Lesson #25: Know Your Market. Own The Moment
Know your market.
Really know it.
Not just the ratings.
Not just the research.
Not just the headlines.
Know its history.
Its neighborhoods.
Its people.
Its personalities.
Its quirks.
Know what people celebrate.
What they complain about.
What they care about.
And most importantly—
know how they feel.
Because local isn’t just knowing what’s happening.
It’s knowing the context.
When I began programming KINK in Portland, Oregon, the city was hurting.
COVID and civil unrest had left a city that had once been incredibly proud of itself feeling like it had lost its spirit.
We could have added to the negativity.
Instead, we asked:
What can we do to make a positive difference?
We created:
“101.9 Things We Love About Portland.”
The campaign celebrated the places, people, food, neighborhoods, and quirky little things that made Portland special.
It wasn’t just a promotion.
It was a reminder of why we loved Portland.
That’s what knowing your market really means.
You don’t just know what’s happening.
You know how people are feeling.
And sometimes you know what they need next.
Your talent needs to know the market
because they live in it. Not because they Googled it.
Radio has something most competitors don’t.
We can be part of the community.
Spotify can give you the music.
YouTube can give you the video.
Podcasts can give you the conversation.
Social media can tell you what’s happening.
But great local radio can say:
“Here’s what’s happening where you live.”
And then:
“Here’s why it matters to us.”
Takeaway:
Local isn’t a tactic.
Local is your competitive advantage.