Many in radio aren’t sweating this, despite the fact their new competition is often national or global in scope.\u00a0Spotify, YouTube, Facebook, and others rely on their millions and billions of users across the country and around the planet to create value for advertisers and marketers.<\/p>\n
So, where does that leave broadcast radio?\u00a0 As national business declines, and new media competitors swell, what options do more local stations have in order to remain vital and viable to advertisers and marketers?<\/p>\n
Interestingly enough, there may be clues on the public radio side of the street. Many public radio operators have looked over their local landscapes and seen newspapers shutting down, local TV stations increasingly cutting back, and commercial News\/Talk radio stations becoming ever more reliant on syndicated programming.\u00a0That spells opportunity for hometown news organizations with the vision to fill the ever-increasing voice in local news coverage.<\/p>\n
Over the past couple years, public radio stations that focus on news are routinely seeing record-shattering ratings. You can check your own local Nielsen report, and chances are good your local News\/Talk public radio station is knocking down impressive numbers. In some markets, they’ve actually achieved #1 status.<\/p>\n
And yet, most of these stations are very dependent on network programming.\u00a0 Most local shows on these stations are in the form of hometown talk shows during the midday hours, as well as feature news programs throughout the day. But few public radio News\/Talk stations are near having local programming approach the 50% mark.<\/p>\n
Is that enough?\u00a0 How can network shows fulfil local needs, helping public radio stations stand apart because of its community coverage and emphasis?<\/p>\n
Well, research shows that coverage of the metro area matters \u2013 a lot \u2013 to public radio listeners.\u00a0 A survey carried out by Jacobs Media<\/em> last year revealed that nearly seven in ten core listeners agree or strongly agree with the sentiment that \u201cOne of public radio’s primary advantages is its local feel.\u201d\u00a0 These are good numbers, but in a perfect world, you’d like to see those \u201cstrongly agree\u201d numbers look, well, stronger. And note on the slide below its Millennial’s who put the most stock in public radio’s local orientation.<\/p>\n <\/p>\n That spells opportunity, especially in an environment where local TV news has deteriorated while hometown newspapers are shrinking or disappearing at an alarming rate.<\/p>\n Can radio fill that local void?<\/p>\n Many commercial stations are achieving immediate ratings goals thanks to syndicated morning shows and other personalities beamed into their markets from afar.\u00a0 But the long-term health of the broadcast radio industry might just depend on doing a great job reflecting your neighbourhood, your town, your tribe, and the community where you live.<\/p>\n Local certainly does matter, perhaps now more than ever.<\/p>\n <\/p>\n![\"\"](\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/01\/chart2.png?resize=580%2C327\")
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