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On the Mic
This essay, The last word on "Radio" and "Local", was written by Mark Ramsey for Radio-Info.com's On the Mic column.
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The last word on "Radio" and "Local"
In my earlier post, I described how broadcasters tend to misunderstand (at best) and abuse (at worst) the term “local,” thinking that the mailing address of the local radio station somehow entitles it to unique privileges versus its competitors, even in today’s digital era.
Today I draw your attention to a fantastic new book called No Size Fits All: From Mass Marketing to Mass Handselling, which discusses the implications of a digital world on our business, our economy, and our culture.
“Anything that can go digital, ultimately will. And when something goes digital, it inevitably goes global. And the more things go digital, the more they are rewarded with explosive growth, enhanced scale, [etc.].”
Differentiation is made between varying shades of “local” and “global.”
The two categories that are most relevant for radio are these: “Intrinsically local” and “functionally local.”
About the Writer
Mark Ramsey Media is one of the best-known research and strategy providers to media companies in America. MRM President Mark Ramsey has worked with several television and innumerable radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM, and Greater Media in the US to Corus and Astral Media in Canada. Clients from outside broadcasting have included EA Sports and Apple.
