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The Wausau-Rhinelander DMA stretches across north central Wisconsin, encompassing the Wisconsin River Valley, Northwoods tourism, forest products, healthcare, and manufacturing sectors. Media outlets cover snow and severe weather, rural broadband, clean energy, workforce development, and environmental stewardship while highlighting recreation, agritourism, and tribal communities. Residents rely on broadcast TV, radio, public media, and hyperlocal digital outlets to stay informed about state policy, community events, and four-season outdoor life.
Gray Television operates WSAW-TV NewsChannel 7 (CBS/FOX) with the CBS, FOX, and MyNetworkTV affiliations under one newsroom, while Heartland Media owns WAOW ABC 9. Quincy Media’s NBC affiliate WJFW 12 and CW WAOW-DT2 extend coverage into the Northwoods. Wisconsin Public Television/PBS Wisconsin and Wisconsin Public Radio (WPR) provide public media across the region. The Wausau Daily Herald, The Lakeland Times, WXPR Northwoods Public Radio, UpNorthNews, and nonprofit Wisconsin Watch collaborate on statewide investigations and local stories.
The Federal Communications Commission coordinates northern Wisconsin spectrum to ensure Emergency Alert System performance during winter storms, floods, and wildfires. Wisconsin Emergency Management, tribal partners (Lac du Flambeau, Mole Lake), and county emergency offices conduct annual exercises with broadcasters on IPAWS integration, backcountry rescue communication, and multilingual alerts for tourism and migrant workers.
WSAW, WAOW, and WJFW stream newscasts, weather radar, and investigative segments on station apps, website livestreams, and OTT platforms. Podcasts and newsletters from WXPR, UpNorthNews, and Wisconsin Watch provide deeper coverage on environmental, political, and economic issues. Social storytelling from Travel Wisconsin, chambers, and influencers showcases trails, culinary experiences, and events.
Broadband expansion through the Public Service Commission of Wisconsin, electric cooperatives, and federal grants extends fiber and fixed wireless across Marathon, Lincoln, Oneida, and Vilas counties, connecting rural households, resorts, and forests. Smart water monitoring and outdoor recreation data feed weather and environment reporting.
Manufacturers, healthcare providers, and logistics companies rely on morning TV/radio newscasts and newsletters for weather, workforce development, and policy updates. Economic development organizations collaborate with stations for town halls, podcasts, and LinkedIn Live events on talent attraction, rural broadband, and innovation.
Outdoor enthusiasts and tourism operators monitor weather apps, social media, and station streams for trail, snowmobile, and hunting/fishing conditions. Tribal nations and rural communities rely on radio, public media, and text alerts for emergencies, companionship, and cultural programming.
Faith communities, civic groups, and nonprofits livestream services, public meetings, and cultural events through Facebook and YouTube to connect widely dispersed residents.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 425,000 residents (2023) | U.S. Census Bureau |
| Television households | about 185,000 TV homes, rank 139 (2024-2025) | Nielsen DMA Rankings |
| Median household income | roughly $61,500 across Marathon and Oneida counties (2022) | U.S. Census Bureau ACS |
| Broadband availability | 88% of households with 100 Mbps access | Public Service Commission of Wisconsin |
| Tourism economic impact | over $1.2 billion annually | Travel Wisconsin |
| Manufacturing employment share | about 21% of regional workforce | Wisconsin Department of Workforce Development |
| Snowfall averages | 70–100 inches annually in Northwoods counties | NOAA / NWS Green Bay |
The 2024 UW-Madison Center for Journalism Ethics survey reports 64% of Northwoods residents trust local outlets for weather, environmental, and civic coverage compared with 30% trust in national media. Newsrooms publish transparency statements detailing data sources, public records, and corrections, and they convene listening sessions with tribal leaders, agricultural organizations, and remote communities.
Collaborative reporting between WSAW, WAOW, WJFW, WXPR, UpNorthNews, and Wisconsin Watch produces bilingual explainers on healthcare access, broadband, climate resilience, and infrastructure, distributed via radio, newsletters, and trusted community partners.
Sports audiences follow Green Bay Packers, Milwaukee Bucks, Brewers, Badgers, and local high school teams, engaging through linear broadcasts, streaming platforms, and sports podcasts. Outdoor recreation, hunting, fishing, and culinary (beer, cheese, foraging) content performs strongly across weekend newscasts, podcasts, and social media, supporting tourism and small businesses.
Podcast and newsletter consumption includes WXPR’s podcast series, Wisconsin Watch, UpNorthNews Daily, and local newsletters. Younger audiences follow TikTok and Instagram creators showcasing crafts, outdoor adventures, and local food, while faith communities and civic groups livestream services and forums to connect rural residents across large geographic distances.
