It’s beyond me why more local broadcasters prefer costly and sometimes outdated research, rather than using the web to monitor local trends in their communities. I’m not saying you should never commission exhaustive, professional research again, but the web provides real-time trends. For example, in my local community of Boston, I would search Flickr to see what people are taking photos of, YouTube to see what videos have been uploaded, Technorati to see what my fellow citizens are blogging about, and the forums on Craigslist to see what people are talking about every single day. There are loads of other websites to monitor local trends. Which ones have you used?
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