92.3 WIL

What 92.3 WIL does

92.3 WIL is a country music FM radio station licensed by the Federal Communications Commission and broadcasting at 92.3 FM in the St. Louis, Missouri metropolitan area under the brand 'New Country for the STL.' The station is owned and operated by Hubbard Radio St. Louis, LLC, a subsidiary of Hubbard Broadcasting, as part of a five-station cluster that also includes 106.5 The Arch, 101ESPN, KSHE 95, and 105.7 The Point. The on-air lineup comprises the Jesse & Anna morning show, midday host Kasey, and afternoon personality Marty Brooks (who also serves as Music Director). Programming is built around new country music, with Mediabase-verified monitoring showing 2,479 songs played per week versus 2,106 for direct competitor 93.7fm (April 14-20, 2025 data), positioning the station as a high-volume new-country outlet.

The product portfolio centers on linear FM broadcasting, augmented by a multi-platform digital distribution stack: native mobile applications for iOS (App Store id 346872007) and Android (Google Play, package com.jacapps.wilfm, built by Jacapps); an Amazon Alexa voice skill enabling playback via the command 'Alexa, open ninety two three W I L'; browser-based live streaming at live.923wil.com; and two podcast extensions — Kasey Covers Country (weekly Nashville news) and Remy & Kasey (morning show replay). Supporting products include a gamified Listening Rewards program with leaderboards and prize redemption (concert tickets, meet-and-greets, gift cards), an Artist Spotlight feature, and ticketing/event access services. Signature owned events include the annual Songs4Soldiers benefit concert (13th year), Jinglefest, and the Twanged Up concert series.

The business model is advertising-funded and free-to-listener. 92.3 WIL monetizes through on-air radio advertising, program sponsorships, digital advertising on the station website and mobile apps, branded content integrations, and event co-presentations with sponsors. Documented advertising partners span multiple industries and include Weber Chevrolet, Budweiser, Jim Beam, Veterans United, Country Financial, DraftKings at Casino Queen, CopperFire, Hoocks Heating & Cooling, and Dobbs Traffic. Specific advertising rates are not publicly disclosed. The primary customer segment is adults 18+ in the St. Louis metro area who consume country music, live concerts, and local radio entertainment; the station does not disclose revenue, and headcount is reported in the 101-250 range.

Name

92.3 WIL

Legal name

Hubbard Radio St. Louis, LLC

Website

https://923wil.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

92.3 WIL is an FCC-licensed country music FM radio station broadcasting at 92.3 FM in the St. Louis metropolitan area under Hubbard Radio St. Louis, LLC, monetizing through advertising and sponsorships while serving local adult country-music listeners across broadcast, mobile app, streaming, and podcast channels.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

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

akta.pro secondary industries

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE), Non-Interactive Digital Radio (Lean-Back Streaming) (MPAIACAB), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Country music radio
• FM radio broadcasting
• Radio advertising sales
• Live radio streaming
• Country music podcasts

Headquarters

HQ city

Saint Louis

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, Infrastructure, Technology or R&D

Revenue model

1. Advertising & Sponsorship: Radio airtime advertising sold to local and national brands, including program sponsorships, on-air mentions, digital advertising on the station website and mobile apps, and branded content integrations such as concert event presentations.

Distribution channels4 records

Marketing channels6 records

Core offering

92.3 WIL is a country music radio station broadcasting on 92.3 FM in the St. Louis metropolitan area, branded "New Country for the STL™." It sells broadcast airtime, program sponsorships, on-air mentions, and digital advertising across its website, mobile apps, and Alexa skill to local and national advertisers, while listeners access programming free of charge through FM radio, live streaming, and podcasts.

Product overview

92.3 WIL is a St. Louis-based country music radio station operating at 92.3 FM, owned by Hubbard Radio St. Louis. The station positions itself as 'New Country For The STL', differentiating through a high volume of new country music (19+ more hours per week than competing stations per Mediabase data). The product portfolio centers on radio broadcasting as the core offering, augmented by digital platforms including native mobile apps (iOS/Android) for on-demand streaming and host interaction, an Amazon Alexa skill enabling voice-controlled listening, and two podcast extensions: Kasey Covers Country (weekly Nashville news) and Remy & Kasey (morning show replay). Supporting offerings include a Listening Rewards loyalty program, contests and giveaways, Artist Spotlight features, and ticketing services. The station reaches audiences through multiple distribution channels including traditional FM radio, live streaming, mobile applications, and voice assistants.

Differentiator

Problem solved

Functional benefit

Brands

• Kasey Covers Country Podcast: A podcast hosted by Kasey from 92.3 WIL sharing the latest country music news and trends from Music City.
• Remy & Kasey Podcast

Products and services

• 92.3 WIL Radio Broadcasting

Quantifiable outcome

• 373 more songs played per week than competitor 93.7fm; 19.3 additional hours of new country per week

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Weber ChevroletminorGTM or Marketing PartnerCo-presenter of the annual Songs4Soldiers benefit concert alongside 92.3 WIL, Weber Chevrolet provides financial sponsorship for the event supporting combat veterans and their families.
• BudweiserminorGTM or Marketing PartnerCo-presenter of the Songs4Soldiers benefit concert, Budweiser supports the annual veteran-focused fundraising event organized by 92.3 WIL.
• Jim BeamminorGTM or Marketing PartnerCo-presenter of the Songs4Soldiers benefit concert, Jim Beam sponsors the annual veteran fundraising event produced by 92.3 WIL.
• Veterans UnitedminorGTM or Marketing PartnerCo-presenter of the Songs4Soldiers benefit concert, Veterans United supports the veteran-focused fundraising event organized by 92.3 WIL.
• Country FinancialminorGTM or Marketing PartnerCo-presenter of the Songs4Soldiers benefit concert, Country Financial sponsors the annual veteran fundraising event organized by 92.3 WIL.
• DraftKings at Casino QueenminorGTM or Marketing PartnerProduct endorsement sponsor for Marty Brooks' show, providing advertising and on-air mentions in exchange for brand visibility among the station's audience.
• CopperFireminorGTM or Marketing PartnerProduct endorsement sponsor for Marty Brooks' show, providing advertising support in exchange for brand exposure to the station's listener base.
• ABC NewsStrategic or Co-development PartnerABC News provides country music news content for publication on the 92.3 WIL website and digital platforms, sourced from ABC Audio.
• DobbsminorGTM or Marketing PartnerDobbs provides traffic reporting and information services featured on the 92.3 WIL station website as a sponsored content widget.
• Hoocks Heating & CoolingminorGTM or Marketing PartnerTitle sponsor of the Twanged Up concert series, Hoocks Heating & Cooling powers the event and offers promotions to listeners such as $50 off first repair for new customers.
• Hubbard Radio St. LouiscoreOthersParent company and operator of 92.3 WIL and other St. Louis stations (106.5 The Arch, 101ESPN, KSHE 95, 105.7 The Point). Provides corporate infrastructure, sales, and programming support.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• WUSN (US99): Audacy-owned country radio station in Chicago; directly comparable as a top-market new country FM with live concerts, listener rewards, and personality-driven programming.
• 93.7 KFTK-FM (97.1 The River competitor cluster): St. Louis-market FM radio competitor; comparable as a regional FM broadcaster competing for the same St. Louis ad dollars, though with a different format and parent operator.
• 106.5 The Arch: Sister Hubbard Radio St. Louis station operating in the same St. Louis cluster; directly comparable as a sister FM station under the same corporate parent with shared sales infrastructure.
• KYGO-FM: iHeartMedia country station in Denver; comparable as a major-market new country FM with a strong digital/streaming presence and live event portfolio (KYGO Country Bash).
• KEEY-FM (K102): iHeartMedia-owned country radio station in the Twin Cities; directly comparable as a major-market new country FM with similar format positioning, digital ecosystem, and live event strategy.

Broad incumbents

• Townsquare Media: Mid-market-focused U.S. radio operator with multiple country formats; comparable as a broadcast cluster operator with similar ad-sales scale, digital platforms, and live event monetization.
• Cumulus Media: Large diversified U.S. radio operator with multiple country stations (e.g., WKDF, WNSH); broadly comparable as a national incumbent competing for country format audience share and national ad dollars.
• iHeartMedia: Largest U.S. radio broadcaster and parent of KEEY-FM, KYGO, and numerous other country stations; broadly comparable as a national incumbent operating competing local FM signals and digital audio inventory.
• Audacy: Major U.S. radio operator parent of WUSN and a portfolio of country formats; broadly comparable as a national incumbent with overlapping ad sales and digital streaming platforms competing for the same advertiser budgets.

Others

• Hubbard Broadcasting: Parent conglomerate of 92.3 WIL and Hubbard Radio St. Louis, LLC; comparable as the ultimate operator providing corporate infrastructure, sales scale, and programming support to the station cluster.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/923WILSTL
• YouTubeyoutube.com/channel/UCM9CbiIo6FwdOiIAxAd2JNQ
• Facebookfacebook.com/923WIL
• Instagraminstagram.com/923wil

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 92.3 WIL