The Highway Vibe

The Highway Vibe has a HOT AC format with a unique mix of contemporary music and information to keep the Las Vegas and Laughlin visitor entertained and up to date! 98/99 FM – The Highway VIBE. Your hits, traffic, weather and everything Vegas.

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The Drive

The Drive is an active rock station playing today’s favorite artists mixed with the monster hits of the past, all with a “Highway” rock mix.

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Highway Country

Highway Country is a mainstream station playing today’s hot new country and all-time favorites from George Strait to Taylor Swift.

Highway Radio Profile

What is Highway Radio?

Highway Radio is an unparalleled medium that reaches the largest single market of tourists heading to southern Nevada. We provide advertisers an opportunity to have an intimate conversation with 14 million tourists over a 4 to 6 hour period; 35% of those tourists are undecided on accommodations.

Why does Highway Radio work?

Strategically placed radio towers create complete continuous coverage of over 40,000 square miles of the Mojave Desert and the southern Nevada pipeline — I-15 — allowing you to reach millions of travelers and hundreds of thousands of Mojave residents. 400,000 watts of power insures high quality reception throughout the desert.

How does Highway Radio reach travelers?

The Highway Radio audience is a captive audience. Travelers across the Mojave face a 4 to 8 hour drive to tourism destinations in southern Nevada. They want and need traffic, weather, entertainment and accommodation information. For 33 years, Highway Radio has delivered just that.

Highway Radio is without peers because it is the only broadcaster serving this huge feeder market with up-to-the-minute traffic and weather information 24/7…that’s all night and weekends too!

Highway Radio’s Reach

Highway Radio reaches over 3 million people

per month and is continually growing. With a broader reach in Las Vegas, The Highway Vibe has continuous listeners as well as listeners traveling the highway.

Travelers reached: 89%
Travelers with income over $100k: 62%

Find out more about Highway Radio

Our History

The genesis of Highway Radio dates back to the late 1970s, when founder Howard Anderson realized 50% of visitors to Nevada tourism markets came from Southern California.

He went to his boss, the late Howard Hughes, and convinced him that reaching visitors on the highway would boost walk-in traffic to Hughes’ casinos — The Sands, Desert Inn, Castaways, Silver Slipper, Frontier, and Landmark.

“It’s the Coca-Cola theory,” Anderson said. “Put your advertising as close to the point of purchase as you can. Hughes said to go for it, but on April 6, 1975, he went to the great casino in the sky.”

The Hughes operating businesses were liquidated following his death, but engineering data for the radio concept passed on to Anderson, who put the stations on the air in 1980. Anderson used an existing microwave relay site on Calico Peak and located another at Mountain Pass to cover Interstate 15.

The station increased its power at the Mountain Pass transmitter in 1984 from 2,200 watts to 10,000 watts and added other transmitters covering Interstate 40 in 1991.

A subsequent three-year study at Primm showed a 300 percent increase in off-ramp traffic.

Originally called The Highway Stations, the broadcast group recently changed their name to Highway Radio to better reflect the brand they have developed over the past 20+ years.

Today’s Highway Radio reaches a broad demographic audience with Hot A.C., Mainstream Country and Highway Rock. Highway Radio’s brands include: The Highway, Highway Country, and The Drive.