The Self Defeating Strategy Of Turning Big Fish Small Pond Local Radio Stations

Local radio stations have always played a vital role in the media landscape, providing communities with a platform for information, entertainment, and a voice of their own. However, in recent years, a disturbing trend has emerged – the strategy of turning big fish small pond local radio stations. While this approach may seem enticing at first glance, it is ultimately self-defeating and detrimental to the long-term success of these stations.

One of the key reasons why turning big fish small pond local radio stations is a flawed strategy is the limited audience reach it offers. By narrowing their focus to a hyper-local audience, these stations miss out on the opportunity to connect with a broader demographic and attract a larger following. In today's interconnected world, where digital and social media have made information accessible from anywhere, limiting the scope of a radio station can be a fatal flaw.

Another critical drawback of the small pond approach is the challenges it presents in terms of revenue generation. Local radio stations heavily rely on advertising as their primary source of income. By shrinking their potential audience, these stations inevitably reduce the number of advertisers willing to invest in reaching such a limited market. This leads to financial instability and hampers the ability to invest in quality programming, equipment upgrades, and staff development.

'Heart' Disease: The Self-Defeating Strategy Of Turning 'Big Fish/Small Pond' Local Radio Stations Into 'Big Pond/Small Fish' National Brands

by Grant Goddard (Kindle Edition)

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Furthermore, turning big fish small pond local radio stations can negatively impact the talent pool available to these stations. By limiting themselves to a small geographical area, they often struggle to attract top-notch professionals who might be looking for opportunities in larger markets. This leads to a stagnation of talent, diminishing the overall quality of programming and further driving away potential listeners.

Additionally, there is a risk of alienating listeners by adopting a hyper-local focus. While it is important for radio stations to cater to the interests and needs of their local community, it is equally essential to offer a diverse range of content that appeals to a broader audience. By becoming too narrow in their programming choices, these stations run the risk of turning away listeners who may seek a more eclectic mix of music, news, and entertainment.

Despite these challenges, some argue that turning big fish small pond local radio stations can create a sense of community and exclusivity that attracts devoted listeners. While there may be some truth to this argument, it is important to consider whether this sense of community can be sustained in today's digital age. With streaming services, podcasts, and social media platforms offering a plethora of options to connect with like-minded individuals, the appeal of a localized radio station can quickly fade away.

Instead of limiting themselves to a small pond, local radio stations should focus on expanding their reach and diversifying their content. By leveraging digital platforms and technology, these stations can extend their influence far beyond their geographical boundaries. They can attract a larger audience, engage listeners across different demographics, and build a sustainable revenue model.

In , the strategy of turning big fish small pond local radio stations is inherently self-defeating. By narrowing their focus, these stations miss out on opportunities to increase their audience reach, generate revenue, attract top talent, and cater to the diverse interests of listeners. In today's rapidly changing media landscape, it is essential for local radio stations to adapt, evolve, and embrace the benefits of a broader approach. Only by thinking big and swimming in a larger pond can these stations achieve long-term success and provide their communities with the quality programming they deserve.

'Heart' Disease: The Self-Defeating Strategy Of Turning 'Big Fish/Small Pond' Local Radio Stations Into 'Big Pond/Small Fish' National Brands

by Grant Goddard (Kindle Edition)

5 out of 5

Language	:	English
File size	:	129 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	6 pages
Lending	:	Enabled

FREE

Commentary on the rebranding of 'heritage' local commercial radio stations by the largest UK commercial radio group Global Radio Ltd to its national brand 'Heart', a strategy of purging local programme content that proved disastrous for its predecessors GCap Media plc and GWR Group plc.

[First published by Grant Goddard: Radio Blog as 'Heart Disease – Turning "Big Fish/Small Pond" Into "Big Pond/Small Fish?"', 5 January 2009.]