SAGA COMMUNICATIONS INC

Saga Communications, Inc. (NASDAQ: SGA) operates as a media company providing radio broadcasting, digital advertising, e-commerce, online news, and non-traditional revenue services across the United States. The company's website is located at www.sagacom.com.

As of February 28, 2026, Saga Communications owns and operates eighty-two FM and thirty AM radio stations serving twenty-eight markets. The company employs approximately 580 full-time employees and 199 part-time employees across its operations. The radio stations employ various programming formats including Classic Hits, Country, Classic Country, Hot/Soft/Urban Adult Contemporary, Oldies, Classic Rock, Active Rock, Top 40, and News/Talk formats designed to appeal to specific demographic audiences within each market.

The company's primary revenue source is the sale of advertising to local and national businesses, generating approximately 91 percent of gross revenue from local advertising and 9 percent from national advertising in fiscal 2025. Digital services, including paid search advertising, targeted digital display advertising, streaming advertising, social media advertising, online video advertising, and website-based advertising, accounted for approximately 15 percent of gross revenue. The company's strategy centers on operating top-billing radio stations in mid-sized markets while providing integrated marketing solutions that combine broadcast radio reach with complementary digital advertising services.

Saga Communications focuses on markets with well-established and relatively stable economies, often supported by strong government presence or major universities. The company maintains decentralized local management responsible for day-to-day operations and community engagement within each market, while corporate management oversees long-range planning, strategic initiatives, and performance oversight.

The company's competitive advantages include established local market involvement, long-standing relationships with advertisers, experienced sales organizations, and the ability to deliver integrated advertising solutions across multiple media channels. By combining broadcast audience reach with digital targeting and measurement capabilities, Saga Communications enables advertisers to execute coordinated marketing campaigns designed to increase awareness, drive consumer engagement, and support measurable marketing outcomes. The company's local sales teams maintain direct relationships with advertisers and work with centralized digital specialists to optimize campaign performance across broadcast and digital platforms.