Having established a community radio station, the next challenge will be that of popularizing it. This may turn out to be a very challenging undertaking. You have to understand that your community radio station will be competing for an audience with other well established national radio stations. At the local level, there may also be other community radio stations to compete against. Therefore getting people overlook all those other stations, and opt for your community radio station, may not be easy.
You will need to have interesting content, if your community radio station is to be popular. In these sorts of matters, it is often said that ‘content is king’. If you have interesting content, and if people get to know about the interesting content available on your community radio station, they will start listening to it more. They will also tell others about it. It will therefore become very popular.
In terms of interesting content, we are looking at three main things. Firstly, we are looking at good music. Play good music consistently. Secondly, we are looking at good commentary – like, for instance, the topics you bring up for discussion on the radio station. These need to be interesting topics, consistently. Thirdly, we are looking at relevant news: especially keeping in mind the fact that the only reason as to why people tune in to community radio stations is to get the local news. In that regard, a community radio station can actually be likened to the Paycom employee login portal: which people only visit when they need to access information related to their employment. Similarly, people (mostly) only tune into community radio stations to get local news. It is upon you to figure out how to retain their attention, once the local news casts are over.
You will of course also need to hire the best presenters, if your community radio station is to become popular. So this is a question of hiring — and working hard to retain — the best presenters. These need to be lively people, who are able to connect with the listeners at an emotional level.