The Power of Local Radio in Missoula, MT: A Conversation with Becky Smith

In this podcast episode, Devin Shuman interviews Becky Smith from Missoula Radio in Montana about the power of local radio in rural markets. They discuss the trustability of radio and how it is the most trusted media medium outside of newspapers. They also highlight the importance of live and local broadcasters in building connections with communities and delivering real-time information. The conversation delves into the unique challenges faced in the Montana market, where there are no rated radio metros and the geography and topography present obstacles for coverage. Becky shares insights on the impact of Montana's rural movement on the real estate market and the need for advertisers to understand the specific communities they are targeting. The podcast also explores the role of live jocks in radio and how they enable stations to stay local and connect with their listeners in real time.