This podcast episode discusses the idea of sharing the small market secret sauce of locally-owned and independently run broadcasters. The hosts highlight the value of radio in smaller markets, where stations become the lifeline for communities. The episode aims to showcase the untapped potential and value of small markets, urging agencies and brands to consider the impact of campaigns in these regions. The hosts emphasize the enthusiasm and deep knowledge of small market broadcast owners, as their personal stories and connections to their communities make for a powerful narrative. They also define small markets as areas outside of Nielsen audio rated Metros, covering a significant portion of the US population and land mass. The podcast aims to champion for these broadcasters, bridging the gap between local broadcasters and national agencies.