|City of license||St. Andrews, South Carolina|
|Broadcast area||Columbia, South Carolina|
|Slogan||Columbia's Rock Station|
|First air date||January 23, 1985 (as WWGO)|
|Callsign meaning||"W"e're the "M"idlands "F"o"X"|
|Former callsigns||WWGO (1985-1987)|
(Alpha Media Licensee LLC)
|Sister stations||WARQ, WHXT, WOIC, WWDM|
WMFX is a mainstream rock radio station licensed to St. Andrews, South Carolina and serves the Columbia, South Carolina market. The Alpha Media outlet is licensed by the Federal Communications Commission (FCC) to broadcast at 102.3 MHz with an effective radiated power (ERP) of 6 kW. The station goes by the name Fox 102.3 and its current slogan is "Columbia's Rock Station." Its studios are located on Pineview Drive and transmitter tower are located north of Columbia off Monticello Road.
102.3 first signed on January 23, 1985 as WWGO with a hybrid of Oldies and Adult Contemporary music under the "Go 102" handle. This format proved disastrous in the ratings and the station made a brief attempt at Top 40 before being sold in early 1987. New owners changed the format to album rock, with a lean musically toward classic rock as Fox 102 with the new call letters of WMFX. The changes paid off as the station was usually placed within the Top 5 of the Arbitron ratings since that time.
In 1994, the station adjusted its format further toward classic rock and added the syndicated John Boy and Billy show for mornings.
In March 2014, WMFX changed to mainstream rock, retaining the classic rock songs while adding alternative rock selections, from mostly 1990s artists such as Nirvana, Smashing Pumpkins, and The Foo Fighters. 2000's Groups such as Nickleback, Staind, Hoobastank and Trapt are also heard on WMFX. These songs were formerly played by WARQ when it broadcast a Modern Rock format.
- Fox 102.3's website
- Query the FCC's FM station database for WMFX
- Radio-Locator information on WMFX
- Query Nielsen Audio's FM station database for WMFX