Let's explore the diverse demographic groups that continue to make radio an essential part of their daily lives.
1. The Commuter Audience
One of our largest audience segments is the daily commuter. Americans spend many hours in their cars each week. For these individuals, radio becomes an essential companion on their journeys. Our adult contemporary, family-friendly format makes WIFM the perfect station for those commuting to and from their jobs.
What makes this audience particularly valuable? Research shows that nearly three-quarters of commuters shop on their way home from work, and more than two-thirds make their shopping decisions while in the car. This makes radio advertising one of the last messages a consumer receives before making a buying decision, giving our advertisers a unique opportunity to influence purchases.
The commuter demographic spans a wide range of ages and occupations throughout our coverage area. From healthcare workers at Hugh Chatham Memorial Hospital to manufacturing employees at the various facilities throughout Surry, Wilkes, and Yadkin counties, to professionals commuting to Winston-Salem from our more rural communities, these listeners rely on WIFM for entertainment, traffic updates, and local information during their daily drives.
The morning and evening "drive time" hours remain our most listened-to segments of the day, with Danny Hall guiding morning commuters and Joel Hooper accompanying evening travelers on their way home. These personalities become trusted companions, creating a sense of consistency and community that digital playlists simply can't replicate.
2. The Local Sports Enthusiast
High school sports coverage has been a mainstay of WIFM's programming for decades. Our sports department, featuring personalities like Joel Hooper and Daron Atkins, has had the honor of covering 25 state championships live since 1998. This extensive coverage attracts a dedicated audience of:
- Parents and family members following their children's athletic achievements
- Alumni maintaining connections to their alma maters
- Community members who take pride in local athletic accomplishments
- Sports enthusiasts who appreciate the nuanced insights our broadcasters bring to the game
Every Wednesday evening at 6:05 pm, Sports Talk with Joel Hooper recaps scores and stories from the world of sports, featuring interviews with coaches and players. Each weekday morning at 7:30 am, listeners can catch the Bojangles' Sports Report for highlights and stories of great athletes and teams in the Yadkin Valley.
The sports enthusiast demographic skews slightly male but includes a substantial female audience as well, particularly parents of student-athletes. Our coverage spans all major high school sports in the area, including football, basketball, baseball, softball, soccer, volleyball, and track and field. We take particular pride in highlighting the accomplishments of the Student Athlete of the Week, announced by Joel Hooper each Wednesday morning at 7:30, sponsored by Tri-County Orthopedic & Sports Medicine.
What makes our sports coverage special is the local knowledge and passion that our announcers bring to each broadcast. Daron Atkins, for example, brings over thirty years of experience as a sports official to his commentary, offering insights into the game that casual observers might miss. Joel Hooper's deep connections within the local sports community provide listeners with behind-the-scenes stories and context that national sports coverage simply cannot match.
3. The Community-Minded Listener
Perhaps our most devoted audience segment consists of listeners who deeply value community connection. This demographic is drawn to programs like "People Doing Good For Others," hosted by our owner Gary York. This weekly program, which has celebrated over 850 episodes since 1998, highlights individuals and groups whose lives and involvement truly make the Yadkin Valley a great place to live, work, and play.
These listeners also tune in for programs like:
- "Extension Today," featuring information and education on topics important to our homes, families, and communities
- "Spotlight on Schools," providing updates on local school activities and events
- "Elkin Valley Trails" reports on Thursdays at 2:05 pm
- "Explore Elkin" updates on Tuesdays at 2:05 pm
- "Talking Tourism" on Thursdays at 3:05 pm, highlighting exciting events taking place in Surry County
These community-focused listeners represent a diverse cross-section of age groups united by their interest in local happenings and their desire to stay informed about events and opportunities in the Yadkin Valley.
4. The Workplace Listener
Our adult contemporary format makes WIFM the perfect soundtrack for workplaces throughout our coverage area. From offices to retail establishments, our programming creates a pleasant atmosphere that appeals to both employees and customers. Our family-friendly content ensures that businesses can confidently play our station without concern about inappropriate material.
5. The Faith-Based Community
Sunday mornings at WIFM are dedicated to serving our faith-based audience with a variety of church services and religious programming. From 7:00 am to noon, listeners can tune in for programs including Music and the Spoken Word, Gospel Broadcast of Ricky Cothren, Look and Live, Way of the Cross, Fall Creek Baptist Church, Island Ford Baptist Church, Bethel Baptist Church, and live broadcasts from First United Methodist Church of Elkin and Elkin First Baptist Church.
Sunday evenings from 9:00 to 10:00 pm, we broadcast services from Pleasant Hill Baptist Church. This programming serves a significant portion of our listening area who value faith-based content and community connection through shared worship experiences.
The faith-based audience in the Yadkin Valley represents a core demographic for WIFM. This region has historically maintained strong religious traditions, with churches serving as central gathering places and focal points for community life. Our religious programming acknowledges and celebrates this important aspect of our listeners' identities.
What's particularly noteworthy about our faith-based programming is its ecumenical approach. Rather than focusing on a single denomination, WIFM provides airtime for various churches and religious perspectives, reflecting the diverse spiritual landscape of our communities. This inclusive approach allows listeners from different faith backgrounds to feel represented and welcomed.
For elderly or homebound individuals who may be unable to attend services in person, our Sunday broadcasts provide a crucial connection to their faith communities. This service became especially valuable during recent years when in-person gatherings were limited, demonstrating the continued relevance of radio broadcasting in serving community needs.
6. The Nostalgic Music Lover
Every Saturday night, Danny Hall presents "Jukebox Saturday Night," a two-hour program featuring the best mix of hits from the 1960s. This show attracts both those who lived through this musical era and younger listeners discovering these classics for the first time. This programming allows listeners to re-live precious memories or make new ones, creating a multi-generational audience drawn together by appreciation for this influential decade of music.
7. The Informed Local Citizen
Many of our listeners tune in specifically for local news and information that they simply can't get anywhere else. While national media outlets focus on broader stories, WIFM delivers the hyperlocal content that directly impacts our listeners' daily lives. Our commitment to the communities we serve is unparalleled as we focus on being the area's best communication media.
These listeners value our:
- Local news coverage
- Weather updates specific to the Yadkin Valley
- Information about community events
- Reports from local government
- Updates on regional business developments
In an era of increasingly nationalized media, this audience segment particularly values WIFM's dedication to keeping the focus on what matters most to them—their own communities.
8. The Contest Enthusiast
Numerous contests take place on air each day at WIFM, creating an engaged audience of listeners who enjoy the opportunity to win prizes. Each weekday morning at 7:50, Danny Hall hosts the WIFM Birthday Calendar sponsored by Foothills Meat Center, where one lucky winner each day receives a certificate for a pack of delicious country ham.
We love meeting and thanking our listeners when they stop by the studio to pick up their prizes, creating personal connections that strengthen our relationship with our audience.
9. The Digital Radio Listener
While traditional radio broadcasting remains our primary focus, WIFM also reaches an increasingly tech-savvy audience through our online streaming service. This allows listeners beyond our broadcast range to enjoy our programming and expands our reach well beyond the physical limitations of our signal.
Digital advertising opportunities are available on our website home page and on our streaming live page, allowing advertisers to reach this growing segment of online radio consumers.
10. The Small Business Owner
A significant portion of our audience consists of local business owners who recognize the value of radio advertising for reaching potential customers. In-car media, including billboards and radio, reach 98% of US residents aged 18 or older each month, making radio one of the most effective ways to build brand awareness.
In addition to traditional radio advertising, WIFM offers businesses the opportunity to reach over 120,000 callers each month who utilize our time and temperature lines in Mount Airy (789-0123), Elkin (835-8888), and Wilkesboro (651-8800).
11. The Multigenerational Family
One audience demographic that deserves special mention is the multigenerational family. WIFM's programming strategy intentionally creates content that appeals across age groups, making our station one that families can enjoy together. From birthday announcements to community events, from high school sports to Sunday church services, our content reinforces family connections and shared local experiences.
Our family-friendly format ensures that parents can listen with children of all ages present, without concerns about inappropriate content. This makes WIFM a natural choice for family road trips, weekend errands, and household activities where the radio serves as a background soundtrack for family life.
12. The Agriculture Community
The agricultural heritage of the Yadkin Valley remains strong, with farming families and agribusinesses forming an important segment of our audience. Programs like "Extension Today," which features information from NC Cooperative Extension Agents from Alleghany, Surry, Wilkes, and Yadkin Counties, provide valuable educational content for this demographic.
Sponsored by NC Farm Bureau agents in Surry, Wilkes, and Yadkin Counties, this program addresses topics crucial to our agricultural community, from crop management to livestock health, from weather impacts to market trends. By airing this broadcast Wednesday mornings at 9:05 and again on Saturday mornings at 10:05, we ensure that farmers and agricultural professionals can access this information at times that accommodate their demanding schedules.
13. The Tourism and Hospitality Sector
As the Yadkin Valley has emerged as a premier wine destination and tourism area, WIFM serves an increasingly important audience of tourism and hospitality professionals. Programs like "Talking Tourism," presented by the Tourism Partnership of Surry every Thursday afternoon at 3:05, highlight exciting events taking place in Surry County – from arts to nightlife to concerts and festivals.
This content not only informs visitors about local attractions but also keeps hospitality workers informed about upcoming events that may impact their businesses. The program creates a crucial information network that supports the region's growing tourism economy.
Conclusion: Radio's Enduring Appeal
What makes radio continue to attract such diverse audiences in our digital age? The answer lies in its unique combination of attributes:
- Accessibility: Radio requires no special technology or monthly subscription fees.
- Community Focus: Local radio stations like WIFM provide content specifically tailored to the communities they serve.
- Companionship: Our on-air personalities become trusted friends who accompany listeners throughout their day.
- Convenience: Radio can be enjoyed while driving, working, or engaging in other activities.
- Connection: Programs like high school sports broadcasts and community spotlights create shared experiences that build regional identity.
- Reliability: During emergencies or severe weather, radio often remains functional when other communication systems fail.
- Locality: While national media focuses on broad stories, local radio addresses the specific needs and interests of its immediate community.
- Personality: The human element of radio—the voices, stories, and local knowledge—creates an authentic experience that algorithms cannot replicate.
At 100.9 WIFM, we're proud to serve the diverse audiences of the Yadkin Valley with programming that informs, entertains, and strengthens our communities. As our station's call to action states, our mission is to:
- Be generous to the community
- Advocate worthy causes
- Speak for those who need a voice
This mission, established by our owner Gary York, reflects the fundamental values that continue to guide our programming decisions and community engagement. Mr. York's background—including his service as a Surry County Commissioner, member of the Mount Airy City Schools Board of Education, Guilford College Trustee, and member of the Surry County Educational Foundation—informs his deep commitment to using radio as a force for community good.
From commuters to sports fans, from workplace listeners to community advocates, our audience reflects the rich diversity of the Yadkin Valley itself. As we approach our 75th anniversary of serving this region, we recognize that while technology has changed dramatically since 1948, the fundamental human desire for connection, information, and entertainment remains constant.
As we continue to evolve and expand our reach through both traditional broadcasting and digital platforms, we remain committed to being "The Place to Be in the Yadkin Valley" for listeners of all ages and interests. For businesses looking to reach these engaged audiences, WIFM offers advertising opportunities that can help generate brand awareness and grow your business.
Radio's future remains bright because it continues to fulfill essential human needs—the need to feel connected to our communities, to stay informed about local happenings, to enjoy entertainment that speaks to our experiences, and to participate in shared cultural moments. At 100.9 WIFM, we're honored to be the soundtrack of daily life in the Yadkin Valley, as well as throughout Surry, Wilkes, Alleghany, Ashe, Davie, Forsyth, Iredell, and Stokes counties, and we look forward to serving our diverse audience for generations to come.
Contact us today to learn more about connecting with our loyal listeners throughout the Yadkin Valley region and beyond.