While radio stations in major markets deal with more competition, thereby facing a greater challenge when trying to reach listeners with information or advertising, the medium still excels at getting out the message in smaller markets, according to Yavapai Broadcasting Regional Director of Sales and Marketing Mike Jensen.
“Radio is deeply woven into the fabric of rural life, [and] remains one of the most effective advertising and communication tools, but its impact varies significantly depending on location,” Jensen writes in a guest column for Flagstaff Business News. “In urban markets, radio competes with digital platforms, streaming services and social media for attention. However, in smaller rural communities, local radio remains a trusted and powerful medium for businesses and residents alike.”
Jensen, who oversees Yavapai’s Flagstaff, AZ stations — classic hits “The Cloud” KKLD, country KVRD, adult alternative KVNA-FM, adult standards KYBC (1600AM, and FM translator K242BZ at 96.3 FM), and ESPN Radio KVNA-AM (600, and FM translator K284BO at 104.7 FM) — has seen local radio thrive on its connection to the community.
“A strong radio presence ensures that important news, weather updates, and community announcements reach those who need them most,” Jensen says. “Whether it’s a morning show discussing local happenings, a call-in program featuring community leaders, or a station-sponsored event, radio creates a sense of belonging. In areas with limited internet access or mobile service, local radio stations provide crucial information and entertainment without the barriers of data plans or subscription fees.”
Specific to local radio advertising, Jensen makes note of its cost-effectiveness and its ability to build familiarity and trust. “Unlike digital advertising, which often targets broad and less specific audiences, local radio stations cater directly to a community’s demographic,” he writes. “This allows businesses to craft messages that resonate with their customer base, ensuring better engagement and return on investment.”
Jensen adds, “When local personalities endorse a business, it feels more personal compared to an online ad from a national chain. Small businesses — whether restaurants, retail stores or service providers — benefit from the authenticity and credibility that radio provides.”
In all these ways, local radio maintains stronger ties to its community. “Stations play a crucial role in supporting community events, fundraisers and public service initiatives,” Jensen says. “Whether promoting a festival, charity event, or a new business opening, radio ensures these messages reach the right audience.”
As a result, radio has remained powerful and effective in rural areas. “While radio’s role may be shifting in larger cities, it continues to thrive in rural communities, where its presence is not just valued but essential,” Jensen writes. “Local radio remains an irreplaceable resource that strengthens community ties and drives local success.”