91.1 The Avenue

What 91.1 The Avenue does

91.1 The Avenue is a 501(c)(3) nonprofit, listener-supported radio station operated by Music That Matters, Inc. and based in Appleton, Wisconsin, with broadcast roots dating to a 1956 Lawrence University station and relaunching in its current independent format in 2008. The station transmits on 91.1 FM at 52,000 watts with a 60-mile radius across Northeast Wisconsin and is positioned as Wisconsin's oldest noncommercial FM station outside the Wisconsin Public Radio state network. Programming is curated by music directors rather than algorithms and spans multiple genres and decades, with named weekly shows (Backstories with Christopher Gold, Into The Music, Wisconsinology, Saturday Night Spotlight, Friday Night Spotlight) plus signature events such as August Haven Live and Christmas on The Avenue at the Fox Cities Performing Arts Center.

The station is delivered across four distribution surfaces simultaneously: 52,000-watt over-the-air FM, 24/7 web streaming via SecureNet Systems, native iOS and Android mobile apps, and Amazon Alexa voice integration. Local musicians gain visibility through artist interviews, August Haven Sofa Sessions, and the music submission portal, while a Community Impact Grant awards 501(c)(3) nonprofits in Northeast Wisconsin $4,500 of airtime per cycle (84 radio spots plus newsletter and website promotion).

Revenue is generated entirely from three streams: individual donations via twice-yearly pledge drives plus a monthly sustaining donor program ($10, $15, $20 or more per month), business sponsorships and underwriting across radio, digital, and event packages, and transactional revenue from events like Christmas on The Avenue (general admission tickets from $25). Costs include annual tower and utilities exceeding $100,000. The station is governed by an unpaid volunteer Board of Directors, led by Executive Director and Program Director Rob Moore (40+ years of radio experience), supported by a small paid staff covering community development, corporate sponsorship, accounting, and digital media.

Name

91.1 The Avenue

Legal name

Music That Matters, Inc.

Website

https://avenueradio.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

91.1 The Avenue is a 501(c)(3) listener-supported radio station in Appleton, WI, broadcasting hand-curated music and original programming on 91.1 FM (52,000 watts) plus streaming, mobile apps, and Alexa, supported by individual donations and regional business sponsorships.

Ownership category

akta.pro rank

Product category

Community Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

akta.pro primary industry

Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

akta.pro secondary industry

Scheduled Live Audio Events & Ticketed Rooms (MPACAEAB)

Keywords

• Community radio station
• Nonprofit broadcasting
• Curated music programming
• Listener-supported radio
• Public radio station

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Listener Donations: Individual donations from listeners during pledge drives (twice yearly) and as monthly sustaining contributions. Donors receive perks including the Voices Compilation Album, automatic contest entry, exclusive show tickets, and pre-sale opportunities.
2. Business Sponsorships and Underwriting: Corporate sponsors pay for radio spots, program underwriting, digital platforms, and event sponsorship. Custom sponsorship packages designed to reach the devoted listening audience.
3. Event Ticket Sales: Revenue from signature events like Christmas on The Avenue, with tickets starting at $25. Proceeds support independent radio operations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

91.1 The Avenue (WOVM) is a non-commercial, listener-supported community radio station that broadcasts a hand-curated music playlist of thousands of songs across multiple genres and decades, paired with original hosted programming such as artist interviews, August Haven Sofa Sessions, Backstories with Christopher Gold, Into The Music, Wisconsinology, and weekend spotlight shows. Content is delivered via over-the-air FM at 91.1, online streaming, iOS/Android mobile apps, and Amazon Alexa, and is supplemented by signature live events (August Haven Live, Christmas on The Avenue, Mile of Music coverage) and free nonprofit airtime through the Community Impact Grant program.

Product overview

91.1 The Avenue is a single, unified nonprofit radio station (WOVM) offering multi-platform audio content delivery. The core offering is a hand-curated radio broadcast at 91.1 FM (52,000 watts) in Appleton, WI, supplemented by online streaming, mobile apps (iOS/Android), and Alexa voice integration. Programming combines curated music playlists with original features including Artist Interviews/August Haven Sofa Sessions, Backstories with Christopher Gold, Into The Music podcast, Wisconsinology, and New Music discovery. The station supports the community through a Community Impact Grant program for nonprofits and monthly sustaining donor opportunities. Signature annual events include Christmas on The Avenue, August Haven Live broadcasts, and Mile of Music Festival coverage. The station also offers music submission and song request features for listener engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• 91.1 FM Radio Broadcast
• Online Audio Streaming
• 91.1 The Avenue Mobile App
• Amazon Alexa Voice Streaming
• Business Sponsorship Packages
• Community Impact Grant Program
• Monthly Sustaining Donor Program
• Christmas on The Avenue Annual Concert

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

15 partnerships are on record, tiered core and secondary.

• August HavencoreStrategic or Co-development PartnerAugust Haven, an Appleton furniture store, serves as the venue for the monthly August Haven Live broadcast series where listeners can watch radio being recorded live. The station receives in-venue production support and August Haven receives promotional mentions and brand visibility with the station's devoted audience.
• Nicolet BankcoreGTM or Marketing PartnerNicolet Bank provides major sponsorship for Friday Night Spotlight programming and Mile of Music coverage. The bank reaches The Avenue's devoted listener base who appreciate and support businesses that support community radio.
• Johnson Financial GroupcoreGTM or Marketing PartnerJohnson Financial Group is the presenting sponsor of Saturday Night Spotlight, a weekly listening party hosted by Rob Moore and Dr. Pat featuring themed music programming.
• DeLeers ConstructionsecondaryGTM or Marketing PartnerAdditional supporting sponsor for Saturday Night Spotlight programming alongside Johnson Financial Group.
• newARTSpacesecondaryGTM or Marketing PartnerSupporting sponsor for Saturday Night Spotlight programming.
• Rock n' Roll LandsecondaryGTM or Marketing PartnerSupporting sponsor for Saturday Night Spotlight programming.
• Community First Credit UnioncoreGTM or Marketing PartnerCommunity First Credit Union is a supporting partner of The Avenue and sponsor of Community Voices programming. Their support enables the station to highlight community nonprofits and their impact.
• Abel InsurancesecondaryGTM or Marketing PartnerSponsor of the weeknight Community Artist Spotlight feature highlighting Wisconsin musicians, and supporting sponsor of Mile of Music coverage.
• McNeil Family DentistrysecondaryGTM or Marketing PartnerSponsor of Backstories with Christopher Gold, a weekly hour of curated music and conversation hosted by local singer/songwriter Christopher Gold.
• Island MusicsecondaryGTM or Marketing PartnerSponsor of Wisconsinology, The Avenue's special series focusing on Wisconsin's music history and contributions.
• East Wisconsin Savings BankcoreGTM or Marketing PartnerPresenting sponsor of Christmas on The Avenue 2026, the station's annual holiday concert event at the Fox Cities Performing Arts Center.
• Appleton Downtown Inc.secondaryGTM or Marketing PartnerAdditional supporting sponsor for Mile of Music coverage, the annual all-original music festival in downtown Appleton.
• Appleton Community MusicsecondaryGTM or Marketing PartnerAdditional supporting sponsor for Mile of Music coverage.
• SOAR Fox CitiessecondaryGTM or Marketing PartnerPartner in SOAR Spotlight, a feature program highlighting nonprofits that serve people with differing abilities in the Fox Cities region.
• Brown County United WaycoreGTM or Marketing PartnerPartner in Mission Possible monthly feature with President/CEO Robyn Davis focusing on community solutions and United Way initiatives in Brown County.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WXPN: University of Pennsylvania-affiliated public radio station (88.5 FM) known for its curated adult album alternative music programming, listener support, and artist discovery initiatives. Comparable as a curated, listener-supported music station serving a regional community.
• KCRW: Los Angeles-based nonprofit public radio station known for curated music programming, podcasts, and signature live events like KCRW's Apogee Sessions. Comparable as a community-supported curated music station with multi-platform distribution and event-driven engagement.
• WFMU: Long-running independent, listener-supported freeform radio station based in New Jersey with streaming, on-demand archives, and a famously eclectic, programmer-curated format. Closely comparable to The Avenue's independent nonprofit, human-curated positioning.
• KEXP: Seattle-based listener-supported nonprofit radio station with a hand-curated music focus, worldwide streaming, mobile apps, and strong community/event programming. Directly comparable to The Avenue as an independent, non-commercial, community-curated music station.
• 89.3 The Current (Minnesota Public Radio): Minnesota Public Radio's listener-supported music station broadcasting curated indie/alternative programming from St. Paul. Comparable format and audience model, though backed by the larger MPR network — illustrates both the format and a possible scale trajectory.

Emerging players

• WBCX (and other college/community radio stations): College and community radio stations operating in similar curated-music, nonprofit formats with streaming distribution. Comparable as small, community-rooted curated radio operations, though typically with student/volunteer staffing models.
• WKAR (Michigan State University): Mid-Michigan-based public radio station with curated music programming, listener support, and live event coverage. Comparable as a regional public/community radio operator with curated format and event-driven engagement.

Broad incumbents

• WPR (Wisconsin Public Radio): Wisconsin's statewide public radio network, the broader incumbent in the same geography as The Avenue. Comparable as a non-commercial radio operator in Wisconsin and the network The Avenue notably remains independent from.
• iHeartMedia (community/independent radio division): Large national radio broadcaster with extensive FM/streaming assets, including curated and community-leaning formats. Comparable as the broad commercial-radio incumbent against which The Avenue's independent, non-commercial, curated positioning differentiates.

Others

• Mile of Music (festival organization): Appleton-based annual all-original-music festival that The Avenue extensively covers and co-promotes. Comparable as an ecosystem partner rather than a competitor — represents the live-event/community pillar of The Avenue's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCppqNSov6VbmtUpUfsvAhqA
• Facebookfacebook.com/TheAvenue91
• Instagraminstagram.com/91.1theavenue
• Xx.com/theavenue91
• LinkedInlinkedin.com/company/91.1-the-avenue

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 91.1 The Avenue