95.5 WIFC

What 95.5 WIFC does

95.5 WIFC is a commercial FM radio station licensed to broadcast at 95.5 MHz from Wausau, Wisconsin, founded in 1948 and currently operating under Midwest Communications, Inc. and its licensee WRIG, Inc. The station serves the Wausau and Central Wisconsin market with music programming, live DJ shows (notably the Belky afternoon drive-time show and the Mike Mathers evening show), local news drawn from WSAU-affiliated reporting, weather forecasts, community event coverage, podcasts, and station-hosted concerts and contests. Distribution spans over-the-air FM, the wifc.com website, native iOS and Android applications, and smart speaker integration through Alexa and Google Home.

The station operates as a sales-led business monetized entirely through local advertising sold to SMBs in the Wausau area; airtime is sold via a direct sales motion with no publicly disclosed rate card. Audience is reached through a multi-channel marketing mix including organic social (Facebook, Twitter/X, Instagram, YouTube), blog content (Belky's Blogshorts, Mikey Likes It or No), the VIP Text Club, and live station events. A separate website subdomain (research.wifc.com) supports the WIFC Hit Squad music survey, which doubles as a listener engagement and playlist influence mechanism.

From a corporate-governance perspective, the station is a privately held single asset within a larger multi-state broadcast cluster; in February 2023, an FCC application was filed to transfer control of the WRIG, Inc. broadcast license from Duey E. Wright to a successor group, signaling an internal ownership transition rather than a sale. The firmographics indicate 11-50 employees, no external funding, no M&A activity, no disclosed AI capabilities, and no documented expansion beyond the existing Central Wisconsin geographic footprint. Revenue is not publicly disclosed, and all growth signals relate to incremental digital product extensions (apps, smart speakers, podcasts) rather than market or vertical expansion.

Name

95.5 WIFC

Legal name

Midwest Communications, Inc. and WRIG, Inc.

Website

https://wifc.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)

Keywords

• Commercial radio broadcasting
• FM radio station
• Local advertising sales
• Music and entertainment programming
• Community broadcasting

Headquarters

HQ city

Wausau

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advertising Revenue: The station generates revenue primarily through local and regional advertising. Local businesses purchase airtime to reach the station's audience in the Wausau and Central Wisconsin area.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

95.5 WIFC is a commercial FM radio station broadcasting at 95.5 MHz from Wausau, Wisconsin, delivering music programming, local news, weather, podcasts, and live DJ shows to listeners in Central Wisconsin. The station monetizes its audience primarily by selling local and regional advertising airtime to businesses seeking to reach consumers in the Wausau market, and supplements on-air programming with digital streaming, mobile apps, smart speaker distribution, and community events.

Product overview

95.5 WIFC is a commercial FM radio station operated by Midwest Communications, Inc. and WRIG, Inc., broadcasting from Wausau, Wisconsin. The station's product portfolio centers on its core radio broadcast service supplemented by multiple digital touchpoints: live-streamed audio via website, mobile applications for Android and iOS, and smart speaker integration. On-air programming includes the Belky drive-time show (afternoons) and Mike Mathers evening show, while digital-only offerings encompass podcasts (Kallaway on the Rise, Spillin' Tea with Carly, Belky Blabs, Community News), local weather forecasts, and the Hit Squad listener survey program. The station also generates content through photo galleries, blogs, and station events, providing a multi-platform audio and entertainment experience.

Differentiator

Problem solved

Functional benefit

Products and services

• 95.5 WIFC Radio Station

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Emmis Communications: Diversified U.S. media company with a radio station portfolio and digital audio assets; an analogous single-cluster operator model to WIFC's parent Midwest Communications.
• Townsquare Media: Operator of local radio stations concentrated in small and mid-sized U.S. markets with a parallel local-ad-supported business model directly comparable to WIFC.
• Saga Communications: Regional radio broadcaster focused on small and mid-sized U.S. markets with a portfolio mix and SMB advertiser base directly comparable to WIFC.
• iHeartMedia: Largest U.S. commercial radio operator with hundreds of FM/AM stations and digital audio platforms (iHeartRadio); competes broadly with WIFC for national ad budgets and digital listening share across broadcast and streaming.
• Cumulus Media: Large U.S. radio operator with a national footprint of FM/AM stations and the Westwood One ad network; competes with WIFC for SMB ad spend and audience attention in mid-sized U.S. markets.
• Audacy: Major U.S. radio broadcaster with a national portfolio of FM stations and a digital audio platform, overlapping with WIFC on multi-platform distribution and SMB + national ad sales capabilities.
• Beasley Media Group: U.S. radio broadcaster operating clusters of FM/AM stations in mid-sized markets, with a per-station scale and SMB-driven revenue mix closely comparable to WIFC.

Direct peers

• WRIG 1390 AM: AM sister station also operated by Midwest Communications, Inc. and licensed to WRIG, Inc. in the Wausau market; shares the same parent operator, sales force, and local audience base as 95.5 WIFC.
• WSAU 550 AM: News/talk AM radio station broadcasting into Wausau and Central Wisconsin; competes with WIFC for the same local ad dollars and listener share in the market.
• WDEZ 101.9 FM: Midwest Communications-owned FM station serving the Wausau market on a parallel format-driven local model with shared back-office, sales, and on-air talent infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/wifc
• YouTubeyoutube.com/channel/UCvAF-953x4YwPumETZy30sg
• Facebookfacebook.com/955wifc
• Instagraminstagram.com/955wifc
• LinkedInlinkedin.com/company/wifc-fm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 95.5 WIFC