--- title: "Localore: Association of Independents in Radio’s New Tech Effort" id: "17059" type: "post" slug: "localore-association-of-independents-in-radios-new-tech-effort" published_at: "2013-04-22T16:44:13+00:00" modified_at: "2013-04-22T16:44:13+00:00" url: "https://associationsnow.com/2013/04/22/localore-association-of-independents-in-radios-new-tech-effort/" markdown_url: "https://associationsnow.com/2013/04/22/localore-association-of-independents-in-radios-new-tech-effort.md" excerpt: "The Association of Independents in Radio (AIR) is pushing member innovation with its new site, Localore. Also: Auto-analytics tools allow employees to measure how they spend their time at the office." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "B2B media" - "Communications" - "Membership" - "Technology" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Executive Leadership" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Localore: Association of Independents in Radio’s New Tech Effort When new technologies come around, they often cause pressure points for established industries, shifting what we’ve defined as “nature.” Professionals find themselves at a crossroads: They either must embrace the new method or keep doing what they have always done and fall behind the curve. As an industry leader, you must not only support your members through this shift, but also help them make the most of these new technologies. > Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles. That, and more, in today’s Lunchtime Links: **Fresher air:**The Association of Independents in Radio (AIR) funded 10 projects across the country to produce documentary-like stories for a site called [Localore (opens in a new tab)](http://localore.net) , which launched today. This is an innovative move for the association, whose members have been dealing with increased competition from emerging media channels. [According to Columbia Journalism Review (opens in a new tab)](http://www.cjr.org/behind_the_news/localore.php) , AIR’s Executive Director Sue Schardt (who is also the executive producer of the site) describes the platform as a way to allow public media outlets to reach and tell the stories of a “21st-century workforce that is defined by innovation, invention, collaboration, and this quality of adaptability, flexibility and … a high appetite for risk.” In what ways has your association used new media to benefit your members? **On track:**Would you encourage your employees to track their activity in the office? A new wave of auto-analytics technologies allows them to track every moment of their day, whether it’s wasted or productive. “They give workers a fascinating window into the unseen, unconscious little things that can make such a big difference in their daily work lives. And by encouraging workers to start tracking their own activities—something many already are doing on their own—companies can end up with big improvements in job performance, satisfaction, and possibly even well-being,” the *Wall Street Journal* reports. According to the newspaper, [these technologies range from mobile apps to computer software and gadgets (opens in a new tab)](http://online.wsj.com/article/SB10001424052970204520204577249691204802060.html?mod=WSJ_mgmt_promo_left) . **Gaining frequency:**Take it from marketer and writer Seth Godin, it’s not just the message, it’s the delivery. According to Godin, [repeating the message in different words builds up your members’ trust (opens in a new tab)](http://sethgodin.typepad.com/seths_blog/2013/04/frequency-repetition-and-the-power-of-saying-it-more-than-once.html) . “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles,” Godin writes. How do you get your association’s message across clearly and efficiently? What’s on your reading list today? Let us know in the comments below. (Localore screenshot) [Anita Ferrer](https://associationsnow.com/author/anita-ferrer/) Anita Ferrer is a contributor to Associations Now. 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