Gary Berkowitz

By: Gary Berkowitz
Berkowitz Broadcast Consulting

In discussions about the weather, I hear many programmers say that they no longer want to do it, since everyone can get it on their phone, online, etc. With that in mind, here is my (simple) argument why I think weather belongs on the radio, now more than ever.

1. Weather affects everybody. Every demo. What could be more mainstream content?

2. Weather is local. If you truly believe that local matters, well, you know the rest…

3. If people are going to their phones to get weather, what does that tell you? It tells me that weather still matters. Let’s not push them to another media.

4. It allows your talent to communicate with listeners about something they care (and talk) about.

And finally….

5. Local TV stations (and networks) invest millions in weather tracking equipment and meteorologists. Do they know something we do not?

So, if you agree, get those weather jingles out (preferably one-punch) and let’s go!

Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations. www.garyberk.com

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

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