 As WBBF, 950 AM was a popular Top 40 music station in Rochester, often leading the market in ratings surveys from the 1950s through the early 1970s, and ranking among the city's top stations through the late 1970s even after strong format competition arrived in 1972 from WAXC and later on the FM band from WPXY.Consistent success was achieved although as a relative latecomer to the AM band in the postwar era, WBBF's coverage area had to be restricted to the east and west to prevent interference with other stations on the same channel (WWJ in Detroit and WIBX in Utica).In 1982, as hit music radio listeners were migrating to FM, the station evolved into a talk format.