Midlands Media Group is the latest in radio to form a strategic partnership with Townsquare Ignite’s white-label digital advertising service, pairing the Columbia, SC, operator’s local radio and news brands with Townsquare’s proprietary programmatic technology.
Midlands Media Group operates two radio stations in the Columbia market, 94.3 The Dude (WWNQ) and 93.1 The Lake (WZMJ), along with digital news outlet ColaDaily, a digital ticketing platform and a discount certificate service. The company describes itself as the only locally owned and operated media business in the market.
The Midlands agreement marks Townsquare Ignite’s 16th strategic alliance, following a partnership with North Carolina’s Muirfield Broadcasting earlier this month and a string of 2026 deals with groups including Denver’s Kroenke Sports and Entertainment and Columbus’ North American Broadcasting Company. In its first-quarter earnings report, Townsquare said Ignite’s Media Partnerships division roughly doubled its revenue year over year, part of a broader digital push that now accounts for more than half of the company’s total revenue and profit.
Townsquare Ignite Chief Revenue Officer Shaun Collignon said, “Midlands Media Group has built a highly local portfolio of radio and digital news brands with engaged audiences and a strong market presence, making them an ideal partner for our digital platform and services.”
Midlands Media Group President and Chief Executive Officer Keith Stover said, “Midlands Media Group is very excited to partner with Townsquare Ignite to further expand our digital solutions capabilities. After extensive evaluation and industry experience, we believe Townsquare Ignite is best-in-class and fully committed to digital growth. Their team and technology position us to accelerate results for our clients across all platforms.”
“Our unique focus is to super-serve the marketing needs of local businesses in our community,” he added. “We look forward to what this partnership will bring to our clients and communities.”
