Should local radio vary depending on market size?
Todays snapshot of radio would point to market size determining what local means. In the larger markets with so many signals hitting one city, being local means specific targeting at a select group or demo with elements designed for them that are considered local and cultural. In secondary and tertiary markets, local is the standard and must appeal to the majority of listeners in the market or area. These stations provide a product that you would call full service along with mainstream music. The key concept in local is really just being topical and working the community culture into programming. Whats the best advice you can offer to upcoming programmers? I interact and see the results of music programming from a very talented group of PDs and MDs. After communicating with these folks and seeing a weekly playlist over a long stretch of time, certain key elements stand out. Here are two good examples of what Im talking about. I work with Steve Williams, OM of WZWW/WWZW/Lexington, VA an
