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ElmerHilderbrandonCommunityRadio LocalradioisthelifebloodofmanyofCanada’ssmallcommunities,especiallyinWestern Canada. Withoutlocalradio,manysmallcommunitiesgetlittleornocoverageofareanews.Atbest, thereisaweeklynewspaper.Therestofresidents‘service’comesfromdistant,oftenmetromarket,radiostations. Metromarketstationsbroadcastonlymajornewseventsfromsmall-markets–fires,accidents orthelike.Bycontrast,smallmarketradiostationsgetinvolvedineveryaspectoftheir community–fromreportingonlocalconcerts,schoolandcommunityactivitiesandinitiatives, sportsevents,churchandcharitableorganizations. On-airradiopersonalitiesinsmall-marketCanadaareconnected.Theygenerallyknowmost membersofthecommunity,takinglistenerloyaltytoanewlevel!Theyactivelyhelpoutin theirhomecommunitybywayofpromotion,emceeingcommunityevents,andcreating positivetalkandinterestaboutallthat’sgoingon. Inmyexperience,theflavouroflocalradioistruly“likeafriend”–down-home,personal, accessibleandtherewhenyouneedit.Doesthatseemdated?I’dventurenot.Intoday’sworld ofinternetandsatellitecommunications,localradiocontinuestobethegluethatholds communitiestogether,reflectingwhatis‘real’and‘genuine’.Afterallissaidanddone,people don’tliveontheinternet,theyliveincommunities. ManyofCanada’sleadingcorporationsareexperiencingthevalueofconnectingatagrass rootsleveltoCanadiansinruralandsmallmarkets.Theiradvertisingresultsaretangible,and theyknowthattheyaredifferentiatingtheirbrandsfromcompetitors’thathavealessaccessiblepresencewiththeconsumers. It’struethatthemajorityofCanada’spopulationresidesincitiesandmid-sizemarkets,butI wouldcontendthatthebrandloyaltythatcanbebuiltinsmallcommunities,isdeeper,faster toacquire,andoffersahigherreturnoninvestmentthaninlarge,highly-competitivemarkets. OnbehalfofGoldenWestAdvertisingandallofCanada’ssmallmarketradiobroadcasters,I inviteyoutoexploretheindividualcommunitiesthatmakeupyourbusiness’geography.You maybesurprisedathowattachedyoubecome. ElmerHilderbrandistheChiefExecutiveOfficeratGoldenWestRadio