The station got its start in 1998 as WEDA-FM (Hot 97.3) with a contemporary hits format. It competed with WQEN-FM ("103-7 the Q") for the Top-40 niche formerly occupied by WAPI-FM ("I-95"). Cox Radio, which also owns WBHJ (95.7 FM), WBHK (98.7 FM), WZZK (104.7 FM), WBPT (106.9 FM), WAGG (610 AM), and WPSB (1320 AM), purchased WEDA in 1999 and changed the call letters to WRLR-FM, tweaking its format to "active rock" with the name Real Rock 97.3, but failed to best alternative station WRAX-FM ("The X") for listeners.
In October 2001 Cox moved the former WODL-FM ("Oldies 106.9") to 97.3 and dubbed it Oldies 97.3. In June 2004 the transmitter's power was increased from 640 watts to 6,400 watts. A month later the format was adjusted to focus on hits from the 1970s, called 70s Hit Radio 97-3.
In September of the same year Cox switched the format again, this time to "hot country". It adopted its current call letters, meaning "New Country Birmingham") in October 2004. In March 2010 Cox rebranded the station as "97-3 The Buck" and made plans to add local on-air talent.
- Weekday Afternoons (3-7): Rick & Bubba Show re-broadcast
- "WNCB" (December 12, 2009) Wikipedia, The Free Encyclopedia - accessed March 11, 2010
- DeButts, Jimmy (March 11, 2010) "Cox Media rebrands 97.3FM as 'The Buck'". Birmingham Business Journal