 It 1928, WSBC's frequency was changed to 1210 kHz and it began sharing time with WCRW and WEDC.Its studios and transmitter were located at the New Southern Hotel (later known as the Hotel Crillon) at 13th and Michigan Ave.

WSBC hired the nation's first full-time African-American radio announcer, Jack Cooper, who on November 3, 1929 began hosting "The All Negro Hour", a vaudevillesque entertainment program.On April 1, 1933, Gene Dyer purchased WSBC from C.J.