This station provides primary coverage for nine counties in the western Illinois and northeastern Missouri region.

At one point, listener support only accounted for 10 percent of its operating costs—a very low number even for such a small market.

In 2010, Quincy University decided to get out of broadcasting and redirect more of its resources into athletics, including a junior varsity football squad.

Quincy University transferred operational control of the station to area NBC affiliate WGEM-TV and laid off three staff members.

Quincy University was finding it difficult to sustain the station in the economic climate, and in an effort to cut additional costs and because the national NPR organization was not pleased nor comfortable with a commercial station operating the community local NPR affiliate, it sold WQUB to UMSL in May 2012.