WMPG FM

What WMPG FM does

WMPG FM is a 501(c)-style nonprofit community radio station licensed to the University of Southern Maine (USM), broadcasting on 90.9 FM from Portland, Maine since 1973. The station delivers a multi-platform media experience built around terrestrial FM transmission, online streaming via its website and mobile apps, and a podcast archive of 80+ shows distributed through Spreaker and YouTube. Core programming is produced by a volunteer base of more than 100 DJs and includes music spanning genres not served by commercial radio, public affairs content such as Democracy Now!, and dedicated youth programming (Blunt Youth Radio, targeting ages 12-18) and campus programming (Studio 51 at USM's Gorham campus). Programming sub-brands include Local Motives (live in-studio performances by Maine musicians), Freaky Fridaze (live broadcasts from Portland venues), and Jazz at the Movies (film-plus-music events), with documentary output headlined by Tom Bell's 'An Extraordinary Place', which won a New England Emmy Award in 2026.

The station's revenue model is donation- and sponsorship-driven rather than commercial. The primary cash engine is the semi-annual Begathon on-air fundraising campaign (Fall 2025 goal: $50,000; Spring 2026 goal: $55,000), supplemented by planned giving, car/boat donations, and company-matching programs processed through GiveCampus. Secondary streams include corporate underwriting from local SMBs (e.g., Lee Auto Malls, Coffee by Design, Portland Ovations, Montes Fine Foods), branded merchandise sales (T-shirts, hoodies, hats, mugs, socks, blankets, tote bags), and event revenue from live performances and community events. Distribution spans the FM signal across Greater Portland/Southern Maine, global online streaming, podcast channels, and physical venue events at partners such as Novare Res, Bayside Bowl, Bull Moose Music, and Live at Madrid's.

WMPG serves four primary audience segments: the Greater Portland community (geographic), USM students (persona), local Maine musicians (use case), and youth ages 12-18 (persona). Its differentiation rests on volunteer-driven content, civic mission alignment with USM, FCC-licensed spectrum access, and a 50+ year content and brand archive. Operational governance is provided by Station Manager Jim Rand, Program Director David Rogers-Berry, Technical Director Marc Galli (appointed April 2026), Volunteer Coordinator Helen Crimmins, and Blunt Youth Radio Coordinator Bobby Shaddox (appointed June 2025), with community input via a Community Advisory Board. The station maintains FCC and Corporation for Public Broadcasting compliance and holds no public shareholders or external equity backers.

Name

WMPG FM

Legal name

WMPG FM

Website

https://wmpg.org

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Community Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Public/Noncommercial Radio Broadcasting (NPR, Community, Campus) (MPAIAEAB)

akta.pro secondary industry

Community/Low-Power Nonprofit Radio (LPFM/Community Radio) (MPABADAE)

Keywords

• Community radio broadcasting
• FM radio station
• Music programming shows
• Youth media education
• Nonprofit public radio

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Listener Donations: Primary revenue stream through annual Begathon fundraising campaigns where listeners donate to support the station. The station also accepts car/boat donations, planned giving, and company matching programs.
2. Underwriting/Business Support: Local businesses and organizations underwrite programming in exchange for on-air recognition. Underwriters include Lee Auto Malls, Coffee by Design, Portland Ovations, Sacred Sun Reiki Studio, Cherished Possessions, The Merchant Company, and Montes Fine Foods.
3. Merchandise Sales: Sale of branded merchandise including T-shirts, hoodies, hats, mugs, socks, blankets, and tote bags through the station's online store.
4. Event Revenue: Revenue from events including Record Store Day broadcasts, live performances, Battle of the Bands, and other community events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

WMPG FM is a community radio station broadcasting on 90.9 FM from the University of Southern Maine in Portland, Maine, providing free over-the-air and online streaming audio content produced by volunteer DJs and hosts. Its programming spans diverse music genres, local news, public affairs, and youth education through sub-brands such as Blunt Youth Radio, Studio 51 Campus Radio, Local Motives live music showcases, and Freaky Fridaze venue broadcasts, complemented by a podcast archive and branded merchandise store.

Product overview

WMPG FM is a community radio station operated by the University of Southern Maine, offering a multi-platform media experience centered around its 90.9 FM terrestrial broadcast. The station provides live streaming and podcast content, featuring diverse programming across music genres, news, and public affairs. Key products include Blunt Youth Radio (youth media training), Studio 51 (campus programming), Local Motives (live local music showcase), and Freaky Fridaze (venue-based broadcasts). The station also produces an award-winning documentary 'An Extraordinary Place' and operates a merchandise store selling branded apparel and accessories. Programming spans community affairs shows, music commentary, and cultural content, all created by volunteer DJs and hosts.

Differentiator

Problem solved

Functional benefit

Brands

• Studio 51: Internet radio station based at USM Gorham Campus offering online-only programming
• Blunt Youth Radio
• Local Motives
• Freaky Fridaze
• Begathon

Products and services

• WMPG Radio Broadcasting (90.9 FM) Community radio station broadcasting at 90.9 FM from the University of Southern Maine, featuring diverse music programming, news, and public affairs content produced by volunteer DJs and hosts.
• WMPG Live Streaming Online audio streaming service allowing listeners to tune in via the station's website and mobile apps, providing real-time broadcast access to the 90.9 FM signal beyond the terrestrial range.
• Blunt Youth Radio Youth programming initiative providing media training and on-air experience for young people, including workshops and mentorship from station volunteers. Targeted at youth ages 12-18 who want to learn radio production and broadcasting skills.
• Studio 51 Campus Radio Campus-focused internet radio programming and training initiative at the University of Southern Maine's Gorham campus, offering student involvement opportunities.
• Local Motives Live music showcase program featuring local Maine musicians with in-studio performances, supporting the local music community through broadcast exposure and featured compilations such as Local Motives Vol 1 (27 local musicians).
• WMPG Podcasts Extensive collection of 80+ podcast programs including community affairs shows, music commentary, youth programming, and documentary content available on the station's website and Spreaker platform.
• WMPG Merchandise Store E-commerce store selling branded merchandise including T-shirts, hoodies, hats, mugs, socks, blankets, and tote bags featuring WMPG branding and station artwork, available through the station's online store.

Quantifiable outcome

• Over 100 volunteer DJs produce diverse programming for the community.
• +1 more outcomes

Named customers3 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

Integration4 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Maine Academy of Modern Music (MAMM)coreStrategic or Co-development PartnerWMPG partnered with MAMM and Equal Measure Arts to present the WMPG/Equal Measure Arts Stage at the Resurgam Festival, showcasing local Maine music talent.
• Equal Measure ArtscoreStrategic or Co-development PartnerCollaborative partnership for dedicated stage at Resurgam Festival featuring diverse lineup of local Maine musicians.
• Portland Public LibraryminorGTM or Marketing PartnerPartner for Poetry on the Air events celebrating National Poetry Month with Portland Poets Society.
• Portland Museum of ArtminorGTM or Marketing PartnerScreening venue for 'Steal This Story Please' documentary featuring WMPG youth programming participants.
• Bull Moose MusicminorGTM or Marketing PartnerAnnual Record Store Day broadcasts from Bull Moose Scarborough location with live DJ performances.
• Portland Media CenterminorStrategic or Co-development PartnerLive broadcast location for Local Motives and Begathon closing events.
• Portland OvationsminorGTM or Marketing PartnerWMPG serves as media sponsor for Portland Ovations events including 'somewhere/elsewhere' programming.
• Live at Madrid'sminorGTM or Marketing PartnerWMPG serves as Presenting Sponsor for 'Cut Yer Teeth' spring music series spotlighting emerging Southern Maine talent.
• USM Oakhurst Food PantryminorStrategic or Co-development PartnerLocal Motives Vol 1 compilation released to benefit USM's Oakhurst Campus Food Pantry, featuring 27 local musicians.
• Lee Auto MallsminorGTM or Marketing PartnerBusiness supporter providing underwriting for WMPG programming.
• Coffee by DesignminorGTM or Marketing PartnerLocal business supporter underwriting WMPG programming.
• Sacred Sun Reiki StudiominorGTM or Marketing PartnerUnderwriting supporter of WMPG community radio.
• Cherished PossessionsminorGTM or Marketing PartnerUnderwriting supporter of WMPG community radio.
• The Merchant CompanyminorGTM or Marketing PartnerUnderwriting supporter of WMPG community radio.
• Montes Fine FoodsminorGTM or Marketing PartnerUnderwriting supporter of WMPG community radio.
• Maine Calling/Maine PublicminorGTM or Marketing PartnerWMPG participates in Maine Calling radio program discussing community radio and station voices.
• Novare Res Bier CafeminorGTM or Marketing PartnerVenue partner for Freaky Fridaze live broadcasts and happy hour events.
• Bayside BowlminorGTM or Marketing PartnerVenue partner for Freaky Fridaze and Local Motives live broadcasts and events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WXYC: University of North Carolina at Chapel Hill's student- and volunteer-run noncommercial station. Operates a freeform format and listener-funded model closely aligned with WMPG's community-radio approach.
• WMBR: MIT's community radio station, operated largely by student and community volunteers, offering diverse music and public-affairs programming funded by donations and underwriting — closely matching WMPG's operating model.
• WAMH: Amherst College's student-run community radio station, offering diverse music and public-affairs programming on a volunteer-driven, noncommercial model analogous to WMPG.
• WHRB: Harvard Radio Broadcasting is a college-affiliated noncommercial station with classical, jazz, and underground rock programming, structurally comparable to WMPG's volunteer-curated format and underwriting model.
• WNUR: Northwestern University's student-run, listener-supported radio station with a freeform and eclectic format, structurally similar to WMPG's volunteer-curated programming and university affiliation.
• WFMU: Long-running freeform, listener-supported community radio station in New Jersey known for eclectic programming and volunteer DJs. Comparable to WMPG in mission, funding model, and format diversity.
• WERS FM: Emerson College's community radio station in Boston, operating on a similar volunteer-driven, college-affiliated, eclectic-music model with noncommercial programming and listener-donation funding.

Broad incumbents

• KCRW: Santa Monica College's noncommercial public radio station with a major podcast and streaming presence. Comparable mission and member-supported model, though at substantially greater scale and audience reach than WMPG.
• KEXP: Seattle-based listener-supported noncommercial radio known for indie music and strong digital/podcast distribution. Larger scale, but shares the mission-driven, donor-funded, eclectic-format DNA with WMPG.

Regional players

• Maine Public Radio (WVOM): Maine's primary NPR-member public radio network, serving the same geographic region as WMPG but operating at much greater scale with network programming rather than community-volunteer DJ curation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/wmpgfm
• Facebookfacebook.com/wmpgfm
• Instagraminstagram.com/wmpgfm
• LinkedInlinkedin.com/company/wmpg-fm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 WMPG FM