Big Hurdles for Little Regions

The South Dakota Radio Group might be small, but they sure have to keep the fight in 'em. Rural South Dakota depends heavily on radio, and it would be hard to imagine small town communities surviving without it. In an area where radio is a huge part of communication and transportation of information, they look to the airwaves to hear sports, (which seem to be the hight of importance), weather, and last minute cancelations.

I decided to chat with a small town radio group and see what difficulties arise for them being in such a rural area. I was able to reach Dawn Konold, the manager and head sales representative for the Mobridge, South Dakota, branch of the Dakota Radio Group. After chatting a while I was informed that within the next few years there are bound to be some big changes in their usual advertising practices. A lack of younger population in the surrounding areas has caused many of the local schools to consolidate, making the advertising income a brand-new guessing game. The same-old go to businesses will be harder to engage once there isn't a school in their home town to support and rally behind.

The Mobridge Radio group is well on its way with tactics to curb the impact of such changes. Konold went on to say, "We have to be ready and plan new events, new things to pull in our advertisers now. We will be going out of our way to put on sponsored tailgating parties and other events to bring the morale up and hopefully engage the customer once again." She also stated that being in such a small area, there isn't as much opportunity for big dollar income like there is in larger markets. Radio stations of Mobridge's size really need to fight for their dollar. In an area where everybody knows everybody, keeping their confidence is key. There's a trust factor there that may be lacking in the bigger industries.

It was great to see what a positive impact media can have in rural areas as well. When talking with Konold she informed me that the station had just recently finished promoting and putting on a not-for-profit rummage sale, where all of the money made went to local cancer patients. The money was used to help with traveling costs or any other expenses that could arise from the patients condition.

Rural radio may be smaller in size, but they still prove to have big heart!