Local shows should focus on local topics and ignore national topics, right? No, that is wrong.
It is all about Topic A: What are people talking about? It’s not that easy to figure that out, but here are some tips:
Reflecting Your Audience is Job #1.
Your listeners are very busy. They have limited time and really want to know what the biggest story of the day is. This is always a balancing act by the host.
When Newspapers were a thing, the front page above the fold was the big story of the day. With seemingly thousands of news sources, it is tough to center in on the biggest. Your audience wants to hear their concerns from you!
You must put yourself in the concerns of the listeners. I have heard hosts say that they only speak about what they are interested in discussing. Having passion for the topic is great, but reflection is it.
How do you know what those concerns are?
Let’s talk about their lives. Most ‘conservative’ news/talk station audiences are 70% men and 30% women. Serve your core. It is not just about politics. What are these people doing? What are their concerns beyond politics?
Let’s be honest about City Council Meetings.
There are a small number of people who are paying attention to these meetings. Unless there is a flash point issue like taxes, homeless encampments, crime, etc…most people just don’t care.
I have been in markets where there is a legit second news/talk station that upper management is all worried about. If that station is worried about the happenings at city hall, you win every time.
If you haven’t been to a city council meeting lately go three weeks in a row. The same group of complainers will be there. If you think that these people are symbolic of your community and most importantly your listeners, you are miscalculating.
Keeping it local, local, local means reflecting what your audience is actually interested in discussing. If you think that you can bring your audience around to being concerned about the issues that only you a few other people are interested in, I can guarantee you will not convince anyone.
The Genius of Rush Limbaugh was that he spoke for the concerns of millions of people. Quite a trick. Rush came up through music radio and knew that you had to play the hits.
State Legislative Issues
There is usually a lot to focus on when your state’s legislature is in session. Talk about the proposed legislation about what is proposed not by bill number. Most people have no idea that Bill 25 is up for a vote. People do know that the legislature wants to raise property taxes.
Don’t be a legislative insider, represent the people. You are not there to lionize or villainize anyone. You are there to get the information to the listeners.
As a general rule: I never ever talk about subcommittees or committee votes. No one cares except for lobbyists, legislators, and the few people who are hardcore followers. If you are speaking to only those people, you are ignoring most of your audience.
There are so many choices, your audience has no problem choosing something else to entertain them. If PPM has taught us anything, people flip stations more than anyone ever realized. With podcasts, satellite radio, personal playlists, and competing radio stations, you need to be focused on your audience.
Speaking of the elected officials, I always give them a win and I always ask a tough question that will make them squirm. By the way, I never have problems getting them back on. I never make the tough question personal. I just want elected officials to be honest and not give talking points.
National Stories are sometimes an easy temptation to discuss because of the vast information that you can find on them. Make these stories local.
For example, New York is banning natural gas hookups in new buildings. This will make it more expensive to repair or replace your natural gas furnace, water heater, or stove. Well, this national story has a huge impact on your community. Natural gas is more efficient and cheaper for your audience. It is a hell of a topic. It is something that impacts homes and businesses.
Making the national story local is the key. Most restaurants use natural gas for cooking. Our food will taste different. Propane may also be harder to find.
Lifestyle topics…Marriage, Family, and Money are always hits.
During the NFL season, talking about the local team is essential. The Kansas City Chiefs are huge in my area. Anything about the Chiefs is discussed nearly every day, even if it is only during our local sports.
My station is not an affiliate of the Kansas City Chiefs, yet we discuss them more than the actual affiliate of the team. The day after the game, I guarantee that nearly all the residents will be talking about the Kansas City Chiefs. It would be foolish to not be doing so as well.
Discussing inflation is particularly good. Groceries, utilities, gas prices. The topics are endless.
Marriage. Talk about how you are forced to go to the shoe store with the wife and how emasculating it is to hold her purse. Every man has had to do this. I carry the purse like a football.
If there is one thing to take away from this article is this: Your listeners are very selfish. If they don’t care about what you are discussing, they are gone.
I will give you a tip. Get a pad of paper and find a restaurant at lunchtime. Sit near a table with multiple people that fit your station’s audience profile. Then listen. Write down what they are talking about. You will learn so much about their concerns.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
