“People call here thinking that we have the answer to every question,” Hunter says. “WVNU was the internet before the internet; for some around here, it still is the internet.” He reaches for a stack of papers, finds the report, and gives the caller the information. “Thank you — you’re a lifesaver!” the woman gushes.
Greenfield, with a population of just over 4,000, sits nestled among the quiet hills of rural Ross and Highland counties between Hillsboro, Washington Court House, and Chillicothe. A mural downtown celebrates the Patterson family, widely recognized as the first African American auto manufacturers in the United States. High school sports and county fairs are at least as important as anything going on anywhere else in the world.
A mural in downtown Greenfield celebrates the Patterson family, widely recognized as the first African American auto manufacturers in the U.S.
It’s from here that WVNU, a tiny 2,300-watt radio station known as Lite 97.5, has been broadcasting adult contemporary hits from the second floor of a downtown office building for the last 30 years.
From another era
From 6 a.m. to 10 a.m. each weekday, echoing into the diners and dollar stores within earshot of the 2,300-watt station, crackles the reassuring voice of Nelson Hunter — greeting sleepyheads, harried soccer moms, and coffee-sipping executives over the airwaves with a soothing, chatty mix of music and talk. Hunter (most people know him simply as “Nelson”) is indispensable to people’s sunrises here, and just as reliable.
Nelson is a throwback to an earlier era of radio, when disc jockeys spun records, announced school closings, read obituaries and high school sports scores, and visited county fairs. While he no longer physically spins records in this digital age, he does hand-pick the tunes he plays — a rarity in radio today.
It’s not only neighborhood news filling those airwaves; celebrities, eager to talk about their latest book or movie, join in from faraway places (a booking agency in New York secures the interviews). Over the years, Nelson has chatted up the likes of Cher, Florence Henderson (“She was so nice,” he recalls), Valerie Harper, President Bill Clinton, and Joan Jett, to name only a few.
Meanwhile, as Hunter keeps the tunes playing, celebrities chatting, and school closings up to date, a robust support system of advertisers including grocery stores, car dealerships, and hospitals help keep WVNU afloat. Indeed, on a recent morning, a collection of commercials was airing for a hardware store, a bank, the local community college, and another bank.
Staying local
WVNU was founded 30 years ago by local businessman Pat Hays and his wife, Elaine. After years of resisting overtures from national radio conglomerates, they sold it in 2024 to Jackson-based Total Media, which operates more than a dozen such stations in nine small towns around southeastern Ohio and just across the river in West Virginia (they both have stayed on with the company). Total Media is owned by Alan Stockmeister, a lifelong Jackson resident and entrepreneur who currently serves on the board of trustees at Ohio State University.
“That local aspect is the most important part of what we are doing,” says Gary Mincer, Total Media’s VP and general manager. “There’s no one even close to us in terms of that local coverage that our stations provide to their communities, while at the same time helping local businesses find marketing solutions that they otherwise wouldn’t have. That’s always been the vision of our founder and owner: to be a part of these local communities and improve people’s lives.”
WVNU (along with all the Total Media stations) has kept up with the times, though, and has joined the streaming era. Anyone anywhere in the world can listen to the local shows live on each station’s website. Afterward, most of the programming comes in from satellite, though the stations do longer blocks of local programming for high school sports or during county fair week — when WVNU, for example, broadcasts all day, announcing the names of 4-H and bake-off winners.
Not just radio
Just as local radio hangs on in an age of conglomeration, small-town newspapers also often play a role. While newspapers nationwide continue to shut down, according to Axios, at an average rate of more than two per week over the past few years, that hasn’t stopped the presses at places like Total Media’s Telegram in Jackson and Vinton counties or the Attica Hub in Seneca County.
The larger metro dailies may be a shell of what they once were, but the Hub, for one, continues to go to press each week much as it has for the past 128 years. It has survived by carving out a niche as an “auction newspaper,” publishing scores of auctions each week while maintaining its local news chops.
A recent edition featured advice on keeping backyard bird feeders full, news from the local school board meeting — and dozens of auction announcements.
Publisher Deborah Cook and a staff of three keep the paper going. She says print still has a place, at least in the string of small towns the Hub serves.
“There are still a lot of people that do not have social media or the internet,” Cook says. “People still want to see their kid’s pictures in the paper.”
The role of local media
And that’s the point of local media, says Kent State University assistant professor of journalism Andrea Lorenz. The local press acts as a “civic glue” that holds small towns together, and when it disappears, communities become fragmented.
“Rural areas sense a loss of community, especially when they don’t have the keystone media that once connected us all,” Lorenz says, adding that when the local newspaper goes away, people go to other sources for their news, and that can cause fragmentation and polarization.
But Lorenz stays optimistic despite the grim environment for newspapers. “There are a lot of great start-ups,” she says. “Many people are putting their brains to how can we fix it — not to bring back what used to be, but how can we make it better.”
