Saga Communications Inc
sagacom.comWhat Do They Do?
Sells radio advertising and digital marketing services to local, regional and national advertisers.
10-K for FY2025, filed Apr 14, 2026We are a media company whose business provides radio, digital, e-commerce, on-line news and non-traditional revenue initiatives. We provide…View ↗
Our strategy is to operate top billing radio stations in mid-sized markets while providing advertisers with integrated marketing solutions…View ↗
To complement our broadcast platform, we offer a range of digital advertising services that are typically integrated with radio campaigns.…View ↗
Our primary source of revenue continues to be the sale of advertising to local and national businesses seeking to reach consumers in the…View ↗
How Do They Make Money?
Advertisers buy radio spots, and Saga earns the revenue when each spot airs. Digital campaign revenue comes as each service is delivered, typically within a month; concert and promotional-event revenue comes when the event is completed.
10-K for FY2025, filed Apr 14, 2026Our primary source of revenue is from the sale of advertising for broadcast on our stations. We recognize revenue from the sale of…View ↗
We recognize revenue from our digital initiatives across multiple platforms such as targeted display advertising, search engine management…View ↗
Other revenue includes revenue from concerts, promotional events, tower rent and other miscellaneous items. Revenue is generally recognized…View ↗
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10-K for FY2025, filed Apr 14, 2026
FY2025 revenue by product or service ↗
$107.1M
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10-K for FY2025, filed Apr 14, 2026
$107.1M ↗
| Segment | Share | Revenue | How money arrives |
|---|---|---|---|
|
Broadcast Advertising Revenue, net
Sold outright
10-K for FY2025, filed Apr 14, 2026 |
76%
FY2022: 86%
|
Broadcast Advertising Revenue, net, FY2025
$81.6M Sources
|
Sold outright |
|
Digital Advertising Revenue
Usage-based
10-K for FY2025, filed Apr 14, 2026 |
16%
FY2022: 6.9%
|
Digital Advertising Revenue, FY2025
$16.9M Sources
|
Usage-based |
|
Other Revenue
Sold outright
|
8.0%
FY2022: 7.2%
|
Other Revenue, FY2025
$8.6M Sources
|
Sold outright |
Who Are Their Customers?
Local, regional and national businesses advertise with Saga; local sales teams build direct relationships, while independent representatives obtain national ads through advertising agencies.
10-K for FY2025, filed Apr 14, 2026We are a media company whose business provides radio, digital, e-commerce, on-line news and non-traditional revenue initiatives. We provide…View ↗
Approximately $102,984,000 or 91% of our gross revenue for the year ended December 31, 2025 (approximately $106,302,000 or 88% in fiscal…View ↗
Each of our stations also engages independent national sales representatives to assist us in obtaining national advertising revenues. These…View ↗
Do Revenues Turn Into Profits?
Not on paper. It lost $7.9M in FY2025, but brought in more cash than it spent: $2.4M of free cash flow.
10-K for FY2025, filed Apr 14, 2026
−$11MView ↗
10-K for FY2025, filed Apr 14, 2026
−$7.9MView ↗
10-K for FY2025, filed Apr 14, 2026
$2.4MView ↗
How Are They Changing?
10-Q for Q2 FY2026, filed Aug 14, 2026
Open tableView ↗
Flat. Revenue was $107.1M in FY2025, about the same as the $108.3M of FY2021.
Digital marketing
The older report describes Saga primarily as a broadcast-property operator; the latest report adds integrated digital marketing services alongside radio advertising.
10-K for FY2022, filed Mar 16, 2023 10-K for FY2025, filed Apr 14, 2026We are a broadcast company primarily engaged in acquiring, developing and operating broadcast properties. As of February 28, 2023, we owned…View ↗
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