The station airs a progressive talk radio format, and is owned by Sage Weil, through licensee Civic Media, Inc.

The station had been on the air since October 29, 1951, licensed to Two Rivers, Wisconsin and serving the Manitowoc area, most notably under the WTRW call sign.

After four years of applications and amendments, the FCC granted WGBW a construction permit in August 2008 to move the station's city of license from Two Rivers to Denmark, Wisconsin, and to increase its daytime and nighttime broadcast power.

[5] Though the move meant the loss of its programming on the FM signal WDUZ provided (at 107.5 FM), the move to WGBW gave ESPN Radio live clearance of its full daily sports talk schedule in Green Bay for the first time, including some shows that WDUZ preempted in favor of local talk programming (among them Mike and Mike in the Morning and The Herd with Colin Cowherd).

[6] On April 3, 2013, WGBW switched back to True Oldies and ended its ESPN Radio affiliation, blaming a crowded market in the Green Bay area for sports talk in leaving the format after only three months.