Zogby shows that only one in ten would choose radio as their only source for news, but when it comes to "trust" our medium does better and the 'net does worse.
Drop or trim down the length of 'news' and integrate talk and info about what's important right now into everything you do making use of your 'experts,' every minute, every day.
No, it's not as easy as doing six five minute newscasts per day and telling yourself that you still do news, of course, but self-deception can be that way, sometimes.
The need for lengthy news on radio is inversely related to the growth of the internet. That's somewhat new, but just because you have sponsors willing to pay for something, doesn't mean listeners care a whit about it.
That isn't new. Savvy programmers have been fighting that battle since formats replaced block programming six decades ago.
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