.1 FM, which has an adult contemporary/soft rock format. The station is owned by Townsquare Media and has studios based in the Rand Building downtown; the station's transmitter is located on the roof of the same building.
The station signed on the air as WBNY-FM in 1966 as a sister station to WJJL, an AM station at 1440, in Niagara Falls. The WBNY call-letters had previously been used on WYSL (1400), and the station is unrelated to today's WBNY, a college radio station at 91.3 FM). The station adopted the call letters of WJYE on February 1, 1979 and was known as JOY-FM-96. The station's format throughout its history has rarely ranged from light music; it adopted its current AC format in 1988 after years as a beautiful music/easy listening station and only converting as the latter formats severely declined in stature. The station has used the branding "Joy-FM" for years, though with some breaks in between where other branding was used. It also historically carried a Christmas music format from the middle of November to New Year's Day (typically changing formats within hours of rival WTSS).
In 1995, WJYE abandoned the "Joy 96" branding and began identifying by its call sign WJYE. It returned to the Joy 96 branding in the late 2000s.
In the summer of 2000, Delilah was picked up the station for Western New York's nighttime escape program
Lance Diamond was the station's Saturday evening host for much of the 1990s and 2000s. The station began to stream over the Internet in November 2006.
Starting in 2007, the station transitioned from its previous soft rock format to a more adult contemporary sound. In recent times, the station has added limited rhythmic songs to their playlist that would be appropriate for their format, but they are mainly rare on the WJYE playlist. It is one of three AC stations in the Buffalo radio market, one being WTSS, along with CHRE-FM in St. Catharines, Ontario, Canada, though those two are more Hot AC.
On September 2, 2014, WJYE changed its call letters to WMSX, and changed its on-air branding to Mix 96. The format itself did not change from that of recent years, although it stopped playing Christmas music up until the 2018 winter season. The nationally syndicated Delilah, which aired on 96.1 for nearly two decades, moved to WECK in January 2016. Delilah returned to 96.1 in February 2019.
On December 25, 2018, after playing Christmas music since mid-November, “Mix 96” rebranded as “96.1 The Breeze”. The format shifted to a softer leaning AC, and follows the lead of many stations across the country stemming from the original “98.1 The Breeze” KISQ in San Francisco. The station described the format as "modified soft rock," returning to the format the station held before 2007, and brought back Joe Chille, the station's previous morning host from that era (Chille was at WECK for a short time). Juli Hinds has joined the team as the afternoon host, 12-6 PM. She hails from Chicago, Illinois. Juli is currently a Professor of Communications at Medaille College. 
- "WJYE Buffalo Rebrands As Mix 96". Radio Insight. Retrieved 2 September 2014.
- Official website
- Query the FCC's FM station database for WMSX
- Radio-Locator information on WMSX
- Query Nielsen Audio's FM station database for WMSX