Sometimes, in an effort to seem “bigger,” we lose focus.
Here’s a question for you: If I hear your station for the first time, does it sound and feel local, or not? (And I’m not talking about street names. I mean things that we share with the listener, things that the listener can picture himself or herself going through, too.)
If you don’t feel local – personal – then you’re generic. (Think generic food, as opposed to “brand name” food. “Corn chips” don’t translate the same as “Fritos.”)
Local = emotional engagement.
Generic = who cares?
