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Station Profile


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Today's Country - WQLK FM

Format Description

KICKS 96 plays the biggest Country music artists in America today. 

KICKS 96 has been a consistent market leader since it changed to County Music in 1993.

WQLK, KICKS 96 highlights music from the current country greats like Blake Shelton, Luke Bryan, Kenny Chesney, Miranda Lambert, Tim McGraw, and more.

KICKS 96 reaches affluent listeners adults 18-34 and 35-64.  This active audience spends money!

KICKS 96 is anchored in the morning by Reyn and Sean Lamb, along with News Director, Jeff Lane, weather updates with partner WHIO-TV and Ag Reports with Hoosier Ag Today.

Midday is hosted by veteran, Jen Steele. Steve Baker is a 20+year member of the team and a favorite in afternoons. These experienced broadcasters are staples on the radio in East Central Indiana.

blake shelton

The Country Music format year to year continues to remain one of the most popular music formats in America today and one of the best performing formats for advertisers.

Great artist, great songs! KICKS 96 listeners tune in to hear the biggest Country artists such as Carrie Underwood, Keith Urban, Jason Aldean, Eric Church, Darius Rucker, Brothers Osborne, Chris Young, Tim McGraw, Faith Hill, Kenny Chesney, Maren Morris, Josh Turner, Carly Pearce, Thomas Rhett, and many more.

KICKS 96 Country music format has become a very popular choice for listeners at work.

KICKS 96 was awarded its 3rd Station of the Year Award in 2017 by the Indiana Broadcasters Association.  The station has also been recognized with numerous state awards for Commercial Production and Local News.

Powered by 50,000 watts, KICKS 96 provides primary coverage of the greater East Central Indiana region of 22+ counties in Indiana and Ohio. Regional businesses from Richmond, Muncie, New Castle, Connersville, Winchester, Eaton, Dayton, Greenville, and Oxford consistently trust KICKS 96 to help grow their business.

KICKS 96 allows advertisers to reach a large affluent active consumer group in their prime spending years that can’t be reached with any other station.

Demographic Profile

KICKS 96has wide demographic appeal with consumers who have purchasing power!

couple 23Age Composition: KICKS 96 targets Affluent consumers in the 25-54 age group. Most of Country Radio listeners in America fall into the 25-64 age group. 

- Over 20% of Country listeners in America are adults 45 to 54 years old.
- Over 16% of Country listeners in America are adults 55 to 64 years old.
- Almost 15% of Country listeners in America are adults 35 to 44 years old.  
- Over 15% of Country listeners in America are adults 25-34 years old.
- Over 15 % of Country listeners in America are adults 65+.

Gender: KICKS 96 has more.females listening than males. 

Occupation: KICKS 96 listeners are employed as Owners, Managers or Professionals, employed as tradespeople, employed in the sales and service industry and are employed as administrators or clerical staff.

COUPLE 54Household Income: KICKS 96 listeners have high earning power.

- Over 25% of Country listeners in America has an income over $75,000.
- Almost 25% of Country listeners in America has an income of $50,000 - $74,999.
Almost 30% of Country listeners in America has an income of $25,000 - $49,999.

Education: KICKS 96 listeners are well educated. The majority of KICKS 96 listeners have attended or completed college or more.

Investments: KICKS 96 targets listeners who have high incomes and invest in real estate, mutual funds, stocks/bonds, retirement programs, savings accounts, etc.

Activity: KICKS 96 attracts listeners who actively participating in exercise and fitness, boating, biking, golfing, hunting, ATVing, camping, hiking, and going to the cottage on weekends. These listeners dine out frequently, attend local and regional sporting events and concerts.

Market your business to thousands of potential new customers each week with KICKS 96.


Lifestyle Profile

KICKS 96 listeners are in their prime earning and spending years.

KICKS 96 targets homeowners. A huge category for these consumers is home improvement.

Home Spending: Started or completed in the past 2 years:

construction 22- Interior painting/wallpaper
- Landscaping or yard improvements
- Plumbing
- Exterior painting/staining
- Deck/fencing
- Energy conservation projects
- Floor tiles or vinyl flooring
- Installed windows or doors
- Other home projects

The KICKS 96 is targeted to reach active consumers in their prime spending years.


KICKS 96 Listeners Have Purchasing Power

computer 1KICKS 96 targets affluent consumers with high disposable income.

- Purchase a wide variety of electronic devices including computers, tablets, smartphones, MP3 players, video games, HDTVs, digital video recorders (TiVo) and digital cameras.
- Are big consumers of furniture, major appliances, and automobiles.
- Purchased fine and costume jewelry, cosmetics, perfume, and skin care products.
- Enjoy going out to restaurants often every month. 
- In the past year purchased men and women's clothing, infant and children clothing, men's and women's shoes and accessories.

KICKS 96 is committed to delivering the best value for advertisers today delivering an active audience in their prime purchasing years.


Here's Why KICKS 96 Targets Women

woman 6580% of all (male, female, and child) apparel purchases are made by women.
94% of all home furnishing purchases are controlled by women.
85% of all household spending is controlled by women.
50% of new computers are bought by women.
91% of all real estate purchases are influenced by a woman.
20% of home purchases are made by single women.
85% of all new vehicle purchases are directly influenced by a woman.
92% of packaged goods spending is controlled by women.
52% of all new vehicle purchases are made by women.
70% of travel decisions are made by women.
92% of all vacation travel decisions are influenced by women.
55% of wine purchases are made by women.
45% of all electronics purchases are made by women.
61% of all electronics purchases are influenced by a woman.
90% of women participate in decisions that affect household investment and retirement accounts.

Source: Bridget Brennan, author of Why She Buys and recognized expert on women consumer behaviors and motivations.

Market your business to thousands of consumers each week with KICKS 96.


Wake Up Mornings M-F 5:00 AM - 10:00 AM With KICKS 96

richmondrynseanREYN (a/k/a Jeff Reynolds)

Reyn is no stranger to the greater Whitewater Valley. Reyn grew up in neighboring Spiceland, joining the radio industry shortly after high school. Reyn went on to radio stations in Muncie, Terre Haute and Augusta, Georgia before returning to East Central Indiana with the KICKSMorning Crew

Sean Lamb

A life-long Wayne County resident, Sean joined the KICKS Morning Crew in the summer of 2018. When’s he’s not doing the radio show, he’s performing over the region with the Sean Lamb Band.


KICKS 96 Coverage Map

50,000 Watts

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