Waterloo Media
Waterloo Media operates Austin's largest local radio cluster — nine stations reaching 1M+ weekly listeners — and offers integrated radio, digital marketing, and event sponsorship services to Austin-area SMBs, healthcare, government, and non-profit advertisers.
- Company typePrivate
- Founded1939
- HeadquartersAustin, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Waterloo Media does
Waterloo Media is a privately held Austin, Texas-based media company operating the largest local radio cluster in the Austin market, comprising nine FCC-licensed stations across diverse formats including KGSR (Adult Contemporary/Singer-Songwriter), BOB FM 103.5, 101X (Alternative), La Z 107.1 (Regional Mexican), KLBJ-AM (News Talk), KLBJ-FM 93.7 (Rock), ESPN 102.7 (Sports), Latino 97.1 (Spanish Contemporary), and Vibe 93.3 (Throwback). The combined cluster reaches more than one million weekly on-air listeners and 900,000 monthly digital streaming connections. The company is controlled by Sinclair Telecable, which acquired majority ownership from Emmis Communications in 2019; the corporate roots trace back to 1939 when KTBC first broadcast in Austin under Lady Bird Johnson's eventual stewardship.
The company's commercial offering extends well beyond broadcast inventory. Revenue streams include radio advertising sales (spots priced $25–$150 each, with average monthly advertiser spend of $3,000–$5,000 per station), a full-service digital agency covering web design (via partner Austin Web & Design), SEO, SEM, display and video pre-roll, targeted email, social media management, connected TV, and custom contesting, plus event sponsorships tied to owned properties like Blues on the Green (the city's longest-running free concert series, 30+ years), Operation Thank You, SXSW and ACL broadcast partnerships, and additional community events. In-house capabilities include a state-of-the-art audio production studio capable of sub-48-hour commercial turnaround, video production studios, and 24/7 interactive reporting dashboards for advertisers. Marketing strategy consulting is offered free of charge, with custom integrated plans combining radio, digital, and event components — and commercial production is typically bundled free with ad schedule purchases.
Waterloo Media primarily serves Austin-area small and medium-sized businesses, with secondary penetration into healthcare practices, government/public health agencies, non-profits, retail, and a small number of enterprise advertisers such as Miller Lite. Go-to-market is sales-led through direct outreach by marketing consultants reachable via phone, text (512-WATERLOO), and website contact forms; community events also serve as marketing platforms to engage prospective advertisers. The company employs 51–100 staff and maintains a single headquarters at 8309 N. IH 35, Austin, TX.
Waterloo Media firmographics
Firmographics- Name
- Waterloo Media
- Legal name
- Waterloo Media Group, L.P.
- Website
- https://waterloomedia.com
- Company type
- Private
- Founded year
- 1939
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Waterloo Media operates Austin's largest local radio cluster — nine stations reaching 1M+ weekly listeners — and offers integrated radio, digital marketing, and event sponsorship services to Austin-area SMBs, healthcare, government, and non-profit advertisers.
- Ownership category
- akta.pro rank
Waterloo Media industry classification
Industry- Product category
- Local Radio Broadcasting and Advertising
- NAICS
- Radio Broadcasting Stations (51611), Broadcasting and Content Providers (516), Media Buying Agencies (541830)
- SIC
- Radio Broadcasting Stations (4832), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)
- akta.pro secondary industries
- Radio Content Production & Studios (On-air Production, Imaging, Jingles) (MPAIAEAL), Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)
Keywords
Where Waterloo Media is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Waterloo Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Radio advertising sales: Sale of radio commercial spots across 8 unique stations reaching over 1 million weekly listeners. Rates range from $25-$150 per commercial, with average monthly investment of $3,000-$5,000 per station. Production is often included free with purchased advertising schedule.
- Digital advertising services: Full-service digital solutions including web design, SEO, SEM, display/video pre-roll, targeted email, social media management, connected TV, and custom contesting.
- Event sponsorships: Sponsorship opportunities for community events including Blues on the Green, Operation Thank You, Tailgate Parties, Homegrown Live, Día Del Niño, SXSW Broadcasts, and ACL Broadcasts.
- Marketing strategy consulting: Marketing consultation services helping new and existing small to medium sized businesses develop marketing strategies. Custom plans integrate radio, digital, and event marketing products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual radio commercial spots |
| Subscription | Monthly | Monthly radio advertising per station |
| Freemium | One time/ perpetual license | Commercial production |
| Freemium | Pay-as-you-go | Marketing consultation |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Waterloo Media product offering
Product offeringCore offering
Waterloo Media owns and operates nine Austin-area radio stations across diverse formats (Adult Contemporary, Adult Hits, Alternative, Regional Mexican, News Talk, Rock, Sports, Spanish Contemporary, Throwback) and sells radio advertising inventory to local businesses. The company also delivers full-service digital marketing solutions (web design, SEO/SEM, social media, connected TV, email, display/video), event production and sponsorship opportunities, and free marketing strategy consulting that integrates radio, digital, and event marketing into custom plans.
Product overview
Waterloo Media is a locally-owned Austin media company offering a multi-platform portfolio consisting of nine radio stations spanning diverse formats (Adult Contemporary, Adult Hits, Alternative, Regional Mexican, News Talk, Rock, Sports, Spanish Contemporary, and Throwback), comprehensive digital marketing services (web design, SEO/SEM, social media, connected TV, email marketing), event production and sponsorship (including the flagship Blues on the Green free concert series), and marketing strategy consulting. The company positions itself as a full-service marketing partner for small to medium-sized businesses seeking to reach Austin-area consumers through integrated radio, digital, and event-based advertising solutions.
Differentiator
Problem solved
Functional benefit
Brands
- BOB FM 103.5: Adult hits radio format targeting 25-54 year olds
- 101X
- KLBJ-AM
- KLBJ-FM 93.7
- La Z 107.1
- Latino 97.1
- Vibe 93.3
- ESPN 102.7
- KGSR
- Blues on the Green
- Operation Thank You
- Homegrown Live
- 101X Tailgate
Products and services
- Radio Stations Advertising
Quantifiable outcome
- 1 million+ people reached weekly across all radio stations
- +4 more outcomes
Companies that use Waterloo Media
Customer profileNamed customers19 records
Segments9 records
Ideal customer profiles3 records
Waterloo Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Waterloo Media partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- SXSWflagshipOfficial media partner for SXSW festival. KGSR, KLBJ-FM, and 101X broadcast daily from the heart of the action featuring artist interviews, live performances, and festival updates.
- Austin City Limits (ACL) Music FestivalflagshipOfficial media partner for ACL Music Festival. 101X and KGSR take listeners backstage with live broadcasts during both festival weekends including performances and interviews.
- City of AustinflagshipOfficial partner delivering the longest-running free outdoor concert series (Blues on the Green) every summer at Zilker Park.
- Make-a-WishcoreKGSR's SXSW Broadcast benefits Make-a-Wish with in-kind media donations helping raise awareness and substantial donations.
- Austin Pets AlivecoreSupported through Woofstock concert event founded by KGSR team in 2015. Donations from event support Austin animal shelters.
- Habitat for Humanity Austincore101X's Indie Xmas concert benefits Austin's Habitat for Humanity with in-kind media donations.
- Comfort Crew for Military KidsminorOne of 20+ local non-profits supported through ongoing in-kind media donations.
- Keep Austin BeautifulminorOne of 20+ local non-profits supported through ongoing in-kind media donations.
- CapMetrocorePartnership for transportation to Blues on the Green event. MetroRapid 803, MetroBus 3 and 30 provide transit to Zilker Park. CapMetro App and Trip Planner promoted for event attendance.
- San Antonio SpursminorSpurs offer FREE Blues on the Green Rideshare Credit. Consumers text SPURSRIDE to 210.444.5940 to receive $25 rideshare credit.
- Austin Web & DesigncoreDesign partner for web design services. Site content, speed and responsiveness handled through Austin Web & Design.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Waterloo Media competitors and assessment
Company assessmentBroad incumbents
- Cumulus Media: Cumulus Media operates ~400 radio stations across the U.S. with the Westwood One network. Comparable to Waterloo in core business model (multi-station local clusters + digital), it provides a benchmark for mid-market radio operator scale and economics.
- iHeartMedia: iHeartMedia is the largest U.S. radio broadcaster with 860+ stations, multi-platform digital (iHeartRadio), and live events. It competes with Waterloo in Austin and adjacent Texas markets and is the primary national-scale analog for Waterloo's integrated radio + digital + events business model.
- Cox Media Group: Cox Media Group operates radio and TV stations plus digital advertising platforms across multiple U.S. markets. Comparable to Waterloo for its integrated radio + digital advertising offering and multi-format cluster strategy.
- Audacy (formerly Entercom): Audacy operates 220+ radio stations and the Audacy digital streaming platform. Comparable to Waterloo for its integrated over-the-air + streaming advertising model and its multi-format cluster strategy in major markets.
Regional players
- Salem Communications (now Salem Media Group): Salem Media Group operates 100+ radio stations focused on Christian, conservative news-talk, and Spanish-language formats. Comparable to Waterloo's format-diversified approach and Spanish-language stations (La Z, Latino 97.1).
- Lotus Communications: Lotus Communications is a privately held radio group operating stations in Western U.S. markets including Spanish-language formats. Comparable to Waterloo as a private, regionally focused operator with bilingual station portfolios.
Direct peers
- Townsquare Media: Townsquare Media operates ~320 radio stations concentrated in mid-size U.S. markets with local digital and event businesses—directly comparable to Waterloo's mid-market multi-station cluster model and SMB-focused ad sales approach.
- Alpha Media: Alpha Media operates 200+ radio stations in mid-size U.S. markets with integrated digital advertising services. Highly comparable to Waterloo in scale, market profile, and multi-platform local advertising model.
- Bonneville International: Bonneville International is a privately held radio broadcaster operating stations in major Western U.S. markets. Comparable to Waterloo for its privately held, locally clustered station portfolio and emphasis on community-driven programming.
- Emmis Communications: Emmis Communications was Waterloo Media's former majority owner (Emmis Austin Radio) before divesting to Sinclair Telecable in 2019. Comparable as a multi-format radio operator with branded content and event extensions.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Waterloo Media social profiles
Digital presenceWaterloo Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waterloo Media leadership team
Management profileNumber of profiles
Waterloo Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waterloo Media 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 Waterloo Media
What does Waterloo Media do?
Waterloo Media owns and operates nine Austin-area radio stations across diverse formats (Adult Contemporary, Adult Hits, Alternative, Regional Mexican, News Talk, Rock, Sports, Spanish Contemporary, Throwback) and sells radio advertising inventory to local businesses. The company also delivers full-service digital marketing solutions (web design, SEO/SEM, social media, connected TV, email, display/video), event production and sponsorship opportunities, and free marketing strategy consulting that integrates radio, digital, and event marketing into custom plans.
Is Waterloo Media a public or private company?
Waterloo Media is a private company. It is classified as corporate owned and is currently operating.
When was Waterloo Media founded?
Waterloo Media was founded in 1939. It employs 51 to 100 people.
Where is Waterloo Media based?
Waterloo Media is headquartered in Austin, United States, in the North America region.
How does Waterloo Media make money?
Four revenue lines are on record. Radio advertising sales are the primary driver. The others are digital advertising services, event sponsorships and marketing strategy consulting.
Who are Waterloo Media's main competitors?
Broad incumbents on record are Cumulus Media, iHeartMedia, Cox Media Group and Audacy (formerly Entercom). Regional players are Salem Communications (now Salem Media Group) and Lotus Communications. Direct peers are Townsquare Media, Alpha Media, Bonneville International and Emmis Communications.
Does Waterloo Media have an API?
No public API is recorded for Waterloo Media.
What industry is Waterloo Media in?
Waterloo Media's product category is Local Radio Broadcasting and Advertising. Its primary akta.pro industry code is MPABACAC, Local Radio Station Groups (Owned & Operated/Station Chains), with a secondary code of MPAIAEAL, Radio Content Production & Studios (On-air Production, Imaging, Jingles). Its NAICS code is 51611 and its SIC code is 4832.