Maybe you’ve heard the line; “We’ll win cause we’re local.” Some radio folks believe that. I believe that yes, local is important, but more important is “being good.” The story below may change your thinking.
I was in one of my smaller markets last week. One of the stations in the cluster is a 6kw class A CHR. Their competition, a 100kw IHeart Premium Choice CHR that not only sounds pretty good but also runs the syndicated “Dave and Jimmy” morning show.
I do not work for the CHR, (I’m the AC guy) but the station owner knows me and knows that I always have an opinion (lol). He asked how I thought his station sounded. I told him it was “just ok”.
He knows that “just ok” from me means I think they stink. It lacked differentiation” from the other CHR and also played a lot of unfamiliar, non-hit music. Most important, the new morning guy they hired was boring.
My owner was not happy with my response and quickly told me that “we just hired this local morning guy to talk about local events and happenings to combat their syndicated show”.
If you have not heard the Dave and Jimmy morning show, take my word. They are good. Very good. They have a large production team working on it every day. The show moves has high energy and is in touch with what’s happening. Most important, Dave & Jimmy are TALENTED.
My client’s guy is local, but he is boring. No excitement. No entertainment. No talent.
What’s my point? Being local is not enough. Better talent & content always wins out.
For my client, it means his local morning show will most likely never come close to Dave and Jimmy.
Just imagine what would happen if a TV station put a “local” guy on opposite Jimmy Fallon. Yea, he’d be local, but viewers would still choose Fallon cause he’s so likable, funny and TALENTED.
I’d love to know what you think about “local” vs “talent”. Email me today. firstname.lastname@example.org
Consultant to AC Radio, Berkowitz Broadcast Consulting
For over 40 years, Gary Berkowitz has been involved in every aspect of the operation and management of high quality, financially successful radio stations. From on air personality to music and program director, Gary has done it all since graduating Emerson College in Boston.