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My 5-Point Argument for Doing the Weather on the Radio

February 24, 2023

Gary Berkowitz

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 believe weather belongs on the radio.

1. Weather affects everybody. Every demo. Every format. Men and women. What could be more mainstream?

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 matters. Let’s not push them to another media. Don't allow the phone to intimidate you into dropping an important piece of content.

4. It allows your talent to communicate with listeners about something they care (and talk) about. Weather breaks always sound good on the radio.

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 (preferable one-punch) and let’s go!

Gary Berkowitz specializes in ratings improvement for AC and Classic Hits radio stations. He can be reached at (248) 737-3727 or Always confidential. Never an obligation.

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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