Live & Local – Radio’s Mantra (Again?)
(by Dana Hall) According to CBS Radio President/CEO Dan Mason, that’s the direction he sees terrestrial radio moving towards, once again. Mason appeared on the panel, “the State of the Industry,” at this morning’s Audio Industry Summit in New York. Emmis' Pat Walsh agreed, citing that competitively, “radio can elevate brands through being local,” and adding that being local matters to agencies.
Galaxy Communications’ President/CEO Ed Levin notes that while companies like his own are going the live and local route, there are still two distinct radio business models. “The two C’s (Clear Channel and Cumulus), clearly take the opposite approach … and when you have two companies that are so prominent, in so many markets, with a different perspective, that becomes a commonly held perception about radio as a whole.
(9/30/2013 12:41:19 AM) |
|- Rick in small market radio Guam|
(9/29/2013 9:42:42 AM) |
"Live and Local" is not a process that anybody is doing really well. Nor is it a switch that can be thrown. Station owners in every sized market run the risk of frustrating, boring, insulting and otherwise pissing off more audience and advertisers by attempting an amateurish rendition of "L&L" than if they were doing McRadio.
|- Ronald T. Robinson|
(9/28/2013 1:49:45 PM) |
Small and medium market stations. Keep doing what you do good. Live, local, and community.
|- Damon Collins|
(9/27/2013 9:59:22 PM) |
When you overpay for properties, you leave yourself only one choice to pay the bills...eliminate staff. For the "Live and Local" claims, it's not something new. It's what happens at the lower levels of radio. Just where are you going to find the talent at the upper levels of radio after you've eliminated and burned bridges with former employees? Hire some more newspaper people? Sad days for radio...
|- Mike Danvers|
(9/27/2013 9:58:12 PM) |
The column is right...live and local made radio! But the column is correct about Cumulus and Clear Channel...Dickey and Pittman think they can voice track, use cheap syndication... anything but investing in top local talent.
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