Wicked Local
Wicked Local is a local news publisher serving the Boston, Massachusetts metro area, operating as a subsidiary of Gannett within the USA Today Network, with revenue from digital advertising and consumer subscriptions across news, eNewspaper, obituaries, public notices, and classifieds.
- Company typePrivate
- Founded1991
- HeadquartersRandolph, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Wicked Local does
Wicked Local is a local news publisher serving the Boston, Massachusetts metropolitan area and surrounding communities, founded in 1991 and headquartered in Randolph, MA. It operates a digital news platform covering news, sports, entertainment, lifestyle, and community information, and is structured as a subsidiary of Gannett within the USA Today Network. The product portfolio spans a flagship news website (wickedlocal.com), an eNewspaper digital replica, obituaries and public-notices/legal publication services, a real estate listings marketplace powered by AddressUSA, classifieds (jobs, cars, general), email newsletter subscriptions, and paid digital subscriptions for unlimited content access.
The underlying technology stack is a conventional digital publishing CMS with mobile-optimized delivery, newsletter management, and subscription/billing integration into Gannett/USA Today Network systems. There is no documented public API, SDK, or developer platform. Revenue is generated through two primary streams: local and digital advertising (display, sponsored content, marketing services for Massachusetts SMBs) and recurring digital subscriptions to premium content and eNewspaper editions. Subscription pricing is not publicly disclosed and requires direct account creation.
Go-to-market is consumer-direct and SMB-direct, with distribution through the owned website, social channels (Facebook, X), email newsletters, and cross-promotion across the USA Today Network. The primary customer segment is the Massachusetts general public seeking hyperlocal news, community events, local sports, and lifestyle content. A media partnership with WCVB Channel 5 extends audience reach into Boston broadcast. Headcount is reported at 501–1000 employees, and the company is privately held as part of the publicly listed parent Gannett.
Wicked Local firmographics
Firmographics- Name
- Wicked Local
- Legal name
- Wicked Local
- Website
- https://wickedlocal.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Wicked Local is a local news publisher serving the Boston, Massachusetts metro area, operating as a subsidiary of Gannett within the USA Today Network, with revenue from digital advertising and consumer subscriptions across news, eNewspaper, obituaries, public notices, and classifieds.
- Ownership category
- akta.pro rank
Wicked Local industry classification
Industry- Product category
- Local Digital News Publishing
- NAICS
- Newspaper Publishers (513110), Newspaper Publishers (51311), Periodical Publishers (513120)
- SIC
- Newspapers: Publishing Or Publishing & Printing (2711), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Local & Regional Newspapers (Print & Digital) (MPAJADAB)
- akta.pro secondary industries
- Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership) (MPAJAMAD), Publishing Networks & Multi-Author Publications (MPACAIAG)
Keywords
Where Wicked Local is headquartered
LocationHeadquarters
- HQ city
- Randolph
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wicked Local business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Advertising: Local and digital advertising services offered through the platform, including display ads, sponsored content, and marketing services for local businesses in the Massachusetts market.
- Subscriptions: Digital subscriptions for access to premium content, eNewspaper, and exclusive features.
Distribution channels2 records
Marketing channels4 records
Wicked Local product offering
Product offeringCore offering
Wicked Local operates a hyperlocal digital news website serving Boston and Massachusetts communities, delivering articles, photo galleries, and video content across news, sports, entertainment, lifestyle, and real estate verticals. The platform monetizes through digital advertising for local businesses and recurring digital subscriptions that unlock premium content and access to the eNewspaper digital replica.
Product overview
Wicked Local is a local news publication website operated as part of the Gannett/USA Today Network. The offering consists of a unified content platform delivering local news, sports, entertainment, and lifestyle coverage across Massachusetts communities. The site integrates several complementary services including an eNewspaper digital replica, obituaries section, public notices platform, and real estate classifieds powered by AddressUSA. The portfolio also includes traditional classifieds (jobs, cars), newsletter email subscriptions, and digital subscription tiers for unlimited content access.
Differentiator
Problem solved
Functional benefit
Products and services
- Wicked Local News Website Local news website covering Boston and Massachusetts communities with articles, photo galleries, and video content across multiple verticals (news, sports, entertainment, lifestyle, real estate).
- eNewspaper Digital replica of the printed newspaper available for online viewing and reading via subscription.
- Public Notices / Legals Platform for publishing and searching Massachusetts public notices including legal announcements, zoning notices, and government filings.
- Obituaries Obituary listings and placement service for deceased individuals in the Massachusetts coverage area.
- Real Estate Listings Real estate property search and listings powered by AddressUSA integration, covering homes for sale across the network.
- Classifieds Classified advertising section including jobs, cars, and general classifieds.
- Newsletter Subscriptions Email newsletter delivery service allowing subscribers to receive news updates and alerts, including the Obituary Daily Digest and topic-based newsletters.
- Digital Subscriptions Paid digital subscription service for unlimited access to content, with options to subscribe via the website.
Companies that use Wicked Local
Customer profileSegments1 record
Ideal customer profiles2 records
Wicked Local technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wicked Local partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WCVBminorMedia partnership between Wicked Local and WCVB Channel 5, a Boston-area television station, for content and audience sharing.
Recent moves5 records
Expansion highlights4 records
Wicked Local competitors and assessment
Company assessmentMarket position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wicked Local social profiles
Digital presenceWicked Local financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wicked Local leadership team
Management profileNumber of profiles
Wicked Local funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wicked Local M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wicked Local
What does Wicked Local do?
Wicked Local operates a hyperlocal digital news website serving Boston and Massachusetts communities, delivering articles, photo galleries, and video content across news, sports, entertainment, lifestyle, and real estate verticals. The platform monetizes through digital advertising for local businesses and recurring digital subscriptions that unlock premium content and access to the eNewspaper digital replica.
Is Wicked Local a public or private company?
Wicked Local is a private company. It is classified as corporate owned and is currently operating.
When was Wicked Local founded?
Wicked Local was founded in 1991. It employs 501 to 1,000 people.
Where is Wicked Local based?
Wicked Local is headquartered in Randolph, United States, in the North America region.
How does Wicked Local make money?
Two revenue lines are on record. Advertising is the primary driver. The others are subscriptions.
Does Wicked Local have an API?
No public API is recorded for Wicked Local.
What industry is Wicked Local in?
Wicked Local's product category is Local Digital News Publishing. Its primary akta.pro industry code is MPAJADAB, Local & Regional Newspapers (Print & Digital), with a secondary code of MPAJAMAD, Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership). Its NAICS code is 513110 and its SIC code is 2711.