Despite the great increase in mobile phone and tablet use, most Americans still rely on AM, FM and Internet Radio for their weather information. The reason for this is simple: People want a Human Being to explain the weather to them. A friendly voice that will tell them whether it will rain or snow, and how hot or cold it will be.

There are hundreds of mobile apps for all kinds of weather information, from radar to extended forecasts and current conditions. Nowadays, with a tap on an app, you can see if it's raining at your house.

With all this electronic weather information at our disposal, one would think that hearing a meteorologist on radio would be irrelevant and unnecessary. So why are radio stations employing people to deliver weather forecasts? The reason is related to the number one strength of radio: Localization.

Every radio station is located somewhere, and should be reflecting the community where it resides. Radio stations and their listeners are bonded. Listeners tune in to hear what's going on in the community, and what they should be concerned about. They also tune in for music programming, talk shows and pertinent local information. That includes local weather. The meteorologist delivering the forecast on your favorite radio station is a trusted friend on whom you can depend to keep you up to date, and even entertained, with their information. They explain what to expect in everyday terms.

Personally, I took it upon myself to go back to school at age 44 and earn an AMS (American Meteorological Society) certification. Basically, this permits me to officially call myself a "Meteorologist" on radio.

Thinking more deeply about weather that is delivered on the radio, there are a number of challenges, and things that can be improved.

Some stations just use the on-air personality to deliver the weather forecast. Unless specifically instructed on how to give a good weather forecast, these people are left to their own devices. There are announcers, (or "Jocks"), who don't care about weather, and thus give inaccurate or incomplete information. There are others who choose bad sources to get the forecast. And yes, there are a few who think they know best and will make up their own weather report.

That's where professional meteorologists come in. Very few stations have the budget to employ their own meteorologist, so they turn to weather delivery services. Often, they work out some sort of deal with one of the local TV stations, and use their meteorologists to give a forecast on the radio station. Again, this is a Human voice, and someone who is known in the city from their presence on TV. This is a good option for stations wanting accurate information, delivered by a professional.

There are also independent companies which employ meteorologists to deliver custom forecasts for dozens of towns and cities. Ideally, these professionals become familiar and trusted voices on a particular station.

It's important for radio stations to deliver accurate, and trustworthy information. What they say on the air is critical in all forms, from news to community events to music information to weather. Radio stations must seek credibility in order to cultivate loyalty within their listener base, and attract new listeners.

In my next post, I'll explain the challenge of keeping radio listeners informed about severe weather. Thanks for reading! ~Steve