101.9fm THE MIX - WTMX Chicago

What 101.9fm THE MIX - WTMX Chicago does

101.9fm THE MIX (WTMX) is an adult top-40 FM radio station broadcasting at 101.9 MHz to the Chicago metropolitan area, operating as a subsidiary of Hubbard Radio Chicago, LLC, which in turn is part of family-owned Hubbard Radio, LLC based in Minneapolis-St. Paul. The station was founded in 1989 and runs a live-and-local programming format anchored by The Morning MIX (weekdays 5:30am-10:00am with Chris, Nikki, and Whip), mid-day programming with Jenny V, The Afternoon MIX with McCabe, and a night show hosted by Emma Day. The core product is over-the-air music and personality-driven entertainment, supplemented by a portfolio of branded podcasts (The Morning MIX Podcast, MIX New Music Club Podcast, Hits Differently: A Taylor Swift Podcast, and Hubbard Helps Chicago), interactive segments such as Chicago Confessions and Nikki's Thousand Dollar Minute, and a concert-and-events ecosystem across Chicago-area venues.

The underlying technology stack combines legacy FM broadcast infrastructure with digital distribution layers: a dedicated mobile application on iOS and Android, website-based live streaming at wtmx.com, an Amazon Alexa voice skill, and on-demand podcast distribution via the website and aggregators. The station's audience consists primarily of adults aged 25-54 in the Chicago metro seeking contemporary pop music, local news, community updates, and event information, with engagement driven through contests, rewards programs, charitable initiatives, and meet-and-greet appearances.

The business model is entirely advertising- and sponsorship-based. WTMX sells on-air spots, digital ads, branded podcast integrations, event sponsorships, and promotional campaigns to local and national advertisers; listening is free to consumers with no paid subscription tier or direct listener pricing. Distribution to advertisers is direct (field sales), while listener acquisition is direct-to-consumer via broadcast, digital channels, social media (Instagram, Facebook), email newsletter (MIX Mail), and community events. The station operates as one property within Hubbard Radio's broader portfolio, with corporate infrastructure, cross-promotion, and shared technology provided by the parent.

Name

101.9fm THE MIX - WTMX Chicago

Legal name

Hubbard Radio Chicago, LLC

Website

https://wtmx.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

101.9fm THE MIX (WTMX) is a Chicago-market adult top-40 FM radio station owned by Hubbard Radio, broadcasting live music, personality-driven shows, podcasts, and digital streams to adults aged 25-54 across the Chicago metropolitan area and monetizing via advertising and sponsorships.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ), Radio Content Production & Studios (On-air Production, Imaging, Jingles) (MPAIAEAL), Talk/News/Sports Radio Networks & Syndication (MPAIAEAG)

Keywords

• Adult contemporary radio
• Broadcast radio station
• FM radio advertising
• Digital audio streaming
• Podcast content production

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising and Sponsorships: Primary revenue model based on selling advertising spots and sponsorships to local and national brands. The station offers various promotional opportunities including event sponsorships, on-air mentions, and integrated marketing campaigns. Ad formats include traditional radio spots, digital ads on the website, and branded content within podcasts.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

101.9fm THE MIX (WTMX) is an Adult Top 40 / hot adult contemporary radio station that broadcasts over-the-air on 101.9 MHz in the Chicago metropolitan area, featuring a variety hits music format with morning, midday, afternoon, and night programming. The station supplements its live broadcast with on-demand podcasts (The Morning MIX, MIX New Music Club, Hits Differently: A Taylor Swift Podcast, and Hubbard Helps Chicago), the free MIX mobile app for iOS/Android, an Amazon Alexa skill for voice listening, listener rewards contests, and a community events program.

Product overview

101.9fm THE MIX - WTMX Chicago is an adult contemporary radio station operated by Hubbard Radio Chicago, offering a comprehensive audio entertainment portfolio centered on its flagship radio broadcast. The core product consists of live radio programming including The Morning MIX (weekday mornings 5:30am-10:00am) and The Afternoon MIX with McCabe, supplemented by four branded podcasts: The Morning MIX Podcast for show highlights, Hits Differently: A Taylor Swift Podcast for pop culture commentary, MIX New Music Club Podcast for emerging artist discovery, and Hubbard Helps Chicago for public affairs content. The station extends its reach through the free MIX App (iOS/Android) for mobile streaming and the Amazon Alexa skill for voice-activated listening. Additional engagement products include MIX Rewards (contest/listening rewards program), Chicago Confessions (interactive listener segment), and Nikki's Thousand Dollar Minute (trivia contest), alongside community events and concert giveaways. The product ecosystem combines live broadcast radio with on-demand podcast content and mobile/voice accessibility.

Differentiator

Problem solved

Functional benefit

Brands

• The Morning MIX Podcast: Daily highlights podcast from the morning show featuring entertainment, pop culture discussions, and listener interactions.
• MIX New Music Club Podcast
• Hits Differently: A Taylor Swift Podcast
• Hubbard Helps Chicago
• The Morning MIX
• Jenny V
• The Afternoon MIX with McCabe
• Emma Day
• MIX New Music Club

Products and services

• 101.9fm The MIX - WTMX Chicago (Live Radio Broadcast) Adult Top 40 / variety hits radio station broadcasting at 101.9 MHz across the Chicago metropolitan area, airing daily live programming including the Morning MIX, midday shows, the Afternoon MIX, the Night Show, and the MIX New Music Club.
• The Morning MIX Podcast Daily on-demand podcast featuring highlights from the Morning MIX show including Chicago Confessions and listener interactions, providing on-demand access to the morning show for non-commute-hour listening.
• MIX New Music Club Podcast Podcast showcasing emerging pop artists through interviews and live performances, hosted by McCabe and Jenny V, extending the Sunday-Thursday 9pm-11pm on-air show into on-demand format.
• Hits Differently: A Taylor Swift Podcast Fan podcast dedicated to Taylor Swift music news, album reviews, easter eggs, and pop culture discussions, hosted by Ryan and Molly.
• Hubbard Helps Chicago Podcast Public affairs podcast featuring weekly conversations with Chicago-area officials, experts, and nonprofit organizations working to make a difference in the community, hosted by Kara Hernandez.
• MIX App (Mobile Application) Free iOS and Android mobile application providing live audio streaming of The MIX on smart speakers, phones, and tablets, plus access to app-only rewards, promotions, and events.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• HuggiesminorGTM or Marketing Partner · 20 June 2026Huggies partnered with The Morning Mix for the 2nd Annual Diaper Drive campaign. The partnership involves collecting diapers for Share Our Spare to support local families and babies in need. Huggies serves as the presenting sponsor of the charitable initiative.
• Raising Cane'sminorGTM or Marketing Partner · 1 June 2026Raising Cane's sponsors the station's Lollapalooza ticket giveaway campaign. The restaurant chain provides promotional support with station appearances by Jenny V at multiple Raising Cane's locations in the Chicago area, including Oak Lawn, Harwood Heights, Crystal Lake, and Naperville.
• Share Our SpareminorOthersShare Our Spare is the beneficiary organization for The Morning Mix Diaper Drive. The nonprofit organization's wholesale purchasing enables them to provide diapers at half the typical cost, maximizing the impact of donations.
• Boost MobileminorGTM or Marketing PartnerBoost Mobile partnered with the station for the Aurora Pride Parade event featuring Jenny V. The partnership involves station presence at the community event with promotional support from Boost Mobile.
• Hubbard RadiocoreOthersWTMX is owned and operated by Hubbard Radio Chicago, LLC, a subsidiary of Hubbard Broadcasting. The station is part of a larger radio network providing corporate support, shared technology infrastructure, and cross-promotional opportunities.
• Chick-fil-AminorGTM or Marketing PartnerChick-fil-A has partnered with the station for multiple events including the Crown Point Touch A Truck Party, Water Tower 15th Anniversary Party, and McCabe Live events at Wheaton location. Station personalities make appearances at restaurant locations with giveaways and promotional activities.
• Total WirelessminorGTM or Marketing PartnerTotal Wireless partnered with the station for Whip's on-site appearance at Schaumburg location. The promotional event featured the 'Total Kickin' It Crew' and Total Money Machine promotional activities.
• Illinois LotteryminorGTM or Marketing PartnerIllinois Lottery partnered with the station for the HotWins Giveaway promotion featuring McCabe at Lincoln Mobil in Lincolnwood. The promotion involved promotional appearances and prize giveaways.
• American Foundation for Suicide Prevention (AFSP)minorGTM or Marketing PartnerThe station promotes AFSP's 31st Out of the Darkness Overnight Walk through Hubbard Helps Chicago public affairs programming. The station provides airtime coverage to raise awareness for suicide prevention efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/1019mixchicago
• Xx.com/1019MIXChicago
• Facebookfacebook.com/41609152571
• LinkedInlinkedin.com/company/101-9fm-the-mix---wtmx-chicago

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 101.9fm THE MIX - WTMX Chicago