I did the sign-on shift for most of my time on the radio. And on days that it snowed (not that often in southeast Missouri), the phone would ring off the hook from parents (and students) asking about school closings. The superintendent would get out early to check the roads and then call the radio stations.
Even though we gave the closings every 5 minutes, the phone never stopped ringing. It was madness.
We got a little snow here in Jefferson City overnight and while Shawna was bringing me my oatmeal, she got a text message from the Jefferson City school system, alerting her there would be no school today.
The school uses texting to communicate a variety of things, even providing updates throughout the day.
I assume the local radio stations still get a call and many people rely heavily on the on-air reports. This is just one more instance of disintermediation. The people with the information (schools) communicating directly to the people who want/need the information (students/parents).
I’m guessing most folks don’t give their mobile numbers to just anybody. And how valuable is it to the schools to have the mobile number of every “customer?”
Do most radio stations have the mobile numbers of the listeners? I would hope so. And are they using those numbers to provide something as valuable as school closing information?