WLDB airs an adult contemporary radio format, switching to Christmas music for much of November and December.

That backfired when WLUP shuffled its on-air lineup, moving Brandmeier to afternoons and put Kevin Matthews in morning drive time.

[3][4] The WQFM call letters were then transferred to a sister station in Scranton, Pennsylvania, WTZR, to prevent re-use by a Milwaukee competitor.

WJZI's smooth jazz format never dominated among Milwaukee radio listeners, but remained competitive in the middle portion of the Arbitron ratings.

[5] On March 5, 2007, WJZI began a transition in its format, gearing the station towards a slightly younger female demographic.

A new morning show was also added, featuring Milwaukee radio veteran Ellen Stout and station program director Stan Atkinson.

Competing station WFMR changed its format from classical music to smooth jazz on June 26, one week after WJZI's move.

[7] The station uses the decimal number to avert confusion with Sheboygan's country-formatted WBFM, which likewise brands as "B93.7" and has fringe reception in the central reaches of Ozaukee County.

[8] The playlist was then tightened towards more current and recent hits, focusing on competing more with WMYX, along with WXSS and WRNW to a lesser extent.

On February 23, 2016, at 3 p.m., after playing "Royals" by Lorde, WLDB returned to its former adult contemporary format and "B93.3" branding, though lacking the "bee" elements and mascot.