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# Small radio owner signs digital ad deal with Townsquare’s Ignite unit
- URL: https://fabric-media.ghost.io/small-radio-owner-signs-digital-ad-deal-with-townsquares-ignite-unit/
- Published: 2026-09-01T20:40:40.000Z
- Updated: 2026-09-01T20:40:40.000Z
- Description: Lakes Media owner Tom Birch says agency revenue at his six-station North Carolina/Virginia group fell from 30 percent in 2005 to just 5-10 percent today.
- Author: Fabric.Media Editorial
- Tags: Agencies

**Why it matters.** Small-market station groups without in-house digital expertise now gain a path to programmatic revenue by outsourcing to vendors like Townsquare's Ignite rather than building capability themselves.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.tvrev.com/news/local-radios-future-may-depend-on-being-more-local-not-less?ref=fabric-media.ghost.io)*.*