Vizella Media

What Vizella Media does

Vizella Media is a privately held, family-owned multi-media marketing company founded in 2007 by Todd Mallinson and headquartered in Lansing, New York (Ithaca/Finger Lakes region). The company operates three integrated business lines: ESPN Ithaca, a 24/7 sports radio station carrying exclusive regional rights for NY Yankees baseball and Syracuse University football and basketball plus coverage of 80+ local high school games annually; Tompkins Weekly, a local newspaper generating approximately 34,110 monthly impressions across Tompkins County; and Vizella Digital, a digital marketing agency offering a modular suite of services spanning programmatic display, SEM/SEO, social media advertising, website development, streaming TV/audio, email marketing, native advertising, ADA compliance, and chatbot solutions.

Underlying technology combines owned broadcast and print inventory with third-party programmatic capabilities (delivered through a core partnership with AdCellerant and access to 70+ data sources) alongside proprietary targeting tools including a patented IP-targeting data matching process (covering 250M+ individuals and 18M+ businesses in the U.S. and Canada), Device ID geo-fencing with up to six months of historical location data, and MicroProximity targeting with sub-meter precision. Vizella also holds Google Premier Partner status, placing it in the top 3% of Google Partners globally, and reports a 96% SEM client retention rate versus Google's 94% average.

The revenue model is advertising-driven across all three lines, supplemented by subscription/recurring fees for the AdACompliant accessibility widget ($100 setup plus $120 monthly) and professional services fees for custom website development. Go-to-market is primarily direct inside sales executed by Business Development Managers and Digital Development Managers prospecting SMBs in the Ithaca/Finger Lakes region, complemented by self-serve digital product offerings. The company serves more than 150 SMB clients across at least 12 distinct industries (accounting, retail, restaurant, insurance, real estate, automotive, beverage, storage, jewelry, property management, food distribution, and nonprofit), with multiple long-tenured relationships of 10–15+ years.

Name

Vizella Media

Legal name

Vizella Media

Website

https://vizellamedia.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Vizella Media is a family-owned multi-media marketing company in Ithaca, NY, operating ESPN Ithaca radio, Tompkins Weekly newspaper, and Vizella Digital to deliver integrated advertising, programmatic targeting, and digital marketing services to more than 150 SMB clients across the Finger Lakes region.

Ownership category

akta.pro rank

Product category

Multi-media advertising services

NAICS

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

SIC

Radio Broadcasting Stations (4832), Services-Advertising Agencies (7311)

akta.pro primary industry

Affiliate & Partner Media Buying (BPAFABAJ)

akta.pro secondary industry

Radio Advertising Sales & Representation (Local/National, Network Ad Sales) (MPAIAEAI)

Keywords

• Multi-media advertising
• Digital marketing services
• Radio broadcast advertising
• Programmatic advertising
• Local print advertising

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising (ESPN Ithaca): Traditional and streaming radio advertising on ESPN Ithaca, covering professional, college, and high school sports. Revenue generated from ad placements across broadcast, streaming, and app platforms.
2. Print/Online Newspaper (Tompkins Weekly): Print and online advertising in Tompkins Weekly newspaper, reaching over 100,000 readers with 34,110 monthly impressions. Revenue from ad placements in strategic locations.
3. Digital Marketing Services: Comprehensive digital marketing services including website development, programmatic advertising, SEO/SEM, social media, email marketing, and reputation management. Delivered as custom packages or standalone services.
4. Website Development: Custom website development services creating search-friendly, mobile-ready, socially sharable websites for local businesses. Includes SSL security, daily backups, and simple content management.
5. ADA Compliance Solutions: Website accessibility widget installation and compliance services with one-time setup and monthly subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Vizella Media is a locally owned, full-service multi-media marketing company that sells advertising and marketing services across owned radio (ESPN Ithaca), print/online newspaper (Tompkins Weekly), and digital channels (Vizella Digital). It packages programmatic display, SEM, SEO, social media, streaming TV/audio, email, geo-fencing, IP targeting, MicroProximity, and website development for small and medium businesses in the Ithaca/Finger Lakes region and nationwide.

Product overview

Vizella Media is a multi-media marketing company operating as a unified platform combining three main product lines: ESPN Ithaca (radio/audio broadcasting), Tompkins Weekly (print/online newspaper), and Vizella Digital (comprehensive digital marketing services). The Vizella Digital platform operates as a modular digital marketing suite offering over 20 distinct advertising and marketing modules including display/programmatic advertising, search engine marketing (SEM/SEO), social media advertising, website development, streaming TV/audio, email marketing, native advertising, and specialized targeting solutions like geo-fencing, device ID, IP targeting, and MicroProximity. The three main product lines work together as an integrated offering—traditional radio and print media complement digital solutions—allowing clients to run campaigns across multiple communication channels from a single provider.

Differentiator

Problem solved

Functional benefit

Brands

• ESPN Ithaca: Local sports radio station affiliated with ESPN, providing 24/7 coverage of professional, college, and high school sports across broadcast, streaming, and app platforms. Exclusive regional home for NY Yankees baseball and Syracuse University Football & Basketball.
• Tompkins Weekly
• Vizella Digital

Products and services

• ESPN Ithaca Local sports radio station providing 24/7 coverage of professional, college, and local high school sports across broadcast, streaming, and app platforms. Exclusive regional home for NY Yankees baseball and Syracuse University Football & Basketball, with coverage of 80+ high school games annually. Advertising inventory is sold to local and regional businesses.
• Tompkins Weekly Local newspaper covering events and happenings across Tompkins County, New York, generating 34,110 total impressions per month. Covers local events, news, and sports for the community, with print and online ad placements sold to local businesses.
• Vizella Digital Comprehensive digital marketing agency offering a full range of services including website development, programmatic display advertising, search engine marketing (SEM/paid search), local and organic SEO, social media advertising, YouTube advertising, pre-roll video, streaming TV, streaming audio, email marketing, programmatic native, geo-fencing, device ID targeting, IP targeting, MicroProximity, and Google Analytics integration. Delivered as custom packages or standalone services to SMB clients.
• BetterChat AI-powered chatbot solution that automatically responds to templated questions or uses a hybrid approach. Handles multiple chats simultaneously, responds within 3 seconds, available 24/7, with customizable templates. Integrates across text, chat, reviews, and Facebook Messenger. Reported 10x ROI, 80-95% chat completion rate vs 35% for live chat only, and 27% increase in customer engagements/leads.
• Accessibility Widget (ADA/WCAG Compliance) AI-powered web accessibility solution making websites compliant with ADA and Web Content Accessibility Guidelines (WCAG) for users with disabilities. Sold as a one-time setup ($100, includes licensing, widget configuration, and code implementation) plus monthly subscription ($120) for ongoing compliance maintenance, with guaranteed website compliance within 72 hours.
• Website Development Custom website development services creating search-friendly, mobile-ready, and socially sharable websites for local businesses. Includes SSL security, daily backups, and a simple content management platform requiring no coding knowledge. Optional integration with PayPal or similar platforms for online payments.

Quantifiable outcome

• 34,110 monthly impressions from Tompkins Weekly newspaper
• +4 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GooglecoreTechnology or IntegrationVizella Media is a Google Premier Partner, placing them among the Top 3% of all Google Partners. This status is based on historical performance, campaign volume, number of Google certified experts, and proven track record of following best practices. As a Premier Partner, they have access to Google Ads tools, training, and support for serving their advertising clients.
• AdCellerantcoreTechnology or IntegrationAdCellerant provides programmatic advertising technology that Vizella uses to deliver digital marketing services including programmatic display, native advertising, streaming audio, and streaming TV. The partnership enables turn-key programmatic solutions with access to major data exchanges and over 70 third-party data sources.
• New York State Broadcasters Association (NYSBA)minorStrategic or Co-development PartnerVizella Media participates in the NYSBA Internship Program, providing students first-hand experience in sports broadcasting through 180 hours of training in research, writing, producing, and executing live broadcasts and reports.
• New York Press Association (NYPA)minorStrategic or Co-development PartnerTompkins Weekly newspaper operates in partnership with the New York Press Association, providing internship opportunities for students pursuing journalism careers and experiencing local journalism in Tompkins County.
• Wagner Valley BrewingminorGTM or Marketing PartnerVizella Media partners with Wagner Valley Brewing for 'Pints with a Purpose' campaign where $1 from each pint of special seasonal beers (like 'BTL Double Header IPA') goes to the Food Bank of the Southern Tier. Over $2,500 raised through this limited brew offering.
• GuthrieminorGTM or Marketing PartnerProud sponsor of the Night of Champions event recognizing best athletes and coaches in a 15-school area, alongside Vizella Media and other community businesses.
• Visions Federal Credit UnionminorGTM or Marketing PartnerProud sponsor of the Night of Champions event recognizing best athletes and coaches in a 15-school area, alongside Vizella Media and other community businesses.
• Cayuga HealthminorGTM or Marketing PartnerCayuga Health partners with ESPN Ithaca for the 'Fueling Excellence' program recognizing high-performing high school athletes of the week, donating $50 to school boosters in each athlete's name. Over $36,000 donated to area booster clubs as of Spring 2022.
• Food Bank of the Southern TierminorGTM or Marketing PartnerNonprofit beneficiary of the 'Pints with a Purpose' partnership with Wagner Valley Brewing, receiving $1 per pint of special seasonal beers sold at area locations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WebFX: Large U.S. digital marketing agency offering SEO, SEM, social, programmatic, and website development to SMB clients. Direct competitor to Vizella Digital on the agency-services side of Vizella's business.
• Townsquare Media: Public multi-platform local media company operating radio stations, digital marketing (Townsquare Interactive), and programmatic advertising services targeting SMBs in regional U.S. markets. Closest scaled analogue to Vizella's integrated local-media-plus-agency model.
• Emmis Communications: Private regional radio broadcaster with diversified digital media and marketing services. Comparable privately-held operator focused on local-market radio plus adjacent digital capabilities.
• Alpha Media: Private regional U.S. radio broadcasting company with ~200 stations and digital advertising solutions for local and regional advertisers. Comparable integrated radio-plus-digital model targeting SMB clients in mid-sized markets.
• Saga Communications: Private regional radio broadcaster with digital advertising offerings serving local advertisers across mid-sized U.S. markets. Similar privately-held, regional-focus business model with combined broadcast and digital services.
• Thrive Internet Marketing Agency: Full-service digital marketing agency providing SEO, PPC, social media, web design, and programmatic advertising to SMBs nationwide. Direct competitor in the SMB digital agency segment.

Broad incumbents

• Cox Media Group: Private integrated media company with radio, TV, and digital advertising properties (including Cox Media's programmatic audio solutions). Adjacent incumbent offering similar cross-channel local advertising.
• Beasley Media Group: Public regional radio broadcaster operating ~60 stations plus digital marketing services. Overlaps with Vizella in radio advertising sales and local SMB digital marketing, though at significantly larger scale.
• Cumulus Media: Major U.S. radio broadcaster (now private) with hundreds of stations and integrated digital advertising services. Operates in overlapping regional/SMB advertising space but at national scale.
• iHeartMedia: Largest U.S. radio broadcaster with the iHeartRadio digital platform and a robust programmatic audio and SMB advertising offering. Competes with Vizella in local radio and digital SMB media buying but at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VizellaMedia
• LinkedInlinkedin.com/company/vizellamedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 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 Vizella Media