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Dec. 20, 2024 Editor, The News-Gazette: When I hear about the importance of “shopping local,” I envision Lexington and Buena Vista’s boutiques, unique restaurants, and family-run stores that make our downtowns thrive. However, the service industries that extend beyond what’s visible on Main Street and Magnolia Avenue, like your internet provider, don’t surface in those visions.
Local providers like VTS and BARC are part of our community’s backbone, offering reliable broadband while keeping profits and investments local. Those businesses partially rely on another local nonprofit entity, the Rockbridge Area Network Authority (RANA). Both VTS and BARC leverage RANA’s data center and middle-mile fiber to provide final-mile connectivity to the community. Choosing them supports local jobs, strengthens regional infrastructure, and reinforces our local economy — just like buying a sandwich at your favorite café or games and books from locally owned stores.
In contrast, large telecom corporations may lure customers with flashy marketing tactics, such as low introductory pricing or unnecessary high-speed packages that sound impressive but often exceed the needs of most households. These gimmicks can make people believe they’re getting better service, but local providers often match or exceed quality while offering something those big companies can’t — a personal commitment to our community.
Next time you evaluate your broadband provider, consider staying local. DAVID SAACKE Rockbridge County
