First, there is still a desire to do so, although to a lesser extent than 40 years ago, obviously, for many good reasons—first and foremost economic reasons. Even so, I've witnessed a deep rooting of certain radio stations in their communities. A good example can be found in the Groupe Radio Simard stations in Rivière-du-Loup, where a significant amount of money is still invested in news and public affairs, precisely to maintain that connection with the community.
I would add that there are even activities that, from an external perspective, could be described as unprofitable. Broadcasting the finals of the Bas-Saint-Laurent senior baseball league is one such example. It's not an activity that generates revenue, but it does reinforce the bond between the radio station and the community.
In Roberval, when the first three or four swimmers finish crossing the lake, all the other media leave, except radio. I've seen it myself. The radio stays on site to cover the event until the very last swimmer emerges from Lac Saint-Jean. This is not a profitable activity, but it's one that creates a lasting connection with the community.