If you monitor media news, you may have heard that hundreds of radio personalities were unceremoniously laid off recently. Unfortunately, it’s a common occurrence in our business when corporations focus solely on their bottom line, rather than their product and their audience. While cuts like these undoubtedly impact our entire industry negatively, leaving talented people scrambling to find employment, they also make a locally owned and operated company like Galaxy Media feel even more committed to our medium and our audience.
As our CEO and Founder Ed Levine explained in an article that ran on Syracuse.com recently, “The radio business has changed and mutated very much, but the most important thing to do is to serve your local community.”
Though radio’s method of delivery may have expanded to include an app, a smart speaker, a website, or other tools, people’s desire to listen to the medium hasn’t changed. It’s why 93 percent of adults over the age of 18 listen to the radio every week.
To find out why being live and local in your market truly matters, we decided to head straight to the source and ask some of our own on-air talent about what makes their connection with their listeners and advertising partners special.
Josh Grosvent, host of The Show on K-Rock, explained, “I’ve built all of my success on the ability to create a community based around my morning show, which is something I could only accomplish as someone living here. Listeners develop a relationship with morning shows. We become a daily habit and we owe it to them to be local. To know about the events happening in the area, like major news stories and snowstorms.”
Gary “Big Poppa” Spears, afternoon host and Brand Manager for Mix 102.5, echoed these thoughts, saying, “When you’re a local personality, your audience has an emotional connection with you and your station. They know that they don’t have to compete with millions of people to win a call-in contest. From a client’s perspective, working with a locally-owned radio station offers something that nationally-owned companies can’t. They get to be on-air with local DJs.”
Spears also explained that for business owners, working with local partners is a much more effective use of advertising dollars. When a last-minute sale comes up, for example, there’s no need to get approval from three levels of managers in different cities to shift the copy to include a mention of the event. Instead, they have the ability to tweak the spot in the timely manner necessary to see real results. The difference is significant.
We know the radio business will inevitably continue to evolve over time, and we’re excited to be a part of this evolution. We can’t wait to continue bringing locally-focused content to our listeners both on-air and online, while also offering a unique partnership experience to our clients.