There’s this myth going around these days when a station faces a syndicated show as a competitor. A lot of stations think, “Well, they’re not local, so they can’t beat us.”
Being Local does NOT always win. You have to be the best CHOICE. Just because you know street names and buildings doesn’t mean that you’re the most compelling, the most fun, or the most desirable companion in my car, or my office, or at home when I want the radio to keep me company.
I’ve coached many syndicated shows over the years in several different formats, and frankly, we’ve made a habit of blowing right past people who think that because they can “get out and shake hands” with listeners, they’re not in any trouble. But of course, the TINY percentage of your listeners that you’ll meet – or will EVER come to a station event – makes this idea totally outdated.
Whoever’s the most intriguing, the most entertaining, or just the most likable will win. Heritage, especially to Millennials, doesn’t mean much (if anything). It’s all about who’s the most relevant to THEIR lives.
And surprisingly, what we’ve seen for years now is that this is true for almost ALL age groups. In the internet/twitter/snapchat/instant information age, AUTHENTICITY is the only thing that plays well to everyone. The air talents who have that (regardless of their own age) always do well.
Drop “be local” as your focus and substitute “be GREAT AND local” and you’ll be on the right track.
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Member, Texas Radio Hall of Fame
© 2016 by Tommy Kramer. All rights reserved.