MIX 106.1

What MIX 106.1 does

MIX 106.1 (legal name WMXU-FM) is a commercial radio station licensed to Cumulus Media Inc. (NASDAQ: CMLS) and broadcasting on 106.1 FM in the Columbus/Starkville, Mississippi market. The station delivers live music programming, local news, weather updates, entertainment content, and community event coverage. Its core product is live broadcast radio, supplemented by digital streaming accessible globally through the station website (mymix1061.com) and the SoCast platform. Programming includes the nationally syndicated Rickey Smiley Morning Show and weekend Mix Music Saturday block. The station operates an active digital engagement layer with regular contest giveaways (cash prizes, concert tickets, trip packages) and partnerships with national brands such as Live Nation and local deal platforms like SweetDeals.

MIX 106.1 generates revenue through three advertising streams: traditional radio spot sales to local and national advertisers, digital advertising via the station website, and contest sponsorships. The go-to-market motion is sales-led, with a dedicated Sales Manager handling advertiser relationships. Pricing for advertising is not publicly disclosed, and the station bills on multi-year contracts for some arrangements. The station maintains an active social media presence on Facebook and Twitter/X, an email newsletter, and a content marketing blog featuring music news. Cumulus Media Inc., the parent company, provides national infrastructure, syndicated programming, and corporate-level advertising relationships, while SoCast provides the underlying digital platform technology.

As part of a publicly traded media company, MIX 106.1 operates within a broader portfolio of radio stations. The station holds an FCC broadcast license and is subject to regulatory oversight. In May 2026, Cumulus Media Inc. filed applications with the FCC for transfer of control of its broadcast licenses from current shareholders to reorganized shareholders, indicating a significant corporate restructuring at the parent level that may include a going-private transaction. The station's headquarters and main studios are located at 105 5th Street North, Suite 400, Columbus, MS.

Name

MIX 106.1

Legal name

Cumulus Media Inc.

Website

https://mymix1061.com

Company type

Public

Operating status

Operating

Headcount range

51–100 employees

Short description

MIX 106.1 (WMXU-FM) is a commercial radio station owned by Cumulus Media Inc. broadcasting on 106.1 FM in the Columbus/Starkville, Mississippi market. It delivers live music, news, and entertainment programming via FM broadcast and digital streaming, generating revenue primarily through local and national advertising sales.

Ownership category

akta.pro rank

Product category

Commercial Radio Broadcasting

NAICS

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

SIC

Radio Broadcasting Stations (4832)

akta.pro industry

PRIMARYMPAIAEAA

Commercial Terrestrial Radio Broadcasting (AM/FM)

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Radio & Audio Broadcasting (Terrestrial, Satellite, Digital Radio)

SECONDARYMPAIADAJ

Radio Streaming & Catch-Up Audio Platforms

Media, Entertainment & Sports/Music & Audio (Recording, Publishing, Streaming)/Audio Streaming & Podcast Platforms

Keywords

• Commercial radio broadcasting
• Digital audio streaming
• Radio advertising sales
• Music programming services
• Live broadcast media

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: The station generates revenue primarily through selling radio advertising spots to local businesses and national advertisers targeting the Columbus/Starkville, MS market area.
2. Digital Advertising: Online advertising through the station website including display ads, sponsored content, and promotional placements.
3. Contest Sponsorships: Partnering with sponsors (like Live Nation) for contest prizes in exchange for promotional consideration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MIX 106.1 (WMXU-FM) is a commercial FM radio station operating in the Columbus/Starkville, MS market, broadcasting live music programming, syndicated shows, and local news. It sells radio advertising spots and digital advertising to local and national advertisers, while delivering audience engagement through contests, giveaways, and a digital streaming presence via the SoCast platform.

Product overview

MIX 106.1 (WMXU-FM) is a commercial radio station operated by Cumulus Media, broadcasting from Starkville, MS with a primary signal covering Columbus, MS. The core product is live broadcast radio programming available via FM transmission and online streaming. The station's programming portfolio includes live radio streaming, the nationally syndicated Rickey Smiley Morning Show, and Mix Music Saturday. The station operates a digital engagement platform offering local and national contests (such as The Great Bavarian Circus, Live Nation's Summer of Live Pick Your Trip, and Summer Vacay Payday), music news coverage, and SweetDeals local offers. The products operate as an integrated radio broadcasting and digital engagement ecosystem under the Cumulus Media corporate umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• WMXU-FM (MIX 106.1) Live Radio Streaming Live broadcast radio streaming service allowing listeners to tune in to MIX 106.1 programming in real-time through the website player, combining FM broadcast with online streaming for global accessibility.
• Rickey Smiley Morning Show Nationally syndicated morning radio program featuring Rickey Smiley, Da Brat, Eva Marcille, Gary With Da Tea, Rock T, and Special K. Available in over 60 markets via the Cumulus Media network.
• Mix Music Saturday Weekend music programming featuring curated playlists broadcast on Saturday from 5:00 AM to 11:59 PM on MIX 106.1.

Segments2 records

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.

• Live NationcoreGTM or Marketing Partner · 22 June 2026Live Nation partnership for Summer of Live concert promotion. Station runs contests offering tickets to Live Nation concerts including 4 lawn tickets for $99 promotion and trip giveaway contests featuring Live Nation concert experiences.
• SweetDealsminorGTM or Marketing PartnerLocal deals partnership offering SweetDeals discounts on dining, local attractions and entertainment. Station promotes SweetDeals offers to listeners.
• Cumulus MediacoreTechnology or IntegrationParent company providing station infrastructure, digital platform (SoCast), national contest coordination, and corporate advertising relationships.
• SoCastcoreTechnology or IntegrationDigital platform provider powering the station website, streaming, contest administration, and listener engagement features.

Recent moves7 records

Expansion highlights4 records

Others

• Spotify: Global audio streaming leader and the primary secular threat to terrestrial radio ad revenue. While not a direct competitor for local Mississippi ad budgets, Spotify competes for the same listener time and (via Spotify Ad Studio) for the same advertiser dollars, particularly the 18-34 demo critical to MIX 106.1's future audience.

Broad incumbents

• Cumulus Media Inc. Parent company and largest direct comparison — Cumulus Media Inc. (NASDAQ: CMLS) operates hundreds of radio stations across the U.S. using the same business model (local advertising + syndicated programming + SoCast digital platform). MIX 106.1 is one station within Cumulus' national portfolio, and many sister stations in other markets are direct peer comparables on format, revenue mix, and operational structure.
• Townsquare Media: U.S. radio broadcasting company with 320+ stations concentrated in small and mid-size markets, plus a digital marketing solutions arm. Highly comparable on local-market radio advertising focus, digital ad extension, and mid-market operating profile similar to MIX 106.1's Columbus/Starkville footprint.
• Beasley Media Group: Operator of 60+ radio stations in mid-size U.S. markets, including Hot AC and Urban AC formats that overlap with MIX 106.1. Comparable on the local advertiser + digital extension business model, and operates in similar DMA-tier markets where it competes for the same local ad budgets.
• iHeartMedia: Largest U.S. radio broadcaster with 860+ stations and the iHeartRadio digital platform. Direct comparable on multi-channel distribution (broadcast + streaming), advertising-driven revenue model, and nationally syndicated programming. iHeart operates competing stations in many of the same DMAs as Cumulus, including in mid-size markets like Columbus/Starkville.
• Audacy (formerly Entercom): Major U.S. radio broadcaster operating 200+ stations plus the Audacy digital streaming platform. Direct comparable on broadcast + digital streaming business model, advertising sales focus, and nationally syndicated content. Operates competing Urban AC and Hot AC formatted stations in comparable mid-size markets.

Regional players

• Bonneville International: Private radio broadcaster with stations concentrated in Western U.S. markets. Comparable on traditional broadcast radio + digital extension business model and local advertiser focus, though it does not directly compete in the Mississippi market with MIX 106.1.
• Salem Communications: U.S. radio broadcaster with a portfolio of stations including news/talk and music formats. Comparable on local advertiser-supported broadcast model, though Salem's core niche in talk/Christian programming differs from MIX 106.1's Urban AC / Hot AC music format.
• Emmis Communications: U.S. radio broadcaster historically focused on Urban and Hot AC formats in select markets. Comparable on format-overlap and ad-sales-led business model, but smaller and more concentrated geographically than MIX 106.1's parent-owned Cumulus structure.

Direct peers

• Alpha Media: Privately-held U.S. radio broadcaster operating 200+ stations in mid-size markets, often as a direct competitor to Cumulus and iHeart in the same DMAs. Closely comparable in operating format (local programming + syndicated content + digital streaming) and target advertiser base (local SMBs and regional brands).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mix106point1
• Facebookfacebook.com/Mix106point1
• LinkedInlinkedin.com/company/mix-106-1-fm

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 MIX 106.1