Great Eastern Radio, LLC

What Great Eastern Radio, LLC does

Great Eastern Radio, LLC is a privately held, locally owned radio broadcasting company headquartered in West Lebanon, New Hampshire, that operates 13 distinct local radio stations organized into geographic clusters serving markets across New Hampshire and Vermont. The company maintains field offices in West Lebanon, Keene, Claremont, Williston, and Burlington, and reaches an audience of over 30,000 weekly listeners through its station brands including Q106, The Penguin, Froggy, WEEI 935FM Keene Brattleboro, 94WEEI Upper Valley, Peak Classic, Frank, Kool, KIXX, River 939, and WGXL. The business is owned and operated by Hall of Fame Broadcaster Jeff Shapiro, with no disclosed institutional investors, parent company, or funding rounds.

The company's product is essentially broadcast advertising inventory sold against these stations. Its revenue model is advertising-based: Great Eastern Radio sells spot advertising, sponsorships, and promotional packages to over 1,500 advertisers, combining spot placement with bundled services including free copywriting, free production, and marketing consulting. Customer mix spans local small and medium businesses (the primary segment, per the company's stated horizontal segmentation approach) and a smaller set of regional and enterprise advertisers across healthcare, financial services, retail, automotive, food and beverage, utilities, and entertainment verticals — including Hannaford, Blue Cross Blue Shield, McDonald's (via OMD), Casella Waste Management, Bank of New Hampshire Pavilion, Edward Jones, and Community National Bank. Pricing is quote-based and not publicly disclosed.

Distribution is exclusively a direct sales-led motion through the company's regional offices and a website quote-request funnel. Supporting demand-generation channels include an email newsletter (offers and promotions) and a content marketing journal publishing articles positioning radio's ROI to advertisers. The underlying technology is conventional FM/AM broadcast infrastructure licensed by the FCC, with no disclosed digital, AI, or programmatic advertising platform capabilities. The company has no subsidiaries, no recent M&A activity, no leadership changes beyond the founder-owner structure, and no disclosed headcount trajectory beyond an 11–50 employee band.

Name

Great Eastern Radio, LLC

Legal name

Great Eastern Radio, LLC

Website

https://greateasternradio.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Great Eastern Radio is a privately held local radio broadcaster operating 13 stations across New Hampshire and Vermont, selling advertising and bundled production services to over 1,500 small, medium, and regional advertisers.

Ownership category

akta.pro rank

Product category

Radio Broadcasting & Advertising

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

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

akta.pro secondary industries

Network-Affiliated Local Radio Stations (News/Talk/Sports Syndication Affiliates) (MPABACAF), Radio Network Advertising Sales & Representation (MPABABAK)

Keywords

• Local radio broadcasting
• Radio advertising sales
• Broadcast media services
• Regional radio networks
• Spot advertising production

Headquarters

HQ city

West Lebanon

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising Sales: The company generates revenue through selling advertising slots across its 13 local radio stations to local businesses and regional companies. Revenue is derived from marketing and advertising value provided to over 1,500 advertisers, including custom targeted messaging, sponsorships, and promotional opportunities.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Great Eastern Radio operates 13 distinct local radio stations across New Hampshire and Vermont, organized into geographic clusters (West Lebanon, Keene, Williston/Burlington). The company sells on-air and promotional advertising slots to local and regional businesses, bundling free copywriting, production, and marketing consulting into the offering for over 1,500 advertisers.

Product overview

Great Eastern Radio is a locally owned and operated media company comprising 13 distinct local radio stations across New Hampshire and Vermont. The company operates a multi-station radio network organized into geographic clusters: Williston/Burlington (including Q106, Kixx, River 939, WGXL, Peak Classic, Frank), West Lebanon (including Kool, The Penguin VT), and Keene (including WEEI 935FM Keene Brattleboro). Additional stations serve the Upper Valley (94WEEI Upper Valley, Froggy, The Penguin). The stations collectively deliver programming, music playlists, entertainment, news, and information to over 30,000 weekly listeners. The company offers advertising services including custom targeted messaging, free copywriting and production, marketing consulting, and promotional opportunities, serving more than 1,500 local advertisers.

Differentiator

Problem solved

Functional benefit

Brands

• WGXL: Radio station serving the Williston/Burlington market area
• 94WEEI
• WEEI 935FM
• Froggy
• The Penguin
• Peak Classic
• FRANK
• Kool
• Q106
• KIXX
• River 939

Products and services

• Q106 Radio Station

Quantifiable outcome

• Radio delivers a $10 to $1 ROI for advertisers
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves1 record

Expansion highlights3 records

Direct peers

• Binnie Media: Family-owned radio broadcaster operating stations across Maine, New Hampshire, and Vermont. Directly comparable in geography, station-cluster format mix, and locally owned SMB advertising model.
• Salem Media Group: US radio broadcaster specializing in talk, news, and Christian/sports formats, including WEEI-affiliated properties. Comparable in carrying talk/sports network content and selling advertising against local audiences.
• Audacy: Major US radio broadcaster with extensive local station portfolio across multiple markets. Comparable multi-station cluster operator with advertising-driven revenue model.
• Townsquare Media: Publicly traded local radio broadcaster operating approximately 300+ stations in mid-sized markets across the US. Highly comparable as a multi-station cluster operator selling local and regional advertising with a similar SMB-focused GTM motion.
• Hall Communications: Family-owned New England radio operator headquartered in Florida with significant station holdings in Vermont and surrounding states. Closely comparable as a regional cluster operator with a similar SMB advertising focus and small-market footprint.
• Saga Communications: Publicly traded regional radio broadcaster operating stations in mid-sized markets with a cluster-based model. Closely comparable in scale, geographic strategy, and dependence on local ad sales revenue.
• Cumulus Media: Large US radio broadcaster with hundreds of AM/FM stations organized into market clusters. Directly comparable business model of multi-format local station clusters monetized through advertising sales.
• Beasley Media Group: Publicly traded radio broadcaster operating clusters in mid-sized US markets. Comparable multi-station cluster model with diversified format portfolio and local SMB/enterprise ad sales motion.

Broad incumbents

• iHeartMedia: Largest US radio operator with over 800 stations, also a major podcast and digital audio platform. Overlaps in local radio advertising but operates at significantly greater scale and with broader digital audio capabilities.
• Cox Media Group: Diversified media company owning radio and TV stations across US markets. Overlaps in local radio broadcasting but operates as part of a wider media portfolio beyond radio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/great-eastern-radio-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Great Eastern Radio, LLC