Southern Utah’s Redrock Media Makes Mathis Its Next Sales Lead

Why It Matters

The leadership change positions Redrock to accelerate advertising sales and deepen its digital offerings, strengthening its competitive foothold in the fast‑growing Southern Utah radio market.

Key Takeaways

• Terry Mathis appointed Director of Sales for Redrock Media.
• Mathis will drive revenue for five-station St. George cluster.
• Redrock added True Oldies 107.7 and JACK 104.1 in two years.
• 102.3 KUTQ rebranded to Country, moving Zion branding to classic rock.
• Former sales director S. Michael Evans joined Cumulus Media in Salt Lake

Pulse Analysis

Redrock Media has become a prominent player in Southern Utah’s radio landscape, operating five stations that serve the St. George market and a growing digital advertising platform called Redrock Connect. Over the past two years the company broadened its format mix, launching True Oldies 107.7 and variety‑hits JACK 104.1, and converting 102.3 KUTQ to a Country outlet. These moves reflect a strategic push to capture diverse listener demographics and provide advertisers with multiple touchpoints across FM and online channels. The cluster’s combined reach exceeds 250,000 weekly listeners, making it an attractive platform for regional advertisers.

Terry Mathis brings more than a decade of sales leadership in Utah’s broadcast sector, most recently serving on the Utah Broadcasters Association board. As Redrock’s Director of Sales, he will be responsible for expanding traditional ad sales while integrating Redrock Connect’s programmatic solutions into client campaigns. His track record of building agency relationships and negotiating multi‑year deals is expected to accelerate revenue growth across the cluster, especially as the company seeks to monetize its newly added formats and the Country rebrand of KUTQ. Mathis will also mentor a team of junior sales executives, fostering a pipeline of talent.

The appointment arrives at a time when radio broadcasters nationwide are blending over‑the‑air content with data‑driven digital advertising to offset declining linear listenership. By leveraging Mathis’ expertise, Redrock can offer advertisers bundled packages that combine spot radio buys with targeted online impressions on Redrock Connect, a model that mirrors larger groups such as iHeartMedia. For local businesses in the St. George region, this integrated approach promises more measurable ROI and opens doors to reach younger, streaming‑savvy audiences without leaving the familiar radio brand. Such convergence is expected to drive higher CPMs and sustain profitability as the market evolves.