EARwitness Testimony: Applying Listener Perspectives to Developing a Working Concept of “Localism” in Broadcast Radio

Ever since the introduction of new technologies such as satellite, Internet and cable radio, the concept of “local” has been at the center of a debate in the radio industry. Ownership consolidation has led to concerns about the loss of “local identity.” Broadcast radio news providers are operating under the assumption that the geographical location of the origin of news plays an increasingly smaller role. Through an Internet survey of 485 radio listeners nationwide, this study re-defines the concept of “local” as applied to broadcast radio and confirms the value of each station's physical connection to the area it serves.