Radio’s Misplaced Obsession on “Local”
Not a week goes by that some broadcaster doesn’t bemoan radio’s unfortunate “nationalization” and the urgent need for radio brands to get back to what they are presumed to do best: Be local. This is a mistake. But where does this obsession with “local” come from? It’s not from the FCC license, which requires that broadcasters operate in “the public interest, convenience, and necessity.” Responsiveness to local communities and local content is one of the issues wrapped up in t