620 WTMJ

What 620 WTMJ does

620 WTMJ is a Milwaukee-based AM radio station operating a news, talk, and sports format under the legal entity Good Karma Broadcasting. Founded in 1927 by The Milwaukee Journal (the call letters stand for 'The Milwaukee Journal') and headquartered in the historic 'Radio City' building at 301 W Wisconsin Ave, the station has broadcast continuously for nearly a century and brands itself 'Wisconsin's Radio Station.' Its programming spans local and regional news blocks (Wisconsin's Morning News, Midday News, Afternoon News), political talk (Point Taken), evening entertainment (What's On Tap with Sandy Maxx), weekend lifestyle (The Upswing, WTMJ Outdoors), and syndicated content from Westwood One, Bloomberg, and the Dave Ramsey Show.

WTMJ's core commercial asset is its portfolio of flagship sports broadcast rights. The station is the flagship radio home of the Milwaukee Brewers (MLB) and Milwaukee Bucks (NBA), with the Brewers broadcast distributed across a statewide radio network and the Bucks streamed online within a 75-mile radius of Downtown Milwaukee. It also covers the Green Bay Packers. Content is distributed across four channels: 620 AM terrestrial broadcast, online streaming via wtmj.com, iOS/Android mobile apps, and YouTube livestream — complemented by podcast distribution (e.g., Brewers Extra Innings), an interactive weather radar, and an interactive traffic map.

The business model is advertising-based, with revenue generated through commercial announcements sold across sports, news/talk, and political dayparts, priced on a quote-based, non-publicly-disclosed basis. The sales organization is split across dedicated Sports, News/Talk, National/Political, and Digital leads, supporting a multi-vertical advertiser base anchored by Wisconsin-focused local and regional buyers plus political advertisers during election cycles. WTMJ operates as a subsidiary within Good Karma Brands, a Milwaukee-owned broadcaster whose cluster also includes 94.5 ESPN Milwaukee, providing cross-format sports coverage and bundled sales infrastructure.

Name

620 WTMJ

Legal name

Good Karma Broadcasting (WTMJ Radio)

Website

https://wtmj.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

51–100 employees

Short description

620 WTMJ is a Milwaukee-based AM radio station (est. 1927) owned by Good Karma Brands, broadcasting news, talk, and sports programming — including flagship coverage of the Milwaukee Brewers and Bucks — to Wisconsin listeners and monetizing primarily through local and political advertising sales.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

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

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

News Talk Radio & Current Affairs Stations (MPABAIAI)

akta.pro secondary industries

Sports Radio Networks & Talk Stations (MPABAJAB), Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC), Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE), News OTT & Live News Streaming Channels (MPABAHAK)

Keywords

• News radio broadcasting
• Talk radio programming
• Sports radio coverage
• Local news coverage
• Weather traffic updates

Headquarters

HQ city

Milwaukee

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 Sales: The station generates revenue through advertising sales, including commercial announcements that air during programming. WTMJ's news/talk/sports format commands listener attention and commercial message effectiveness, with credibility being a key selling point for advertisers.

Distribution channels4 records

Marketing channels4 records

Core offering

620 WTMJ is a Milwaukee-based AM radio station (620 AM) that broadcasts a news, talk, and sports format to Wisconsin listeners on-air, online, and on mobile platforms. It is the flagship station for the Milwaukee Brewers (MLB) and Milwaukee Bucks (NBA), and operates as part of Good Karma Brands. Revenue is generated through on-air and digital advertising sales against this local Wisconsin audience.

Product overview

620 WTMJ is a Milwaukee-based radio station offering a news, talk, and sports format with locally-produced content delivered across multiple platforms (on-air, online, and mobile). The station's core product is its radio broadcasting service, featuring news programs like Wisconsin's Morning News, Midday News, and Afternoon News, along with political commentary through Point Taken. As the flagship station for the Milwaukee Brewers and Milwaukee Bucks, it provides extensive sports coverage. The station extends its reach through digital services including live video streaming, online audio listening, weather radar, and traffic information. Weekend programming includes The Upswing, WTMJ Outdoors, and podcasts like Brewers Extra Innings.

Differentiator

Problem solved

Functional benefit

Products and services

• Newsradio 620 WTMJ AM radio station (620 AM) broadcasting a news, talk, and sports format from Milwaukee, Wisconsin, with locally produced content delivered on-air, online, and on mobile platforms. Serves as the flagship station for the Milwaukee Brewers and Bucks with statewide radio networks.
• 620 WTMJ Livestream Live video streaming service enabling online viewers to watch WTMJ programming via YouTube integration, extending the station's broadcast beyond AM radio to global online audiences.
• Listen Live (WTMJ Online Audio Stream) Live online audio streaming service available on the WTMJ website and mobile apps, allowing listeners anywhere to access the station's broadcast content, including Brewers Radio Network games statewide and Bucks games within a 75-mile radius of Downtown Milwaukee.
• WTMJ Weather Service Local weather forecasting and updates for the Milwaukee area, including interactive weather radar and current conditions, served via web and mobile to Wisconsin listeners and commuters.
• WTMJ Traffic Service Real-time traffic information for the Milwaukee area, including an interactive traffic map, construction updates, and traffic incident reporting, served alongside on-air traffic reports.
• Brewers Extra Innings Podcast On-demand podcast series providing analysis and coverage of the Milwaukee Brewers, distributed as a standalone listen-anytime product in addition to the radio broadcast.
• Wisconsin's Morning News Weekday morning news program airing 6 a.m. to 10 a.m., delivering local, regional, and national news coverage to Wisconsin listeners as part of the Newsradio 620 WTMJ lineup.
• Point Taken with Steve Scaffidi & Kristin Brey Weekday political talk show airing 10 a.m. to 12 p.m., discussing government and political topics relevant to Wisconsin audiences.
• Wisconsin's Midday News Weekday midday news program airing 12 p.m. to 3 p.m., delivering news updates and coverage throughout the workday.
• Wisconsin's Afternoon News Weekday afternoon news program airing 3 p.m. to 6 p.m., providing news coverage and updates for the late-work and commute audience.
• What's On Tap with Sandy Maxx Evening entertainment and lifestyle talk show airing 6 p.m. to 9 p.m., hosted by Sandy Maxx as part of the WTMJ weekday schedule.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Milwaukee BrewerscoreChannel Partner/ Reseller/ DistributorWTMJ is the flagship radio station for the Milwaukee Brewers baseball team. The station broadcasts Brewers games along with their statewide radio network, providing comprehensive MLB coverage to Wisconsin listeners.
• Milwaukee BuckscoreChannel Partner/ Reseller/ DistributorWTMJ serves as the flagship station for the Milwaukee Bucks NBA team. The station streams Bucks games for listeners within a 75-mile radius of Downtown Milwaukee.
• Green Bay PackersminorChannel Partner/ Reseller/ DistributorWhile not the primary flagship station, WTMJ provides coverage of Green Bay Packers football through its sports programming and news coverage, serving Wisconsin's broader sports audience.
• ESPN RadiominorChannel Partner/ Reseller/ DistributorSister station 94.5 ESPN under Good Karma Brands provides sports radio format. While not WTMJ proper, the relationship between stations provides comprehensive sports coverage ecosystem in Milwaukee.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cumulus Media: Large multi-market radio operator (owns WLS-AM, WGN affiliates) with significant news/talk portfolio; competes with WTMJ for ad budgets in the broader Midwest and on digital/audio platforms.
• Audacy: Major multi-market radio operator (owns WBBM, WCCO, etc.) with news/talk stations and sports rights in multiple cities; competes for national and regional ad dollars that could otherwise flow to single-market stations like WTMJ.
• Townsquare Media: Multi-market local radio operator with news/talk and sports stations in mid-size markets; a comparable broadcast-cluster operator competing for regional advertising share.
• iHeartMedia: Largest U.S. radio broadcaster with hundreds of stations across markets including Wisconsin; competes broadly for ad budgets and digital audio inventory, though not a direct news/talk format competitor in Milwaukee specifically.

Direct peers

• WBBM Newsradio 780: Chicago all-news AM radio station owned by Audacy; provides all-news format comparable to WTMJ's Wisconsin Morning/Midday/Afternoon News blocks, serving an adjacent Midwest market.
• KMOX 1120 AM: St. Louis news/talk/sports AM radio station historically known as 'the voice of St. Louis'; comparable legacy regional AM news-talk-sports station with deep community ties and sports flagship relationships.
• 94.5 ESPN Milwaukee: Sister station under Good Karma Brands focused on sports in the Milwaukee market; directly comparable sports-talk radio format operating alongside WTMJ in the same cluster.
• WLS-AM (890 WLS): Chicago news/talk AM radio station owned by Cumulus Media with a similar conservative-leaning talk and news format and comparable Midwest market dynamics.
• WGN Radio (720 WGN): Chicago-based news/talk AM radio station with similar format (news, talk, sports), comparable audience profile, and sports rights partnerships — the most analogous Midwest news/talk competitor to WTMJ.

Emerging players

• ESPN Radio Network: National sports talk radio network available via affiliates and streaming; intersects with WTMJ's sports programming through the sister-station 94.5 ESPN Milwaukee and competing for sports listening share in the market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/620wtmj
• Facebookfacebook.com/620wtmj
• LinkedInlinkedin.com/company/wtmj-620-am

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 620 WTMJ