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DOES COLLEGE RADIO MATTER?
by Jessica Weber (Co-Sign)

Radioland

I don’t have to tell you all this, but since Pitchfork asked — yes, College Radio matters.
I know, CMJ didn’t publish a chart last week, the Music Marathon didn’t happen last year and CMJ’s direction has become a question mark . . . but, so what? Let’s be real: CMJ’s charts provide a great snapshot of what’s happening week to week nationwide, but it’s been a minute since they’ve been THE voice of College Radio. More importantly, the impact a station has on its community and fans doesn’t have a thing to do with whether or not a trade magazine exists. Honestly, people have been asking whether or not radio still matters since the early 2000s when I started in the music business as a College Radio Promoter.
The answer has always been the same. Yes.
As music lovers, you already know radio isn’t the only way to hear new records anymore, and it never will be again. This is OK! These days, technology allows all media to be consumed in many different ways (thankfully!), and often with so little intention. So to all my independent radio stations out there in the world, I say this makes you stronger.
Regardless of format, listening to your local radio station is not a purely utilitarian exercise so much as a conscious choice. People are tuning in because listeners know that YOU fuel and enable music discovery.
This means you’re tied directly into an open, engaged, local and loyal audience of music consumers and fans, not to mention donors and volunteers. They are hungry to contribute and be a part of something meaningful, and support an outlet rooted in community. Work that!
That being said, and I say this with love, there’s always room to step up our game, College Radio. And to be totally clear, I’m not saying don’t report to CMJ. I’m saying do that, and more. Stations have to find new ways to trumpet the amazing things they're doing with bands and labels to the rest of the world, beyond charts. So, continue investing in your station’s community by building with your local record stores plus the venues and publications you love to create a truly meaningful local network.
And most important — get to know your listeners. These are your people! Keep investing, grow awareness for your station in your market and become an essential mouthpiece for your market.
Don’t ever forget — you are a powerful amplifier. Your audience, your community and your format have a voice. And remember we need to continue working to find new and innovative ways to amplify our voices and provide more for our listeners, our community and the artists we believe in.
Jessica Weber Founder - co-sign
http://www.co-sign.com