I've been seeing more stories and articles about the "death" of local radio. This has been given lots more attention what with ClearChannel razing loads of local DJ's and programming recently.
The advent of Pandora, Spotify and other online services has many people predicting the demise of radio in general.
I think not.
As usual, technology has caused a platform shift and this will force local businesses to refocus and find ways to make their product more relevant.
Online content providers are the Walmart of the media world. Local small vendors and retailers have been dealing with the big money, high tech, and massive stockpiles of the Walmarts and Targets of the world for years now.
Local businesses must become locally relevant. They must offer something that the big, bland, every customer is anonymous stores do not or cannot provide.
Usually that is personality, customer focus and specialization and niche markets.
Local radio and television has to do the same thing now. Adapt, specialize, customize. Be unique and stand out.
Money is scarce, people who want to buy local and support local businesses find themselves shopping the big boxes because it boils down to "Do we eat this week or do we have principles this week." for so many of them.
However, show people the value of your local product. Show them that they will save money in the long term using your better product. Show them you know what their immediate, local needs are and how to best address them instead of applying generalized and vague solutions.
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