wgrd

What wgrd does

WGRD (branded as 97.9 WGRD and 'GRD Rocks) is a commercial FM radio station broadcasting mainstream rock programming at 97.9 MHz from Grand Rapids, Michigan. The station is operated by Townsquare Media Grand Rapids, LLC, a subsidiary of Townsquare Media, Inc. (NYSE: TSQ), and is part of a five-station Grand Rapids cluster (WFGR-FM, WLHT-FM, WGRD-FM, WNWZ-AM, WTRV-FM) reaching approximately 325,600 cumulative listeners. Core programming is anchored by the syndicated Free Beer & Hot Wings Morning Show and includes Loudwire Nights with Full Metal Jackie and Loudwire Weekends as syndicated nighttime content. Distribution extends beyond over-the-air FM to live streaming via wgrd.com, a dedicated iOS/Android mobile app, email newsletter, and active social channels on Facebook (979GRD) and X (@WGRD).

WGRD's business model is advertising-driven. The station sells on-air radio spots and, increasingly, bundled multimedia advertising packages through the parent company's Townsquare Ignite platform, combining radio with targeted digital, mobile, social, and video placements. Additional monetization comes from sponsored contests (notably the recurring Win Cash sweepstakes), community event sponsorships, and celebrity DJ endorsements that local businesses purchase as part of campaign packages. Pricing is custom and quote-based, with multi-year contract cadences reported; no public rate cards are disclosed. The primary customer base is local and regional small-to-medium businesses in West Michigan, with a secondary segment of national/regional brands seeking localized reach through Townsquare's regional station portfolio.

Strategically, WGRD's role within Townsquare Media is as a flagship rock-format station in a secondary market cluster, leveraging shared corporate technology (Townsquare Ignite), syndicated content (Loudwire), and cross-station advertising bundling. Recurring on-air contests, concert calendar features, and ticketed live events (e.g., FBHW Live at Night) support audience engagement and sponsorship inventory. The station has no disclosed proprietary AI/ML capability and does not publish individual revenue figures; its growth and competitive position are therefore tied to Townsquare Media's broader digital advertising platform strategy rather than standalone product innovation.

Name

wgrd

Legal name

Townsquare Media, Inc.

Website

https://wgrd.com

Company type

Private

Operating status

Operating

Short description

WGRD is a Grand Rapids, Michigan commercial FM radio station (97.9 MHz) broadcasting mainstream rock programming, operated by Townsquare Media and serving West Michigan local businesses with bundled radio and digital advertising.

Ownership category

akta.pro rank

Product category

Commercial Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE)

Keywords

• Commercial radio broadcasting
• Rock music radio
• Radio advertising sales
• Digital audio streaming
• Local media advertising

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising Sales: The primary revenue stream comes from selling advertising spots on WGRD-FM radio station to local and regional businesses. The station offers targeted digital, mobile, social and video advertising combined with radio spots to create multimedia advertising campaigns for clients.
2. Contest and Promotion Sponsorships: Revenue generated through sponsored contests and promotional events, including the Win Cash sweepstakes series and other on-air giveaways that attract listeners and create advertising opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

WGRD is a commercial FM radio station broadcasting mainstream rock music programming at 97.9 MHz in Grand Rapids, Michigan, operated by Townsquare Media. The station produces flagship on-air shows (notably the Free Beer & Hot Wings Morning Show), delivers online audio streaming, and sells multimedia advertising packages combining radio spots with digital, mobile, social, and video ad placements to local and regional businesses.

Product overview

WGRD 97.9 is a Grand Rapids, Michigan rock radio station operated by Townsquare Media. The core offering is broadcast radio programming centered around rock music, anchored by the Free Beer & Hot Wings Morning Show. The station extends its reach through a mobile app, live streaming, and a website featuring local news, concert events, and contests. The station offers advertising solutions through Townsquare's multimedia platform combining radio with digital, mobile, and social advertising for local businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Free Beer & Hot Wings Morning Show: The flagship morning radio show broadcast on WGRD 97.9.

Products and services

• WGRD 97.9 Radio Station 97.9 WGRD is a rock-format commercial radio station based in Grand Rapids, Michigan, operated by Townsquare Media. It broadcasts rock music and related programming to listeners in Grand Rapids and the broader West Michigan region.
• Free Beer & Hot Wings Morning Show The station's flagship morning drive radio show, featuring hosts delivering entertainment, commentary, and rock music content to WGRD listeners.
• Listen Live Streaming Online streaming service that allows listeners to tune in to WGRD's live radio broadcasts in real time via the wgrd.com website and supported digital players.
• WGRD Mobile App Mobile application for iOS and Android that delivers live radio streaming, access to station content, and contest participation for WGRD listeners.
• Townsquare Marketing and Advertising Solutions Multi-platform advertising services offered through Townsquare's Grand Rapids cluster, combining radio spots with targeted digital, mobile, social, and video advertising, plus celebrity DJ endorsements, website design, SEO, and event partnerships for local businesses.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Townsquare IgnitecoreTechnology or IntegrationTownsquare Ignite is Townsquare Media's digital advertising platform that provides targeted digital, mobile, social and video advertising solutions. It enables advertisers to reach specific audiences through proprietary 1st and 3rd party data and advanced optimization technologies.
• LoudwirecoreStrategic or Co-development PartnerWGRD partners with Loudwire (a Townsquare Media brand) for programming including Loudwire Nights with Full Metal Jackie and Tony Labrie, and Loudwire Weekends. Loudwire is a rock and metal music publication that provides content and talent for the station's nighttime programming.
• Townsquare MediacoreOthersWGRD is owned and operated by Townsquare Media, Inc., a national radio and digital media company. Townsquare provides corporate resources, technology platforms (including Townsquare Ignite), advertising solutions, and operational support for the station.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Cumulus Media: Major U.S. radio operator with stations across multiple formats including rock; competes with Townsquare/WGRD at the corporate level for national advertiser relationships and operates in overlapping Midwestern markets.
• Beasley Media Group: Multi-market U.S. radio operator running rock and other formats in mid-size markets; comparable in scale and go-to-market approach to Townsquare's cluster-based strategy.
• Townsquare Media, Inc. Parent company and operator of WGRD; runs a national portfolio of ~320 radio stations and digital properties serving small and mid-size U.S. markets, providing the platform, technology, and ad-sales infrastructure underlying WGRD's operations.
• Audacy, Inc. Large-scale U.S. radio broadcaster (formerly Entercom/CBS Radio) operating rock and alternative stations nationwide; comparable broadcast-plus-digital advertising model competing for similar listener demographics and ad spend.
• Alpha Media: U.S. radio operator with a multi-market cluster strategy similar to Townsquare, including rock and active rock formats; competes with WGRD's parent for local advertisers and syndicated content deals.
• iHeartMedia, Inc. Largest U.S. radio broadcaster with extensive presence in Grand Rapids and other Michigan markets; competes directly with WGRD/Townsquare for local ad budgets while offering broader multi-market reach.
• Saga Communications: Mid-size U.S. radio broadcaster operating local clusters with format specialization including rock; comparable to Townsquare in cluster economics and small/mid-market focus.

Regional players

• WRIF 101 FM (Detroit): Long-running mainstream rock station in the nearby Detroit market under greater resources; serves as a regional benchmark for the rock format and competes for spillover Michigan audience and brand-spending dollars.

Others

• Loudwire (Townsquare): Digital rock/metal music publication owned by Townsquare Media that provides syndicated programming (Loudwire Nights, Loudwire Weekends) to WGRD; serves as both content partner and adjacent advertising channel in the same rock media vertical.

Direct peers

• WLAV-FM 96.9 (Classic Rock): Direct competitor operating as the other major rock-formatted radio station in the Grand Rapids market; competes for the same rock audience and local advertising dollars as WGRD.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WGRD
• Facebookfacebook.com/979GRD

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 wgrd