Another format idea, and other free advice.

Tom Taylor, in Inside Radio, reports today on his peek at public radio station ratings, which don't get published in the Arbitron books that go to agencies or to the stations that pay the big bucks for them--be too disturbing--to the radio guys. Because the best of the public broadcasters get highly respectable, often competitive, sometimes impressive ratings. A 3.0, for instance, is worth a lot of money to a commercial station in a major to medium market. Some non-comms get fours, even sevens, which is what top-of-the-heap commercial stations get, some of them. So, uh, 'scuse me, but did you ever wonder why commercial stations don't copy public stations? Hmmmm.

Oh, and here's another free nugget--combine the above gem with this suggestion: steal from Bonneville and ABC, radio guys. They're doing two things right--(1) working on new approaches to radio news, to get younger demos, and (2) (Bonneville, at least) going more local in news. Bonneville is teaming with The Washington Post to roll out a new news station this spring in D.C. And they've also done their pumping up in Salt Lake City, with KSL, and they have plans for KTAR Phoenix--plus, they're advertising for new staff. Think about it.

Is there a newspaper in your town? Why not team with them for the news content. Some stations do that, lip-service-promotion-wise. Actually get some real local news on the air by getting the inkstained wretches' copy on. Then, think longer term than next quarter by developing some radio news reporters while you're at it. And I don't mean ex-deejays or ex-TV anchors. I know, it's not a totally no-new-cost solution. Hate to tell you--you may have to spend some money to stay in the race. Live with it. And don't forget your Web site, with streaming.