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WIL-FM
St. Louis, Missouri;
Broadcast area	Greater St. Louis
Frequency	92.3 MHz (HD Radio)
Branding	92.3 WIL
Programming
Format	Country
Subchannels	HD2: Second Fiddle (Americana); HD3: My Mix 94.3 (oldies);
Ownership
Owner	Hubbard Broadcasting; (St. Louis FCC License Sub, LLC);
Sister stations	KPNT, KSHE, WARH, WXOS
History
First air date	July 15, 1962; 62 years ago
Former call signs	KFMS (March 30, 1973-September 1, 1974)
Call sign meaning	carried over from the former WIL (1430 AM)
Technical information
Licensing authority	FCC
Facility ID	72390
Class	C0
ERP	100,000 watts;
HAAT	300 meters (980 ft)
Translator(s)	HD3: 94.3 W232CR (Alton, Illinois)
Links
Public license information	Public file; LMS;
Webcast	Listen Live
Website	923wil.com

WIL-FM (92.3 MHz) is a commercial radio station in St. Louis, Missouri. It airs a country music format and is owned by Hubbard Broadcasting.^[2] The studios are on Olive Boulevard, near Interstate 270 in Creve Coeur (with a St. Louis address).

WIL-FM is a Class C station. It has an effective radiated power (ERP) of 100,000 watts, the maximum for most stations.^[3] The transmitter is on Butler Hill Road near Keller Road in St. Louis, amid the towers for other local FM and TV stations.^[4] WIL-FM uses HD Radio technology. Its HD2 subchannel plays Americana music, known as "Second Fiddle." The HD3 subchannel plays oldies and feeds FM translator W232CR at 94.3 MHz.

Format

WIL-FM plays a variety of country music, concentrating on the hits from the current charts and the last 25 years.^[5] WIL-FM personalities include Kasey and Marty Brooks. WIL-FM is programmed by Tommy Mattern and the music director is Marty Brooks. WIL-FM primarily competes with iHeartMedia's KSD-FM for country listeners in St. Louis.

History

WIL-FM signed on the air on July 15, 1962; 62 years ago (1962-07-15), as the FM sister station to WIL (1430 AM).^[6] In its first decade, it mostly simulcast the AM station, which aired a Top 40 format, and were owned by WIL, Inc., a subsidiary of Balaban Stations. At the time, their studios were in Broadcasting House in St. Louis. WIL-FM was only powered at 30,000 watts, a fraction of its current output.

WIL-FM took the call sign KFMS on March 30, 1973. After a year, it returned to WIL-FM, effective September 1, 1974.^[7] In the 1970s, WIL had switched to a personality country format, while the FM aired a more music-intensive country format, with less chatter and fewer commercials.^[8]

Over time, as more people tuned to the FM band for music listening, WIL-FM became the dominant station. Eventually, the AM station changed its call letters to KZQZ and is now dark. WIL-FM was later acquired by Salt Lake City-based Bonneville International.

Bonneville announced its sale of WIL-FM (and 16 other stations) to Hubbard Broadcasting on January 19, 2011.^[9] The sale was completed on April 29, 2011.^[10]

On January 30, 2017, WIL-FM re-branded as "New Country 92.3".^[11] On October 6, 2020, the station dropped the "New Country 92.3" branding and returned to using its call letters in its branding as "92.3 WIL".^[12]

HD Radio

Starting in 2012, WIL-FM's HD2 digital subchannel began airing Americana music, calling itself "Second Fiddle". Previously, WIL-FM-HD2 was branded as "Kerosene Country", and largely had the same playlist as WIL-FM.

On February 18, 2020, WIL-FM signed on a third subchannel, and began airing an oldies format, branded as "My Mix 94.3." The subchannel feeds FM translator W232CR at 94.3 MHz in Alton, Illinois.^[13]