The station was soon sold to the Professional Broadcasting Corporation (a joint venture of Frank DuRoss and Ken Roser), who added a simulcast on WOWZ at 97.9 FM in September 1994.

Now known as "The Beat of Central New York", "Wow-FM" went in a dance direction with Program Director J.P. Marks, the nighttime air personality under the adult contemporary format, at the helm.

In a news release issued by Roser Communications on the Friday before, the company announced that effective 7:30 a.m. on Monday the station was going to switch formats due to "financial constraints".

The Kiss FM branding celebrated its 20th anniversary (since its debut on 102.5) in 2014, and WSKS/WSKU enjoyed their highest ratings to date, despite losing their live web stream (as did Roser's other stations) on December 6, 2014.

On March 30, 2015, Roser Communications moved the studios of all their stations, including WSKS/WSKU, to new facilities located at the Canal Park off Leland Avenue.