"Local" is SO Radio 1.0
Personal is the new Local
The Radio Marketing Nexus blog delivers another "pseudo-insightful" post about what's broken in radio, but (again) offers no solutions.
Ramsey rightly points out that "local" no longer works - duh. "Local" hasn't worked since the 90's. Granted -- it works even LESS today, but telling stations what doesn't work, doesn't help. They KNOW it doesn't work.
What will? PERSONAL.
PERSONAL is what radio needs to be producing/delivering/offering everyday.
PERSONAL is not dictated by physical proximity, nor geographic location, nor signal area.
PERSONAL gets to know the listener on a micro-conversational scale.
PERSONAL speaks directly to each listener and acknowledges THEY have the voice, choice, and control -- not the radio station.
Zombie Radio stations would say electricity powers a radio station. Smart stations know better, they know it's powered by listeners (their listeners know it, too.)
Local is... the weather.
For that, I can look out the freakin' window.
Personal is the new Local
The Radio Marketing Nexus blog delivers another "pseudo-insightful" post about what's broken in radio, but (again) offers no solutions.
Ramsey rightly points out that "local" no longer works - duh. "Local" hasn't worked since the 90's. Granted -- it works even LESS today, but telling stations what doesn't work, doesn't help. They KNOW it doesn't work.
What will? PERSONAL.
PERSONAL is what radio needs to be producing/delivering/offering everyday.
PERSONAL is not dictated by physical proximity, nor geographic location, nor signal area.
PERSONAL gets to know the listener on a micro-conversational scale.
PERSONAL speaks directly to each listener and acknowledges THEY have the voice, choice, and control -- not the radio station.
Zombie Radio stations would say electricity powers a radio station. Smart stations know better, they know it's powered by listeners (their listeners know it, too.)
Local is... the weather.
For that, I can look out the freakin' window.
