Discover Mediaworks

What Discover Mediaworks does

Discover Mediaworks (DMW), founded in 1986 by Dick Rose and headquartered at 4801 Hayes Rd in Madison, Wisconsin, is a privately held, full-service marketing and media production company that operates as the parent of four owned-media brands: Discover Wisconsin (the nation's longest-running travel and tourism broadcast TV series, premiering in 1987), Into the Outdoors (an 18-time Emmy Award-winning educational series launched in 2001), Boondock Nation (a backcountry snowmobiling sub-brand launched in 2015), and Uniquely Wisconsin (a county-focused docuseries launched in 2020 in partnership with the Wisconsin Counties Association). The company employs 11-50 staff and runs a vertically integrated technology stack spanning certified drone and FPV drone capture, edit suites, sound studios, motion graphics, 3D animation, and multi-platform distribution via the proprietary DW+ streaming app, broadcast TV, PBS, podcasts, and social channels reaching over 15M+ yearly views.

DMW monetizes through three primary revenue streams: (i) professional services billed to Wisconsin-based clients on a project or retainer basis across strategy, production, and distribution; (ii) media advertising and sponsorship sales against its owned content properties, including The Cabin Podcast; and (iii) programmatic advertising campaigns monetizing both its own streaming inventory and third-party programmatic placements. Its go-to-market combines direct sales-led client engagement (contact form, business development team, phone) with self-serve audience consumption of its owned-media brands across Roku, AppleTV, SmartTV, Chromecast, Amazon Fire, YouTube, and discoverwisconsin.com, all without paywalls.

The customer base spans Wisconsin state and local government agencies (Wisconsin DOT, Transportation Development Association, Wisconsin Counties Association), tourism boards and DMOs (Travel Wisconsin, Visit Lake Geneva, Explore La Crosse, Tomahawk Chamber), enterprise brands (Sendik's, Kwik Trip, Ho-Chunk Gaming Beloit, Buck & Honey's), educational institutions (Nicolet College), labor organizations (IUOE Local 139), and SMBs across the region. The company describes its delivery framework as a three-stage DMW Method (Discovery, Data-Driven Game Plan, Execution). No external funding, acquisitions, or AI/ML capabilities were disclosed in available source material.

Name

Discover Mediaworks

Legal name

Discover Media Works Inc

Website

https://discovermediaworks.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover Mediaworks is a Madison, Wisconsin-based, founder-owned marketing agency and media production company operating four owned-media brands (Discover Wisconsin, Into the Outdoors, Boondock Nation, Uniquely Wisconsin) and serving Wisconsin businesses, tourism boards, government agencies, and educational institutions with strategy, production, and multi-platform distribution services reaching 15M+ annual viewers.

Ownership category

akta.pro rank

Product category

Marketing and Advertising Services

NAICS

Media Buying Agencies (54183), Broadcasting and Content Providers (516)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Media Planning, Buying & Optimization (BPAFAAAC)

akta.pro secondary industry

News & Content Aggregation Portals (BPAMAAAI)

Keywords

• Video production services
• Marketing strategy services
• Digital media distribution
• Brand advertising production
• Streaming content distribution

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Professional Marketing Services: DMW offers fee-for-service professional marketing services including strategy consulting, production (branding, videography, photography, web development, graphic design), and distribution services billed to business clients on a project or retainer basis. Clients include Wisconsin businesses, government agencies, tourism boards, and educational institutions.
2. Media Advertising & Sponsorship: DMW monetizes its owned media brands (Discover Wisconsin, Into the Outdoors, Boondock Nation, Uniquely Wisconsin) through advertising sales and sponsorships. 'The Cabin Podcast' is supported by ad sponsors. DMW offers clients ad placement on its streaming channels reaching audiences without a paywall.
3. Programmatic Ad Campaigns: DMW develops programmatic ad campaigns for client businesses to reach users of top streaming devices, monetizing both its owned content inventory and third-party programmatic inventory.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Discover Mediaworks is a full-service marketing agency that plans, produces, and distributes branded content and advertising for Wisconsin-focused businesses, tourism boards, government entities, and educational institutions. Its offering combines marketing strategy, video/film production, and multi-channel distribution—including broadcast television and its proprietary DW+ streaming app—anchored by owned media brands such as Discover Wisconsin, Into the Outdoors, Boondock Nation, and Uniquely Wisconsin.

Product overview

Discover Mediaworks is a full-service data-driven marketing company offering a three-stage process (Strategy, Production, Distribution) through its DMW Method. Its portfolio combines professional marketing services with four flagship owned-media content brands: Discover Wisconsin (longest-running travel/tourism TV series, est. 1986), Into the Outdoors (18-time Emmy® award-winning educational series, est. 2001), Boondock Nation (snowmobiling content brand, est. 2015), and Uniquely Wisconsin (county story sub-series, est. 2020). These brands are distributed across broadcast TV, streaming (DW+ app, Roku, AppleTV, SmartTV, Amazon Fire, YouTube, Vizio), podcasts (The Cabin Podcast), and social media, and serve as audience channels for the company's client advertising and marketing campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• Discover Wisconsin: The Nation's longest-running travel and tourism broadcast TV series, highlighting destinations, adventures, and local initiatives across Wisconsin. Created by Dick Rose in 1986, the series reaches over 15 million yearly views through broadcast stations and digital platforms.
• Into the Outdoors
• Boondock Nation
• Uniquely Wisconsin

Products and services

• Discover Wisconsin Flagship owned-and-operated television show and media brand that profiles Wisconsin tourism, businesses, and destinations; sold to sponsors and advertisers seeking access to a Wisconsin-focused audience.
• Into the Outdoors Owned media brand producing outdoor recreation and environmental education content; sold to sponsors and advertisers (including educational institutions and government partners) seeking outdoor-lifestyle audiences.
• Boondock Nation Owned media brand producing outdoor adventure content; sold to sponsors and advertisers seeking outdoor-lifestyle audiences in the upper Midwest.
• Uniquely Wisconsin Owned media brand focused on uniquely Wisconsin lifestyle stories; sold to sponsors and advertisers seeking state-specific audience engagement.
• Marketing Strategy Services Agency service covering campaign planning, audience strategy, and marketing strategy for Wisconsin-focused businesses, tourism boards, and public-sector clients.
• Video & Film Production Services Full-service in-house video and film production (including drone/aerial cinematography) executed by DMW's production team for clients and owned media brands.
• Media Distribution Services Multi-channel distribution of client content across broadcast television, connected TV/streaming (via DW+), digital, and social channels; sold to advertisers and sponsors as part of integrated campaigns.
• The Cabin Podcast DMW-produced podcast series distributed via standard podcast channels; sold to sponsors seeking on-demand audio reach among the firm's target audiences.

Quantifiable outcome

• 15M+ yearly views across broadcast and digital platforms for Discover Wisconsin
• +3 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Wisconsin Counties AssociationcoreStrategic or Co-development PartnerDW collaborates with the Wisconsin Counties Association on content initiatives. The association's President & CEO Mark O'Connell partnered with Josh Schoemann to conceptualize the Uniquely Wisconsin sub-series, leveraging Discover Wisconsin's audience to highlight county-level stories across Wisconsin.
• Travel WisconsincoreGTM or Marketing PartnerDW partners with Travel Wisconsin (state tourism promotion) to encourage travel across Wisconsin and features cities, events, and tourist attractions throughout the state.
• Ho-Chunk NationcoreGTM or Marketing PartnerDW has partnered with Ho-Chunk Nation to promote travel and quality of life initiatives, including content featuring Ho-Chunk Gaming Beloit casino.
• Marshfield Clinic Health SystemscoreGTM or Marketing PartnerDW partners with Marshfield Clinic Health Systems to create content promoting health services and community wellness across Wisconsin.
• Group Health TrustminorGTM or Marketing PartnerDW collaborates with Group Health Trust on content and marketing initiatives supporting health and wellness in Wisconsin communities.
• Jolly Good SodaminorGTM or Marketing PartnerDW partners with Wisconsin-based Jolly Good Soda for content and promotional initiatives.
• Wisconsin Department of TransportationcoreGTM or Marketing PartnerDW partners with the Wisconsin DOT on public safety campaigns including the 'Buckle Up Phone Down' initiative, producing impactful storytelling content.
• PBS StationscoreChannel Partner/ Reseller/ DistributorInto the Outdoors is distributed through PBS stations and PBS LearningMedia, extending reach to educators and families across the country.
• ViziocoreChannel Partner/ Reseller/ DistributorInto the Outdoors content is available on Vizio smart TV platform, providing direct-to-consumer streaming access for the educational series.
• onX OffroadminorGTM or Marketing PartnerBoondock Nation partnered with onX Offroad for product reviews and content integration, featuring onX Offroad maps in snowmobiling exploration missions.
• Local Destination Marketing Organizations & Chambers of CommercecoreGTM or Marketing PartnerDW partners with numerous local DMOs and chambers of commerce throughout Wisconsin (Visit Lake Geneva, Explore La Crosse, Tomahawk Regional Chamber, etc.) to produce tourism and community content.
• Josh Schoemann (Washington County Executive)coreStrategic or Co-development PartnerJosh Schoemann, County Executive for Washington County, originated the idea for Uniquely Wisconsin in 2020 and collaborated with the Wisconsin Counties Association and Discover Mediaworks to bring the series to life, showcasing untold stories of Wisconsinites.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SRH (formerly Stephan & Brady): Madison-based marketing agency with regional Wisconsin focus and integrated services, competing head-to-head with DMW for Wisconsin-area brand and marketing assignments.
• Hiebing: Madison, WI-based full-service marketing agency with similar Wisconsin client base and integrated capabilities spanning strategy, creative, media, and digital—DMW's most direct local peer by geography and service mix.
• Hanson Dodge Creative: Milwaukee-based creative agency with brand strategy, content, and digital capabilities serving comparable active lifestyle, consumer, and B2B brands in the Midwest.
• Core Creative: Wisconsin/Milwaukee-based agency offering brand strategy, creative, and digital capabilities with comparable mid-market positioning and full-service delivery model.
• Swanson Russell: Lincoln, NE-based integrated marketing agency with comparable full-service capabilities and rural/regional client focus, serving similar mid-market brand, tourism, and agricultural accounts across the Midwest.
• Hanon McKendry: Wisconsin-based integrated marketing agency with a comparable regional client base, full-service capabilities, and similar scale to DMW.
• Empower Marketing: Madison-based marketing agency serving similar Wisconsin B2B and consumer clients with comparable integrated services (branding, digital, content).
• Bailey Lauerman: Omaha-based integrated agency with similar mid-market positioning, regional client base, and full-service capabilities spanning brand, content, and media.

Broad incumbents

• BVK: Milwaukee-based full-service agency with deep health, tourism, and consumer marketing expertise—competes for the same Wisconsin DMO, healthcare, and consumer brand assignments at greater scale.
• Laughlin Constable: Larger Milwaukee-based full-service agency with broader Midwest reach and an overlapping service mix (brand, creative, media, digital)—a scaled incumbent competing for the same Wisconsin enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBSpJgEHpQo7VnLUFp8ry_w
• Facebookfacebook.com/discover-mediaworks-460701363998522
• Instagraminstagram.com/discover_mediaworks
• LinkedInlinkedin.com/company/discover-mediaworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover Mediaworks