Over the past several days, I’ve written about some rather aggressive news by radio’s biggest companies to shore up relationships and distribution strategies with the likes of Netflix, SiriusXM, and others. For the largest broadcasters hoping to achieve scale, these alliances are sensible, smart, and strategic to both C-suite denizens, board members, and investors. These moves also enable the largest companies in radio to create even greater efficiencies when it comes to content creation and revenue generation.
But what do these tactics say to the thousands of other stations in medium and small markets, especially those owned by modest sized companies in Nielsen diary markets? Should they be open to achieving some of the same efficiencies as the behemoth companies or should they be seeking different goals in a radio industry that is rapidly shifting in a media ecosystem roiled by competition, disruption, and the pressures to evolve with technologies like AI?
For many radio companies, the writing is on the wall. And in fact it’s been memorialized in edible ink and spraypainted graffiti. “Local” is either unattainable or undesirable, depending on who you talk to and the team driving the strategy. Over the past several years after the pandemic, the motivation to embrace the local community has been overshadowed by the penchant for economy, married with the belief that embracing a station’s hometown environs isn’t viable, achievable, or (most importantly) profitable.
And when radio’s biggest companies enthusiastically adopt hub-driven, top-down content and sales strategies, it sends a message to the rest of the industry that a tectonic shift may, in fact, be on. It’s time for everyone to heed the “All aboard” clarion call or suffer being left at the dock. All dressed up and no place to go.
But, in fact, there is evidence that continues to strongly suggest there’s more than a “there there” for the local model, as evidenced by outlier brands diving into markets of all sizes. In this blog, I’ve discussed the Axios play on a number of occasions. Right now, Axios has established local outposts in 41 markets, including Cincinnati and Ft. Lauderdale. Later this year, they hope to have Mesa and Scottsdale on-board, two very desirable markets in and around the Phoenix area.
But the Axios play is out in the open, a well-established local takeover ploy that’s been in motion now since the COVID outbreak began to dominate America and the world, Axios reasoned correctly the economic pressures created and amplified by pandemic would most like put small, local news efforts under immense pressure to survive, thus creating “news deserts” in myriad markets. Their strategy is to fill that gap, providing locally-driven newsletters and resources for a large group of metros.
Axios isn’t the only organization waving the “local” flag. An extensive public radio study conducted in 2024 by City Square Associates was comprised of more than 30,000 respondents around the country. It attempted to nail down the priorities of general consumers and current audience members when it comes to news and content needs and desires.
Known as the RUN study – an acronym for researching unmet needs – the executive summary outlined five key findings for public radio stations to consider in their planning activities. Here’s the lead takeaway:
Despite this clear directive, many public radio stations have struggled to make their local communities a main area of focus. Part of the reason is an over-reliance on network shows offered by organizations like NPR, combined with the hangover still being felt by the demise of the Corporation for Public Broadcasting and the slashing of government funding that took place only a year or so ago.
Many public stations are still recalibrating budgets and reassessing fundraising activities. Focusing on and budgeting for local news and community coverage is still beyond the grasp of many operations.
But while radio continues to shy away from the pursuit of local news coverage images and perceptions, other players are jumping into the fray. Like The New York Times. They announced earlier this month they’re launching a newsletter and other resources in a market far removed from midtown Manhattan:
The Twin Cities.
Referred to as a pilot, “The Local” is expected to launch soon, described as “a new journalism initiative aimed at serving and engaging communities. In Minneapolis and St. Paul, it will publish three days a week. And according to The Times’ director of newsletters, Jodi Rudoren, this effort “can serve as a model for similar future efforts elsewhere around the country.”
How will The Times define what “local” consists of for “The Local?” Rudoren says its mission is consistent with what people living pretty much anywhere would want: “Original reporting and analysis, smart curation, reader-focused conversation, clarity, surprise, and delight.”
Notably, the effort will be staffed by local and regional pros, Minnesotans who know the turf.
Another interesting aspect of this initiative by The New York Times is their acknowledgment the Twin Cities could in no way be considered a “news desert.” The presence of the Star Tribune, Minnesota Public Radio, Hubbard’s KSTP-TV, and other local outlets.
In fact, The Times says a goal of this endeavor is to “support local news outlets, viewing the “not as competitors but as partners.” They’ve already announced content alliances with MPR and the Star Tribune.
So, where does this leave most of the medium and smaller media operators, as well as the mom & pop’s?
Radio Ink is currently on the lookout for positive, “good news” radio stories. Last week, they printed a good one from Dawn Ciorciari (pictured below), GM of Bold Gold Media’s New York Region.
Never heard of Bold Gold? They serve three areas: Scranton/Wilkes-Barre, the Pocono Lake Region, and the Catskills Mountains. Its owner, Vince Benedetto, founded the company in 2005. From the jump, he had the “vision thing.” How do I know this? He was a jacapps client from the beginning, always with an eye on how technology could work for his stations.
Dawn’s story in Radio Ink is a powerful one, to the point, and linked here.
I’ll leave you with her summary statement about her company and the broadcast radio business:
“As consolidation, automation, voice tracking, and now AI continue to reshape the radio industry, many broadcasters have reduced their investment in local programming and community engagement. At Bold Gold Media, we’ve made a very different decision. Rather than stepping back from local, we’ve doubled down on it.”
The company “bet” is investing in local content, which serves both audiences and advertisers. As Dawn explains, community investment is the way broadcasters can play the “long game,” creating trust bridges with key constituencies.
For the cynics among you thinking “This could never work here,” the reality is the Bold Gold strategy is philosophically aligned with the game plans of other broadcasters we’ve seen pull off similar wins: Julie Koehn’s WLEN right down the road in Adrian, Michigan, Tom Yates and Vicky Watts’ labor of love, KOZT in Mendocino, California, our friends in Bartlesville, Oklahoma – the Potter family, and of course, the Zimmer crew who find a way to win all those Marconi and Crystal awards.
Apologies if you’re using the same playbook and you’re not on this list, because there are too many radio organizations – especially in smaller communities – doing it “the right way.”
A commitment to the local community isn’t just lip service. On the contrary, it is anything but easy, requiring a long term commitment in time, people, and money.
But it is also a fertile opportunity. Just download that City Square study or keep an eye on Axios and The New York Times.
For many companies, sad to say, the local ship has indeed sailed. But others among you are still sweating the strategy, trying to figure out where the media puck is moving.
I’ll save you the time and the money.
It’s right down Main Street.
President & Founder at Jacobs Media
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
