Advertsing agencies sometimes overlook the value of non-metro trading areas. Gen Media Partners and Elkhorn Media Group are on a mission to change that. With their locally owned and operated stations, Elkhorn Media has been able to tap into the unique dynamics of their markets and form strong partnerships with businesses and community members. This podcast episode highlights the Columbia Basin, a trading area that encompasses parts of Oregon and Washington. Through a lively conversation with Colleen Brady, listeners get a glimpse into the vibrant culture and diverse industries that thrive in this region. From farming and ranching to tourism and local events, Columbia Basin offers a wealth of opportunities for advertisers looking to connect with a highly engaged audience.