I read a shocking comment on one of those radio forums the other day, that being “local” is the death of commercial radio as we know it. That in order to compete with satellite radio, iPods, etc., radio should simply focus on the music and forget about the community.
Needless to say, I was speechless. Could this be true? Have we been doing it all wrong?
Local radio was created to entertain and inform. But according to this forum, the only thing that interests the public these days is music. Therefore, we should all just forget about the upcoming Relay For Life and spin a little more Nickelback. That should help boost the ratings, huh?
Let’s be real here. Stations that choose to move away from localization will lose out in the end. Radio is, and always will be, about the local community. People want to know what’s happening in their town. Why do you think that in most major markets the local news/talk stations are holding down the #1 spot? News/talk stations specialize in giving their listeners information about their hometown. It serves as a platform for them to interact and discuss the issues they face on a day-to-day basis. It talks about the things that they care about. It’s local.
There are a lot of elements that contribute to the success of a radio station. Does music play a large role in this? You bet it does. But people can now get their music anywhere, so we need to look at the real reasons people tend to choose to listen to radio in the first place. When a crisis occurs, where do people go? If the road is closed due to an accident, who has that information? When the local food bank is in dire straits or gas prices are on the rise, who do we turn to? It certainly isn’t an iPod.
So how do we win? We win by doing what radio does best, establishing a lasting and emotional connection with our listener. By being local. Now, I’m sure some of you are thinking: “The last thing I want to hear about is some jock blabbing on and on about the community bake sale”. Local does not necessarily mean talking about bake sales and charity car washes. Local means relating to the person that lives in your community. Finding creative ways to talk about the things that your demo cares about.
Think about what it’s like when you attend a party at a friend’s place. Do you just sit there and listen to music? Nope. You talk about the things that are happening in your community, at your work, with your family, and so on. You talk about the things that the other people at the party can relate to. You create an emotional connection.
When I travel to other cities and listen to their local radio stations, it is amazing how many make no effort to localize anything. So why would anyone that lives in this community care to listen? Stations like this force people to listen to satellite radio.
It is my belief that every radio station should reflect the community it serves. This could be done with station imaging, jock talk, news coverage, even the music you choose to play. Perhaps the best thing to do is to think of radio as a person rather than, well, radio. Be the person that people turn to in time of need, the person that always knows what’s going on and the cool places to hang out. Be the person that shares in a listener’s frustrations or celebrations, the person that we can rely on to put a smile on our face. Be real. Be plugged in. Be local.
Creating a local product takes effort. It is a never-ending job that needs to be reviewed each and every day. It takes creativity, dedication and a real passion for your community and your listener. At times, it will be exhausting and frustrating but in the end the rewards will outweigh any potential negatives.
The state of radio is not near as bleak as some people make it out to be. However, if there continues to be a group of broadcasters that push the belief that “local radio” is the end of us… then God help us all.
Rudy Parachoniak is Morning Show Host/PD/Operations Supervisor at CKQR-FM Castlegar, B.C. He may be contacted by e-mail at rudy@mountainfm.net
"The CRTC release numbers yesterday showing how commercial radio is thriving, for both AM and FM" Would they release otherwise?
Local radio's not dead. Anyone who's worked it knows this when there's a freak storm, and parents need to know about their childrens' schooling. Or there's flooding in your community. But, Local Radio, as it was back in the 70's & 80's is DEAD. If you're preaching it, you're flogging a dead horse. When a businessman decides he's going to invest in a radio station, he will do his homework. He will find out what's missing in the given market and he'll serve it up. Fact of the matter is, the entire planet's becoming more accessible which means, whether you like it or not Old Schoolers, the World is Local. If you don't get your head around it and focus on what your investment is, you'll lose. Done. I once heard a PD tell me, "Don't go into detail about 'who' wrote that song. 'Which Producer' they went to and 'What kind of technology' they used to emenate the great sound". There was a bit more, but this guy really said, "It's local, local, local. People don't care what happened behind the song." Gee, you wonder why radio's dying. This is a market where Talk Radio is accessible. It's a market where there are options for Music Formats. See, I go see a doctor cuz he can tell me why I am sick. I don't go to a grocer for those answers. People will listen to talk if they want talk. If they can't get it, they'll go to satellite (check the sales numbers for sat radios). If they're listening to a music station, why do you think they're on that dial? You better have people between the songs who can recognize the World is becoming more and more local. Not many people are living in your town without cable or satellite. If you wanna cater to the people who still have tinfoil on their TV's rabbit ears, go nuts. Your local audience, as you know it is dwindling.
Of course radio is "thriving". The big corporations are pulling more money by spending less on salaries and such, while increasing the amount they are charging for spots. Just a general observation though...
As for Rudy's thoughts, I agree. When radio's done right (or at least semi-right) it will be successful. I think its time for a music station to pull its head out of its a$$ and be more local with something more than 101-second updates for news and a plug for some concert coming to town. Maybe its just my observations, but in this forum there's a lot of whining about the poor quality of news talent in major markets. Maybe its because the small markets have eliminated news coverage and so the "talent" is being told to pull from the wire and has no idea what news gathering is all about. It's a trend I can only see continue I'm afraid.
I once heard a PD tell me, "Don't go into detail about 'who' wrote that song. 'Which Producer' they went to and 'What kind of technology' they used to emenate the great sound". There was a bit more, but this guy really said, "It's local, local, local. People don't care what happened behind the song." Gee, you wonder why radio's dying. This is a market where Talk Radio is accessible. It's a market where there are options for Music Formats. See, I go see a doctor cuz he can tell me why I am sick. I don't go to a grocer for those answers.
That PD was a smart guy, despite your reservations about his comments. We have so many options for music delivery now, the reason people still tune in to terrestrial radio is because of LOCAL. They want to hear great music combined with compelling information that affects them personally. Why else would you choose radio over your iPod? Local is what will keep us alive. And being local means more than just sitting in front of the mic and reading a community PSA, it means getting involved in the things going on in your market that your listeners are involved in and then talking about it in an interesting way. This doesn't just apply to small markets - look at Gerry Forbes. Why do you think he's been so successful for so many years? It's because he's so plugged in to what's going on in Calgary, specifically what is of interest to his demographic, and is able to relate that connection on the air in an entertaining way. He gets it. I bet if you listen to the top morning guy in any given market, you'll find the same thing. The announcers that clock out at the end of their shift and think their day is done are never going to draw the listenership (or the $$$) of Gerry Forbes and his ilk. If you don't care about local, you don't care about your community, and in turn your community won't care about you or your show.
Personally, I think there's a way to combine it all. I eat sleep and breathe the music, and am in the business FOR the music. With that said, I'm all about local and am constantly out at events. A VERY wise Promotions Guy-turned-Sales Guy once told me "Radio is NOT a 9-5 job" and that is what I live by. You have to be involved in events in the community, and the easiest way to do that is just to get out and play rec sports. You get to meet your listeners and really become a face for the radio station...you become more personable on the air when people can put a face to you. BECOME a part of your own demo and you'll watch that demo grow.
Rudy has it right, you can't beat the local "bead" on things, and the dumbing down by "national" satellite tabloid roid raves frankly turn a lot of people away from radio. When the next big disaster comes, who will you turn to? - Local radio. ... or HAM ... yes, those fearless people in dark basements.
Music soley on radio is a watered-down medium - people usually "tune out" now by turning on their i-pods or other such devices - TALK radio, especially if it involves local issues are MY choice waiting in a rush hour lineup, or a ferry line. Interesting topics you can't get on an i-pod, and learn that an accident up the road needs a detour - not on "national" satellite talk.
Keeping it local and relevant is what it's all about. VT-ing "That was Joe Blow and before that we had Kool and the Gang...we threw in some James Taylor, etc. This is Dr Johnny Fever on (insert clever radio station slogan here, followed by the call letters). More 10 in the row favorites coming up."
BORINGGGGG. And what's with VT-ing a station ID after EVERY song???
"The CRTC release numbers yesterday showing how commercial radio is thriving, for both AM and FM" Would they release otherwise?
But, Local Radio, as it was back in the 70's & 80's is DEAD. If you're preaching it, you're flogging a dead horse. When a businessman decides he's going to invest in a radio station, he will do his homework. He will find out what's missing in the given market and he'll serve it up. Fact of the matter is, the entire planet's becoming more accessible which means, whether you like it or not Old Schoolers, the World is Local. If you don't get your head around it and focus on what your investment is, you'll lose. Done.
The last I heard, the post-war baby boomers are still the largest demographic group with the most disposable income, and for some reason our industry 20-30 somethings are telling marketers that we're dead ... the generation that inflated it and have actually destroyed it for greed. Most people in my (babyboom) group would come back to the "dead horse" you're talking about. Problem is... no one's doing it, so what was "old school" would now be "new school", and "different" to what everyone else is doing, and attract that LARGE market again without all the dumbed-down tabloid POP cRAP, with insulting talk hosts more trying to start flaming the audience.
Yes, the world is closer, but the issues stay local, so does the local news, and so will the local advertisers. A radio station today should also be streamed on the internet - there's local going WAN - you can even keep track when you're travelling abroad with your "old school" friends.
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