99.9 WTHI-FM
99.9 WTHI-FM (HI-99) is a country-music FM radio station licensed to Terre Haute, Indiana, serving the Wabash Valley market with over-the-air broadcasting, digital streaming, mobile apps, smart-speaker distribution, and a podcast network, monetized through local advertising sales by parent Midwest Communications.
- Company typePrivate
- Founded1948
- HeadquartersTerre Haute, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What 99.9 WTHI-FM does
99.9 WTHI-FM, branded as "HI-99," is a country-music formatted FM radio station broadcasting on 99.9 MHz from Terre Haute, Indiana, serving the Wabash Valley region. The station operates under an FCC broadcast license and is owned by Midwest Communications, Inc., a privately held broadcaster headquartered in Wausau, Wisconsin. Founded in 1948, WTHI-FM functions as a single-market local radio property with a workforce estimated at 11–50 employees, focused on terrestrial FM broadcasting complemented by on-air personalities such as Morning Host Party Marty (with the station since 1986).
The station's technology stack combines traditional FM broadcasting infrastructure with a multi-channel digital distribution layer: a website, native iOS and Android mobile applications, Amazon Alexa smart-speaker integration, and a podcast network (including "Kevin's Remix," "Wine on the Wabash," and "Party Marty's Party"). Digital operations are powered by the SoCast digital platform, while audience measurement is handled by Nielsen ratings. The technical footprint is consistent with industry-standard broadcast-plus-digital operations for a small-to-mid-market terrestrial radio property rather than a technology-forward media business.
WTHI-FM's business model is the conventional local broadcaster model: revenue is generated primarily through on-air and digital advertising sales targeted at local and regional businesses in the Terre Haute/Wabash Valley market, with ad inventory commercialized through Midwest Communications' in-house sales operation at mwcadvertising.com. Secondary revenue streams include on-air contests, remote broadcasts, event sponsorships (e.g., Rubber Duck Regatta, Putnam County Fair), and branded podcasting. The company is privately held and not subject to public revenue disclosure, and no customer logos or named accounts appear in the source material.
99.9 WTHI-FM firmographics
Firmographics- Name
- 99.9 WTHI-FM
- Legal name
- Midwest Communications, Inc.
- Website
- https://hi99.com
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 99.9 WTHI-FM (HI-99) is a country-music FM radio station licensed to Terre Haute, Indiana, serving the Wabash Valley market with over-the-air broadcasting, digital streaming, mobile apps, smart-speaker distribution, and a podcast network, monetized through local advertising sales by parent Midwest Communications.
- Ownership category
- akta.pro rank
Where 99.9 WTHI-FM is headquartered
LocationHeadquarters
- HQ city
- Terre Haute
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
99.9 WTHI-FM business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Advertising Sales: Local businesses purchase airtime slots and digital advertising packages to reach the station's audience in the Wabash Valley region. Combined radio and digital advertising packages are offered.
- On-Air Contests and Promotions: Contest and promotional activities drive listener engagement and create sponsorship opportunities with local and regional businesses.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
99.9 WTHI-FM product offering
Product offeringCore offering
HI-99 (WTHI-FM 99.9) is a country music FM radio station broadcasting at 99.9 MHz from Terre Haute, Indiana, serving the Wabash Valley region. The station provides live terrestrial radio programming complemented by digital distribution channels including website streaming, iOS and Android mobile applications, an Amazon Alexa skill, podcasts, and local news, weather, and community event coverage. Its primary commercial offering is local advertising airtime — combined radio and digital advertising packages sold to businesses in the Wabash Valley market.
Product overview
HI-99 is a country music radio station broadcasting at 99.9 FM in Terre Haute, Indiana, serving the Wabash Valley region. The station operates as a unified product combining terrestrial AM/FM broadcast with digital extensions: a native mobile application (iOS/Android), live internet streaming via the website player, a podcast network featuring three shows (Kevin's Remix, Wine on the Wabash, Party Marty's Party), local weather forecasting, and contest/promotional sweepstakes. All digital services are powered by the SoCast platform.
Differentiator
Problem solved
Functional benefit
Products and services
- HI-99 (WTHI-FM 99.9 FM) Country Radio Station and Advertising Airtime Country music FM radio broadcast station at 99.9 MHz serving the Wabash Valley region of Indiana, offering advertising airtime packages (combined radio spots and digital placements) to local businesses and country music programming, news, weather, and community content to listeners.
Companies that use 99.9 WTHI-FM
Customer profileSegments2 records
99.9 WTHI-FM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
99.9 WTHI-FM partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Midwest Communications, Inc.coreParent company that owns and operates HI-99 WTHI-FM. Midwest Communications operates radio stations throughout the upper Midwest in Illinois, Indiana, Michigan, Minnesota, and Wisconsin. The company is headquartered in Wausau, Wisconsin.
- mwcadvertising.comcoreDesignated advertising sales partner for Midwest Communications radio stations including HI-99. Handles local business advertising inquiries and sales for the Terre Haute market.
Scale indicators2 records
99.9 WTHI-FM competitors and assessment
Company assessmentDirect peers
- Townsquare Media: U.S. radio operator focused on small and mid-sized markets with a strong local advertising sales motion and digital extensions. One of the closest comps to HI-99 in market size, format mix (including country), and reliance on local SMB ad budgets.
- Beasley Media Group: Regional U.S. radio broadcaster operating clusters of FM stations across multiple states, including country formats. Comparable to HI-99 in mid-market radio operations, multi-station ownership, and bundled radio/digital advertising.
- Alpha Media: Privately held U.S. radio group operating FM stations in small and mid-sized markets. Comparable to HI-99 in target market size, country-format programming, and dependence on local SMB advertising.
- Midwest Communications (parent company stations, e.g., WIFC / WRIG): Sister stations within Midwest Communications' portfolio across the upper Midwest (Illinois, Indiana, Michigan, Minnesota, Wisconsin). The most directly comparable peers, sharing corporate ownership, the SoCast digital platform, and the mwcadvertising.com sales portal.
- Saga Communications: Operates FM and AM stations in small and mid-sized U.S. markets with formats including country. Closely comparable to HI-99 in operating single-market or small-cluster radio stations with local advertising as the primary revenue driver.
Broad incumbents
- iHeartMedia: Largest U.S. radio broadcaster with hundreds of FM stations and the iHeartRadio streaming platform. Highly comparable to HI-99 as a peer for FM broadcast operations, multi-platform distribution, and local advertising sales, but at vastly greater scale.
- Audacy: Large U.S. radio group operating FM stations and the Audacy digital streaming platform. Comparable to HI-99 in pairing terrestrial FM broadcasting with digital streaming, podcasting, and bundled advertising products.
- Cumulus Media: Major U.S. radio operator with a large portfolio of FM stations across mid-sized and small markets, including country formats. Directly comparable to HI-99 in operating small/mid-market country FM stations with combined radio and digital ad sales.
- Salem Communications: U.S. radio operator with stations in many small and mid-sized markets. Comparable to HI-99 in small-market FM station economics, though Salem skews toward talk/religious formats rather than country.
Regional players
- WTWO / WAWV (MyWabashValley.com): Local TV/news outlet serving the same Wabash Valley market and supplying news content surfaced on hi99.com. Comparable as a competing local audio/video attention and ad-sales channel in the same Terre Haute geography.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights6 records
Customer concentration
99.9 WTHI-FM social profiles
Digital presence99.9 WTHI-FM compliance and trust
Trust signalCompliance2 records
99.9 WTHI-FM financial estimates
Financial estimateRevenue estimate
Valuation estimate
99.9 WTHI-FM leadership team
Management profileNumber of profiles
99.9 WTHI-FM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
99.9 WTHI-FM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 99.9 WTHI-FM
What does 99.9 WTHI-FM do?
HI-99 (WTHI-FM 99.9) is a country music FM radio station broadcasting at 99.9 MHz from Terre Haute, Indiana, serving the Wabash Valley region. The station provides live terrestrial radio programming complemented by digital distribution channels including website streaming, iOS and Android mobile applications, an Amazon Alexa skill, podcasts, and local news, weather, and community event coverage. Its primary commercial offering is local advertising airtime — combined radio and digital advertising packages sold to businesses in the Wabash Valley market.
Is 99.9 WTHI-FM a public or private company?
99.9 WTHI-FM is a private company. It is classified as corporate owned and is currently operating.
When was 99.9 WTHI-FM founded?
99.9 WTHI-FM was founded in 1948. It employs 11 to 50 people.
Where is 99.9 WTHI-FM based?
99.9 WTHI-FM is headquartered in Terre Haute, United States, in the North America region.
How does 99.9 WTHI-FM make money?
Two revenue lines are on record. Advertising Sales are the primary driver. The others are on-Air Contests and Promotions.
Who are 99.9 WTHI-FM's main competitors?
Direct peers on record are Townsquare Media, Beasley Media Group, Alpha Media, Midwest Communications (parent company stations, e.g., WIFC / WRIG) and Saga Communications. Broad incumbents are iHeartMedia, Audacy, Cumulus Media and Salem Communications. WTWO / WAWV (MyWabashValley.com) is listed as a regional player.
Does 99.9 WTHI-FM have an API?
No public API is recorded for 99.9 WTHI-FM.