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The power of radio

In a small regional market like Durango, there are limited media choices. Newspapers are fading fast, except those successfully making the leap to the internet. Local magazines are almost non-existant. But, radio continues to grow.

In spite of an abundance of stations from which to choose, those with a strong local focus continue to dominate the market.

You don't have to yell

When designing radio spots for a client, we try to create something that will stand out among the most commonly heard commercials on the intended station.

We listen to what everyone else is doing and create a "sound" that gives some contrast. This gives the spot more traction and gets the client a bit more mileage for their money.

Choosing the right station

There are a lot of stations in our region. But only a few carry anything local. The public radio station (KSUT) has excellent demographics, but one is limited to an "underwriter" type of format. This is good for a long term image building campaign but difficult for short term specific promotions.

Four Corners Broadcasting focusses heavily on the community and is relatively free of the most obnoxious screaming commercials one finds on most of the kiddie pop stations in the area. They have three commercial stations with varied audiences.

Another strong contender in our area is the college station, KDUR. Although aimed at a younger audience, this staion has a surprisingly wide and loyal following among all age groups.