Radio’s Balancing Act: Reach vs. Localism

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RBR+TVBR OBSERVATION


As I pen this column, there’s an AARP Member who is presently driving north on I-95 from South Florida to the Empire State. Like other “snowbirds,” Bubbe from Boca has packed her car, put the cute little puppy in his belted-in canine crib, and has made her way to New York State.

Two days. Eighteen hours of driving. How much time will she spend listening to the radio?

Zero.

There are many directions we can turn in commenting on this reality. Today, we wish to discuss the No. 1 value of Radio, and how efforts to hyperlocalize the medium may be counter-productive to its greatest asset: Reach.

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