Up until June 2010, WYRB was a simulcast of Chicago's WSRB and offered an urban adult contemporary format. However, realizing that there was a hole for a rhythmic format in Rockford and at the same time tapping into an audience looking for another alternative to Top 40/CHR WZOK, Crawford decided to split up the simulcast and refocus WYRB on the Rockford area as a rhythmic top 40. According to sales manager DiAnna Cantele Mazzola, "They identified that R&B wasn’t taking off and felt there was a niche to be filled for the urban market," and added "Now it’s today’s hits and hip-hop, and club music that really doesn’t get played a lot."[3]
