Times Shamrock

What Times Shamrock does

Times-Shamrock Communications is a family-owned, private regional media company headquartered in Scranton, Pennsylvania, founded in 1895 by E.J. Lynett. Following the 2023 sale of its newspaper division, the company has repositioned around three operating pillars: radio broadcasting (10+ stations across Scranton/Wilkes-Barre, Baltimore, and Milwaukee, including Rock 107, QFM 92.1, ESPN-630, The Bay, FM102.1 Milwaukee, and Milwaukee True Oldies), outdoor/billboard advertising (Times-Shamrock Outdoor in Lackawanna, Luzerne, and Schuylkill Counties, with newly added digital boards), and digital media (12 websites and a digital services arm under Shamrock Digital Services / Times-Shamrock Digital). The combined properties reach more than 1 million weekly listeners and over 1 million monthly website page views, with billboard boards generating more than 20,000 impressions per day.

The company generates revenue exclusively from advertising sold across its radio, digital, and outdoor inventory. Pricing is not publicly disclosed and campaigns are quote-based and customized. The go-to-market model is direct sales-led, targeting local and regional SMB advertisers across multiple verticals (retail, healthcare, food & beverage, among others), supplemented by national advertising demand sourced through partnerships with Google and the Local Media Consortium. The company bundles customer profiling, market analysis, media planning, custom creative design, and results tracking around its media placements.

The business is led by CEO Jim Loftus (a 30+ year radio industry operator) and CFO Scott Brickel (appointed May 2019). The Lynett family retains ownership. The company employs between 101 and 250 people and is pursuing continued growth in radio through FCC-licensed acquisitions, exemplified by the May 2024 application to acquire WLGD 107.7 FM in Dallas, Pennsylvania. No revenue figures, funding rounds, or AI/ML capabilities are disclosed in available materials.

Name

Times Shamrock

Legal name

Times-Shamrock Communications

Website

https://timesshamrock.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

101–250 employees

Short description

Times-Shamrock Communications is a family-owned regional media company operating 10+ radio stations, 12 digital websites, and a billboard business across Scranton/Wilkes-Barre, Baltimore, and Milwaukee, selling multi-platform advertising primarily to local and regional SMB advertisers through a direct sales model.

Ownership category

akta.pro rank

Product category

Media & Advertising Services

NAICS

Radio and Television Broadcasting Stations (5161), Indoor and Outdoor Display Advertising (54185), Advertising, Public Relations, and Related Services (5418)

SIC

Television Broadcasting Stations (4833), Services-Advertising Agencies (7311)

akta.pro primary industry

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA)

Keywords

• Radio advertising sales
• Outdoor billboard advertising
• Digital media advertising
• Local market advertising
• Multi-platform media buying

Headquarters

HQ city

Scranton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: Revenue generated from selling advertising spots across the company's portfolio of over 10 radio stations in Scranton/Wilkes-Barre, Baltimore, and Milwaukee markets. Radio is described as an efficient, targeted advertising medium reaching over 500,000 Northeastern Pennsylvania readers/listeners monthly.
2. Digital Advertising: Revenue from digital advertising solutions including websites, video advertising, mobile advertising, and national partnerships. The company's websites collect more than 1 million monthly page views.
3. Outdoor/Billboard Advertising: Revenue from billboard advertising through Times-Shamrock Outdoor in Lackawanna, Luzerne, and Schuylkill County markets. Digital boards allow dynamic campaigns with over 20,000 impressions per day, reaching consumers 24/7.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Times-Shamrock Communications is a family-owned media company that sells advertising across a multi-platform portfolio spanning 10+ radio stations in Scranton/Wilkes-Barre, Baltimore, and Milwaukee; a network of 12 digital websites under Times-Shamrock Digital; and Times-Shamrock Outdoor billboard assets in Northeastern Pennsylvania. Following the 2023 sale of its newspaper division, the company focuses exclusively on radio, digital, and outdoor advertising inventory bundled with media planning, creative services, and results tracking.

Product overview

Times Shamrock is a family-owned media company that evolved from a printed newspaper to a multi-platform media operation. The company offers a unified portfolio of radio stations (Rock 107, QFM 92.1, ESPN-630, The Bay, FM102.1 Milwaukee, Milwaukee True Oldies), digital media properties (Times-Shamrock Digital), and outdoor billboard advertising (Times-Shamrock Outdoor). These products work together to provide integrated advertising solutions across radio, digital, and outdoor platforms, reaching over 1 million combined weekly listeners and hundreds of thousands of monthly website users.

Differentiator

Problem solved

Functional benefit

Brands

• Rock 107: Rock music radio station in Scranton/Wilkes-Barre
• QFM 92.1
• ESPN-630
• The Bay
• Times-Shamrock Outdoor
• Shamrock Digital Services
• Shamrock Digital Group
• Times-Shamrock Digital

Products and services

• Rock 107 Radio Advertising Advertising airtime on the Rock 107 rock music radio station serving Northeastern Pennsylvania, sold to local and regional businesses.
• QFM 92.1 Radio Advertising Advertising airtime on QFM 92.1, a radio station serving the Northeastern Pennsylvania market, sold to local and regional advertisers.
• ESPN-630 Radio Advertising Advertising airtime on ESPN-630, the ESPN-affiliated sports radio station serving Northeastern Pennsylvania, sold to local and regional advertisers.
• The Bay Radio Advertising Advertising airtime on The Bay, a radio station serving the Baltimore market, sold to local and regional advertisers.
• FM 102.1 Milwaukee Radio Advertising Advertising airtime on FM 102.1 Milwaukee, a radio station serving the Milwaukee market, sold to local and regional advertisers.
• Milwaukee True Oldies Radio Advertising Advertising airtime on Milwaukee True Oldies, an oldies music radio station serving the Milwaukee market, sold to local and regional advertisers.
• Times-Shamrock Digital Advertising Digital advertising solutions across a portfolio of 12 award-winning local news, sports, and entertainment websites, including website placements, video advertising, mobile advertising, and national partnership inventory; reaches hundreds of thousands of monthly users and over 1 million monthly page views.
• Times-Shamrock Outdoor Billboard Advertising Static and digital billboard advertising in Lackawanna, Luzerne, and Schuylkill County markets, sold to local and regional advertisers; boards in high-traffic areas deliver over 20,000 daily impressions and support dynamic creative campaigns.
• Shamrock Media Planning & Creative Services Strategic advertising services including customer profiling, market analysis, media planning, custom creative design, and effectiveness research, bundled with radio, digital, and outdoor media buys for advertisers.

Quantifiable outcome

• Over 1 million weekly audience reach (radio + websites)
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• GooglecoreGTM or Marketing PartnerNational partnership with Google extending Times-Shamrock's digital reach and advertising capabilities. The partnership provides access to Google's advertising platforms and tools, enhancing Times-Shamrock's digital advertising solutions for local and regional advertisers.
• Local Media ConsortiumcoreGTM or Marketing PartnerNational partnership with the Local Media Consortium extending Times-Shamrock's reach beyond their owned properties. The partnership enables access to additional digital inventory and national advertiser relationships for local media companies.
• FCC (Federal Communications Commission)minorOthersTimes-Shamrock Media, L.P. filed an application with the FCC on May 28, 2024 for assignment of license for WLGD 107.7 FM, Dallas, Pennsylvania from Southern Belle, LLC.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Townsquare Media: Townsquare Media operates a similar portfolio of local radio stations, digital properties, and live events in small/mid-sized US markets, making it the closest direct comparable to Times Shamrock's multi-platform regional media model.
• Cumulus Media: Cumulus Media is one of the largest US radio broadcasting companies with hundreds of stations across many markets; it competes with Times Shamrock in regional radio advertising sales and audience competition.
• Audacy: Audacy (formerly Entercom/CBS Radio) operates a large portfolio of AM/FM radio stations plus digital audio streaming, overlapping directly with Times Shamrock's radio and digital advertising offering.
• Beasley Broadcast Group: Beasley Broadcast Group operates radio stations in mid-sized US markets with adjacent digital operations, mirroring Times Shamrock's regional multi-market radio model at a similar scale.
• Salem Communications: Salem Communications owns and operates radio stations and digital media properties in US markets, comparable to Times Shamrock's portfolio of regional radio stations and websites.
• Emmis Communications: Emmis Communications owns radio stations and regional publishing assets in US markets, providing a comparable small-cap multi-platform media operator profile.

Broad incumbents

• iHeartMedia: iHeartMedia is the largest US radio operator with a national footprint of 860+ stations plus digital audio platforms (iHeartRadio), serving as the dominant broad incumbent against which Times Shamrock's regional radio assets compete.
• Lamar Advertising Company: Lamar Advertising is one of the largest US outdoor advertising companies with a national billboard footprint, directly comparable to Times Shamrock Outdoor's billboard operations in NEPA.
• OUTFRONT Media: OUTFRONT Media operates a national network of out-of-home advertising displays including billboards and transit media, overlapping with Times Shamrock Outdoor's billboard business.

Others

• Local Media Consortium: The Local Media Consortium is a strategic partner of Times Shamrock that aggregates digital advertising inventory across local media companies; relevant as an industry consortium that supports the company's digital ad offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/times-shamrock

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 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 Times Shamrock