Steel City Media Ignites Its Digital Assets

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KANSAS CITY, MO. — A publicly traded media company that has taken a “local first” approach to serving audiences and advertisers in mid-sized and small U.S. markets which began to white label its digital advertising and marketing offerings in 2024 has revealed who its latest partner in a non-overlapping radio market is.


Townsquare Media‘s latest strategic digital advertising partnership is with Steel City Media, an owner of Pittsburgh and Kansas City radio stations.

Townsquare teased this partnership in the pre-release of their estimated 2024 financial results last week.

The agreement is focused on Townsquare Ignite, the digital advertising division of Townsquare Media. The company arm is led by President Todd Lawley, who commented, “We could not be more excited to have the talented team at Steel City Media join our partnership program. They will now be able to leverage Townsquare Ignite’s cutting-edge digital advertising and marketing solutions to their expansive customer base, which
importantly exists in markets that do not compete with ours.

“Our expertise is coaching and training high performing broadcast sales teams to leverage our proprietary programmatic advertising platform and data-driven insights to deliver exceptional results for their clients,” Lawley continued. “By sharing our proven strategies and dynamic approach, we look forward to helping Steel City strengthen their digital capabilities, driving growth and measurable success for their clients.”

Townsquare launched it Media Partnerships division in 2024. As part of the company’s Townsquare Ignite digital advertising segment, the Media Partnerships division provides a “white-label” service that equips other local media companies with the digital advertising solutions that have fueled Townsquare’s own growth.

With digital now comprising over 50% of Townsquare’s total revenue and profit, offering it to non-competing companies is something that began with SummitMedia in late 2024.

Michael Frischling, Vice President of Steel City Media, commented, “We are excited to partner with Townsquare Ignite in both of our markets. Townsquare has the best digital solutions in the radio industry and a proven track record of delivering great results to clients.”

In Kansas City, market No. 33 and a growing metropolis under a renaissance, Steel City Media owns and operates Top 40 KMXV “Mix 93.3,” Hit-driven Country KBEQ “Q104”, KCKC “102.1 BOB FM” and adult-driven Country KFKF-FM 94.1. The Pittsburgh assets, which pre-date the Kansas City assets and are the backbone of the company, are comprised of WRRK “BOB FM 96.9” and WLTJ “Q92.9.” Pittsburgh is the 31st-ranked market.

In March 2018, Steel City’s fiscal situation was dire, leading to Chapter 11 bankruptcy protection. It successfully emerged from debtor-in-possession status in 2019.

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