Local radio stations used to be able to promote themselves with events and swag, but when was the last time you saw that?
But while the gloves are indeed off, they are off only at SiriusXM. The huge major players in radio today — iHeart, Cumulus, and Audacy — are definitely going to do nothing but take it. Which is precisely the problem: radio, in and of itself a marketing device if there ever was one, is terrible at marketing.
When was the last time you saw an ad — or anything else — for any station in town? Considering the prevalence of pushbuttons on the radios working against the idea of just tuning around, how does any station expect listeners to find them? KROQ finally seems to be getting on the right track and sounds great right now as well, as does My FM and KOST . Go Country always sounds good, and these are just a few.
But getting back to the point: if you didn’t already listen to the stations you listen to, would you even know about them? What they play? The personalities? The hosts on talk stations? Of course not. And it has only gotten worse under the large corporate ownership model that began years ago.
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