A broadband terrestrial message delivery system includes a plurality of wireless communication devices (WCDs), each including a receiver and transmitter, the WCDs capable of not only receiving messages destined for a subscriber associated with a particular WCD, but further capable of acting as a relay point to move messages to and from other subscribers. Message diffusion includes relaying the messages in accordance with all earmark that specifies both the total number of times (N) a message is to be repeated, and the number of times (i) the received message has already been repeated. Methods of improving the spectral efficiency of such a message diffusion architecture include adding a propagation ring width control parameter (J) to the earmark such that a WCD acting in relay mode transmits no more than J repetitions of the message; and providing sectorization such that several sectorized message pathways in a cell may be simultaneously active.