Category: Advice

Advice

Monday Memo: Your Podcast ‘Bones,’ Part Deux

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — “But I’m doing a whole SHOW, not just the ‘snack-size’ episodes you recommend,” one podcaster wrote, after reading last week’s column, itself conspicuously succinct.

While I continue to heed the listener research which recommends (forgive me) “less is more,” I myself subscribe to several longer-form podcasts. My concern about going-longer is the same caution I offer to eager beavers who ask me about launching a weekend show: It’s a lot of work.

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Advice

Monday Memo: Earwitness News

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By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Buzz-of-The-Biz in recent days: WTOP-FM, Washington offers newsroom staffers voluntary separation buyouts. Even radio’s top-billing station – owned by venerable Hubbard – is feeling the pinch. “Welcome to the club,” broadcasters elsewhere shrug.

Disclosure: I programmed that station for seven years in the 1980s, and hired some of the voices still heard there. And in today’s “gig economy,” with remote work now so commonplace, there’s new opportunity for the nimble.

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Advice

Monday Memo: #NABShowNY

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By Holland Cooke
Consultant

 

NEW YORK — Lots of long-time-no-see hugs among 9,500 of us at the Javits Center as the National Association of Broadcasters resumed its October event – like much of life, interrupted by COVID – and increasingly pertinent to radio.

Though long-timers long for the days when the exhibit hall was populated by jingle gypsies, Hiney Wine, and bumpersticker and T-shirt vendors, we now find the teleprompters and studio lighting and cloud software that are becoming tools of the trade for radio broadcasters who leverage their transmitter brand to take content (and advertisers) everywhere consumers consume us.

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Advice

Monday Memo: #NABShowNY

By Editor | by Editor

By Holland Cooke
Consultant

 

NEW YORK — Lots of long-time-no-see hugs among 9,500 of us at the Javits Center as the National Association of Broadcasters resumed its October event – like much of life, interrupted by COVID – and increasingly pertinent to radio.

Though long-timers long for the days when the exhibit hall was populated by jingle gypsies, Hiney Wine, and bumpersticker and T-shirt vendors, we now find the teleprompters and studio lighting and cloud software that are becoming tools of the trade for radio broadcasters who leverage their transmitter brand to take content (and advertisers) everywhere consumers consume us.

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Advice

Monday Memo: Podcasting? Think How-Long, Not How-Many

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — You might know of the Pareto Principle, also called “The Rule of 80/20,” which states that 80% of sales come from 20% of customers. Ask any retailer. And radio audience measurement bears this out too. 70%+ of listening comes from 20%+ of a station’s listeners.

Because most podcasts are free, many are downloaded

But how many actually get heard? And how many get heard in their entirety?

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Advice

Monday Memo: Plan NOW for the Big Story

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By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — After Putin said he’s not bluffing about tactical nukes, it’s prudent to take time to re-familiarize yourself with your network’s continuing coverage routine. When-the-fit-hits-the-shan they’ll shine, and news/talk stations need to be conspicuous.

  • Know now how you will be alerted when the net’ goes wall-to-wall or offers in-and-out updates during the hour.
  • WHO will do WHAT to break-into syndicated shows? In many clusters, a single person manages multiple stations’ largely-automated programming. Which staffer can pivot?
  • Use cluster-mate stations to remind their listeners that your news/talk stick is all-over-this.
  • When “The Big Story” blocks-out the sun, anyone at home will be glued to TV; so say “Stick with us when you’re in the car…”

This isn’t just Ukraine-watch. Gun nuts like that Buffalo supermarket shooter walk among us. And we’re recently reminded that so-called “100 year” storms come lots more often lately.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of radio and the Internet. And HC is author of the E-book “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download here: and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. And he’s offering FREE 60-second on-air features: “Inflation Hacks: Save Those Benjamins.” HC Follow him on Twitter @HollandCooke

Advice

Monday Memo: Yes, You Need More Cume

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — “Cumulative Audience” is radio’s version of what newspapers called “Circulation,” back when there were newspapers. It’s the number of people who tune-into your station during the week. Listeners, not listening. How many, not how many “Average Quarter Hours” (AQH) consumed.

We can’t get someone who doesn’t listen at all to listen more

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Advice

Monday Memo: You Don’t Say

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By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Regular readers see me use this space largely to suggest what to DO. This week, validating the ultimate consultant caricature, five DON’Ts.

Delete from your on-air vocabulary: “What say you?”

This is a Bill O’Reilly vestige many radio talkers still parrot. It sounds like Tonto in the old “Lone Ranger” TV show. Talk the way people talk.

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Advice

Monday Memo: Like Sands Through the Hourglass…

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By Holland Cooke
Consultant

 

BLOCK ISLAND — “…so are The Days of Our Lives.” The intro to that soap opera – er, daytime drama – is SO old that it outlived star MacDonald Carey, still heard voicing-over the beginning of each show on NBC-TV every weekday…until today. After 57 years and 58 Emmy Awards on broadcast television, the venerable melodrama will now be seen exclusively on NBC’s streaming platform Peacock.

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Advice

Monday Memo: Promoting Your Podcast with Email

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By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — You DO regularly communicate with an email list…right? Few opportunities to engage are more powerful than the ongoing conversation you have with followers. It’s a relationship that Pandora and Spotify and SiriusXM can’t emulate and smart radio hosts exploit well.

Send a link to your latest episode, invite feedback, and (of course) “Share with a friend.”

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Advice

Monday Memo: Stay Safe

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By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — What’s “our elevator speech?” they asked. Sales reps at a client station tend to pitch the AC FM with T-Rex numbers, and leave money on the table by under-pitching the news/talk station.

When I wrote, in great big letters on the whiteboard: “Because these are NOT normal times…” the owner proclaimed “That’s it!” and every rep was nodding and scribbling.

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Advice

Monday Memo: The Resourceful Podcaster, Parked

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — The pandemic shutdown changed the standard for remote broadcasting.

  • Cable news talking heads – previously on-set or in a professional studio elsewhere – began appearing at home. And TV’s aesthetic is forever changed. Webcam video is the good-enough new-normal, and “Zoom” has become a verb. On Twitter, witty @RoomRater does just that, critiquing screen shots from various shows. On my TV show, TALKERS publisher Michael Harrison predicted that the new generation of TV news/talk sets will resemble “Frasier’s living room,” the at-home look IN-studio, rather than the Lucite desk and garish casino-looking graphics that have been the norm. And shows are saving a bundle NOT-paying as much as a thousand dollars for remote studio time + to Uber guests who may only appear for several minutes. A local station interviewed my state rep sitting in his truck talking into his phone cam.’ It was “authentic.”

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Advice

Monday Memo: Review Airchecks… Later.

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — The radio coaching concept seems quaint now:

  • The single-station PD (remember them?) met with local talent (remember them?) at regular intervals to review a recent show. As a young DJ, I was fortunate enough to work for two PDs who sat me down weekly.
  • Most important thing I learned? Each bit has a beginning, middle, and end.

Back to the future:

  • Whole-cluster “Brand Managers” have replaced PDs, mostly managing feeds from syndicated and/or voice-tracked talent.
  • For remaining station-based talent, routine critique is unlikely. That manager is just TOO busy, and might lack the chops.
  • The product suffers, from content of questionable interest, and unkempt execution that tests listeners’ patience.

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