Sears opened the station in 1924 as a service to farmers and subsequently sold it to the Prairie Farmer Magazine, which continued that orientation through 1960. It was the scene of the American Barn Dance, which featured Gene Autry, Pat Buttram, and George Gobel, and which was second only to the Grand Ole Opry in presenting country music and humor.
The station also experimented successfully in many forms of news broadcasting, including weather and crop reports. Its most famous news broadcast was the report of the Hindenburg disaster by Herbert Morrison.
In 1960, the station became a Top 40 music radio station, notable for such disc jockies as Dick Biondi and Larry Lujack. WLS became a talk station in 1989.