This week's All Access newsletter is about radio's response to my town's small fire emergency Saturday, which is to say it's about practically nothing:
This week, I want to talk about radio in emergencies. You might have heard about the little trouble we had with fires here in Southern California last weekend. For once, I found myself needing to rely on radio for information in an emergency, and the results were mixed.
I've spent the last few decades going to broadcasters' conventions, where you hear the top brass at the NAB crow about the importance of radio during emergencies like natural disasters. You hear about how radio is often the only source of important information for people who have no access to any other media. The power goes out, and all you have is a battery-powered or hand-cranked radio to find out what's going on. Hearing those guys talk about how radio comes through when nobody else can, you feel proud to be part of the industry.
And then your city catches fire, and you find out the limits of what radio does.
So the power went out at our house Saturday morning, and we thought that it was just another one of Southern California Edison's periodic equipment failures. I didn't think anything of it until a friend of mine called on the cell phone.
"I was worried about you guys," he said. "Are you all right?"
"Um, yeah, other than being without power. Why?"
"I heard you're having a wildfire."
Wait, what?
At that point, we detected no smoke. But I did hear a chopper off in the distance, and before long the distinct smell of ashtray wafted over the neighborhood.
I turned on the radio. My first choice was playing a syndicated talk show. Another station had an infomercial. Visions of Minot came to mind until I hit one of the all-news stations going wall-to-wall with fire coverage. I heard that Sylmar was burning up and a mobile home park had been destroyed, but Sylmar's a long way away from us. After about a half hour on that fire, I finally heard a brief report: A fire in Rancho Palos Verdes -- my town -- was being battled by local firefighters. No word on containment, although the crews appeared to be getting the upper hand. No word on exact location. And then they went back to Sylmar, and another fire broke out in Yorba Linda, and that was about it for my town.
What did I need from radio? I wanted to know exactly how close the fire was. (Turned out that it was roughly a mile, maybe a little less, from our house, which is too close for me) I wanted to know whether we needed to evacuate. (Turned out we didn't) I wanted to know if roads were closed. (Turned out they were, for a while) Nobody told me any of that, because to Los Angeles radio, we weren't even a secondary story. We were barely tertiary. When more telegenic and spectacular flames started consuming homes in Yorba Linda, they never mentioned Palos Verdes again.
But I don't blame the stations in L.A. for basically ignoring us. The big stations have to concentrate their dwindling resources on whatever the biggest stories are. The fire near my house was of primary concern to maybe 10,000 or 20,000 people. The other fires concerned a lot more people and threatened more homes (and kicked up a spectacular amount of smoke and ash). I understand that. But I still needed local information, and I didn't get it from radio. That's because there is no such thing as truly local radio in a lot of suburban areas. Sure, there are stations licensed to towns in our area, but those were long ago targeted at the much more lucrative L.A. market. It didn't have to be that way, but when people started buying suburban stations for way-too-high prices that mandated getting big market rates for advertising, there was no way that a station would concentrate on this area anymore. You can't pay the debt service if you're charging mom-and-pop rates. And that doesn't even cover the cutbacks in news staffs; if this happened in a smaller market, there might not have been anybody around to cover it on a weekend, period.
However, it's not like the competition does any better. Television is no different: The TV station licensed to my home city airs no local programming at all, just brokered ethnic programming and infomercials. The L.A. stations barely mentioned our fire, had no information at all about it, and didn't send crews down here. Our local cable system aired absolutely no coverage of the fire; While flames burned a few feet from City Hall, the local-origination channel carried a weeks-old videotape of a high school football game. Our local weekly newspaper's website sported three-day-old news. Our local daily paper put up a blog post with some information about an hour and a half after the fire started, but you'd have needed a sherpa to find it; the front page was filled with coverage of the fire 60 miles away.
So if the fire was headed towards us, we really had no way of knowing it. We had no place to turn for information. And that's because there's not enough money to be made for radio, the primary conduit for information in a power-out emergency, to serve us.
I don't know what the answer is. Internet streaming may be the answer someday, if you can get access on your cell phone when the power's out, but that's not yet economically viable. Closer, but not yet. Maybe, if some of the present large station operators end up broken up by financial troubles and fire sales (pardon the expression), someone who gets a bargain might pick up a moved-in signal and refocus it on the underserved suburbs or rural areas. Maybe the FCC should actually require stations to do more for their communities of license than mumbling the name in the legal ID. I don't know. All I know is that when I was growing up in the New Jersey suburbs in the 60's, we knew that we could turn to the local 1,000 watt daytimer in any emergency to find out what to do. Today, despite an explosion of new media, I don't have that option and I'm not alone.
You can't blame me for being annoyed.
Anyway, that was my problem this week. (I should also mention that some of the L.A. radio stations provided flat-out great coverage of the larger fires the rest of the day Saturday and all day Sunday) Your problem, besides the value of your brokerage accounts and retirement funds, is to get material together to make great radio, and with the election over, you need Talk Topics at All Access News-Talk-Sports now more than ever. That's where you'll find things to talk about like brainworms (ew), Malibu sewage (ew), a driving dog, a Louisiana Nazi, a girl who spent four months without a heart and lived, some real mystery meat, confirmation of a particular testicular rumor regarding Hitler, another cheerleader hazing story, smelly soccer shoes (ew), the end of another major magazine, turkey abuse, how US Airways lost grandma, a particularly entertaining intern meltdown, a very honest golfer, assault with a deadly sandwich, a disturbing woke-up-during-surgery story (ew), Donovan McNabb's little overtime misunderstanding (groan), and rat trouble in Brooklyn (ew), along with a distressingly large number of items about the economy and the rest of All Access with the industry's best/fastest/most reliable news coverage, columns, ratings, jobs, and much more, all free.
Since there won't be a column next week due to the holiday, have a happy and safe Thanksgiving. Remember, you can always start your diet the next day.