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Agreed! Radio Is All About Local

11-29-2012

When CBS Radio President and CEO Dan Mason asked NAB CEO Gordon Smith and RAB CEO Erica Farber to describe what radio's fastball was, they both agreed on the answer. Smith said, "One word...local." Farber added, "It's a connection. No other vehicle touches consumers in such a personal way." Mason, who is very big on local programming, added, "People listen for companionship. First, our radio station must be human. And it's a direct reflection of the PD's personality. For your station to have friends, you need to be a friend."




(11/29/2012 3:57:14 PM)
Having become used to delivering bad news, I have no problem in saying, Sorry, kids.'Local' ain't gonna do it. Granted, it wouldn't hurt and it would be a tad better than the frozen 2% homo being delivered by the congloms. But, it won't be enough to change the course.

Management have taken up this plaintiff wail of "local-local-local" as if it were a new pharmaceutical that would cure everything including listener disinterest, advertiser rejections and the heartbreak of psoriasis - all for a 49-cent investment. ("Tell the morning guy to talk about taking a walk in Dog Fart Park rather than about Britney having issues.")

Besides, as Robert "The Bob" has already proven: It's all about making more and better sales-calls. So it is said. So shall it be written. So shall it be done."

All of that and another buck, ninety-five will get us another cup of coffee.

Maybe these confabs/circle-jerks might not be a good idea after all. Possibly (otherwise) bright people could avoid becoming drooling, credulous and obedient chowder-heads.

- Ronald T. Robinson
(11/29/2012 2:00:34 PM)
Even in small towns that call themselves "the Hometown Radio Station", ownership is from out of town, satelite provides a soundtrack you can set your watch by and the sales people don't have any good ideas. Radio was deregulated so a bunch of rich idealogues could control the marketplace of ideas, which is exactly the opposite of, you guessed it, the internet. Forecast should have been called BEFORE-CAST... Before internet!

- Mark 3:26
(11/29/2012 8:54:49 AM)
Exactly! If you want to have a successful radio station you must not only provide information and entertainment to the community....you must be an extremely active part of it, not just with what you do on the air but in how you and your staff live your lives. That's what "local" is all about...it's much more than just content. It's a lifestyle.

- Maynard Meyer

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