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WMXC Mix999.png
W262BL 1003TheBeat.png
Logos for WMXC's primary and secondary channnels.
City Mobile, Alabama
Broadcast area Mobile, Alabama
Pensacola, Florida
Branding Mix 99.9
Slogan Better Variety For A Better Workday
Frequency 99.9 MHz (also on HD Radio)
Translator(s) 100.3 W262BL (Mobile, relays HD2)
First air date October 16, 1947 (as WKRG-FM)
Format Adult Contemporary
Christmas music (Nov.-Dec.)
HD2: Urban Contemporary "100.3 The Beat"
ERP 100,000 watts (w/beam tilt)
HAAT 535 meters (1755 feet)
Class C
Facility ID 8696
Transmitter coordinates 30°41′20″N 87°49′49″W / 30.68889°N 87.83028°W / 30.68889; -87.83028
Callsign meaning W MiX C
Former callsigns WKRG-FM (1947–1994)
WKRD (9/1994-10/1994)[1]
Owner iHeartMedia, Inc.
(CC Licenses, LLC)
Sister stations WKSJ-FM, WNTM, WRKH, WTKX-FM, WRGV
Webcast Listen Live
Listen Live (HD2)
Website mixgulfcoast.iheart.com

WMXC (99.9 FM, "Mix 99.9") is a radio station licensed to serve Mobile, Alabama, USA. The station is owned by iHeartMedia, Inc. and the broadcast license is held by CC Licenses, LLC. Its studios are located inside the building of unrelated television station WKRG on Broadcast Drive in Mobile, and the transmitter is near Robertsdale, Alabama.

Founded in 1947 as WKRG-FM, the station currently broadcasts to the greater Mobile, Alabama, and Pensacola, Florida, area.[2]


WMXC can trace its history back to October 16, 1947, when it signed on as WKRG-FM.[3] The original call letters represented the initials of Kenneth R. Giddens, a movie theatre owner, broadcast pioneer, and architect. Giddens owned the WKRG radio stations and WKRG-TV, the latter of which continues to broadcast with the same call letters.[4][5] Giddens would go on to head the Voice of America from 1969 to 1977 and served as acting director of Radio Marti in 1985.[4]

WMXC was originally a simulcast of AM sister WKRG — today's WNTM — but adopted a beautiful music format in 1965. During the 1970s, WKRG-FM became the area's first FM Top-40 station and was known as "G-100". The station has offered some form of pop contemporary format ever since.

For a time in the 1960s, WKRG-TV, Inc., which was the license holder for WKRG, WKRG-FM, and WKRG-TV, was 50%-owned by the Mobile Press-Register. In 1966, when S. I. Newhouse acquired the Mobile newspaper company he also acquired that 50% ownership stake.[6] Newhouse, who also owned radio stations associated with his other two Alabama-based newspapers, would later sell all of these stations to focus on the print side of his media empire.

Station founder Kenneth Giddens, a former board member of the National Association of Broadcasters, died in May 1993.[4] After nearly five decades of operation by the Giddens family, WKRG-TV, Inc., reached an agreement in April 1994 to sell WKRG-FM to Coast Radio, LLC. The deal was approved by the FCC on July 21, 1994.[7] In September 1994, Coast Radio, LLC, flipped the station to Capitol Broadcasting Company, LLC. The deal was approved by the FCC on December 15, 1994, and the transaction was consummated the same day.[8]

The station was assigned the call letters WKRD by the Federal Communications Commission on September 12, 1994.[1] This change would prove short-lived as the station was assigned the current WMXC callsign on October 3, 1994.[1]

In April 1997, Capitol Broadcasting Company, LLC, made a deal to sell this station to Clear Channel Communications through their Clear Channel Radio License, Inc, subsidiary.[9] The deal, part of the $24 million complete acquisition of Capital Broadcasting, was approved by the FCC on November 21, 1997, and the transaction was consummated on December 31, 1997.[10][11]

Logo as Lite Mix 99.9, 1998-2015

Hurricane Ivan struck the Gulf Coast in 2004, and Hurricane Katrina followed in 2005. On both occasions, the station dropped all regular programming, and along with WKSJ, broadcast local hurricane and recovery information. It was the market's only radio-specific storm coverage. During Katrina, WMXC's continuous local coverage ran for 122 consecutive hours.

In 2006, WMXC began streaming on the Internet but with a different commercial schedule than its over-the-air signal. During 2007, the station started broadcasting in HD. A secondary HD-2 channel is also operating with a full-time Smooth Jazz format, a complement to the primary station's Smooth Jazz Sunday Brunch.

On December 28th, 2015, after their annunal Christmas music stint, WMXC dropped the 'Lite' from their name and became simply "Mix 99.9", with no other changes.

Christmas music[edit]

In 2000, WMXC became one of the first FM stations in the United States to play 100% Christmas music during the holiday season, between Thanksgiving and Christmas Day.[citation needed] WMXC joined KESZ/Phoenix, Arizona, which had previously adopted the all-Christmas tactic. The strategy was a success, cementing WMXC's position in the Mobile and Pensacola markets. WMXC continues to offer all-Christmas music for the holidays each year along with Goforth Media's 'Power 88.5 FM.'[12]


  1. ^ a b c "Call Sign History". FCC Media Bureau CDBS Public Access Database. 
  2. ^ "Station Information Profile". Arbitron. 
  3. ^ "Directory of the AM and FM stations of the United States". 1952 Broadcasting Yearbook. Washington, D.C.: Broadcasting Publications, Inc. 1952. p. 68. 
  4. ^ a b c Lambert, Bruce (May 9, 1993). "Kenneth Giddens, a Former Chief Of Voice of America, Dies at 84". The New York Times. 
  5. ^ "The Facilities of Radio". Broadcasting Yearbook 1969. Washington, D.C.: Broadcasting Publications, Inc. 1969. p. B-5. 
  6. ^ "Sam Hits 21". Time. July 15, 1966. 
  7. ^ "Application Search Details (BALH-19940429GP)". FCC Media Bureau. July 21, 1994. 
  8. ^ "Application Search Details (BALH-19940923GH)". FCC Media Bureau. December 15, 1994. 
  9. ^ Brantley, Mike (April 10, 1997). "More Changes on Tap for Mobile, Ala., Radio Lineup". The Mobile Register. 
  10. ^ "Application Search Details (BAL-19970408GO)". FCC Media Bureau. December 31, 1997. 
  11. ^ "Clear Channel Communications has agreed to purchase WKSF-AM-FM, WDWG(FM), WRKH(FM), WMXC(FM) and WNSP(FM)". Broadcasting & Cable. April 14, 1997. 
  12. ^ goforthmedia

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