 In 1979, WFIR began carrying the syndicated Larry King Show overnight, and later, family financial adviser Bruce Williams in the evening.Through the 1980s, WFIR aired a full service adult contemporary format, keeping WFIR among the top ten radio stations in the Roanoke-Lynchburg media market ratings, despite the shift to FM radio listening.In 1987, the station added Rush Limbaugh to its midday schedule, one of his first affiliates.