In the latest post to the Paragon Media Strategies blog, company CEO Mike Henry (pictured) notes some encouraging comments that he read in a story this week, including our headline above and this one: “The sales team hunts for three types of advertisers; small, locally owned businesses, banks and auto dealerships, and national advertisers interested in targeted buys.” So, what broadcaster has re-discovered the importance of local content and is ready to invest in its locally-focused programming and advertising future? Henry reports that the answer to that question just might surprise you. First, read more HERE. Then offer your comment HERE.

Like the swallows returning to Capistrano, Major League Baseball’s St. Louis Cardinals are returning their play-by-play broadcasts to CBS Radio’s Gateway City News/Talker. The “Redbirds” will return to KMOX’s booming 50,000 watt signal — which reaches some 40 states and parts of Canada — following a five-year run at crosstown KTRS. Prior to that move, Cardinals baseball had aired on KMOX for an incredible 52 years. Beginning with the 2011 season, KMOX will carry all regular, pre-season, and post-season games, which will continue to be produced by the team. Veteran announcers Mike Shannon and John Rooney will remain in the Cardinals’ broadcast booth as part of the new multi-year pact. “The Cardinals are among the best organizations in all of sports and we are thrilled to be able to partner again and bring the Cardinals home to KMOX for fans everywhere to hear,” said John Sheehan, Senior Vice President-Market Manager, CBS Radio/St. Louis. “While the radio business has evolved, there is something special and enduring about the tradition of Cardinals baseball on KMOX – that relationship is important to the fans. As America’s Sports Voice, KMOX remains committed to expanding the fan base of St. Louis’ sports franchises.”

Congrats to KCSP/Kansas City as the Entercom Sports/Talker’s recently held Larry Stewart Memorial Radiothon raised over $105,000 to benefit KC’s Salvation Army Children’s Center. Pictured during the broadcast (l-r) are former Kansas City Chiefs player Deron Cherry with “610 Sports Radio” hosts Josh Klingler and Bob Fescoe … Deon Levington, VP/GM of ICBC Broadcast Holdings, has been appointed to the NAB Board of Directors where he’ll represent NAB members from District 1 — New York and New Jersey … Department of “DOH!”: Longtime NTS MediaOnline Today reader and veteran broadcaster Rich Wood writes to correct our spelling in a story yesterday mentioning the former Noble Broadcasting, which, Wood points out, was named after the late Ed Noble, “the man who’s family owned LifeSavers and who took the second NBC Network and made it into ABC way back when.” Wood, who worked for Noble, notes that it was Ed’s wife and kids who owned Southern California’s south-of-the-border blowtorch XTRA 690 AM, since Noble was a U.S. citizen. In the words of the late, great Paul Harvey, now you know “the rest of the story.”

Inspired by the bestselling book, No Impact Man, KKZN/Denver morning talker David Sirota decided to challenge himself and his listeners to become a “Low Impact Man,” through a series of five lifestyle and habit changes that he accumulated over the course of a week. Along with learning how to reduce your personal impact on the environment around us, Sirota reports that he and his listeners also learned just how difficult it can be to “live your environmental politics.” You’ll find our exclusive one-on-one chat with Sirota beginning on page one of this week’s issue of NTS MediaOnline Weekly. Look for it in your inbox first thing tomorrow morning.

“NewsRadio 1020″ KDKA/Pittsburgh morning host Larry Richert helped sister station KDKA-TV find Pittsburgh-area contestants for long-running game show The Price is Right during a recent event. Pictured with Larry (left) is Dan Braddock from the television station’s promotions department.

GOT PHOTOS? We love to share photos of your station or company events, personalities, live broadcasts, etc., in both our daily and weekly NTS MediaOnline e-publications. You’re invited to “hit us with your best shot” by emailing your pics to us HERE.

As Hurricane Earl threatens cities and towns up and down the Atlantic Coast of the U.S., radio stations across the region are gearing up to cover the storm and provide listeners with needed emergency information. WTOP/Washington reporter Neal Augenstein has already been dispatched to Virginia Beach, where the governor has already declared a state of emergency in advance of Earl’s arrival. WBAL/Baltimore reporter John Patti is on the ground in Ocean City, MD, where officials are advising those who are planning a trip to the seashore community this holiday weekend to delay their departure until Friday. Meanwhile, KYW/Philadelphia reporter David Madden says New Jersey shore communities are bracing for a possible brush with Earl on what is usually the final, big weekend of summer for businesses and hotels up and down the “Jersey Shore.” Citadel Gotham City News/Talker WABC/New York is prepping listeners for the “increasing likelihood” that the storm could have an impact on the city this weekend, putting a big damper on those hoping to get away to the Hamptons and other NY area beaches for the long Labor Day weekend. The New York region hasn’t taken a direct hit from a hurricane since Gloria paid a visit to the Big Apple in 1985. And in Boston, WRKO remains “on watch” as Earl carves a path up the coast, with the potential of hurricane force winds hitting Cape Cod’s popular beaches this weekend, depending on the track the storm ultimately takes. As usual in emergency situations, News/Talk radio is ready to go with important, life-saving emergency information and around-the-clock weather updates for listeners, as the now Category 3 storm churns northward along the eastern seaboard. (Hurricane Earl storm track illustration from WSJ.com)

San Diego Union-Tribune sports writer Jay Posner reports that Premiere Radio Networks syndicated Jim Rome Show is moving from its current home in the market, “Double X Sports Radio 1090,” to crosstown Clear Channel-owned Sports/Talker “XTRA Sports 1360″ (KLSD). Rome (pictured) has aired on the Broadcast Company of the America’s operated south-of-the-border Sports radio outlet since 2005. BCA President/CEO John Lynch has a long history with Rome, dating back to the Sports/Talk host’s earliest days when he debuted on then “XTRA Sports 690,” the former legendary SoCal Sports station that was then operated by Lynch’s Noble Broadcasting (In 1996, Lynch sold Noble to Jacor Communications, which was later purchased by Clear Channel). The U-T reports the departure of Rome’s show from the Double X Sports Radio lineup — set to take place at the end of September — is somewhat less than an amicable one. Read more details HERE.

WWBA/Tampa adjusts its weekday lineup, expanding Dial-Global syndicated talker Michael Smerconish to a full three hours (noon-3pm), and moving up the start time for Chris Markowski’s local program, which now airs 3-6pm daily. Markowski (pictured) also hosts the weekend Watchdog On Wall Street show syndicated by Talk Radio Network … Kudos to the crew at WSB-AM & FM as the Cox News/Talker’s recently held 9th annual Care-A-Thon raised more than $1.4 million in donations for the Aflac Cancer Center and Blood Disorders Service of Children’s Healthcare Atlanta. Since the yearly fundraiser began in 2002, the station has raised some $8.4 million for the research and treatment facility.

Regular readers know that we feature job openings every Friday in the “Gig Alerts” section of our expanded feature publication, NTS MediaOnline Weekly. But now and then we hear of one that just can’t wait until the end of the week. We’re sworn to secrecy on this one, but trust us — it’s a primo major market gig for the right local talk host. Here are some details: “Do you have a GREAT RADIO SHOW? A rare opportunity for your show to  be on a west coast powerhouse News/Talker is coming soon! This is a GREAT DAYPART on a GREAT RADIO STATION in a GREAT CITY! So again, do you have a GREAT RADIO SHOW? Show must contain the following qualities: Conversational in presentation, conservative in nature, controversial at times, curious all the time, and preferably wrapped up in a comedic perspective — or at least a good sense of humor!” Email your resume and audio now HERE. Look for more Talk media “Gig Alerts” on page two of this Friday’s edition of NTS MediaOnline Weekly.

No, jovial MC Gene Rayburn and Charles Nelson Reilly won’t be at the upcoming Talk Media Conference & Talk Show Boot Camp, but veteran Talk radio programmer, manager and talent development specialist David Bernstein will be there to host “The Match Game.” It’s an exclusive presentation for TMC/TSBC 2010 attendees that will help you learn how your show matches up against some of the best and most successful shows in Talk radio today. An all-star panel of talents will be on hand, including Talk Radio Network syndicated talker Phil Hendrie, Citadel Media’s Red Eye Radio host Doug McIntyre, KSTE/Sacramento and KNEW/San Francisco talk duo Armstrong & Getty, and KISW/Seattle morning host B.J. Shea. You’ll go home smarter and better prepared for the future after attending this exclusive session … but ONLY if you register for TMC/TSBC 2010 HERE.

“Sorry, we have no rooms available on those dates.” That’s the phrase you just might hear if you haven’t yet booked your room at the Marina del Rey Marriott for October’s Talk Media Conference & Talk Show Boot Camp. Our special discounted room rate of just $169 is still available, but our friends at the Marriott have warned us that we’re nearing a sell-out of our TMC/TSBC 2010 room block. Don’t delay! Get one-click access to registration and hotel reservations for the industry’s TOTAL Talk media event, October 14th-16th in Los Angeles, by clicking on the banner to the right.