Understanding the Importance of Local Radio News

Community News is the Strength of Smaller Market Radio Stations

Mar 27, 2009 Dan McCurdy

Of course most people are interested in what's happening in the world, but they are more interested in what's happening in their own street or town.

There’s an old newspaper adage promoted especially by smaller local papers that runs along the lines of a penguin found in somebody’s back yard, is not really news. But a penguin found in one of your neighbour’s yard, is big news for you and your neighbours. Generally people want to be aware of what’s happening in their own neighbourhood, town, or city district especially the more it impacts on them and their daily life. Radio stations broadcasting to a smaller area have found this to be one of their main advantages over the big players.

The General Order of News Stories by Audience Interest

In general terms, the various types of news can be listed in the following order of interest. Radio station broadcasting to a smaller area will balance these types of news, and may give favour to a bigger local news story, over an international or world event. Appearing generally in every news bulletin will be:

  • International or World News - particularly stories with a global consequence.
  • Regional News - and its affect on, or stories from or about a particular region.
  • Local News stories - from a smaller geographical area, ie the transmission area of the station.
  • Sports News - sports covered will be dictated by the supporters in the audience.
  • and often Traffic, Travel and Weather News.

Niche News

Other news covered from time to time as the stories break or dictate will include news from the fields of politics, business, entertainment, celebrity activity, films, and showbiz news. Less regularly there will be stories and features, often from specific editors and experts, all included here under the umbrella of niche-oriented news. This would include health, medicine, science, space, technology, crime reporting, and often depending on the media sensationalism or gossip.

Changes in News Output and Listeners’ Habits

The constantly changing face of the media in recent times and general changes in technology make it an exciting and challenging time to be in working in radio. There are many more opportunities and constantly changing ways radio stations can connect with their audience than ever before. The age old question, ‘Have you heard the news?’ is as appropriate today as it’s always been.

The difference is that now people can get their news instantly and from many and varied sources. The clever small market radio station operator has to be even more inventive in connecting with their listeners, and in generating and reporting news through a whole variety of methods, new to the radio news market.

  • Podcasting and re-transmitting news stories or features with relevance only to the local audience
  • The Radio Stations’ own websites
  • Local Listeners’ Web Forums
  • Social Networking Sites, creating an even more local network within the locale.
  • Listeners’ Contributions and Stories direct to the Station’s News desk
  • A Station contributing to or organising a local event can become a news story itself.

The Future for the Small Market News Operations

Whilst the world is becoming smaller in many other ways, a small market radio station can connect with its audience the way a large radio group or big market player can only dream of. The good news for many community radio stations and small market broadcasters, is that local news is still a high priority in many communities, and this is reflected in listening figures.

The copyright of the article Understanding the Importance of Local Radio News in Radio Journalism is owned by Dan McCurdy. Permission to republish Understanding the Importance of Local Radio News in print or online must be granted by the author in writing.
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Comments

Apr 25, 2009 7:58 PM
Guest :
Snap, guys!

Me and one of my co-writers wrote about this very topic recently on our blog (http://www.reviewsrantsrandomness.com/2009/04/local-newspapers.html is the article).

You're right in saying that, nowadays, no one really cares for local news until its actually made 'important' or spiced up by the national networks. This is probably because local news outlets have gotten into a nasty habit of publishing simply boring stories nowadays, so even the local community ignores them until they're highlighted as being interesting. The news shouldn't have to go national for people to sit up and take notice that their community needs 'em. As a local news network, however, it is YOUR responsibility to look for good, interesting (positive or negative) stories and bring them to the forefront. :) Good luck!
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