In 1954, the station moved its studios and transmitters to a new structure at 3930-3940 Conshohocken Ave in Wynnefield Heights and was dubbed "The WHAT Radio Center."

In October 1986, Reginald N. Lavong and Miller Parker, owners of Main Line Communications purchased WHAT from Independence Broadcasting for $625,000.

In 1989, the station, now running an African American-oriented talk and Nostalgia format, was sold to Philadelphia radio veteran Cody Anderson.

Anderson had been general manager of WDAS-AM-FM and his company "KBT Communications" paid $1.65 million to obtain WHAT.

Anderson moved the WHAT offices and studios to North 54th Street near City Line Avenue in nearby Wynnefield.

Known for years as the "Voice of the African American Community," all station employees, including hosts Albert Butler, Elmer Smith, and Mary Mason were let go.

Many have considered it the successor to WPEN's format from 1979 to 2004, even hiring former station D.J.s like Bob Craig and Mike Bowe.

On November 17, 2008, WHAT dropped the "Martini Lounge Radio" branding but continued with a similar format.

One month later, on September 12, 2011 at 12 P.M., WHAT changed their format to Spanish-language music, branded as "El Zol 1340 AM".