WHLS signed on in August 1938 at 1370 kHz with 250 watts of power. It was for a time the principal Top 40 music station in the Port Huron and Sarnia area, as well as the very first radio station serving St. Clair County. The station was found by the late H.L. Stevens. Its first broadcast was the opening of the Blue Water Bridge. In 1941, WHLS moved to its present-day dial position of 1450 kHz. The first manager was Angus Pfaff and the first program director was Fred A. Knorr, a former part owner of the Detroit Tigers. Knorr would go on to own stations in Jackson, Saginaw, and Detroit. John F. Wismer started working for WHLS in the Fall of 1947 doing play by play sports announcing and advertising sales. Wismer was promoted to station manager in 1950 and became part owner in 1952. The company then became known as Stevens Wismer Broadcasting Co. Numerous acquisitions were made by the company over the years. In 1953, WLEW in Bad Axe was purchased, followed by WCSR in Hillsdale in 1955 and then was sold in 1957 when Grand Rapids station WLAV was purchased.