How Local Are We?

February 13, 2025

I live in a two book a year market that is dominated by two radio groups.

Group #1 has many live and local stations. They also recently established a local digital news site. This group is frequently seen in the community doing, well, community stuff. In other words – they have a presence.

To the best of my knowledge, the other group has zero local live personalities. I have rarely seen them in the community. When I have, their “presence” consisted of a sound system…and nothing else. I frequently drive by their local so-called headquarters. The parking lot is usually empty, and the building has been up for sale for several months. It would appear that this group is completely abandoning the market.

What spurred this post was something I heard on one of group #2’s stations the other day. I was in a store when I heard the personality say the following: “…if you’re with me in Cleveland, the Heat host the Rockets tonight…” She then went on to pitch her social media accounts.

I can assure you – I do not live in Cleveland. I can also be somewhat certain that on a scale of one to ten, the Cavs/Heat game was not on most people’s radar that day.

This spurred a thought that might seem radical. Why do large radio companies that all but ignore the hundreds of their small market radio stations bother to own them at all? I’m guessing there is a level of incremental (and network) revenue they generate from these robot operations that enhances the bottom line. However, based on what I see here their concern for these properties is minimal – if it exists at all.

Here’s the thought – sell these low priority radio stations to local entities that not only live in the areas of license but actually care about their community. They are vested in what happens here and in similar sized markets.

You could pay down some of that debt. You’d also be able to cut even more jobs (not that you need an excuse for that). You will enable your regional teams to focus on more profitable areas by eliminating less important stations.

One thing I have learned by living here is that local really, really matters in small markets. Neighbors care about neighbors. No, it’s not utopia, but there is a level of local pride not often seen in bigger markets (outside of major sports wins or tragic events).

If the mega companies who repeatedly tout radio’s “live & local” advantage really believe that mantra, maybe it’s time they deliver on that promise. There is no way they will provide staff and resources to achieve that goal in a market of this size. The best thing they could do for the industry – and the markets they are licensed to serve – is to get out of the small market game once and for all.

Not a sermon, just a thought.

-Steve Allan, Programming Research Consultant

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