[2] As the capital city of Polk County, Bartow is centrally located in the Lakeland - Winter Haven Metropolitan Area.

WWBF has a classic hits radio format and is owned by Thornburg Communications, Inc. Its moniker is "102.9 WBF," using its FM dial position and dropping one of the two W's in its call sign.

WWBF must reduce nighttime power to prevent interference to the Class A stations on 1130 AM, which are CKWX Vancouver, KWKH Shreveport and WBBR New York City.

At the core of WBF are artists like Billy Joel, Fleetwood Mac, Stevie Wonder, Elton John, the Eagles, Rod Stewart, Hall & Oates, Creedence Clearwater Revival, the Doobie Brothers, and Motown superstars.

WWBF covers many local events; broadcasting Bartow High School football, basketball, baseball and softball.