Sometimes, in an effort to seem “bigger,” we lose focus.

Here’s a question for you: If I hear your station for the first time, does it sound and feel local, or not?  (And I’m not talking about street names.  I mean things that we share with the listener, things that the listener can picture himself or herself going through, too.)

If you don’t feel local – personal – then you’re generic.  (Think generic food, as opposed to “brand name” food.  “Corn chips” don’t translate the same as “Fritos.”)

Local = emotional engagement.

Generic = who cares?