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Cook Paint and Varnish subsequently sold WHB radio to Storz Broadcasting in order to comply with FCC rules of the time period that restricted a broadcasting company from owning more than two radio stations in a single media market.

In January 1955, the Meredith Corporation signed a multi-year agreement with CBS to affiliate five of television stations that the company owned at the time with the network.

Hearst-Argyle Television continued to maintain operational responsibilities for KCWE until 2001, when its parent company, the Hearst Corporation, bought the channel 29 license outright by way of an indirect subsidiary (doing business as "KCWE-TV Company") separate from its broadcasting division.

In July 2005, Hearst-Argyle announced plans to construct a new 53,000-square-foot (4,900 m) facility at the Winchester Business Center (located at 6455 Winchester Avenue, near Swope Park) in southeastern Kansas City, Missouri to house the operations of KMBC and KCWE.

During that time, KDRO-TV had been serving the ABC affiliate for the far eastern portion of the Kansas City market as well as portions of north-central Missouri.

Channel 9 would gain a sister television station in 1997, when Hearst Broadcasting – which was renamed Hearst-Argyle Television after Argyle Television Holdings II merged with Hearst's broadcasting unit (now named Hearst Television) that year – entered into a local marketing agreement to manage the operations of KCWB (channel 29, now CW affiliate KCWE), which signed on the air in September 1996 as the market's original affiliate of The WB (it would later assume the UPN affiliation from KSMO-TV (channel 62, now a My Network TV affiliate) in August 1998, as part of a swap that resulted from then-owner Sinclair Broadcast Group's multi-station affiliation agreement with The WB).

Similar to the split-station arrangement that WHB radio had maintained three decades earlier with WDAF radio (610 AM, now KCSP; the WDAF calls on radio now reside on 106.5 FM), KMBC-TV and WHB-TV would each maintain 90 minutes of programming airtime on an alternating basis throughout its broadcast day, which initially ran daily from a.m. (the WHB/WDAF radio sharing arrangement originated in 1922, when both stations transmitted on 730 AM and transferred frequencies when both moved to 680 AM in 1924; the timeshare ended when WHB radio moved to 710 AM in 1927).

With the KMBC/WHB operation having been on the air for only eight months, one of the licensees had negotiated a deal that would result in it buying out its partner in channel 9 and dissolving the split-station arrangement.

Eventually, the companies reached an agreement to combine their individual inquiries for the permit and jointly bid for the license.

Under the proposed deal, Cook Paint and Varnish and Midland Broadcasting agreed to an arrangement in which the two licensees would share the channel 9 allocation as well as a transmitter facility; although each company would structure their common television property as two separate stations, individually maintaining operational stewardship of their respective stations and operating from different studio facilities within the metropolitan area.

In April 1954, Cook Paint and Varnish purchased Midland Broadcasting's television and radio holdings – KMBC-TV, KMBC radio and sister radio station KFRM (550 AM) in Concordia, Kansas – in a deal that transferred the rights to Midland's lease to the Victoria Theatre, at the intersection of East 18th Street and Central Avenue in Downtown Kansas City, to Cook.

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