Things are tough all over, I get that. The price of my coffee keeps jumping, my airlines are nickel and diming me, charging me not only for the privilege of flying inside the aircraft but also to sit down and some political candidates out there are actually asking me to pay them not to run for office. So, why should I be surprised when the local news radio stations try to save a few bucks by tracking their off-hour newscasts instead of remaining live or perhaps even going to a syndicated news product when they think nobody is listening?
Look, I’ve been finding news services like America’s First News with Gordon Deal, Nicole Murray & Mike Gavin (Yes, I include all their names) up and down the dial pretty much anywhere I’ve been or traveled. For a syndicated news program, I give it props to be sure and I think it’s exactly what the smaller market and staff-limited stations across the country need to introduce their daily schedules.
It’s a nice lead-in to the morning local news except for the likely fact that those listening from 4-5 AM or 5-6 AM have driven out of signal range by the time the local reporting hits the air. Nevertheless, it’s not a bad slot filler when you consider the options at that hour. Not that paid programming for pet colon cleanses or okra investment futures don’t make fascinating listening.
As you see, I am letting the modest-sized broadcast outlets off the hook here but do not expect me to be so forgiving when it comes to the big leaguers.
My most recent annoyance was fueled as I was awoken far too early on a Saturday morning in New York. Dragging myself to the car, I had hoped to find some mental solace in my go-to news outlet, WCBS Newsradio 880 as I set about for parts north.
Instead of one of the more recognizable voices I am accustomed to, I was treated instead to the musings of This Weekend with Gordon Deal, pretty much a compilation show and not what I’m seeking from what’s supposed to be a premiere news station in the nation’s number one market.
See here, it is bad enough that 880 does more than its fair share of tracking the overnight and early morning news and filling the weekend with pre-produced-playback magazine news programming on the weekends. And of course, the NY Mets and Rutgers Basketball have to be heard somewhere. But come on. This is New York.
I never gave it much thought but I started to look around to see who else was throwing in the towel in the early morning hours.
San Diego, Seattle, Phoenix, Denver, Houston, Chicago, Boston and Miami.
And that’s just some of the big markets and the big stations therein. Look, I know money is tight but is creativity and effort also diminishing?
I hate to be the one to tell these markets and their stations but 4-6 AM is pretty big commuting time all over the country. Here’s a trick, avail yourself of the news. People who make up the majority of radio’s audience (save for a few lonely dogs and cats) are working harder out there. The commutes are earlier and longer and working weird hours has become the norm, not the exception.
Radio executives and programmers are forever lamenting how they care about their listeners and fear the demise of radio yet this is what they do about it. It seems to me that once again those making the decisions are not paying attention or perhaps they simply lack the initiative and the courage to find out what the audience wants and needs from their drive-time news radio stations.
Lesson one might be to find out when drive-time actually is.
Lesson two would be to cater to those in it.
I keep reading these largely spun articles and studies about radio listeners; how they’re more informed about the issues, how they’re more likely to go to the polls on Election Day, and even how they’re more reachable through advertising.
What is the programmer doing these days? What is a brand manager and what are they doing? Who is paying attention?
As I pointed out earlier, America’s First News with Gordon Deal, Nicole Murray & Mike Gavin is pretty good news programming for its time slot and market placement. But if those in charge of the heavy-hitting news stations aren’t careful, that programming is going to be what everyone across the country hears, all the time.
Do you want actual local coverage?
Watch TV, that is until the same concept occurs to their programmers and Inside Edition becomes your local news source.
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.
