One region.
One newsroom.
Many voices.
A reference document for advertisers, partners, journalism organizations, and internal teams — explaining how FLX Local Media is organized.
The Portfolio
Eleven consumer brands across radio, digital, and email.
MIX 98.5
WGVA
WAUB
WFLR Country
WCGR
Classic Hits 99.3
101.7 The Wall
Finger Lakes Daily News
FLX Newsletter
DiscoverFLX
The Full Suite
One operator. Four product lines.
Most local-media operators sell one or two of these. We sell across all four — bundled by data, billed by line.
Broadcast
Owned audio reach.
- 7 radio stations
- flx.fm streaming
- News Radio (cross-channel)
- FLX Sports play-by-play
Digital O&O
Owned digital reach.
- Finger Lakes Daily News
- FLX Newsletter
- DiscoverFLX (in development)
- Station socials
Paid Media
3rd-party reach extension.
- Connected TV (CTV / OTT)
- Programmatic display
- Paid social
- SEM campaigns
- Geofencing
Professional Services
Client digital infrastructure.
- Web development
- SEO & content
- Hosting
- Customer Dashboard
Owned-Media Distribution
Editorial content moves across owned channels.
Inside the Broadcast and Digital O&O lines, one piece of content moves across multiple distribution channels. This is the matrix.
| Content × Channel | Broadcast | Streaming | Web | Social | |
|---|---|---|---|---|---|
| News | News Radio | flx.fm | FLDN | Newsletter | All |
| Music & Entertainment | 7 Stations | flx.fm | — | — | Stations |
| Sports | News Radio | flx.fm | FLDN Sports | — | Stations |
| Weather | All Stations | flx.fm | FLDN Weather | Newsletter | Alerts |
Three Views, One Company
Each audience sees a different lens.
Consumers see brands. Advertisers see product lines. Internal teams see roles. Same organization, three optimizations.
Consumer-Facing Brands
What listeners and readers encounter:
- Seven independent radio station identities
- Finger Lakes Daily News (digital)
- flx.fm streaming wrapper
- FLX Newsletter (email)
- Cross-channel: News Radio, Weather Center, FLX Sports
B2B Sales Taxonomy
The product lines on rate cards and proposals:
- Broadcast — 7 stations + streaming
- Digital O&O — FLDN, newsletter, DiscoverFLX
- Services — Paid Media — SEM, social, geofencing
- Services — Professional — SEO, web, hosting
Functional Teams
Who actually does the work:
- Newsroom — editorial production
- Programming — broadcast formats & on-air talent
- Sales — East & West region account teams
- Services — managed digital products
- Operations — finance, HR, traffic, scheduling
Brand Hierarchy & Lockups
Three tiers. One umbrella.
How the portfolio is grouped by who it’s for — and how lockups attach to FLX Local Media as the master brand.
Advertisers, partners, operators
Sold under the umbrella. Divisions lock up as FLX Local Media | Division.
- FLX Local Media | Newsroom — editorial production across all formats
- FLX Local Media | Broadcast — 7 stations + streaming
- FLX Local Media | Digital — FLDN, newsletter, digital O&O
Open: Divisions split awkwardly between content (Newsroom) and distribution channel (Broadcast, Digital). The lockup works for each individually, but the grouping isn’t perfectly orthogonal.
Audiences — standalone identities
Consumer brands stand alone. No FLX Local Media co-lockup in front of an audience.
- flx.fm — the complete streaming experience. Primary mobile app for all stations + news, weather, sports.
- DiscoverFLX (DiscoverFLX.com)
- FLX Finest (FLXFinest.com) — sub-brand under DiscoverFLX
- FingerLakesDailyNews.com
Open: Where does Finger Lakes News Radio sit — pure consumer (its own mark) or B2B lockup (FLX Local Media | Newsroom)?
Operates in both worlds
Carries the FLX endorsement without being consumer-marketed in the traditional sense.
- inFLX.org — systematized charitable giving (small sponsorships, uniforms, etc.). Lives at fingerlakesdailynews.com/inflx-giving.
Style Guide
The brand in the wild.
How "FLX Local Media" appears across the surfaces audiences and partners encounter.
News
Geneva firefighters respond to overnight Castle Street blaze
FLX Local Media
|
Newsroom
FLX Local Media
|
Digital
FLX Local Media
|
Broadcast
7:00 AM · SWEEPER
“An FLX Local Media report.”
“Heard on Finger Lakes News Radio.”
—END—
Corporate Structure
The formal record.
FLX Local Media
Operating company. Owns and operates the seven radio stations and Finger Lakes Daily News.
FLX Local Media Real Estate LLC
Real estate holding entity.
TOTIB Technologies Inc.
Separate Delaware C-Corp. Owns the SMB website management platform; licenses it to FLX Local Media as the first operator.