WKBW changed frequencies from 1380 to 1480 kHz in the late 1920s as a result of General Order 40 (bumping the station already at that frequency, WKEN, down the dial to 1040 kHz), and raised its power to 5,000 watts—the first Buffalo station to raise its power to that level. In March 1941 WKBW inaugurated a new transmitter plant south of Buffalo in the town of Hamburg, increased power to 50,000 watts around the clock and shifted to its current dial position at 1520 kHz as a result of NARBA.