5. Audio: Radio, Net Radio, and Podcasting
(NOTE: This post is part of a series. Series index.)
Audio is a key method for reaching underserved communities. Thanks to evolution, the human voice is a peculiarly effective means of establishing human connections. Literally talking to—and especially with—communities can go a long way toward bridging gaps.
Advantages: Helps overcome limitations of literacy, language, free time (people can listen to it while doing other things, like driving or construction work).
Audio creation, production, and editing skills should be in every journalist’s toolbox these days.
Some audio ideas…
Broadcast radio: Despite a broader array of listening choices, broadcast radio remains surprisingly popular overall, and particularly in many communities typically underserved by news organizations.
Get Arbitron ratings for your coverage region: Which stations and shows do your target underserved communities listen to? Does your news org have a presence on these? Opportunities include guest spots, regular segments, advertising, and sponsorship of programming or events.
Create your own audio content: Even if you’re a newspaper. Great example of this is SignOn Radio from SignOn San Diego (Union-Tribune site). It’s role in the community really shown during live talk coverage involving journalists and call-ins of the recent San Diego County wildfires. Right now it’s just streaming net radio, but they could syndicate this out: podcast, broadcast, satellite, mobile.
Another example: AP radio. Syndicates to broadcast and satellite.
Internet Radio: Hmong American Radio News (Hmong Language)
Podcasting: I listen to the Denver Post news headlines podcast every weekday. (Even though they don’t make it easy to find or subscribe.) Also to Colorado Public Radio’s Colorado Matters podcasts. Both news orgs could be doing much more with both those shows to reach out to underserved communities and raise revenue potential.
Mobile audio: Fox News Radio delivers news updates to voicemail.
Podcasting: If you have a large S. Asian community in your region, see what they’re interested in and maybe partner with relevant podcasts from Podbazaar in the relevant languages.
