By Holland Cooke
Consultant
BLOCK ISLAND, RI — Be there or be square. Legacy media are scrambling to follow eyes and ears beyond old towers and deliver the on-demand options users now favor. NBC’s got Peacock; CBS touts its Paramount+ and invites us to watch the rest of “60 Minutes” interviews online; and CNN sure stubbed its toe scrambling to catch-up.
Radio stations archive reruns of on-air shows, though typically little more.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — National media does well selling products, most of which aren’t manufactured locally. Local media does best selling services, which are inherently local. National advertisers selling services are disadvantaged, because the Help Wanted sign is everywhere, the U.S. Postal Service is crippled by politics, and supply chain issues haunt every industry.
Example? One of network radio’s biggest advertisers, currently disappointing me and countless others. And I see opportunity.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — The Redfin TV ad ends: “Sell for more than the home next door.” Write local retailers’ commercial copy that communicates a consumer benefit that succinctly – and repeat it and repeat it — and your clients will renew.
QUICK QUIZ, from the auto insurance battle-royal:
“Fifteen minutes could save you fifteen percent or more on car insurance.”
Geico…slugging-it-out with…
By Holland Cooke
Consultant
BLOCK ISLAND, RI — In the past 12 months, Bitcoin has bounced between just-under $32K to just-over $65K. And saying “free gas” is the new “SQUIRREL!” So promoting a contest which awards the winner this prize choice WILL earn your station immeasurable word-of-mouth and could multiply Time Spent Listening.
If $65K has you coughing-up-blood, exhale:
By Holland Cooke
Consultant
BLOCK ISLAND, RI — The 1970s-sounding “Star Wars” type lasers and WHOOSH that still plague sound-alike station imaging now seem as dated as those 1960s TV “Batman” fight-scene graphics: “POW!” And doggedly dodging them all is the Central Casting baritone, shouting or growling-through whatever copy the station sends.
“To stand out, take whatever you think is normal, and do the exact opposite.”
50 years ago, I was an English teacher; and I’ve been assigning reading ever since. And here’s a page-turner that will not only inform your station’s on-air marketing, it may inspire your career.
By Holland Cooke
Consultant
LAS VEGAS — As we did for CES here in January, we were asked to submit vaccination details to an app to earn a QR entry code. Once inside, there are still some masks, and – after three years – lots of hugs. The National Association of Broadcasters wanted to mash-up what had been separate autumn Radio Shows and perennial April NAB Shows this past October…until the Omicron kibosh.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — You’re expecting a metaphor. When a consultant says “Spring Cleaning,” you brace for a checklist of tough choices when Spring ratings come in. Seems quaint, with so little programming now local.
Take me literally
My utterly cluttered home office was long overdue. During the four-plus years an abruptly concluded TV career ate three days of my week, that room became a catch-all I swore I’d catch-up-with…eventually.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — And the hits just keep-on comin.’ “Hits,” literally! For a couple days, that Chris Rock-Will Smith moment upstaged even the horrors in Ukraine. And now the wife of a sitting Supreme Court justice is in hot water. Infamy is nothing new. Remember the congressman who said that “in cases of ‘legitimate rape,’ the female body has ways to try to shut that whole thing down?” Or when John Lennon said, “We’re more popular than Jesus?”
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Too often, we — news/talk radio – are the bearer of bad news.
By Jon Quick
JonQConsulting
President/Founder
CARMEL, Ind. — I usually write about programming in this space. Today I am writing about a promotional idea that can result in extraordinary returns. It saves lives. I also have an ulterior motive.
Consider teaming up with a local hospital or medical group and do a health fair. Offer free admission to your listeners. Give them information on healthy eating, ways to quit smoking, the best exercise, cholesterol and other on-site testing and demonstrations. Not an original idea, of course, but one worth doing on a regular basis. There are also many programming and sponsorship opportunities here.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Lots of response to last week’s “Weekend Warriors, Renegotiate.” SOME stations were horrified by what I’m telling their brokered ask-the-expert hosts. SMART stations already offer the win-win template I outlined. ICYMI: https://www.talkers.com/2022/03/21/monday-memo-weekend-warriors-renegotiate/
FMs are scrambling. AMs? Ugh.
As if AM wasn’t already suffering listener demographics, technical interference, caricature programming, and too little local content, now comes the proposal to make Daylight Saving Time permanent. From November through February – when local sunrise would come between 8:00 am and 9:00 am – later pattern and power change times would cripple full-time stations. Daytimers would be utterly screwed if smart ones with translators hadn’t already rebranded as FMs (as have so many full-time AMs).
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Weekend ask-the-expert shows exploit the most proven concept in marketing: free samples.
Common example: The lawyer is in, the meter is off. Q+A about callers’ situations is relatable to other listeners. And hearing the attorney’s approachable manner, prospective clients come to know him or her better than others whose look-alike billboards and boastful TV commercials all blur together.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Baseball stations: Exhale. WE HAVE A DEAL. As you read this, Spring Training is underway, and Opening Day is April 7.
We need it. Pandemic-weary and weathering climate change, we’ve been tested. Now, the Ukraine crisis breaks our hearts and inflation busts family budgets. And one of baseball’s best showed me a simple trick that suggests how radio can matter more to listeners in these challenging times.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Grab the arm rest! Validating the consultant stereotype, here are 9-ideas-in-8-minutes…
Seen those Applebee’s TV spots featuring the old “Cheers” theme? Instant feel-good.
Pandemic fatigue = cabin fever. So restaurants – and other retailers offering an experience – want to sound inviting.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — You DO regularly communicate with an opt-in email list…right? Few opportunities to engage are more powerful than the ongoing conversation you have with listeners. It’s a relationship that Pandora and Spotify and your robotic AM/FM competitors can’t emulate.
Any email you send is worthless if it doesn’t get read
And you yourself demonstrate why, every time you open your in-box. True or false: You delete some (lots) of messages unread, simply based on the subject line?
By Holland Cooke
Consultant
BLOCK ISLAND, RI — CNN reports: “Special counsel Durham alleges Clinton campaign lawyer used data to raise suspicions about Trump.” Righties light-up Twitter with “BOOM!”
Maggie Haberman’s forthcoming book says White House staff “periodically discovered wads of printed paper clogging a toilet,” which they believed the president was responsible for. Lefties light-up Twitter with “BOOM!”
Many days, these gotchas become radio talkers’ snark du jour.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Barring the unforeseeable, today’s callers are talking about Super Bowl commercials. Next Monday, Presidents Day, is a holiday for some, disrupting habit listening. So here are two timely topics, which lit-up-the-phones when I myself used them guest-hosting “The Jim Bohannon Show” and elsewhere.
“Your Most Monumental Presidents?”
On Mount Rushmore, there is room for four: “If we were carving it today, who do YOU think deserves to be there? [phone number]”
By Holland Cooke
Consultant
BLOCK ISLAND, RI — I worked with the late great Larry King four times, and I can sum-up how he got those he was interviewing to say something they didn’t say in other interviews along the PR tour by quoting his RT America show promo: “I never learned anything while I was talking.”
So thanks for compliments and to those who shared my column here last week: “Talk Radio 101: LISTEN.”
By Walter Sabo
SABOMedia Corp
Founder
NEW YORK — “Get fired from your corporate job and start your own business.” That is the advice shared with air talent and radio executives when they are kicked out of corporations; start your own business. Working for yourself is a seductive thought. The challenge is that very few corporate employees know how to embrace the frame of mind and tools of self-employed entrepreneurs.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Talk radio isn’t just different than music radio. It’s better. Talk radio is never on in the background. And streaming has music radio on its heels, because The Sentence Never Spoken is “Alexa, please play six commercials.”
Yet talkers should avoid taking false comfort that we’re less vulnerable to digital competitors, because people are using social media to talk to each other without us. So joining the conversation there is now table stakes. But defending the towers remains Job One.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — The news/talk stations I work with make big money doing what talk radio does best: cutting through mental clutter, with live endorsement spots delivered by familiar local on-air personalities.
OOPS. Do your endorsement spots say “I haven’t sold you yet?”
Often, these are long-standing advertiser relationships. Two cautions:
By Holland Cooke
Consultant
BLOCK ISLAND, RI — So says none other than the CEO of the biggest radio station owner. In a marketing piece to the advertising community, iHeartMedia’s Bob Pittman: “Podcast audiences will continue to explode, passing the biggest music streaming services in reach, with no signs of growth abating.”
By Holland Cooke
Consultant
LAS VEGAS — “Just imagine where we would have been the last two years” without technology like streaming, Zoom, tele-health, e-commerce, and other trends-already-in-motion that accelerated during the pandemic. In his State of the Industry address, Consumer Technology Association president/CEO Gary Shapiro acknowledged speed bumps we’ve hit along the way, admitting that “innovation is messy. It takes us out of our comfort zones” (as radio people know well).
By Holland Cooke
Consultant
LAS VEGAS — They REALLY don’t want us calling this “The Consumer Electronics Show,” which harkens back to VCRs and other things-in-boxes, as so much of the now technology on display here is software that enables experiences.
Fine. But there still are acres and acres and acres of inventions here in nerd heaven:
