 WDUZ went on the air in 1947 under the ownership of Green Bay Broadcasting Company, formed by veteran Wisconsin broadcaster Ben A. Laird.The station's format until the 1990s consisted of an eclectic mix of music; during the late 1950s and much of the 1960s, early morning music consisted of a mix of polka and country music, easy listening and middle-of-the-road music during the daytime, and rock and roll music from 7PM to midnight.News content on WDUZ included Paul Harvey's ABC Radio commentaries; Harvey had credited Ben Laird for suggesting to ABC Radio that Harvey's show should air nationwide on the network.