Local stations' best hope may be to focus on what Internet radio can't do well, but which they themselves have largely neglected -- catering to the interests and tastes of their neighbors. If FM outlets can do that, they don't have to get left off the dial. If they can't, they won't be missed.Rob Pegoraro - Fast Forward: Web Radio Hits the Road - washingtonpost.com
Many of us in the industry, whether we are sitting on the sidelines watching or some that are in the game have been saying for many years: If radio would focus on being local, it will thrive. Too many large groups have missed the mark. Being local isn't just about news, weather and traffic. And it is also not about a Saturday remote at the car dealership handing out t-shirts and bumper stickers. It is about listening to your audience and playing what they want, not what a small focus group likes. One station I worked at, we were required to write down every request that we took. Every one. Why? Because it gave the programming department a better idea of what the listeners wanted. Yes, there were a handful (literally a few) listeners that called in regularly with the same song requests, however it did not cause any great issue in creating a playlist the majority of listeners wanted. Does your station do this now?
Radio has such a better opportunity and is in such a better position than some other media to really help its local businesses using texting applications. Imagine this: Telling your listeners to text their location to you, using an app like BriteKite.com, when they get to the local grocery store. And when you get that update from them (because you follow your listeners back on the prefered social media network), you send them a coupon code for a free 2 litre soda that they can use right on the spot. You do this randomly. "Stay tuned, later this hour I have a coupon code that I will text to your cell phone for ABC Grocery on Main Street. But you have to tell me you are there using Google Latitude or BriteKite". Why use these location apps? So you know, or have a better idea of how many people are really at your customers store.
This is just another suggestion on how local radio can still survive, thrive and win!
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