My Lethbridge Now

What My Lethbridge Now does

My Lethbridge Now is a local digital media and radio platform serving Lethbridge, Alberta and surrounding communities in southern Alberta, Canada. It is operated by Vista Radio as a wholly-owned property, with the broader radio broadcast heritage tracing back to CJOC's launch in 1925. The platform operates two FM radio stations — 94.1 CJOC FM (classic hits, including the 'Afternoons with Mike D' drive show) and 98.1 The Ranch (country) — alongside a WordPress-based news website that aggregates and publishes local news across municipal, crime, community, sports, and weather categories. CJOC's 100-year anniversary in 2025 anchors the brand's deep community recognition in the Lethbridge market.

Name

My Lethbridge Now

Legal name

My Lethbridge Now

Website

https://cjocfm.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

My Lethbridge Now is a local digital news and radio platform operated by Vista Radio, serving Lethbridge, Alberta with two FM stations (94.1 CJOC, 98.1 The Ranch), a news website, community calendar, and local deals marketplace, monetized primarily through SMB advertising.

Ownership category

akta.pro rank

Product category

Local News & Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Radio Broadcasting Stations (4832)

akta.pro industry

PRIMARYMPABACAF

Network-Affiliated Local Radio Stations (News/Talk/Sports Syndication Affiliates)

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

SECONDARYMPABACAJ

Local News & Weather Stations

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

SECONDARYBPAMAJAC

Music & Audio Streaming Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Media Streaming, Publishing & Content Platforms

Keywords

• Local news media
• Radio broadcasting
• Digital advertising
• Community news
• FM radio stations

Headquarters

HQ city

Lethbridge

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: The primary revenue stream is digital advertising sold to local businesses, including display ads, sponsored content, and local connections advertorials. The site features multiple advertising slots and partner programs.
2. Half Price Deals Partner Program: Revenue generated through partnership with Half Price Deals, a local deal/discount platform where the site serves as a channel for deal distribution.
3. Event Promotion: Revenue from community calendar event submissions and event promotion services for local organizations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

My Lethbridge Now is a local digital media platform that publishes hyperlocal news, weather, sports, community stories, and event listings for Lethbridge, Alberta and surrounding communities. The platform also operates two FM radio stations — 94.1 CJOC (classic hits) and 98.1 The Ranch (country) — with live online streaming, and monetizes primarily through digital and on-air advertising sold to local businesses.

Product overview

My Lethbridge Now is a local news and radio platform operated by Vista Radio, serving the Lethbridge, Alberta community. The core offering is the My Lethbridge Now news website which aggregates local news across categories including municipal news, crime, community, sports, weather, and traffic. The platform operates two flagship radio stations—94.1 CJOC FM and 98.1 The Ranch—with live streaming capabilities. Additional modules include a Half Price Deals marketplace for local businesses, a Community Calendar for event listings with submission functionality, News Alert subscriptions, and a Voice Fund community initiative. A specialized sub-brand called Field to Future provides agricultural news coverage for Western Canada. The Local Connections section features community advertorials. All products operate under the Vista Radio parent company infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• 94.1 CJOC FM: Local radio station serving Lethbridge, Alberta - one of Canada's longest-running radio stations celebrating 100 years
• 98.1 The Ranch

Products and services

• My Lethbridge Now News Website

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

Two partnerships are on record, tiered minor and core.

• Allied Marketing GroupminorStrategic or Co-development PartnerAllied Marketing Group sponsors the Voice Fund (Community Voice Fund), a community initiative supported through on-air programming on CJOC.
• Half Price DealscoreGTM or Marketing PartnerMy Half Price Deals partnership allowing local businesses to offer deals and discounts through the platform. Businesses can become partners via digital.vistaradio.ca portal.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Stingray Digital: Canadian digital audio and media company offering music streaming, in-store media, and radio/digital services. Comparable through its audio broadcasting and digital music streaming operations intersecting with traditional radio distribution models.
• Rogers Sports & Media: Major Canadian broadcaster operating radio stations and digital news properties including local market coverage. Comparable through its radio station portfolio and local digital news operations, though at significantly larger scale and portfolio breadth.
• Corus Entertainment: Major Canadian media company operating radio stations (including Western Canadian markets) and digital news properties. Comparable as a multi-station radio broadcaster with local digital presence, though operating at much larger scale and portfolio breadth.
• CBC Lethbridge: Public broadcaster's Lethbridge bureau covering southern Alberta. Comparable as a local news provider in the same geography, with broader institutional backing and significant brand trust—competes for both audience attention and public-interest advertising/sponsorship.

Others

• Vista Radio: Parent company of My Lethbridge Now, operating a network of local radio stations and digital news properties across Alberta and British Columbia. Relevant as the corporate parent defining strategic direction, shared infrastructure, and the broader peer network of 'My [City] Now' properties.

Direct peers

• My Prince George Now: Sibling local digital news and radio platform under the Vista Radio 'My [City] Now' network, operating in Prince George, BC. Directly comparable in format, business model, and parent ownership—same digital platform, similar SMB advertiser base, and parallel local news + radio hybrid structure.
• Pattison Media: Western Canadian radio broadcaster operating stations in Alberta and BC markets. Comparable as a regional radio operator competing for SMB ad budgets in overlapping geographies, with similar music-format station portfolios.
• Newcap Radio: Canadian radio broadcaster operating stations across smaller and mid-sized markets, including Alberta. Directly comparable as a multi-station local radio operator with community-focused content and SMB advertiser relationships.
• Lethbridge Herald: Established local newspaper serving the Lethbridge market with news, sports, and classified advertising. Directly comparable as a hyperlocal Lethbridge news provider competing for the same local advertiser dollars and reader attention.
• Evanov Radio Group: Independent Canadian radio broadcaster operating stations in multiple provinces including specialty and community formats. Comparable as a multi-station operator with local content focus and SMB advertising relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cjocfm
• Facebookfacebook.com/cjocfm
• Instagraminstagram.com/94.1cjoc
• LinkedInlinkedin.com/company/94-1-cjoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 My Lethbridge Now