Wednesday, February 06, 2013

Terrestrial radio is losing listeners — and the industry war

By John Reinan

1 comment:

  1. It is an interesting and valid point Reinan makes, and for the radio mass market there is no easy answer beyond "our business and programming models are failing, we need to try something else."

    But there are some bright spots on the dial. There are some stations that are very focused on their local audiences or, more regionally, on their audience niches. Here are a few examples:
    WWOZ, the New Orleans jazz & heritage station.
    KLEB, a funky little Cajun AM outlet.
    WGSO, hyper-local New Orleans news and commentary.
    WSM, 50KW clear channel rootsy country music to the eastern half of the U.S.
    WQRZ-LP, "Katrina Radio," an odd mix of local music and oldies, and oh yes, hurricane reporting as needed.
    WOYS, "Oyster Radio," playing Jimmy Buffett-tinged mix of beach town music.

    All of these are as focused as a local microbrew, and all are somewhere between chugging along OK to succeeding wildly. The reason why is simple: they're not putting out homogenized crap, they're putting out something with flavor and spice. They know their audiences and build content for them. They take chances, and take feedback. Anything less is just laziness, and a recipe for failure.

    Will they succeed in the long run? Dunno, but they're doing better than the "yet another pop / oldies / sports talk" stations are doing.