Saying You’re Local and Being Local Are Two Different Things [audio]

Saying You’re Local and Being Local Are Two Different Things [audio]

by Tracy Johnson

Broadcasters are really resourceful. As natural advantages are compromised by new competition, we find new ways to claim relevance. For the last few years, the term “Live and Local” has been part of the mantra. But making the local claim and actually being local are two different things.

It doesn’t matter where your broadcast originates. Your studio could be on Main Street in your hometown or in Dubai. It’s all the same to the audience, except when they’re asked to come to the station in person to pick up prizes, which is one of the most annoying and outdated policies at many stations.

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In fact, many stations that are technically “local” sound disconnected from their community. There’s nothing that reflects the local mood. There’s no content that could only be relevant here. And good luck figuring it out by visiting their website. Chances are it’s full of repurposed content widely available virtually everywhere else.

What Is Local?

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