Amaturo Sonoma Media Group

What Amaturo Sonoma Media Group does

Amaturo Sonoma Media Group (ASMG) is a privately held, Santa Rosa, California-based local media and entertainment company operating a diversified portfolio of broadcast, print, digital, and live-event assets aimed at advertisers and audiences in the North Bay region (Sonoma, Marin, and Napa counties). Its core asset is a cluster of eight wholly owned radio stations — KZST 100.1, KSRO, Froggy 92.9, Hot 101.7, 99.1 The Bull, 97.7 The River, 102.7 The Wolf, and 93.7 Jazzy — collectively reaching 250,000 weekly listeners, which the company describes as the largest radio footprint in the region. Several stations trace their heritage back decades (KZST to 1971; KSRO to over 80 years of broadcasting), providing entrenched brand equity and stable audience reach.

The company monetizes this audience primarily through on-air advertising, with per-spot rates ranging from $50 to $100 depending on station, and through integrated cross-platform packages that bundle radio with print and digital. In 2017 it expanded into print and online business news by acquiring NorthBay biz magazine, which serves an affluent readership of more than 50,000 across the tri-county area and accepts print-and-online advertising at $2,500–$6,500 per placement, with packaged radio ad credits included. Its digital arm, Waterdrop Digital, offers nine advertising modules spanning programmatic display, programmatic video, DID/geo-fencing, streaming audio, streaming TV, SEO, SEM, email marketing, and paid social (Facebook, Instagram, TikTok), enabling location- and behavior-based targeting. ASMG also runs live events such as the North Bay Job Fair and ASMG Events, sells premium sports sponsorship packages resold from Las Vegas Raiders and Golden State Warriors affiliations, and publishes the annual Sonoma County Aging and Disability Directory in collaboration with the Sonoma County Department of Human Services.

Revenue mechanics are advertising-led across all five streams: broadcast radio spots, print packages, digital programmatic, event sponsorships/vendor fees, and directory advertising. Go-to-market is sales-led via direct field/enterprise account executives and Sales/Marketing Consultants targeting local SMBs, mid-market regional accounts, and national advertisers seeking localized execution; bundled multi-platform packages raise average revenue per client. Underlying technology infrastructure is provided through third-party partnerships: StreamGuys for audio/video streaming distribution and InterTech Media's OneCMS for web content management across station sites. ASMG has begun deploying AI tooling for content generation, transcription, translation, moderation, and personalization across its editorial and advertising operations. The company is organized as Amaturo Sonoma Media Group, LLC, with Lawrence Amaturo as managing partner, and lists 11–50 employees.

Name

Amaturo Sonoma Media Group

Legal name

Amaturo Sonoma Media Group, LLC

Website

https://sonomamediagroup.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Amaturo Sonoma Media Group is a privately held, Santa Rosa-based local media company operating eight radio stations, NorthBay biz magazine, the Waterdrop Digital marketing platform, and live events across California's Sonoma, Marin, and Napa counties, serving SMB and mid-market advertisers and 250,000 weekly North Bay listeners.

Ownership category

akta.pro rank

Product category

Local Radio Broadcasting and Multi-Platform Advertising

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro industry

PRIMARYMPABACAC

Local Radio Station Groups (Owned & Operated/Station Chains)

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Local Broadcast Stations & Affiliates (TV & Radio)

Keywords

• Local radio broadcasting
• Digital advertising services
• Regional print publishing
• Live event production
• Multi-platform advertising

Headquarters

HQ city

Santa Rosa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: Traditional and digital radio advertising across 8 radio stations (KZST 100.1, Froggy 92.9, Hot 101.7, 99.1 The Bull, KSRO, 97.7 The River, 102.7 The Wolf, 93.7 Jazzy). Revenue generated from on-air spots, sponsorships, and branded content. 60-second radio ad rates vary by station from $50 to $100 per ad.
2. Digital Marketing Services (Waterdrop Digital): Comprehensive digital advertising and marketing services including programmatic display, programmatic video, geo-fencing, streaming audio, streaming TV, SEO, SEM, email marketing, and social media advertising. Customized solutions for local businesses targeting customers via location and buying habits.
3. Print Advertising (NorthBay biz): Print advertising in the regional business magazine NorthBay biz, which has an affluent readership of over 50,000. Ad tiers include Full Page ($6,500), Half Page ($4,500), and Quarter Page ($2,500) with included radio ad banks.
4. Live Events and Sponsorships: Revenue from live event entertainment including ASMG Events, North Bay Job Fair, and community events. Also includes premium sponsorship opportunities tied to sports affiliations (Las Vegas Raiders, Golden State Warriors).
5. Directory and Special Publications: Specialty advertising products including the annual Sonoma County Aging and Disability Directory, distributed in both English and Spanish (10,000+ copies), with bundled radio advertising packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

ASMG owns and operates eight FM/AM radio stations in the North Bay/Sonoma County area (KZST 100.1, Froggy 92.9, Hot 101.7, 99.1 The Bull, KSRO, 97.7 The River, 102.7 The Wolf, 93.7 Jazzy) reaching 250,000 weekly listeners, publishes the NorthBay biz regional business magazine with 50,000+ affluent readers across Sonoma, Marin and Napa counties, runs the Waterdrop Digital programmatic advertising subsidiary, and produces live events and specialty directories. It sells advertising and sponsorship inventory across all of these owned platforms to local, regional and national advertisers.

Product overview

Amaturo Sonoma Media Group (ASMG) is a local media and entertainment company operating a diversified portfolio of eight radio stations, a print/digital magazine, digital marketing services, and live events. The core offering is eight broadcast radio stations spanning formats including pop (KZST 100.1), news/talk (KSRO), country (Froggy 92.9, 99.1 The Bull), classic rock (97.7 The River), classic hits (102.7 The Wolf, Hot 101.7), and smooth jazz (93.7 Jazzy), collectively reaching 250,000 weekly listeners across the North Bay. Supplementing the broadcast business, ASMG offers Waterdrop Digital—a suite of digital advertising modules including programmatic display and video, DID/geo-fencing, streaming audio and TV, SEO, SEM, email marketing, and social media advertising (Facebook, Instagram, TikTok). The company also publishes NorthBay biz Magazine and produces the Sonoma County Aging and Disability Directory, and organizes live events including the North Bay Job Fair. The platform is powered by OneCMS™ and delivers streaming via StreamGuys, Inc.

Differentiator

Problem solved

Functional benefit

Brands

• KZST 100.1: Sonoma County's hit music station delivering pop favorites from the '80s classics to today's chart-toppers.
• Froggy 92.9
• Hot 101.7
• 99.1 The Bull
• KSRO
• 97.7 The River
• 102.7 The Wolf
• 93.7 Jazzy
• NorthBay biz
• Waterdrop Digital

Products and services

• KZST 100.1 FM Radio Advertising On-air advertising inventory on KZST 100.1 FM, Sonoma County's hit music station playing '80s classics through today's chart-toppers; sold to local and regional advertisers as part of ASMG's radio ad portfolio.
• KSRO News/Talk Radio Advertising On-air advertising inventory on KSRO, Sonoma County's news/talk station broadcasting to the North Bay for over 80 years, providing advertisers with a news and talk audience reach.
• Froggy 92.9 FM Country Radio Advertising On-air advertising inventory on Froggy 92.9 FM, the North Bay's home for today's hottest country hits; sold as part of ASMG's regional radio ad portfolio.
• Hot 101.7 FM Top 40 Radio Advertising On-air advertising inventory on Hot 101.7 FM, Sonoma County's hit music station pumping out Top 40 and large fan-engagement prize promotions for advertisers.
• 99.1 The Bull Country Radio Advertising On-air advertising inventory on 99.1 The Bull, targeting distinguished TRUE Country listeners with timeless hits from country legends; sold as part of ASMG's regional radio ad portfolio.
• 97.7 The River Classic Rock Radio Advertising On-air advertising inventory on 97.7 The River, the North Bay's classic rock station, sold as part of ASMG's multi-station radio ad portfolio.
• 102.7 The Wolf Classic Hits Radio Advertising On-air advertising inventory on 102.7 The Wolf, the greatest hits classic hits station for families across the North Bay; sold as part of ASMG's regional radio ad portfolio.
• 93.7 Jazzy (KJZY) Smooth Jazz Radio Advertising On-air advertising inventory on 93.7 Jazzy (KJZY), the smooth jazz and classic standards station serving Sonoma Valley and Sonoma County, sold as part of ASMG's regional radio ad portfolio.
• Waterdrop Digital Advertising Services Custom digital advertising services through Waterdrop Digital, covering programmatic display, programmatic video, DID/geo-fencing, streaming audio, streaming TV, SEO, SEM, email marketing, and social media advertising on Facebook, Instagram and TikTok. Designed for local businesses that want to reach customers by location and buying habits, with targeting managed by Google Ads and Microsoft certified professionals.
• NorthBay biz Magazine Advertising Print and digital advertising in NorthBay biz Magazine, the regional business publication covering Sonoma, Marin and Napa counties with an affluent readership of over 50,000; the only magazine in the tri-county area covering business, news, and lifestyles. Print packages include bundled 60-second radio ad banks on ASMG stations.
• Sonoma County Aging and Disability Directory Annual advertising-supported printed directory (10,000+ copies in English and Spanish) created in partnership with the Sonoma County Department of Human Services and distributed across Sonoma County through ASMG's owned media channels; an annual recurring special publication product.
• ASMG Events (Live Event Sponsorships) Owned and operated live event series organized by ASMG that provide live event entertainment and corporate event sponsorship opportunities for advertisers seeking audience engagement across the North Bay.
• North Bay Job Fair Annual job fair organized by ASMG connecting employers and job seekers in the North Bay region, with job-seeker and vendor registration as well as sponsor/exhibitor advertising opportunities.
• Las Vegas Raiders and Golden State Warriors Sports Sponsorship Packages Premium sports sponsorship packages packaged with ASMG radio and digital inventory, sold to clients seeking association with the Las Vegas Raiders and Golden State Warriors brands as part of integrated North Bay media campaigns.

Quantifiable outcome

• 250,000 weekly listeners across radio platforms
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Sonoma County Department of Human ServicescoreStrategic or Co-development Partner · 1 January 2024Second annual collaborative partnership between the Sonoma County Department of Human Services and ASMG for the 2025 Sonoma County Aging and Disability Directory. ASMG brands, distributes, and delivers the directory through Waterdrop Digital, all nine radio stations, and NorthBay biz Magazine to organizations, companies, and individuals throughout Sonoma County.
• InterTech Media LLCcoreTechnology or Integration · 1 January 2017InterTech Media provides ASMG's website technology, content management system (OneCMS), and digital platform infrastructure. They power ASMG's web properties with their software platform.
• StreamGuys, Inc.coreTechnology or IntegrationStreamGuys serves as ASMG's third-party streaming provider for audio and video streaming services. They offer scalable, secure, and reliable content delivery infrastructure. Data collected includes IP address, browser type, streaming access logs, device type, and user agent information. StreamGuys handles data securely in accordance with their Privacy Policy and applicable data protection laws including GDPR and CCPA where relevant.
• Las Vegas RaidersflagshipGTM or Marketing PartnerASMG offers premium sponsorship opportunities tied to Las Vegas Raiders sports affiliations, providing clients meaningful ways to connect with audiences through trusted sports brands and experiences.
• Golden State WarriorsflagshipGTM or Marketing PartnerASMG offers premium sponsorship opportunities tied to Golden State Warriors sports affiliations, providing clients meaningful ways to connect with audiences through trusted sports brands and experiences.
• NorthBay biz MagazinecoreChannel Partner/ Reseller/ DistributorNorthBay biz is ASMG's owned magazine publication serving as both a content vehicle and advertising platform. With 50,000+ affluent readership, it serves as a key component of integrated marketing campaigns.
• Waterdrop DigitalcoreChannel Partner/ Reseller/ DistributorWaterdrop Digital is ASMG's digital marketing subsidiary specializing in custom digital advertising, programmatic display, geo-fencing, streaming audio/video, SEO, SEM, email marketing, and social media advertising. Allows companies to target customers via location and buying habits.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Townsquare Media: Operates radio stations in small and mid-sized US markets alongside digital advertising solutions (Townsquare Interactive) and live events - the closest publicly traded analog to ASMG's integrated local-media playbook.
• Salem Communications: US radio broadcaster operating clusters of stations in regional markets alongside niche digital and publishing assets - directly comparable in station-cluster strategy and advertiser target mix.
• Cumulus Media: One of the largest US radio station operators with a comparable portfolio of over-the-air stations and digital audio extensions - directly comparable in operating model and audience-targeting approach, though meaningfully larger and public.
• Lotus Communications: Regional radio station owner-operator based in the western US with multiple stations across multiple formats, comparable in size and footprint to ASMG's North Bay cluster.
• Mid-West Family Broadcasting: Family-owned multi-station radio operator with stations and digital products in small/mid-size US markets - structurally analogous to ASMG in ownership and integrated local-media approach.
• Alpha Media: Privately held multi-station radio operator running several hundred stations in mid-size and small US markets, complemented by digital marketing services and live events - structurally analogous to ASMG's local-market, multi-platform model.
• Bonneville International: Privately held, family-controlled radio station group operating multiple stations in western US markets - closely analogous to ASMG in ownership structure, regional footprint, and long-tenured station brands.
• Hubbard Broadcasting: Privately held, multi-generational local broadcast operator running radio (and TV) stations in regional US markets - comparable in ownership profile and station-cluster operating model.

Broad incumbents

• iHeartMedia: The largest US radio broadcaster, also offering digital audio, podcasts, and live events at national scale. Operates the same broadcast-plus-digital model as ASMG but at vastly greater scale and as a public incumbent.
• Audacy: Major US radio broadcaster (formerly Entercom/CBS Radio) that combines AM/FM stations with a large podcast network and streaming platform - a scaled, multi-platform peer across radio, digital audio, and events.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sonomamediagrp
• Facebookfacebook.com/ASMGradio
• LinkedInlinkedin.com/company/amaturo-sonoma-media-group
• Instagraminstagram.com/sonomamediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Amaturo Sonoma Media Group