Finding a Niche for Local Radio Stations
The panelists talk about the trend toward hyperlocal coverage for small radio stations.
An article in the Naperville Sun highlighted several stations in the Fox River Valley that have succeeded by focusing on their own specific community rather than trying to attract the larger audience that's possible in the Chicago area. Station personnel feel they know their listeners -- and their listeners know them.
The article states the stations have found niche markets. The Shop Talk panelists believe this is simply a variation on the hyperlocal concept that's becoming more common in media.
Many small newspapers can also be considered hyperlocal. The front pages of such papers are often filled with local news -- stories that won't be found in larger newspapers from other communities. Newspaper and radio stations are finding they must appeal to their own niche market in order to stand apart from the pack and survive.