The station is owned by the Midwestern Broadcasting group, which to this day includes the family members of its original partners from the early 1940s, the Biedermans, Kikers and McClays.

Meyer later became operations manager at WTCM in 1976 and went on to co-own Murrays Boats & Motors, was the longtime news anchor for TV 9 & 10, and made a run for state representative.

One criticism Biederman received since buying WCCW was the fact that the station, once live and local 24/7, started using ABC's "OldiesRadio" (formerly "Pure Gold") feed for overnights and weekends.

WCCW-FM now once again has live and local personalities during much of the day on Saturday and Sunday, although it continues to air Citadel Media's "Greatest Mojo" programming ABC overnights and during some non-critical weekend dayparts.

In 2004, WCCW-FM added a new sister station, 6 kW WCZW 107.9 in Charlevoix, which brings WCCW's programming also to the Petoskey area.

WCCW-FM in recent years has added more 1980s and early 1990s music to their playlist from artists such as Huey Lewis & The News, Madonna, Whitney Houston, and John Mellencamp, angering traditional oldies fans.

Dean Berry's been a fixture in northern Michigan radio since the 1980s including a couple of stints on the rock station WKLT.