Volume 22, Issue 18, Jim Carnegie, Editor & Publisher

Wednesday Morning January 26th, 2005

CLARK SMIDT ON THE P.R. CAMPAIGN FOR LOCAL RADIO - RBR 1/25/05

Solid presentation and common sense basics could be logical keys to radio's next renaissance. Great sounding, well done radio doesn't have to add cost. Encourage the staff and promote their strengths.. Know the signal area and the fact that every station has a different set of circumstances, challenges, competitive arena and market opportunities. Local content, local connect. Listeners may not offer a concise explanation but they pick up on canned, non-local service and tune-out. Too much voice tracking and syndication hurts talent development. Overly researched playlists can build boring stations and alienate listeners starved to hear more tunes. Variety can be mass-appeal, rather than eclectic. Content is king and local, local, local will keep radio on top as the media's best one-on-one communicator and cost-efficient ad vehicle. Radio sells itself 24 / 7. When your station sounds great and appeals to clients and their customers, it makes money. Consider our mandate as coordination of clusters while making sure excellent material - programming, commercials, local services, enthusiasm - is properly packaged and consistently on the air that's licensed to us.