More media is almost always beneficial
I don’t listen to local radio so much anymore, but the story in last week’s edition about the demise of WRGC in Sylva still struck and emotional chord somewhere inside.
When I say I don’t listen to local radio regularly, I mean the very small, very local AM and FM stations like WRGC in Sylva or WPTL in Canton or similar stations in Franklin and Bryson City. Almost every small town has one or two. When I’m in my car I tune them in, but that’s not a lot of listening. I do love nothing better during night driving in the mountains than to see what kind of AM signals I can pick up by just scanning through the dial, and that method leaves me listening to local stations as well as radio personalities from far-off cities in the Midwest.
No, those super-local stations have become, in many ways, irrelevant. I listen to four radio stations here in the mountains, and in this order — WNCW 88.7, WCQS at 95.3 (a very close second), and 104.9, and on rare occasions the WCU station — 90.5 —when I can pick it up.
We even did business with WRGC a few years back. We were the new kid in town then, and our newspaper was trying to gain an audience in Jackson County. We would sponsor the newscasts of local events, hoping to familiarize its listeners with what we were doing.
Perhaps the closing of another business shouldn’t resonate so heavily. But I’m in the media business. When local radio — or local media of any kind — dies a death related to an unsustainable business model, I start sniffing around for clues to survival. Secondly, I’m a small business owner. Anytime someone else shutters their doors I feel some of their pain, and questions about the recession and what it will take to ride out this storm come front and center.
My description earlier, of these stations being super-local, was in all likelihood wrong. These stations used to be hyperlocal. But to keep costs down, the companies that own many of these little stations program national talk shows and no live disc jockey segments where some engineer in some faraway place is keeping an eye on things. This model takes away the local part of a local radio station.
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That’s the first step on the path to irrelevance — trying to do the same thing the satellite and internet stations are doing. That’s exactly what happened to newspapers during their great demise in the 1980s and 1990s. Big corporations bought them all up, and so they quit focusing on their local communities and instead focused on profits. The quality of the product suffered, and much of their news was and remains wire copy, the same stories we get from a dozen different places these days.
And it happened at the same time some very passionate internet bloggers and news sites started, which allowed them to gain a foothold. This sent many good newspapers to their grave, and rendered many others irrelevant.
But there’s a glimmer of hope. We small guys are reporting stories no one else reports. We’re figuring out the internet and even social media, finding ways to grab pieces of those advertising pies. It’s a struggle, but show me companies in any industry — not just media — that aren’t struggling these days.
Here in Western North Carolina, I think we’ll also benefit from the growing realization that it is important to support the local economy. Whether it’s at the farmers market, the local pottery studio, the insurance guy down the street or the dentist you see at the coffee shop, there’s a growing acceptance that if we send our dollars out of the community we are sapping our community’s strength and vibrancy. This only works, though, if the local business produces a quality product. Otherwise, the local side of the equation doesn’t hold up.
We work and live and play in a very unique place. The vacuum created by WRGC’s demise will be filled, and there is a lot of commotion going on right now in Jackson County surrounding the issue of local radio. But we are all better off when there are many media sources doing good work and competing and complementing each other. Well-done local radio can still work. Here’s hoping WRGC finds its way back on the air and into the media mix.
(Scott McLeod can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..)
