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WEFM 99.5 FM: The Underdog That Took on Chicago Radio in the Late 1970s
“Radio is the theater of the mind; television is the theater of the mindless.” — Steve Allen
A Station in Transition: From Classical to Contemporary
For decades, Chicago’s FM dial was home to WEFM 99.5, a station steeped in tradition. Founded in 1940 by Zenith Radio Corporation, WEFM was among the pioneers of FM radio, broadcasting a steady diet of classical music that catered to Chicago’s more refined audience. However, as the 1970s progressed, radio was rapidly changing. FM was overtaking AM as the dominant band for music, and younger audiences craved fresh, high-energy content. The station’s owner at the time, General Cinema Corporation (GCC), saw an opportunity to modernize WEFM and capitalize on the growing demand for contemporary music.
The transition wasn’t easy. When GCC announced plans to shift WEFM from classical to a contemporary format, there was immediate resistance. Classical music fans organized to block the change, taking legal action in an effort to preserve one of the few remaining classical FM stations. The battle dragged on for years, but in early 1978, GCC won the right to reformat the station. On February 14, 1978, WEFM officially flipped to a Top 40/CHR (Contemporary Hit Radio) format, marking one of the boldest moves in Chicago radio history.
The Birth of “We-FM” – A New Challenger in Town
Rebranded as “We-FM”, WEFM 99.5 set out to challenge Chicago’s dominant Top 40 stations. The city’s FM dial was already crowded, with WLS (890 AM) and WCFL (1000 AM) ruling the Top 40 format on AM, while newer FM contenders like WDAI (94.7 FM) and WMET (95.5 FM) catered to album rock fans. WEFM entered the market with an aggressive, personality-driven approach designed to make an immediate impact.
Thanks to YouTube channel TIGHT & BRIGHT for the WEFM Chicago transition video memory
Unlike the personality-heavy jocks at WLS and WCFL, We-FM went for a high-energy, music-first presentation. The station played fewer commercials, shorter DJ talk breaks, and back-to-back hit music—an early version of what would later become known as the “More Music” format. The playlist was laser-focused on the hottest pop, rock, and disco tracks, ensuring listeners heard their favorite songs frequently without waiting.
The station’s branding was sharp and youthful. With a slogan like “99 and a Half is We-FM”, the station positioned itself as fun, fresh, and built for the next generation of radio listeners.
A Lineup of Talent: The Voices of We-FM
A key ingredient in We-FM’s strategy was its on-air lineup. They assembled a team of vibrant, engaging personalities who connected with listeners and gave the station an unmistakable identity:
- Jay Stone – A smooth, charismatic voice who helped anchor the station’s daytime lineup. His energy and personality made him a key player in the We-FM experience.
- Greg Budell – The station’s news voice, providing quick, entertaining updates and commentary that kept We-FM feeling informed without bogging down the music flow.
- Chris Edmonds – Known for his storytelling ability and deep knowledge of the music scene, Edmonds made his shows feel like a personal conversation with listeners.
- Don Cox – A powerhouse on the afternoon drive, Cox’s humor, interaction with callers, and upbeat delivery made him one of We-FM’s most engaging personalities.
- Frank Ryan: Known for his engaging nighttime delivery and deep connection with listeners, Ryan brought a vibrant energy to the station from his previous station, WMEE Fort Wayne, quickly becoming a Chicagoland fan favorite.
Each DJ had a fast-paced, no-nonsense approach, cutting out unnecessary chatter while keeping the energy high. They were instructed to keep breaks short, witty, and engaging, ensuring that the station’s momentum never slowed down.
Going Up Against the Giants: Chicago’s Competitive Radio Scene
Breaking into the Chicago radio market wasn’t for the faint of heart. WLS and WCFL were legendary Top 40 AM stations with massive followings, while WDAI and WMET had already planted their flags in the FM rock world. To survive, We-FM had to make an immediate impact.
What Made We-FM Different?
- More Music, Less Talk: Unlike WLS’s personality-driven style, We-FM focused on music flow. The station was designed for continuous listening, avoiding long DJ monologues and slow talk segments.
- A Modern, FM Sound: FM’s superior sound quality gave We-FM an edge. The crisp production and stereo broadcasts made the music sound richer and more immersive compared to AM competitors.
- A Smart, Youth-Oriented Approach: We-FM didn’t just play music; it understood youth culture. The station connected with high school and college students, running contests, concert promotions, and giveaways aimed directly at Chicago’s younger demographic.
- Disco and Pop Friendly: In 1978, disco was at its peak, and We-FM wasn’t afraid to mix disco with rock and pop hits. This flexible playlist approach ensured it remained fresh and appealing.
Within months of launching, the station saw a rapid increase in listenership, particularly among teens and young adults. By September 1978, reports showed that We-FM had doubled its teen audience, proving it was a legitimate contender in the Chicago radio war.
Challenges and the Road Ahead
Despite its early success, We-FM faced some formidable challenges:
- Competition from Established Players: WLS and WCFL had loyal, long-time listeners who weren’t easily swayed. While We-FM attracted younger audiences, breaking into the mainstream was tougher.
- The Death of Disco and Changing Trends: By 1980, the music landscape shifted. The “Disco Sucks” movement, led by Chicago’s own Steve Dahl at WLUP (97.9 FM), signaled the end of disco’s dominance. We-FM had to adjust its playlist to reflect this cultural shift.
- Corporate Decisions: General Cinema Corporation, the station’s owner, was not a traditional radio powerhouse. In 1981, it decided to flip WEFM’s format once again, this time transitioning it to an adult contemporary sound in an attempt to target a more stable, older audience.
By 1982, We-FM’s Top 40 experiment had ended, marking the conclusion of an ambitious, exciting chapter in Chicago radio history.
The Legacy of We-FM’s Top 40 Run
Though We-FM’s time as a Top 40 station was relatively short-lived, its impact was undeniable. It proved that FM was the future of hit music radio, challenging the long-standing dominance of AM powerhouses like WLS. The high-energy, music-heavy approach it introduced would later become the blueprint for many CHR stations in the 1980s.
Many of the personalities who worked at We-FM went on to successful careers in major markets, continuing the station’s legacy in radio history. The station’s brief but explosive run is fondly remembered by those who lived through it—listeners who still recall cranking up 99.5 FM on their stereos and feeling like they were part of something fresh and exciting.
As Chicago radio continued to evolve, the lesson of We-FM remained clear: Taking risks, challenging the status quo, and connecting with young listeners can redefine an entire industry.
Final Thoughts
“The best radio stations make you feel like you belong. That’s what We-FM did for Chicago’s youth in 1978.” – Former We-FM Listener
Even today, those who remember WEFM’s daring jump into Top 40 radio can still hear the energy, excitement, and innovation that made it special. While it may have been an underdog, for a few unforgettable years, We-FM shook up Chicago radio and left a lasting impression.
