For many years it played country music, branded as "660 in Dixie". In 1948, sister station WESC-FM went on the air. Both stations simulcast from 1948 until the late 1960s, when WESC-FM switched to beautiful music, while WESC continued as a country outlet. WESC-FM later returned to country music. Throughout the 1970s and 1980s, WESC-AM-FM were frequently the highest rated stations in the Greenville radio market.
In the 1990s, WESC continued to simulcast WESC-FM most of the time. But in 1994, WESC picked up the nationally syndicatedsports radio show, The Fabulous Sports Babe.[4] It was hosted by Nancy Donnellan, a rare female sports show host in that era.
In August 2019, the LMA ended, and the station returned to the WESC call letters and country music simulcast. The previous programming continues to air on WLFJ-FM's fourth HD Radio channel and FM translator 92.9 W225AZ.[5]
Reduction in power
Even though it could not broadcast at night, for decades, WESC had been powered at 50,000 watts, the maximum for AM stations. It was able to use that high power thanks to a directional antenna with a multi-tower array.
As of March 28, 2020, WESC’s towers were taken down, possibly for a proposed subdivision.[citation needed] WESC was silent until January 22, 2021, and now broadcasts at 5,000 watts using a single tower.[6] It continues to go off the air at night to avoid interference with 660 WFAN New York.
