The station was originally known as WCPO-FM, owned by the E. W. Scripps Company, publisher of the "Cincinnati Post", along with WCPO (1230 AM, now WDBZ) and WCPO-TV (channel 9). One of the WCPO-FM announcers identified the frequency in the legal ID as "10-51" (ten-fifty-one) which was unique at the time. A video with audio of a WCPO-FM legal ID can be seen on YouTube. In January 1966, shortly after Scripps sold WCPO-AM-FM to Kaye-Smith Broadcasting, both stations changed their call signs to WUBE & WUBE-FM. WUBE-FM switched to its long-running country format in April 1969, with the AM partially simulcasting the FM throughout the 1970s.