A full service radio station owned by locally based Seehafer Broadcasting, operating since 1926 as one of the oldest continuously operating stations in the region. The format features a mix of news, sports, and adult contemporary music with evening and weekend programming provided through network feeds. The station serves a tri-city region and is home to broadcasts of major collegiate sports teams, including Brewers, Bucks, Marquette Golden Eagles, Wisconsin Badgers, and Packers play-by-play coverage. Local programming includes financial features, topical programs, and high school sports coverage throughout multiple counties. The station successfully navigated early regulatory challenges from the Federal Radio Commission in the 1920s and has maintained continuous operation through major frequency reallocations and technological transitions, including recent expansion via an FM translator launched in 2020.