What Rawlco Radio does

Rawlco Radio Ltd. is a private, family-owned Canadian radio broadcasting company operating seven FM and AM stations across Saskatoon (C95, Rock 102, 650 CKOM), Regina (Z99, Jack 94.5, 980 CJME), and Calgary (Soft Rock 97.7). Founded in 1946, the company is headquartered in Saskatoon with a regional office in Regina, and is described as debt-free and Canadian-owned, with Edward Rawlinson as founder and Kristy Werner as President since January 2026. The underlying technology stack is conventional broadcast radio plus SoCast-hosted digital properties (CKOM.com, CJME.com) and Google OAuth-based web authentication; no proprietary software products or AI systems are documented.

Rawlco generates revenue predominantly through traditional radio advertising sales to local, regional, and national advertisers, complemented by digital advertising inventory on its station websites and a separate creative services division called Rawlco Creative Strategies that bundles copywriting, design, production, and marketing strategy with media placement. Pricing is quote-based and opaque, anchored to station selection, daypart, campaign duration, and bundled creative production. Distribution is direct sales-led for SMB and mid-market advertisers in Saskatoon, Regina, and Calgary, with self-serve digital ad inventory on the station websites. The company has explicitly stated it is family-owned and debt-free, with no institutional investors, no funding rounds, and no M&A activity on record.

The company's primary customer segments are (1) local Saskatchewan small and medium businesses seeking community-targeted radio and digital advertising, (2) regional and national advertisers seeking Saskatchewan market access, and (3) Saskatchewan radio listeners consuming news, music, talk, and community programming. Rawlco maintains an extensive community-partnership ecosystem spanning healthcare (Hospitals of Regina Foundation, Cancer Foundation of Saskatchewan), food security (Saskatoon Food Bank, Regina & District Food Bank), arts (Remai Modern), and humanitarian relief (Canadian Red Cross, Ukrainian Canadian Congress), which functions as both a listener-loyalty moat and an advertiser-differentiator.

Name

Rawlco Radio

Legal name

Rawlco Radio Ltd.

Website

https://www.rawlco.com/

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Rawlco Radio is a private, family-owned Canadian radio broadcaster operating seven FM and AM stations across Saskatoon, Regina, and Calgary, selling radio and digital advertising to local and regional businesses while bundling in-house creative production services.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

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

akta.pro secondary industries

Independent Local Radio Stations (MPABACAD), Commercial Radio Networks (National/Regional) (MPABABAA), Non-Interactive Digital Radio (Lean-Back Streaming) (MPAIACAB)

Keywords

• Local radio broadcasting
• Radio advertising sales
• Digital advertising platforms
• Creative advertising services
• Community radio stations

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 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: Traditional radio advertising sales across 7 radio stations in Regina, Saskatoon, and Calgary. Advertisers purchase airtime slots with options for creative production included when partnering with Rawlco Radio.
2. Digital Advertising: Digital advertising opportunities on CKOM.com and CJME.com, high-traffic sites connecting businesses with local customers. This complements radio advertising offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rawlco Radio is a private, family-owned Canadian broadcaster that operates seven FM and news talk radio stations across Saskatoon, Regina, and Calgary. The company's core commercial offering is the sale of radio advertising airtime and digital advertising inventory on station websites (CKOM.com and CJME.com) to local, regional, and national businesses, typically bundled with in-house creative strategy and production services through Rawlco Creative Strategies.

Product overview

Rawlco Radio is a private, family-owned radio broadcasting company operating 7 radio stations across Regina, Saskatoon, and Calgary. The portfolio includes music stations (C95, Rock 102, Z99, Jack 94.5) and news talk stations (650 CKOM, 980 CJME). The company complements its radio broadcasting with digital advertising services through CKOM.com and CJME.com, and offers creative advertising strategy services through Rawlco Creative Strategies for clients seeking marketing and advertising support.

Differentiator

Problem solved

Functional benefit

Brands

• C95: Radio station serving Saskatoon, known for community initiatives including C95 Radio Marathon for Breast Cancer Research
• Rock102
• CKOM (650 CKOM)
• Z99
• Jack 94.5
• CJME (980 CJME)
• Rawlco Creative Strategies
• Soft Rock 97.7

Products and services

• C95 Saskatoon-based FM radio station featuring contemporary pop music and community-driven initiatives, including the C95 Radio Marathon for Breast Cancer Research.
• Rock 102 Saskatoon-based classic rock radio station known for annual community events such as Stuff the Bus and Show & Shine Weekend.
• 650 CKOM Saskatoon-based news talk radio station providing local news, sports, and talk programming, including fundraising programming such as the Gormley Gathering.
• Z99 Regina-based FM radio station hosting the annual Z99 Radiothon raising funds for the neonatal intensive care unit at Regina General Hospital.
• Jack 94.5 Regina-based FM radio station featuring adult contemporary / hit radio format and the Jack 94.5 Stuff the Bus campaign supporting the Regina & District Food Bank.
• 980 CJME Regina-based news talk radio station providing local news and talk programming, hosting Uncover the Cure supporting the Prostate Assessment Centre at Pasqua Hospital.
• Soft Rock 97.7 Calgary-based soft rock radio station serving the Alberta market with music programming and advertising inventory.
• Digital Advertising (CKOM.com and CJME.com) High-traffic digital advertising platforms at CKOM.com and CJME.com providing online ad opportunities for local Saskatchewan businesses, complementing radio advertising offerings.
• Rawlco Creative Strategies In-house creative advertising strategy and production service providing writers, designers, producers, and marketers to develop advertising strategies and creative content for local and independent businesses, typically bundled with radio airtime purchases.

Quantifiable outcome

• Z99 Radiothon raised over $12.6 million for NICU over 39 years
• +2 more outcomes

Named customers5 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

Integration1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Cancer Foundation of SaskatchewancoreStrategic or Co-development Partner · 1 January 2000Partnership for the annual C95 Radio Marathon for Breast Cancer Research. Rawlco provides 12-hour broadcast, promotional support, and community outreach. Over $7.4 million has been raised since 2000, with 100% staying in Saskatchewan for local research.
• Hospitals of Regina FoundationcoreStrategic or Co-development Partner · 1 January 1986Long-standing partnership supporting the Z99 Radiothon, an annual fundraising event for the neonatal intensive care unit at Regina General Hospital. The partnership has raised over $12.6 million over 39 years. Rawlco provides radio airtime, promotional support, and event organization while the Foundation manages fundraising and healthcare investments.
• Saskatoon Food Bank & Learning CentrecoreStrategic or Co-development PartnerRock 102 Stuff the Bus annual campaign collecting food and monetary donations. Partnership has provided over 568,000 pounds of food and $750,000+ since 2005. Rawlco provides station promotion, event organization, and community outreach.
• Regina & District Food BankcoreStrategic or Co-development PartnerJack 94.5 Stuff the Bus campaign raising food and funds for Regina community. Has provided 576,000+ meals since 2019. Rawlco stations organize and promote the annual event.
• St. Paul's Hospital Foundation (Regina)minorStrategic or Co-development Partner980 CJME's Uncover the Cure annual cocktail party raising funds for the Prostate Assessment Centre at Pasqua Hospital. Has raised over $1.2 million over 12 years for advanced prostate cancer detection and treatment equipment.
• Remai ModernminorStrategic or Co-development PartnerRawlco Radio sponsors the Free Admission Day program at Remai Modern museum in Saskatoon. Rawlco contributed to a $1-million gift supporting six free admission days per year at the gallery.
• Canadian Red CrossminorStrategic or Co-development PartnerPartnership for Saskatchewan Day of Caring fundraising events for humanitarian crises including Ukraine relief and wildfire relief. Rawlco provides broadcast platform and promotional support for emergency fundraising.
• Ukrainian Canadian Congress (Saskatchewan)minorStrategic or Co-development PartnerPartnership for Saskatchewan Day of Caring for Ukraine raising $1,020,125 for humanitarian assistance to refugees and those in Ukraine.
• Broadcasting Accessibility Fund (BAF)minorOthersConsultation session on broadcasting accessibility led by individuals with hearing and sight disabilities providing guidance on accessibility in broadcasting and workplace.
• CNIB Access LabsminorOthersRound table discussion to review accessibility practices with plans for customized awareness presentations for Rawlco managers.
• Disability Screen Office (DSO)minorOthersConsultation session on systemic barriers faced by individuals with disabilities and practical approaches to embedding accessibility across production and workplace practices.
• Saskatchewan Abilities CouncilminorOthersOrganization supporting accessible and inclusive practices; Rawlco is organizing tour and round table discussion to identify barriers and improve accessibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pattison Media: Western Canadian private radio broadcaster operating a multi-station portfolio across BC, Alberta, Saskatchewan, and Manitoba. Closest comparable as another large, privately operated Canadian radio group with similar cross-market advertising bundles and community-focused positioning.
• Stingray Group: Canadian media company that acquired Newcap Radio and now operates a national radio station portfolio alongside music streaming and in-store media. Direct peer given overlapping radio broadcasting operations combined with a digital audio strategy.
• Vista Radio: Privately held Canadian radio operator with a portfolio of community-focused stations across smaller Western and Northern markets. Comparable as a multi-market regional Canadian radio group with similar SMB advertising focus.
• Harvard Broadcasting: Canadian family-owned radio broadcaster operating stations primarily in Saskatchewan and Manitoba. Highly comparable to Rawlco in scale, ownership profile, and prairie-market concentration.
• Golden West Broadcasting: Family-owned Western Canadian radio and television broadcaster with stations across Manitoba, Saskatchewan, Alberta, and BC. Similar community-rooted, private-operator model with comparable SMB advertising orientation.
• Evanov Radio: Canadian independent radio broadcaster operating multiple stations across Ontario and Western Canada. Comparable as a multi-station independent Canadian radio group serving regional and local audiences.

Broad incumbents

• Rogers Sports & Media: Major Canadian broadcaster and incumbent with a large radio station portfolio plus TV, digital, and Sportsnet properties. Overlaps with Rawlco on radio broadcasting but competes as a much larger incumbent with national advertiser relationships.
• Bell Media: Bell Canada's broadcast and media subsidiary operating a national portfolio of radio stations, TV networks, and digital properties. Broad incumbent competitor with overlapping radio operations and significantly greater scale.
• Corus Entertainment: Canadian media company operating radio stations alongside television, streaming, and content production. Competes with Rawlco in the radio advertising market as a much larger incumbent broadcaster with national reach.
• CBC / Radio-Canada: Canadian public broadcaster operating national radio and television networks including local stations in Saskatoon, Regina, and Calgary. Direct competitive overlap in the same local markets, though funded through public appropriation rather than advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Rawlco Radio