By Luke the CEO of Joy
If you’ve spent any time online lately, you’ve probably felt it: that overwhelming “noise.” Between the endless scrolling, the targeted ads that seem to know what you were thinking about five minutes ago, and the constant pings on our phones, it is easy to feel like we are losing our connection to what is actually happening right outside our front door.
I talk to business owners across Fredericton and New Brunswick every week. Many of them tell me the same thing: “I know I need to be online, but I feel like I am just throwing money into a digital black hole. Does anyone actually see me? Does anyone trust what I am saying?”
It is a fair question. As the leader of Joy Network, I want to share a secret with you that might seem a bit old-school, but it is actually the most modern marketing tool we have. It is the power of analog.
The Myth of the “Digital-Only” World
I live in the world of radio so from our context, the data for 2025 tells a story we see every single day. We have been told for years that traditional radio is on its way out, but in Canada, 81% of people still tune in to AM/FM radio every single week. When it comes to being in the car, which is where most of our local shopping decisions happen, radio accounts for 88% of what people are listening to.
But here is the number that really stops me in my tracks: Trust.
When you see an ad on social media, research shows that only about 28% of people actually trust it. But when you hear a message on the radio? That trust jumps to 79%.
Why is that? It is because when you listen to Joy Network, you are not listening to an algorithm designed in a skyscraper thousands of miles away. You are listening to a neighbor. You are listening to the station that tells you when the roads are icy on the Westmorland Street Bridge or when a local family needs a hand.
Why Radio Makes Your “Internet Stuff” Work Better
I often tell local business owners that we are not competing with the internet. We are actually the engine that makes your internet marketing work. We call it the “Multiplier Effect.”
Think of it this way: If you see a random ad on Facebook for a plumber, you might keep scrolling. But if you have spent the last week hearing that plumber’s name on Joy Network while you were driving to work, you have already “met” them. You trust them. It feels like they are a part of the community DNA.
The numbers back this up:
- People are 155% more likely to search for your business online after they hear you on the radio.
- Radio ads can actually boost your website traffic by about 9%.
Essentially, we “prime the pump.” We make sure that when someone finally sees you on Google or Facebook, they do not see a stranger. They see a friend they have already heard from on Joy.
The Heart of the Matter: Impact Partners
Marketing is great, but at Joy Network, we believe in something deeper. We believe in service. This is where our Impact Partners Program comes in. We realized a long time ago that our platform belongs to the community. Right now, our neighbours are hurting. We have seen a 42% increase in demand at our local food banks.
Through Impact Partners, we dedicate our time to 12 local non-profits every year. These are groups like Village of Hope, Greener Village, and Opal Family Services. These are not just names to us. They are the hands and feet of Fredericton.
Here is the “Business” part of that: People in Fredericton want to support businesses that care. In fact, 89% of consumers say they would switch to a different brand if it meant supporting a good cause.
When a local business partners with us through this program, they are not just buying an ad. They are helping us tell the story of Greener Village serving 2,200 families a month. They are helping us find hope for people struggling with addiction. They are becoming part of the “Community Multiplier.”
More Than a Commercial
I know that “advertising” can feel like a scary word for a small business owner. It sounds expensive, complicated, and a bit like a sales pitch.
At Joy Network, we do things differently. We do not want to just play a commercial. We want to tell your story. We want to connect your business to the “Hope and Joy” that defines our city.
Whether you are a listener who tunes in for the music and the message, or a business owner looking for a way to grow that actually feels good, I want you to know that there is a place for you here.
We are not just a radio station. We are a community. In a digital world, that is the most powerful thing you can be.
Want to help us make a difference? If you are a business owner, church leader, or someone who wants to see how we are changing the city, click here to learn about our Impact Partners Program.
Want to grow your business differently? If you are tired of the digital “black hole” and want to see how we can help your business stand out through trust and community, click here to see how we do advertising differently.
Want to partner with a platform that Broadcasts Hope and Invests in Community Focused Impact? If you are an individual that believes in our mission and what we are doing as a non-profit platform in our city then consider donating today (we are a registered charity and all donations are tax receiptable), click here to become a monthly or one time financial partner.