Cassette tapes were sold of the songs at various southeast Wisconsin locations with proceeds going to the Child Abuse Prevention Fund.

When sister station WAMG switched to Top 40 and became WXSS in June 1998, WMYX evolved into a standard Hot AC format with a more focused playlist.

Knight was let go due to differences with management, and Kidd O'Shea was promoted from Afternoon drive time to Mornings.

WRIT-FM began competing with WMYX on a yearly basis starting in 2005, when it switched to a Christmas format during the holiday season.

In 2007, the holiday format started unusually early, as WMYX began its Christmas music programming on November 1.

The move paid off, with WMYX becoming the highest rated music station in Milwaukee during that two-month time period.

In 2010, WMYX lost its title as the leading Milwaukee-area Christmas station when rival WRIT switched at approximately 5:15 p.m. on November 18.

This resulted in a backlash on the station's Facebook page from angry listeners who considered WMYX's "Christmas Mix" a holiday tradition.

For several years in the 2000s, 99.1 would jokingly "stunt" for an hour after ending the Christmas music, playing on radio fans on online industry message boards who would often predict a format flip on December 26, no matter WMYX's ratings standing and listener loyalty.

In 2006, WMYX briefly flipped to Contemporary Christian music, similar to K-Love and the then-independent WFZH, calling itself "Spirit 99".

Radio Disney programming ended in mid-August 2018, when Entercom and Envision Networks entered an agreement for WMYX-HD2 to begin carrying Weigel Broadcasting's MeTV FM.

[10] In December 2021, WMYX activated a third HD sub-channel under a brokered programming agreement with El Sol Broadcasting to air a Regional Mexican format, branded as “Caliente 97.9”.

[11] That HD subchannel is made available by El Sol through its website, and is not heard on the Audacy streaming platform and mobile app.