The station began broadcasting in 1953, holding the call sign WEAW. The station was owned by North Shore Broadcasting, and the station's call sign stood for its president Edward A. Wheeler. The station's transmitter was located in Evanston and it ran 500 watts during daytime hours only. In 1956, the station's power was increased to 1,000 watts. By 1959, the station had begun airing brokered ethnic programming. In 1962, the station's transmitter was moved to an unincorporated area between Northbrook and Wheeling, and its power was increased to 5,000 watts. By the early 1970s the station primarily aired brokered ethnic and religious programs.