Matt & Sarah Demonstrate What Being Local is All About

Matt & Sarah Demonstrate What Being Local is All About

by Tracy Johnson

A lot of radio stations stake a claim on being local, or live and local. And it’s important to truly connect with the community. But more stations talk about doing it than actually do it well. This is an example of what being local is all about.

Alberta, Canada has been in the news recently, and not in a good way. The province is experiencing a dramatic increase in Covid cases. It’s the worst in North America, and one of the worst in the world. Check out this story for details on the outbreak.

Last week, the government decided to re-institute restrictions. The announcement was met with expected controversy, but the overall mood in Calgary (the capital) was somber.

Matt & Sarah: What Being Local is All About

Matt and Sarah are the morning show on Rogers Media’s Jack-FM (CJAQ). The show is heavily involved in the community and clearly loves the city. That’s one of the keys to their amazing success. Watch this video for an aircheck and analysis of an extraordinary day on the air:

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What a great example of the power of personalities to be the cheerleader for a community. Every radio show should strive to be connected with the audience. Here’s what it takes to do it:

  • Understand the values, lifestyle, and psychographic attitudes of the audience. Start with a target audience persona as described here.
  • Identify the appeal of your show and personality by building a character brand profile as described here and here.
  • Pay attention and be alert.


This is yet another outstanding morning on Jack-FM. The show, and program director Corbet Rutzer, made the right call, changing the show’s plan to reflect what was happening in their town. This is a great example of community pride.


How Important Is Being Local?

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Personality Profile: Matt and Sarah Save a Life

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