Guide to Media & Advertising
in Western Massachusetts

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Overview
Newspapers
Magazines and Periodicals
Online Platforms
Radio Stations
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Overview of Media & Advertising in Western Massachusetts

The old and the new

Western Massachusetts is a media-rich region with a fascinating blend of history and innovation. From the bustling urban center of Springfield to the serene towns of the Berkshires, the area boasts a robust mix of daily newspapers, hyper-local weeklies, glossy magazines, indie radio stations, and dynamic television outlets.

Some of these outlets have histories spanning centuries. The Daily Hampshire Gazette, established in 1786, is one of the oldest continuously published newspapers in the United States. Similarly, the Greenfield Recorder, founded in 1792, has been chronicling life in Franklin County for well over 230 years. These publications are not just news sources—they’re living historical records, offering unique perspectives on the evolution of the region.

Advertising Opportunities

Western Massachusetts media also offers a wealth of advertising opportunities for businesses. With newspapers like The Reminder and The Republican delivering targeted local reach, and glossy magazines like Berkshire Magazine appealing to affluent, culture-focused readers, advertisers can connect with engaged audiences across demographics. Radio stations like WRSI (93.9 The River) and WTCC (90.7 FM) are ideal for creative audio campaigns, while television outlets such as WWLP-22News and Western Mass News provide mass reach and visual storytelling.

Meanwhile, newer platforms like The Shoestring and Valley Advocate continue to carve out niches for local journalism and cultural critique, while digital advertising on their sites expands opportunities for real-time engagement.

Collectively, these outlets reflect the unique blend of history, culture, and innovation that defines Western Massachusetts, making it not only a vibrant media ecosystem but also a powerful platform for businesses to grow and thrive.

Inc413 Factoid

Western Massachusetts is that the region has a rich history of community-focused media. Local newspapers like The Republican in Springfield and independent outlets such as Valley Advocate have long been pivotal in connecting small businesses with their audiences.

Newspapers

Magazines and Periodicals

Online Platforms

Living Local 413

Living Local 413 Living Local 413 is an online platform dedicated to connecting residents of Western Massachusetts with local businesses, events, and community resources. The site offers directories, articles, and spotlights on everything from dining and shopping to home services and health care. It serves as a one-stop resource for those looking to support the local economy and stay informed about happenings in the 413 area.
Frequency: Regular online updates
Visit Website

Radio Stations

Amherst

WMUA (91.1 FM)

Student-run station at UMass Amherst offering a mix of indie music, experimental shows, and public affairs programming.

Broadcast Area: Hampshire County and parts of Hampden and Franklin Counties

Affiliation: University of Massachusetts Amherst

Format: College Radio

Listen Live: WMUA 91.1

Advertising Info: Contact via WMUA

Berkshires

WSBS (860 AM / 94.1 FM)

Community-focused station in Great Barrington, offering local news, talk shows, and a variety of music.

Broadcast Area: Southern Berkshire County

Affiliation: Independent

Format: Full-Service (News, Music, and Talk)

Listen Live: WSBS

Advertising Info: Advertise on WSBS

WAMC Northeast Public Radio (90.3 FM / 89.1 FM)

NPR programs, local journalism, and regional talk shows tailored for Western Massachusetts.

Broadcast Area: Berkshire County and the greater Albany region

Affiliation: WAMC Northeast Public Radio

Format: NPR News and Talk

Listen Live: WAMC

Advertising Info: Underwriting with WAMC

NEPM (88.9 FM / 89.3 FM)

Repeaters of NEPM in Pittsfield and North Adams, offering NPR and classical music programming.

Broadcast Area: Central and Northern Berkshire County

Affiliation: New England Public Media

Format: NPR and Classical Music

Listen Live: NEPM

Advertising Info: Underwriting with NEPM

Easthampton

WWEI (105.5 FM)
"SportsRadio 105.5 WEEI"

Comprehensive sports coverage, including live games, talk shows, and news.

Broadcast Area: Easthampton, Springfield area, and Hampshire County

Affiliation: Audacy

Format: All Sports

Listen Live: WEEI 105.5 FM

Advertising Info: Advertise with WEEI

Greenfield

WHAI (98.3 FM)

Adult contemporary station featuring current and popular tracks.

Broadcast Area: Franklin County and parts of Hampshire County

Affiliation: Western Mass Radio Group, Saga Communications

Format: Adult Contemporary

Listen Live: WHAI 98.3 FM

Advertising Info: Contact WHAI

WIZZ
(Pure Oldies 100.5 FM / 1520 AM)

Classic oldies and timeless hits.

Broadcast Area: Franklin County and surrounding areas

Affiliation: Western Mass Radio Group, Saga Communications

Format: Oldies

Listen Live: Pure Oldies 100.5

Advertising Info: Contact WIZZ

WPVQ-FM (Bear Country 95.3)

Country music featuring a mix of classic and contemporary hits.

Broadcast Area: Franklin County and parts of southern Vermont

Affiliation: Western Mass Radio Group, Saga Communications

Format: Country

Listen Live: Bear Country 95.3

Advertising Info: Contact Bear Country 95.3

WPVQ-HD2 (EZ 107.5)

Relaxing adult contemporary music.

Broadcast Area: Franklin County

Affiliation: Western Mass Radio Group, Saga Communications

Format: Easy Adult Contemporary

Listen Live: EZ 107.5

Advertising Info: Contact EZ 107.5

WPVQ-HD3 (92.3 The Outlaw)

Classic country music for fans of traditional sounds.

Broadcast Area: Franklin County

Affiliation: Western Mass Radio Group, Saga Communications

Format: Classic Country

Listen Live: 92.3 The Outlaw

Advertising Info: Contact 92.3 The Outlaw

Holyoke

WCCH (103.5 FM)

A low-power college radio station operated by Holyoke Community College, offering diverse programming 24/7.

Broadcast Area: Holyoke and surrounding areas

Affiliation: Holyoke Community College

Format: College Radio

Listen Live: Not available online

Advertising Info: Contact via HCC WCCH

WREA-LP (104.9 FM)
"Radio Redentor"

A Spanish-language religious station providing faith-based content to the local community.

Broadcast Area: Holyoke and Springfield metro area

Affiliation: Independent

Format: Religious

Listen Live: Radio Redentor

Advertising Info: Contact directly through station.

Northampton

WRSI (93.9 The River)

An eclectic station featuring indie, alternative, and folk music while heavily promoting local artists and events.

Broadcast Area: Hampshire County and parts of Franklin and Hampden Counties

Affiliation: Northampton Radio Group, Saga Communications

Format: Adult Album Alternative (AAA)

Listen Live: 93.9 The River

Advertising Info: Advertise on WRSI

WHMP (1400 AM / 1600 AM / 101.5 FM)

Focused on news, talk, and arts programming with a mix of local and syndicated shows.

Broadcast Area: Hampshire County and Pioneer Valley towns

Affiliation: Northampton Radio Group, Saga Communications

Format: News/Talk

Listen Live: WHMP

Advertising Info: Advertise on WHMP

WLZX-HD2 (Rewind 94.3)

A station playing classic hits from the 70s, 80s, and 90s, appealing to nostalgic listeners.

Broadcast Area: Hampshire and Hampden Counties

Affiliation: Northampton Radio Group, Saga Communications

Format: Classic Hits

Listen Live: Rewind 94.3

Advertising Info: Advertise on Rewind 94.3

WLZX-HD3 (Pure Oldies 96.9)

Specializing in classic oldies from the 50s, 60s, and 70s, with a focus on timeless tracks.

Broadcast Area: Hampshire County and the Springfield area

Affiliation: Northampton Radio Group, Saga Communications

Format: Oldies

Listen Live: Pure Oldies 96.9

Advertising Info: Advertise on Pure Oldies 96.9

WLZX-FM (Lazer 99.3 & 98.5)

A rock station featuring a mix of modern and classic rock, catering to rock enthusiasts in the area.

Broadcast Area: Hampshire, Franklin, and Hampden Counties

Affiliation: Northampton Radio Group, Saga Communications

Format: Mainstream Rock

Listen Live: Lazer 99.3 & 98.5

Advertising Info: Advertise on Lazer 99.3

Springfield

WAQY (Rock 102)

Classic rock hits from past decades, serving as one of the area’s most popular stations.

Broadcast Area: Springfield and Hampden, Hampshire, and Franklin Counties

Affiliation: Springfield Radio Group, Saga Communications

Format: Classic Rock

Listen Live: Rock 102

Advertising Info: Advertise on Rock 102

WHYN-FM (Mix 93.1)

A hot adult contemporary station featuring a mix of current hits and popular tracks.

Broadcast Area: Springfield and the Pioneer Valley

Affiliation: iHeartMedia

Format: Hot Adult Contemporary

Listen Live: Mix 93.1

Advertising Info: Advertise on Mix 93.1

WHYN (560 AM)

News and talk programming with a mix of local and syndicated shows.

Broadcast Area: Springfield and Western Massachusetts

Affiliation: iHeartMedia

Format: News/Talk

Listen Live: WHYN 560 AM

Advertising Info: Advertise on WHYN

WTCC (90.7 FM)

Urban, jazz, and R&B programming, with local talk shows and community features.

Broadcast Area: Springfield metro area and surrounding towns

Affiliation: Springfield Technical Community College

Format: Urban, Jazz, and Talk

Listen Live: WTCC 90.7

Advertising Info: Contact via WTCC

WEIB (106.3 Smooth FM)

Specializing in smooth jazz, WEIB provides relaxing and sophisticated music.

Broadcast Area: Springfield and the Pioneer Valley

Affiliation: Independent

Format: Smooth Jazz

Listen Live: WEIB 106.3

Advertising Info: Advertise on WEIB

WSPR (1490 AM) – "Bomba 104.5"

Spanish-language tropical and contemporary hits station, serving the Hispanic community.

Broadcast Area: Springfield metro area and surrounding towns

Affiliation: Red Wolf Broadcasting Corporation

Format: Spanish Tropical and Contemporary Hits

Listen Live: Bomba 104.5

Advertising Info: Advertise with Bomba Radio

Television Stations

Outdoor Advertising

Advertising in Motion

Berkshire Regional Transit Authority

For businesses aiming to enhance their visibility in the Berkshires, the Berkshire Regional Transit Authority (BRTA) offers effective advertising opportunities.

Why Choose BRTA for Advertising?
Extensive Reach: BRTA serves 24 member communities within Berkshire County, connecting with both residents and the region’s 3 million annual visitors.
Mobile Exposure: Advertising on BRTA buses transforms them into moving billboards, ensuring your message is seen across various locations.
Cost-Effective Solutions: Transit advertising offers a high return on investment, making it accessible for businesses of all sizes.

Advertising Options:
Exterior Bus Ads: Capture attention with large-format ads displayed on the sides or rear of buses.
Interior Bus Ads: Engage daily commuters with strategically placed advertisements inside the buses.

To explore these advertising opportunities and learn more about rates and availability, please visit BRTA’s official website here.

Franklin Regional Transit Authority

Reach the heart of Franklin County by advertising on Franklin Regional Transit Authority (FRTA) buses.

Why Choose FRTA Advertising?
Regional Coverage: FRTA buses serve 41 towns in Franklin County and beyond, connecting your brand with communities like Greenfield, Deerfield, and Montague.
Local Visibility: FRTA’s smaller network means your ad will make a big impact on a tightly focused audience.
Cost-Effective Exposure: Transit advertising offers a high return on investment with affordable pricing.
Year-Round Reach: With routes running daily, your message gets seen consistently throughout the year.

Advertising Options
Exterior Panels: Advertise on the sides or rear of buses to reach pedestrians and other drivers.
Interior Ads: Speak directly to riders during their travels with targeted messages.

FRTA advertising connects your business with a diverse audience matching target demographics for many businesses.
Get started with FRTA advertising today. Visit their website here.

Pioneer Valley Transit Authority

The Pioneer Valley Transit Authority (PVTA) runs bus services in 24 cities and towns across Western Massachusetts. Businesses can advertise on the exterior of buses or place ads inside the vehicles to reach in-transit commuters.

Why Choose PVTA Advertising?
Extensive Reach: PVTA serves 24 communities, including Springfield, Northampton, Amherst, and Holyoke, providing extensive exposure across the region.
24/7 Impressions: From bus wraps to panels and interior ads, your message is visible to riders, drivers, and pedestrians all day, every day.
Diverse Audience: With college students, commuters, and residents relying on PVTA, your ad will connect with a broad and engaged audience.
Affordable Options: PVTA advertising fits a variety of budgets, making it accessible for businesses of all sizes.

Advertising Options
Full Bus Wraps: Transform an entire bus into a mobile billboard for maximum visibility.
Side and Rear Panels: Strategically placed to catch the eye of pedestrians and drivers alike.
Interior Ads: Perfect for engaging riders during their commute.

From city streets to college campuses, PVTA helps your business stay top of mind. Learn more here.

Standout Truck

Looking for a way to elevate your advertising game in Springfield, MA?

Standout Truck offers businesses an innovative and effective way to reach their audience. With mobile billboards that travel through the busiest streets and events in Western Massachusetts.

Here’s what Standout Truck provides:
Mobile Advertising: Your ads are displayed on trucks, creating constant visibility as they travel through high-traffic areas.
Targeted Campaigns: Routes can be customized to focus on areas where your customers are most likely to be.
Event Presence: Perfect for local events, festivals, or special promotions to ensure your brand gets noticed.

Learn more at about Standout Truck here.

Billboard Advertising

BillboardsIn

BillboardsIn links businesses to different agencies that put billboards up, including many of the ones listed below. It offers a platform that allows businesses to search for and purchase billboard advertising space across various locations, including Western Massachusetts. Their services enable businesses to find suitable billboard locations that align with their marketing objectives.

For more information, visit their website here.

Blue Line Media

Blue Line Media provides traditional and digital billboard advertising in Western Massachusetts and other regions. Their inventory includes static billboards in high-visibility locations and customizable advertising solutions for various business needs. They also support event promotion, brand campaigns, and localized advertising efforts.

Start your campaign at Blue Line Media here.

Clear Channel Outdoor

Clear Channel Outdoor provides billboard advertising solutions throughout Massachusetts, including Western Massachusetts. They offer digital and traditional billboards, as well as data tools to track campaign performance. Their services are designed for businesses looking to reach local audiences in urban and suburban areas.

Discover advertising opportunities at Clear Channel Outdoor here.

Lamar Advertising Company

Lamar Advertising provides billboard and transit advertising solutions in Western Massachusetts. Their offerings include traditional billboards, digital displays, and transit ads, placed in high-traffic areas to reach a wide audience. They also offer complimentary design services. Lamar serves businesses looking to promote events, increase brand awareness, or advertise local services.

Learn more about Lamar Advertising here.

New Tradition Media

New Tradition Media offers premium billboard advertising across Western Massachusetts. They provide both digital and static billboard options for businesses looking to reach a broad or targeted audience. Their services are designed for local and regional campaigns with a variety of ad formats.

Learn more about New Tradition Media here.

OUTFRONT Media

OUTFRONT Media offers billboard advertising services in the Springfield-Holyoke area and other parts of Western Massachusetts. They provide both static and digital billboards in well-trafficked locations. OUTFRONT’s services cater to businesses aiming to reach commuters, pedestrians, and other local audiences with effective outdoor advertising.

Explore opportunities at OUTFRONT Media here.