On January 27, 2003, WWKB returned to music, playing oldies from the station's heyday in the 1950s and 1960s, featuring artists such as Elvis Presley, The Beatles, The Beach Boys, Frankie Lymon, The Four Seasons, The Who, The Four Tops, The Everly Brothers, Fats Domino, Ricky Nelson, Lovin Spoonful, and many others. The oldies format was an attempt to recreate the station's history as a popular music station (and was part of a nationwide fad of "real oldies" formats on AM radio stations in the early 2000s). While it maintained the official WWKB calls for station identification, it also played the original "WKBW Buffalo" jingles and featured many of the classic WKBW jocks including Armstrong and Neaverth. While not performing as well in Arbitron ratings as it had in its golden past, the revived "WKBW" earned the best ratings for the station since the 1990s, with approximately a 2 share, and was beginning to grow.
