Can NewsNation Live Up To Its Reputation on Radio?

“There’s nothing wrong with a little healthy competition.”

I’m certain that sentiment has been uttered more than once, by captains of industry as well as dueling pretzel carts vying for a prime corner in the theatre district.

With that in mind, when I learned Nexstar’s NewsNation had launched its own audio network for the news radio platforms, I thought it then and still think it a good idea.

While I’ve thrown a few jabs at NewsNation previously, I offer no quarrel with their actual news content or legitimate journalism talent. Like almost any network or station group, they make use of talented professionals who deserve the recognition they’ve earned.

And also similar to the CNN, Fox News, Newsmax, and MSNBC brands, all employ “hosts”, journalists once but no longer, of questionable integrity, ability, and motivation.  That said, pretty much every platform out there shares that cross to bear.

NewsNation has an opportunity here to fill a need and to pick up a gauntlet seemingly thrown down by the heritage networks’ radio divisions. There is a void in news radio; withering budgets, staff reductions, a major decline in backup, and support from the networks.

Frankly, the drop in network identity for affiliate stations can seem staggering at times and it doesn’t take someone in the business to recognize the reduction in or absence of quality the networks provide to their local stations. This is also something I have lamented about previously and it follows a very obvious pattern.

Will the introduction of a new audio provider for local stations put the others back on their game or will NewsNation be able to stake a hard claim in radio? Whatever happens, it will expand the Nexstar brand’s awareness and that’s nothing but a good thing for the media company.

Face it, networks have new names and three letters don’t cut it anymore.

From my perspective, CBS Radio, ABC Audio, and Fox News Radio could easily be hit the hardest by NewsNation. As a recently departed member of the client base, I do think CBS Radio could be hurt the most but then again, I am a tad pessimistic when it comes to the future of network radio as a whole.

If news radio itself is to survive and thrive at any level, it will not be because of the news networks. The effort and quality the networks put into what they provide their affiliate stations will continue to falter. Why, is anyone’s guess but I see it as ignorance on the part of the bosses and the sales departments who believe that radio cannot be sold or marketed effectively.

Local radio needs to choose their content providers carefully, especially now when the options are few and the quality is so unpredictable. I offer WTOP’s recent move to add ABC News content to their programming while remaining a CBS affiliate.

Read it as you will, it means WTOP was not getting enough from CBS, something the network probably realizes but does not seem to be doing much about. Three letters of historical note do not sustain a network’s reputation or keep its affiliates loyal.

Providing solid anchors is not enough, providing only occasional live or spot reporting is not enough, providing hastily produced and empty reporter stories is not enough, and providing very few or no independent actualities or natural sound elements is not enough.

There are many other things that are not enough and if NewsNation can realize this and give local stations what the traditional networks are not, they put themselves in the unique position to put the three networks in a vulnerable position.

Imagine regular interaction with local stations again, not just the occasional drop on a news feed. Let us hear from the reporter who is there. A chemical spill in Indiana but covered from Chicago is not on-scene reporting. Anyone else tired of the Foreign Desk in London reporting on a story in Madrid?

Yes, perhaps the network TV correspondent will be there by the evening network newscast but maybe that correspondent could also file exclusively for radio as well, instead of saddling listeners with a poorly chopped version of the TV package. That used to be a regular requirement, file for all platforms. Some still do it, but others don’t and it shows.

Taking notes, NewsNation?

Local stations can benefit from the rise in provider competition. There will be more on the menu to choose from and the networks may be forced to find ways to keep current with the latest upstart.

I’m guessing NewsNation is taking advantage of the gap in the market in a move that, if played correctly, could have a profound impact on news radio’s landscape.

And I’m okay with that.

Bill Zito

Bill Zito has devoted most of his work efforts to broadcast news since 1999. He made the career switch after serving a dozen years as a police officer on both coasts. Splitting the time between Radio and TV, he’s worked for ABC News and Fox News, News 12 New York , The Weather Channel and KIRO and KOMO in Seattle. He writes, edits and anchors for Audacy’s WTIC-AM in Hartford and lives in New England. You can find him on Twitter @BillZitoNEWS.