WHY HAVE RADIO WHEN YOU HAVE THE INTERNET?

Unlike Face­book or web-based music shar­ing appli­ca­tions, local­ly owned radio reach­es thou­sands of peo­ple across many incomes and ages in a sin­gle area at the same time with a mes­sage unique to that area. That abil­i­ty is what once moved entire cities to unite around local bands, local char­i­ties, local busi­ness­es, and new ideas.  The inter­net may have some advan­tages, such as con­nect­ing indi­vid­u­als over long dis­tances, but it can­not cre­ate a vast local­ized uni­ty the way radio can. The local lim­i­ta­tions of a radio tow­er are actu­al­ly its great­est asset because the sta­tion trans­mits pri­mar­i­ly with­in a com­mu­ni­ty and is free to every­one inside that com­mu­ni­ty (young or old, rich or poor, edu­cat­ed or not).

The inter­net is a com­pan­ion tech­nol­o­gy not a com­pet­ing tech­nol­o­gy.  They do dif­fer­ent things that can sup­port each oth­er as long as radio is not run like it is the inter­net.  Good radio is radio first.  It focus­es on the local audi­ence with local dee­jays deliv­er­ing local con­tent.   By being live and local at the same time,  allows a city to com­mu­ni­cate with itself in real time on a huge scale.   That’s what builds local move­ments to a crit­i­cal mass.  That is also what makes radio unique and mar­ketable.  Sad­ly though, most of radio is either syn­di­cat­ed from out of town or voice-tracked to fool you into think­ing that its live and local. Dee­jays real­ly aren’t that soul­less.  When the bankers who own radio remove the live human ele­ment, they remove the thing that makes it dif­fer­ent from the inter­net.  That’s what’s killing radio.

 

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