From at least 1936 until 1948, the 1340 frequency on the Niagara Frontier was occupied by the original WEBR, which moved down the dial to 970 (now WDCZ) in 1948.[5] WLVL went on the air in 1949 as WUSJ, owned by the Lockport Union-Sun and Journal, Inc., the local newspaper that owned it until 1970. The station was sold to Hall Communications in 1970 and became WLVL in 1975.
For most of the 21st century, WLVL was owned by Dick Greene, through his holding company Culver Communications. In September 2022, WLVL owner Dick Greene announced his retirement and the sale of the station to Bill Yuhnke, who owns WEBR and Liberty Yellow Cab, a taxicab service in the Buffalo region. Yuhnke plans no changes to the station's format or staff.[6][7] Yuhnke's purchase of WLVL closed on January 20, 2023, at a price of $375,000.[8]
Dick Corey was one of WUSJ's earliest news anchors. Desiring a stage name more reflective of his Spaniard heritage, he changed it to Rick Azar when he moved to WKBW-TV.[9]
Frank Arlington (a.k.a. Frank Williams), who spent over 30 years as a sportscaster for WESB, was a member of WLVL's staff in the early 1980s.[10]
Brian Kahle, former AM Buffalo host, hosted a talk show on WLVL from 2007 until his death in 2013.
Tom Jolls, longtime Buffalo television personality, began his career at what was then WUSJ and had an 11-year run at the station, 1951–62.
National talk show host Stephanie Miller started at WLVL before leaving for Rochester's WCMF.
John Murphy, the Voice of the Buffalo Bills and a Lockport native, started at WLVL, handling play-by-play of Niagara-Orleans League games.
Doug Young, a radio veteran of WGR and the now-defunct WNSA, hosted an interview program on WLVL, but was fired in September 2008.
