Category: Industry Views

Industry Views

SABO SEZ: Managing the Meters is a Fatal Time Waster

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
and TMN syndicated, “Sterling on Sunday”

imgAt first, I thought it was a joke. When I realized there were serious people having serious meetings about the joke, it became both horrific and symptomatic

The sitcom is called: MANAGING THE METERS. Note: As a suited consultant I was a prime mover to get Arbitron off diaries and onto meters.

Worldly success is often the result of being highly focused on what one can control versus imagining what can be controlled. Nielsen can manage their meters. You can’t.

Imagining what can be controlled has led to wasting time playing MANAGING THE METERS.  To participate one must learn where Nielsen meters are placed, which station has which meters, and who is carrying “your” meters. Yes, one can learn, for example, that a 19-year-old in Glendale listens to KIIS-FM for 17 hours a week. More than 17 hours in radio conference rooms will be spent playing whack-a-mole with that 19-year-old’s meter; where will it land next?

Playing MANAGING THE METERS is a major time waster and cume killer. Once upon a time many music stations embraced “request line call-in research.” Shudder. Stations would tally which songs were getting how-many requests and make on-air playlists based on those counts. Obviously call-in request playlists would appeal primarily to existing listeners and do nothing to reach new listeners. Sure, P1s are appeased but cume always dies.

And here we are: Super-serving meter holders who already listen to a station will appease P1s but cume will diminish every month. It is pure myth that “talk” is high TSL and low cume.  In fact, most current talking stations do everything possible to lower cume. Casual cuming is virtually impossible. (Who is talking? What’s the number? Thanks for holding on! Who has time to hold on?). The MANAGING THE METERS fantasy gives “science” to cume-killing actions and reactions.

MANAGING THE METERS, rather than making better, bigger shows has resulted in fear, indecision, and the crime of overthinking. Nothing could be worse for a medium that thrives on emotional wallops than turning feelings into math.

What to do when tempted to play MANAGING THE METERS:

— Go for a pleasant walk and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Eat your favorite ice cream and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Call your father and thank him and imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.
— Remember that innovative programmers who CREATE – rather than copy – great stations give all of their attention to P2s and then imagine a better show, new promotions, fresh promos and surprising, possibly weird topics.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com.

Industry Views

Neutraliars: The Platforms That Edit Like Publishers but Hide Behind Neutrality

By TALKERS | by TALKERS

By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Media Law, Senior Partner
Goodphone Communications, Executive Producer

imgIn the golden age of broadcasting, the rules were clear. If you edited the message, you owned the consequences. That was the tradeoff for editorial control. But today’s digital platforms – YouTube, X, TikTok, Instagram – have rewritten that deal. Broadcasters and those who operate within the FCC regulatory framework are paying the price.

These companies claim to be neutral conduits for our content. But behind the curtain, they make choices that mirror the editorial judgment of any news director: flagging clips, muting interviews, throttling reach, and shadow banning accounts. All while insisting they bear no responsibility for the content they carry.

They want the control of publishers without the accountability. I call them neutraliars.

A “neutraliar” is a platform that claims neutrality while quietly shaping public discourse. It edits without transparency, enforces vague rules inconsistently, and hides bias behind shifting community standards.

Broadcasters understand the weight of editorial power. Reputation, liability, and trust come with every decision. But platforms operate under a different set of rules. They remove content for “context violations,” downgrade interviews for being “borderline,” and rarely offer explanations. No appeals. No accountability.

This isn’t just technical policy – it’s a legal strategy. Under Section 230 of the Communications Decency Act, platforms enjoy broad immunity from liability related to user content. What was originally intended to allow moderation of obscene or unlawful material has become a catch-all defense for everything short of outright defamation or criminal conduct.

These companies act like editors when it suits them, curating and prioritizing content. But when challenged, they retreat behind the label of “neutral platform.” Courts, regulators, and lawmakers have mostly let it slide.

But broadcasters shouldn’t.

Neutraliars are distorting the public square. Not through overt censorship, but through asymmetry. Traditional broadcasters play by clear rules – standards of fairness, disclosure, and attribution. Meanwhile, tech platforms make unseen decisions that influence whether a segment is heard, seen, or quietly buried.

So, what’s the practical takeaway?

Don’t confuse distribution with trust.

Just because a platform carries your content doesn’t mean it supports your voice. Every upload is subject to algorithms, undisclosed enforcement criteria, and decisions made by people you’ll never meet. The clip you expected to go viral. Silenced. The balanced debate you aired. Removed for tone. The satire? Flagged for potential harm.

The smarter approach is to diversify your presence. Own your archive. Use direct communication tools – e-mail lists, podcast feeds, and websites you control. Syndicate broadly but never rely solely on one platform. Monitor takedowns and unexplained drops in engagement. These signals matter.

Platforms will continue to call themselves neutral as long as it protects their business model. But we know better. If a company edits content like a publisher and silences creators like a censor, it should be treated like both.

And when you get the inevitable takedown notice wrapped in vague policy language and polished PR spin, keep one word in mind.

Neutraliars.

Matthew B. Harrison is a media and intellectual property attorney who advises radio hosts, content creators, and creative entrepreneurs. He has written extensively on fair use, AI law, and the future of digital rights. Reach him at HarrisonMediaLaw.com or read more at TALKERS.com.

Industry Views

Is That Even Legal? Talk Radio in the Age of Deepfake Voices: Where Fair Use Ends and the Law Steps In

By TALKERS | by TALKERS

By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Media Law, Senior Partner
Goodphone Communications, Executive Producer

imgIn early 2024, voters in New Hampshire got strange robocalls. The voice sounded just like President Joe Biden, telling people not to vote in the primary. But it wasn’t him. It was an AI clone of his voice – sent out to confuse voters.

The calls were meant to mislead, not entertain. The response was quick. The FCC banned AI robocalls. State officials launched investigations. Still, a big question remains for radio and podcast creators:

Is using an AI cloned voice of a real person ever legal?

This question hits hard for talk radio, where satire, parody, and political commentary are daily staples. And the line between creative expression and illegal impersonation is starting to blur.

It’s already happening online. AI-generated clips of Howard Stern have popped up on TikTok and Reddit, making him say things he never actually said. They’re not airing on the radio yet – but they could be soon.

Then came a major moment. In 2024, a group called Dudesy released a fake comedy special called, “I’m Glad I’m Dead,” using AI to copy the voice and style of the late George Carlin. The hour-long show sounded uncannily like Carlin, and the creators claimed it was a tribute. His daughter, Kelly Carlin, strongly disagreed. The Carlin estate sued, calling it theft, not parody. That lawsuit could shape how courts treat voice cloning for years.

The danger isn’t just legal – it’s reputational. A cloned voice can be used to create fake outrage, fake interviews, or fake endorsements. Even if meant as satire, if it’s too realistic, it can do real damage.

So, what does fair use actually protect? It covers commentary, criticism, parody, education, and news. But a voice isn’t just creative work – it’s part of someone’s identity. That’s where the right of publicity comes in. It protects how your name, image, and voice are used, especially in commercial settings.

If a fake voice confuses listeners, suggests false approval, or harms someone’s brand, fair use probably won’t apply. And if it doesn’t clearly comment on the real person, it’s not parody – it’s just impersonation.

For talk show hosts and podcasters, here’s the bottom line: use caution. If you’re using AI voices, make it obvious they’re fake. Add labels. Give context. And best of all, avoid cloning real people unless you have their OK.

Fair use is a shield – but it’s not a free pass. When content feels deceptive, the law – and your audience – may not be forgiving.

Matthew B. Harrison is a media and intellectual property attorney who advises radio hosts, content creators, and creative entrepreneurs. He has written extensively on fair use, AI law, and the future of digital rights. Reach him at Harrison Legal Group or read more at TALKERS.com.

Industry Views

Monday Memo: Dear Old Dad

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThis coming Sunday, June 15, is Father’s Day. For that day – and the Friday before (hint-hint) – you might have already readied Harry Chapin’s “Cat’s In The Cradle” and The Winstons’ “Color Him Father” and Dan Fogelberg’s wistful “Leader of the Band.”

Regardless of your format – yes, news/talk stations – hear-me-now-and-believe-me-later: “The Men in My Little Girl’s Life” by Mike Douglas. Guaranteed Kleenex material. Don’t even intro it. Just hit it cold and play the whole thing. You’ll hear about it.

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GREAT call-in topic: “The best advice he ever gave you?” You will save the aircheck. Callers – some chuckling, others choking-back-tears – tell stories.

And if you still have your Dad, give the lug a hug. If he’s not still around, I suspect that you will find, as my brothers and sisters and I have, that he never really leaves you.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Mark Walters v. OpenAI: A Landmark Case for Spoken Word Media

By TALKERS | by TALKERS

By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Media Law, Senior Partner
Goodphone Communications, Executive Producer

imgWhen Georgia-based nationally syndicated radio personality, and Second Amendment advocate Mark Walters (longtime host of “Armed American Radio”) learned that ChatGPT had falsely claimed he was involved in a criminal embezzlement scheme, he did what few in the media world have dared to do. Walters stood up when others were silent, and took on an incredibly powerful tech company, one of the biggest in the world, in a court of law.

Taking the Fight to Big Tech

Walters, by filing suit against OpenAI, the creator of ChatGPT, become the first person in the United States to test the boundaries of defamation law in the age of generative artificial intelligence.

His case was not simply about clearing his name. It was about drawing a line. Can artificial intelligence generate and distribute false and damaging information about a real person without any legal accountability?

While the court ultimately ruled in OpenAI’s favor on specific legal procedure concerns, the impact of this case is far from finished. Walters’ lawsuit broke new ground in several important ways:

— It was the first known defamation lawsuit filed against an AI developer based on content generated by an AI system.
— It brought into the open critical questions about responsibility, accuracy, and liability when AI systems are used to produce statements that sound human but carry no editorial oversight.
— It continued to add fuel to the conversation of the effectiveness of “use at your own risk” disclaimers when there is real world reputational damage hanging in the balance.

Implications for the Radio and Podcasting Community

For those spoken-word creators, regardless of platform on terrestrial, satellite, or the open internet, this case is a wake-up call, your canary in a coal mine. Many shows rely on AI tools for research, summaries, voice generation, or even show scripts. But what happens when those tools get it wrong? (Other than being embarrassed, and in some cases fined or terminated) And worse, what happens when those errors affect real people?

The legal system, as has been often written about, is still playing catch-up. Although the court ruled that the fabricated ChatGPT statement lacked the necessary elements of defamation under Georgia law, including provable harm and demonstrable fault, the decision highlighted how unprepared current frameworks are for this fast-moving, voice-driven digital landscape.

Where the Industry Goes from Here

Walters’ experience points to the urgent need for new protection and clearer guidelines:

— Creators deserve assurance that the tools they use are built with accountability in mind. This would extend to copyright infringement and to defamation.
— Developers must be more transparent about how their systems operate and the risks they create. This would identify bias and attempt to counteract it.
— Policymakers need to bring clarity to who bears responsibility when software, not a person, becomes the speaker.

A Case That Signals a Larger Reckoning

Mark Walters may not have won this round in court, but his decision to take on a tech giant helped illuminate how quickly generative AI can create legal, ethical, and reputational risks for anyone with a public presence. For those of us working in media, especially in formats built on trust, voice, and credibility, his case should not be ignored.

“This wasn’t about money. This was about the truth,” Walters tells TALKERS. “If we don’t draw a line now, there may not be one left to draw.”

To listen to a longform interview with Mark Walters conducted by TALKERS publisher Michael Harrison, please click here

Media attorney, Matthew B. Harrison is VP/Associate Publisher at TALKERS; Senior Partner at Harrison Media Law; and Executive Producer at Goodphone Communications. He is available for private consultation and media industry contract representation. He can be reached by phone at 724-484-3529 or email at matthew@harrisonmedialaw.com. He teaches “Legal Issues in Digital Media” and serves as a regular contributor to industry discussions on fair use, AI, and free expression.

Industry Views

Monday Memo: Summer! Bummer? Opportunities.

By TALKERS | by TALKERS

By Holland Cooke
Consultant

img“Fewer than half of Americans plan to travel this Summer,” according to a Bankrate survey, and “cost is a major concern.”

— Just 46% plan to travel, 38% domestically and 15% internationally (with some overlap between the two).
— 65% of non-travelers cite a lack of interest in traveling currently. “Not being able to take time off work and travel being too much of a hassle both came in at 16%.”
— “The expense of everyday life tops the reasons people can’t afford to travel.”
— “15% of respondents said they were worried about flight safety. That comes on the heels of several high-profile aviation incidents in the United States.”

This isn’t bad news. It’s an open door.

Programming/Promotion ideas:

— Local Day Trips vignettes (within 90-minute drive)
— Grilling tips (local chef? listener suggestions?)
— Weekend activities/events calendar
— Near the water? “Shorecast”
— Online Staycation Directory
— Listener photos (garden, patio, pool, grill-N-chill)

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Any/all-of-the-above are sponsorable. Prospects:

— Outdoor furniture retailers
— Home improvement stores (paint, decking, lighting)
— Grill/smoker shops & barbecue supply
— Pest control services
— HVAC (air conditioner tune-ups)
— Pool and hot tub installers, maintenance
— Gazebo/screenhouse/awning installers
— Water parks/mini golf/drive-in movies
— Ice cream stands, craft breweries

PS: Tomorrow’s bumpers:
“Ode to Billie Joe” by Bobbie Gentry, and “Desiree” by Neil Diamond. Both begin “It was the third of June…”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: They Want What You Have

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M Sterling
Host, Sterling Every Damn Night
WPHT, Philadelphia
Sterling On Sunday, Syndicated, TMN

imgDozens of brand-new audio hardware and software companies have been launched during the past 20 years. These start-ups are usually funded by venture capital money. VC money is not invested to return a profit, it’s poured in to – pour it in. Their money is “different” than the cashflow that fuels your business. Start-up money buys time to profit.

Amazon lost money its first 10 years. Spotify launched in 2008 and turned a full year profit for the first time – last year.

MOST venture-backed start-ups do not make it to profit, they close.

With virtually unlimited funds and no deadlines, what are the strategic markers for success of most fresh, new audio businesses? Having performed due diligence for many start-ups, this is an informed summary of their goals:

— Significant distribution of the product.
— Robust, broad-appeal content offerings
— Proven metrics for securing advertising dollars
— Positive cultural impact
— Embraced by late-stage adopters
— Advertiser credibility

Hold radio to the above checklist.  92% of the population has a radio – more households than own a TV. Radio’s distribution is elegant, wireless, and free. Streaming? Yes, radio has streamed to the car since 1938. How’s UCONNECT or APPLE PLAY working in your KIA? Buffering now? Bluetooth pairing? At-home streams cost about $1,000 for a computer, $100 a month for WiFi, $150 for software upgrades and repairs. Radio distribution: turn it “ON.” No startup audio service will match radio’s distribution system.

Mature means predictable. Content offerings on radio are understood, accepted, and quickly adjusted if not appealing. Audio start-ups are rarely run by execs with audio entertainment experience. Their execs tend to be recruited from two groups: techs and discoverers. Techs because somebody has to make it work. Discoverers because you would be shocked at how many audio newcomers were funded on the wacky premise that AM/FM fails to see how badly Americans want to hear brand new music! Lurking among workers within the streaming and satellite communities is the harsh prejudice that pros with actual radio experience are satanic dinosaurs.

Most start-ups flirt with doing good for the country, ie; positive messaging, lots of jazz or world music. AM/FM has hardcore positive impact witnessed by the fact that most public radio stations enjoy ratings dominance. No other medium – none – raises more money for community charities than AM/FM.

Driving a new product past the innovators, early adopters, early majority to late majority is the path to success in any industry. AM/FM reached late majority when Bing Crosby had his own show. How’s mom doing with Spotify?

Advertiser credibility: Procter & Gamble returned to radio in the early 2000s. Last year P&G landed near the top of radio advertisers. Procter has no sense of humor or time for nonsense. If P&G buys a lot of radio, end of story. Again.

Not legacy media. Proven media.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com.

Industry Views

When the Algorithm Misses the Mark: What the Walters v. OpenAI Case Means for Talk Hosts

By TALKERS | by TALKERS

By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Media Law, Senior Partner
Goodphone Communications, Executive Producer

imgIn a ruling that should catch the attention of every talk host and media creator dabbling in AI, a Georgia court has dismissed “Armed American Radio” syndicated host Mark Walters’ defamation lawsuit against OpenAI. The case revolved around a disturbing but increasingly common glitch: a chatbot “hallucinating” canonically false but believable information.

The Happenings: A journalist asked ChatGPT to summarize a real court case. Instead, the AI invented a fictional lawsuit accusing Walters of embezzling from the Second Amendment Foundation — a group with which he’s never been employed. The journalist spotted the error and never published inaccurate information. But the damage, at least emotionally and reputationally, was done. That untruth was out there, and Walters sued for defamation.

Last week, the court kicked the case. The court determined Walters was a public figure, and as such, Walters had to prove “actual malice” — that OpenAI knowingly or recklessly published falsehoods. He couldn’t but now it may be impossible.

The judge emphasized the basis that there was an assumption false information was never shared publicly. It stayed within a private conversation between the journalist and ChatGPT. No dissemination, no defamation.

But while OpenAI may have escaped liability, the ruling raises serious questions for the rest in the content creation space.

What This Means for Talk Hosts

Let’s be honest: AI tools like ChatGPT are already part of the media ecosystem. Hosts use them to summarize articles, brainstorm show topics, generate ad copy, and even suggest guest questions. They’re efficient — and also dangerous.

This case shows just how easily AI can generate falsehoods with confidence and detail. If a host were to read something like that hallucinated lawsuit on air, without verifying it, the legal risk would shift. It wouldn’t be the AI company on the hook — it would be the broadcaster who repeated it.

Key Lessons

  1. AI is not a source.
    It’s a starting point. Just like a tip from a caller or a line on social media, AI-generated content must be verified before use.
  2. Public figures are more exposed.
    The legal system gives less protection to people in the public eye — like talk hosts — and requires a higher burden of proof in defamation claims. That cuts both ways.
  3. Disclosure helps.
    OpenAI’s disclaimers about potential inaccuracies helped them in court. On air, disclosing when you use AI can offer similar protection — and builds trust with your audience.
  4. Editorial judgment still rules.
    No matter how fast or slick AI gets, it doesn’t replace a producer’s instincts or a host’s responsibility.

Bottom line: the lawsuit may be over, but the conversation is just beginning. The more we rely on machines to shape our words, the more we need to sharpen our filters. Because when AI gets it wrong, the real fallout hits the human behind the mic.

And for talk hosts, that means the stakes are personal. Your credibility, your syndication, your audience trust — none of it can be outsourced to an algorithm. AI might be a tool in the kit, but editorial judgment is still the sharpest weapon in your arsenal. Use it. Or risk learning the hard way what Mark Walters just did. Walters has yet to comment on what steps – if any – he and his lawyers will take next.

TALKERS publisher Michael Harrison issued the following comment regarding the Georgia ruling: “In the age of internet ‘influencers’ and media personalities with various degrees of clout operating within the same space, the definition of ‘public figure’ is far less clear than in earlier times. The media and courts must revisit this striking change. Also, in an era of self-serving political weaponization, this ruling opens the door to ‘big tech’ having enormous, unbridled power in influencing the circumstances of news events and reputations to meet its own goals and agendas.”

Matthew B. Harrison is a media attorney and executive producer specializing in broadcast law, intellectual property, and First Amendment issues. He serves as VP/Associate Publisher of TALKERS magazine and is a senior partner at Harrison Media Law. He also leads creative development at Goodphone Communications.

Industry Views

Monday Memo: Your Passion, Your Media Station

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgTALKERS publisher Michael Harrison introduced the term in the 1990s, inviting us to think-beyond the real-time audio we were sending up those towers. What he described seemed conceptual, even futuristic, back then, when we were still logging-onto AOL via dial-up (screech).

The “Media Station” he reckoned we would be producing by now seemed more like a place than a show. It wouldn’t be bound by regulation or sponsor sensitivities or an on-air format. Content needn’t be 30- or 60-seconds or minutes. It won’t even have to be audio. Or governed by how long you can last between bathroom breaks or eating or sleeping, because it won’t be the real-time content that radio was confined to then.

Back to the future. Among headlines from 2025 Edison Research “Infinite Dial” research:

— 248 million Americans are on social media.
— 91% (262 million) own a smartphone.
— 101 million own a smart speaker.
— 40% of vehicles now on the road have phone integration.
— Though AM/FM is still the #1 in-car audio, #2 is online audio, #3: podcasts.
— 210 million listen to online audio every week.
— “Podcast consumption is at an all-time high.” 55% of Americans listen each month.

Anyone anywhere can publish something that is available to everyone everywhere.

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Most who read this are probably content creators, many working full or part-time at radio stations, doing the station’s business. Using that same skill set, build your own, a Media Station. Most of the tools are free, including ChatGPT, which will even help you plan it.

What’s your area of expertise?? Your hobby? Your passion? Your media station could include:

— Podcasts
— Blog, inviting participation
— Tutorial videos about a craft or skill
— Tips-N-Tricks about ____
— Checklists/worksheets/recipes/other documents, as PDF downloads
— Stories about businesses or artists, traditions or customs, history, science, tech
— DIY projects, of any sort
— Makeover transformations
— Fitness routines and workout tips
— Money topics
— Food topics of all sorts, including restaurant reviews
— Relationship topics
— Travel
— Product reviews/recommendations
— Sports
— Amazon Associate links to earn commission on related products
— Whatever!

NOT saying: Build a media station so it becomes your livelihood after the next round of cutbacks. But, hey…

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: Give Credit

By TALKERS | by TALKERS

By Walter Sabo

a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgRight now, dozens of well-suited, over-priced, unpleasant lawyers are fighting in Hollywood over the title credit their client should receive on a movie, TV show, or book cover. Placement within the credit roll at the end of a show is a battleground of egos and legalities. Part of the process of securing proper credit is governed by multiple union rules negotiated by multiple unions and corporate dictates of corporate masters. (You don’t get to be CEO of Paramount by being a nice guy.)

In most mass media, getting credit for the hard work of creating mass media is a very serious matter. What’s the “title slide” credit for you and your colleagues?

To your listener, you are a star. For no cost, you, your station, and our industry would benefit from building a credit roll at the end of each of your shows. Radio has a first class array of production software, processing and SFX libraries. Use those assets to create on air credit rolls for talent, PAs, anyone who touches a show.

The result: Credited employees will grow prouder of their work. They will be recognized by their friends. Advertisers will know their messages are part of a “big thing” and invest with confidence. Subliminally running credits for your station’s team puts radio on the same plateau as movies, TV, print. For free.

Consider every opportunity to elevate the stature of radio stars. When you have a substitute host or DJ please don’t say, “filling in for…” say, “guest starring.” How does your talent present themselves away from the station on remotes or appearances? KMART rack or Dress for Success? Fact: Management of other media say that radio executives and sales people “dress poorly.” Really, that’s their view of radio personnel. Lousy dressers. Easy fix.

Kudos to George Noory. At the end of each show, he credits his predecessors; all-night radio stars who, through the decades, explored UFO’s and non-traditional topics. George’s humble announcement celebrates radio’s robust history and places Noory in an all-hit lineup.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: Music Lessons For Talk Radio

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgMusic radio’s competitors were vinyl, then tape, then CDs – before smartphone streaming and satellite radio offered more portability and variety. And before consolidation, broadcasters were under less of the revenue pressure that now commercializes many stations beyond listeners’ tolerance. TALKERS NAB Show coverage included Edison Research founder Larry Rosin lamenting “many, many [music] stations now loading all their spots into two interminable breaks per hour.” I cringe hearing FMs struggle to remain among listeners’ music appliances. And I fret that monologue-heavy talk radio is relinquishing interactive dialogue to social media.

Before moving to all-news, and eventually news/talk, I worked in music formats less-structured than today’s. So now I hear music radio as an outsider, more like a consumer. Which got me wondering: How does my format sound to music consultants? So, I asked several whose work I respect.

Beware the one-joke act

Mike McVay reckons that “listeners want to know a little bit about a lot of things,” a point other colleagues echo. Explaining that “music radio is all about variety,” adult contemporary specialist Gary Berkowitz: “To me, listeners are tired of all this political back and forth. Sure, it has its place, but it’s like if music radio only played five different artists!” Jon Holiday – who customizes station playlists for a variety of formats – asks “are talk listeners getting what they want?” Calling some formats “very artist-heavy,” he thinks stations were right to play so much Taylor Swift in 2024, certainly her year. And 2025 sure is Trump’s, but Holiday calls “banging the same drum all day, every day” the most common flaw he hears on talk radio.

McVay says listeners like “stories that pull on their heart strings. It’s why “NBC Nightly News” ends with a touching story. It’s not fluff. It’s information relief.” He also recommends topics you are likely to overhear at the next table during lunch: “Discretionary Time Information” (binge-worthy shows on Apple+, Max, Netflix). Health. And – lately more than ever – what Mike calls “purse” stories (think: eggs). Been to Costco? On weekends it’s mobbed. Ask any member and they’ll recite a shopping list of Kirkland-brand bargains.

Play the hits

 When Gary Berkowitz – then an accomplished music programmer – took over stately WJR, he “approached it like it was a music station, the only difference was my ‘songs’ were my personalities, news coverage and, at the time, play-by-play of all the major Detroit teams.” He bought a jingle package “to ‘decorate’ the station;” and “got ‘JR involved with everything that was happening in Detroit. All I did was put it all together and present it like my top-40 upbringing taught me.”

I can relate. Before I programmed all-news WTOP, Washington, I had no news experience. I came from a music FM. The WTOP staff I inherited was impressive, and their work was solid, but the station wasn’t “programmed enough.” I was sent there to convert Cume to Average Quarter Hour – the blocking-and-tackling formatics fundamental to music radio. We owned “the Top news…instantly” image, and we said those very words LOTS. But research told us that traffic and weather were “the hits;” and how we presented them moved the needle.

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Great talkers are great listeners 

In every transaction, consumers now expect to interact; and “listeners like to hear others’ voices,” Mike McVay observes: “When the audience is comfortable enough to weigh in with an opinion, their own story, or a reaction, you’ve created a ‘friend circle.’” Jon Holiday tells morning shows he works with to “take time going into breaks to be topical and interact with callers.” And engage by texting and social media. And don’t just push-TO listeners. Be quick to REPLY, and you will make them feel special. 

Yet, in three decades coaching talk hosts, the most unwelcome word I say seems to be “callers.” Imitating gifted Rush Limbaugh, many hosts are prone to windy monologue, rather than inviting the busy dialogue that makes a station sound popular (something local advertisers notice). DJs deftly weaving interactivity into music shows often sound more inviting than sermonizing talkers. Holiday remembers El Rushbo as “a master at having fun, particularly in his early days as a syndicated personality.”

Prescription: Local 

Twenty years ago at the TALKERS conference, publisher Michael Harrison’s advice was elegantly simple: “Give them something they can’t get anywhere else.” Especially now, with so many non-local audio competitors. Regardless of format, helpful local information can increase Occasions of Tune-In per week.

Simply doing local news is a start. But does yours enable the listener by telling what an item means to him or her? On any given day, what you’re overhearing at lunch is something big that’s happening somewhere else. Can you explain the local impact? “National news needs to mean something to me, my community, my region or state,” according to McVay.

With weather so erratic in so many places, owning that image is gold. If you’re news/talk, don’t assume that you’re the market’s weather station. If you’re music, don’t assume you can’t be. Noting typical news/talk demographics, Jon Holiday surmises that, “as we get older, we seem to be more interested in weather.”

And as successful music stations have always done, show up! Gary Berkowitz had WJR go all-in on Detroit’s Thanksgiving Day parade, “with our people all over the parade route. It was better than the TV coverage!”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: Won’t Work on FM

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

img“It won’t work on FM.” Country. Country was predicted to be a failing format for the FM band. At the dawn of FM proliferation in the 1970s, the future of the band was viewed with fear and skepticism. Why wouldn’t country music work on the FM band? The conventional chatter said that “country needs to be on AM because truckers drive long distances and AM signals cover long distances. FM does not.”

According to AM management, every music and talk format that thrived on AM was going to fail on FM. Obviously, all AM genres succeeded on FM, sometimes quickly, sometimes slowly. The ones that succeeded quickly had common characteristics:

In the public’s mind, FM radio had specific, positive traits: Lower commercial load, cooler hosts and jocks, a subversive tone, fewer interruptions of every type. Talk on FM was absolutely going to fail. The first mother of talk hits on FM were “New Jersey 101.5” (which for decades had the largest FM talk cume in the world); WTKS-FM, Orlando; and WLUP, Chicago. GM Larry Wert, brilliant. In 1990 when those stations launched, the industry pundits ordered more drinks and pronounced their doom.

John Kobylt, of KFI, Los Angeles fame, was the first PM drive host on “New Jersey 101.5.” He explained to me the key difference in his work versus that of an AM talk show host: “My competition is 10 music stations playing hit songs. If Ken Chiampou and I don’t entertain this second, the audience is gone.”

Little noticed was that stations like WTKS-FM shared less than 8% of its cume with WDBO-AM (a very serious station!) WTKS sharing was with WMMO-FM and other alt rock and FM AC stations. While radio people think “talk is talk,” the audience perceives FM talk and AM talk to be very different formats. Completely different.

Today, to drive audience to an FM talk station the strategy proven to fail is to air AM shows on FM without making significant accommodations for the differences in the band. Profound differences.

QUICK NOTES:

— New 23-year-old, very good, control board operator for “Sterling Every Damn Night” asked me, “Who is Rush Limbaugh?”

— All-digital 18-year-olds today have no idea what you mean when you say, “The top of the hour.”

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: Make AI Your Intern, Not Your Replacement

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgWhen a blogger found “no biography, or further information about the woman who is supposedly presenting this show,” it forced Australian Radio Network to acknowledge that Artificial Intelligence supplies the voice of “Workdays with Thy” on one of its stations (CADA, available on the iHeartRadio app). “Exploring how new technology can support great content,” the network statement rationalized.

If you’re a (human) music DJ, this is chilling. If you’re a talk host, are you next? Hey, IBM’s Deep Blue defeated world chess champion Garry Kasparov in 1997, back when we were still dialing-up Internet access. So don’t think souped-up AI couldn’t someday interact with human callers. Or the fake callers vendors now offer.

Flip-the-script, to put the robot to work for you and sound local and super-relevant. Here’s how, step-by-step.

1. Use Google Trends, filtered to your metro area.

— Go to Google Trends.
— Set the location to your city, state, or region.
— Look at:
-Trending Searches (daily hot topics)
-Related Queries (people often search “near me” + other urgent needs)

2. Focus on “Near Me” signals that reflect tension, urgency, or curiosity

— “Near me” searches usually spike when:

– People have a problem (e.g., “urgent care near me”, “cheap gas near me”).
– There’s a trend or event (e.g., “earthquake near me”, “protest near me”).
– There’s fear, confusion, or excitement (e.g., “layoffs near me”, “concerts near me”).

— These are rich veins for call-in topics because:

– They touch emotions (fear, anger, hope).
– They’re localized — content your new-tech audio competitors won’t have.
– They’re now — you can spin them for immediate reaction.

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3. Translate “Near Me” searches into talkable angles

— Example:

Search Trend Possible Call-In Topic
“Layoffs near me” “Are you worried about job security? Have you or someone you know been laid off recently?”
“Protests near me” “What’s your take on the demonstrations downtown? Are they making a difference or making things worse?”
“Gas prices near me” “Have high gas prices changed your driving habits? Are you cutting back or just absorbing it?”

4. Bonus Tip: Cross-Reference “Near Me” with social media buzz

— Use X (Twitter) trends and Facebook community groups to see if local chatter matches what Google is showing.

5. Create a simple daily habit

— Spend 5 minutes a day on Google Trends.
— Pull one or two local “near me” topics.
— Frame them into emotionally loaded questions for on-air teasing:

– “Do you feel less-safe after [recent incident? [phone number].”
– “Have YOU or someone you know been affected by the [local layoffs]?”

Evidence that you can make AI your assistant, and not your replacement? I asked ChatGPT to outline the instructions above; and this fill-in-the-blanks a “Topic Mining Sheet” you can use daily to systematically turn Google “near me” trends into great call-in topics.

Oh, and from the website for that Australian station: “We are an inclusive workplace embracing diversity in all its forms.” You do the punchline.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Writing News Copy

By TALKERS | by TALKERS

By Holland Cooke
Consultant

 Write news copy the way you would tell someone the story in person.

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 Avoid news-speak, such as:

  • “held talks…” Instead say “met.”
  • “slain….” Instead say “killed.”
  • “taken into custody…” Instead say “arrested.”

Visualize a listener – one person – and make eye contact. You’ll matter more.

 Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: 5 Books That Will Change Your Life

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgThese books have helped me tell stories, prioritize programming initiatives and manage career strategies. If interested in a book the link connects to its page on Amazon.

You’ll Shoot Your Eye Out, By Quentin Schultze. Not what I thought. It’s not about the goofy episodes in the “A Christmas Story” movie. Jean Shepherd, radio star, wrote and narrated the movie. This book deconstructs how Jean told stories. Shepherd was the greatest radio storyteller of all time. He told stories on WOR every single night for 27 years. His one-hour show had no guests, no phone calls, simply his astonishing stories. Author Schultze, a college professor, spent hundreds of hours with Jean discovering how he imagined, enacted and teased his stories. The book is an advanced course for today’s magic makers. https://a.co/d/fHXIBlt

It’s One O’Clock and Here is Mary Margaret McBride, by Susan Ware. We know but a little. The first national star of midday radio was Ms. McBride. She was so popular and powerful that she required seven secretaries to answer her mail. On her show’s 10th anniversary, she packed Madison Square Garden with listener fans and celebrities. Eleanor Roosevelt hosted McBride’s 15th anniversary at Yankee Stadium. Show prep was her life, that’s why her show sounded informal. https://a.co/d/5idc7TC

Dress for Success, By John Molloy. Yes, the book reveals Molloy’s research on success dress, but perhaps more importantly the book helps the reader think like a success. This guide to the C Suite explains how to reach the top of any business. On the air? When preparing for work, consider all the steps we take toward meeting the station’s biggest client and do that every day. On the plane? No sweat pants! If you want to join a club, look like you already belong to it.  https://a.co/d/99XI61d

Effective Frequency: The Relationship between Frequency and Advertising Effectiveness, Compiled by the ANA. The DNA of everything. 100 years of studies on how a listener’s memory works. How many spots actually cause burn? How often should the promo run? Do listeners remember the first or last spot best? How to rotate songs? And why did the original phone numbers have seven digits? This deceptively thin, rich book will startle!  https://a.co/d/foZUreI

The Autobiography of Alice B. Toklas, by Gertrude Stein. The author was the ambitious patron of the Cubist art movement in Paris. Ernest Hemingway, Pablo Picasso, Henri Matisse, and many others were inspired and sponsored by Stein. Alice was her lover. Stein understood that controversy is a possible result of great artwork. Picasso’s first show in Paris caused outrage within the crowd. Watching the gathering’s reaction from the show’s balcony, “Gertrude Stein smiled.” Remember Stein’s reaction to Picasso’s audience the next time “sales” gives a host a hard time! https://a.co/d/1IuU1pV

My life has been changed by these works. How to dress, prep for an interview, cope with controversy, and rotate promos are skills shaped by these classics. Please let me know how they impact you.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: Produce Your YouTube Videos for Phone Consumption

By TALKERS | by TALKERS

By Holland Cooke
Consultant

70%+ of views are mobile, where the screen is small and attention spans are short.

— Aspect ratio: Use 9:16 (vertical) or 1:1 (square) so it fills the phone screen.
— The first 3 seconds are critical. Use a bold visual, a teaser question, or a surprising statement.
— Because many watch without sound, add text on-screen using auto-caption tools. Bold, color-coded, animated captions keep attention.

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— Use close-up shots & big graphics. Tiny text or wide shots get lost. Zoom in on faces or products. Make graphics large and clear.
— Ideal length: 15 to 90 seconds for Shorts, or under 3 minutes for mobile-friendly standard videos. Cut filler, pauses, and tangents. Every second should count.
— Keep titles short and clear, i.e., “How To…” or “You Won’t Believe…”  DON’T title it “Episode # ___.”
— Focus on One Idea Per Video. Mobile users are distracted and scrolling fast. Give them one clear takeaway, message, or call-to-action.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

HC at the NAB: Radio, One Way or Another

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThese conventions used to be about making-the-most-of those towers behind radio stations that played in several rooms at home and occupied two knobs and six buttons in the dashboard. Back to the future…

“Take every available opportunity to connect with audiences.”

 Longtime programmer turned podcaster Buzz Knight moderated the session, “Cross-Platform Content Wins – Radio and Podcast Success Stories.” And here’s one now, a radio news guy I’d like to clone, WBZ-AM, Boston’s Matt Shearer, the next-gen’ talent whose skill set and perspective yields the sort of content that takes radio beyond those towers.

Shearer told us he “had been making video from my radio pieces. Now, I’m making radio from my video.” Whereupon Alpha Media EVP of content Phil Becker urged broadcasters to “focus on THAT they use you, not WHERE they use you.” And noting that – as “streaming services have divided audiences” – South Carolina Public Radio director Sean Birch recognizes that “We have to hit a bunch of audiences all at once.”

Common thread in panelists’ remarks: Broadcast and podcast listeners “are very different audiences;” and “we have to be where people are.” Still, revenue stacks-up in two piles: broadcast bucks and digital dimes. And Hubbard Radio EVP/programming Greg Strassell reckons, “Any engagement you do is an opportunity to promote the mothership.” Hubbard’s WTOP, Washington simulcasts its on-air programming via YouTube, and Greg says average Time Spend Listening there is 17 minutes.

“Using Social Media to Develop Community”

In this session, Beasley Media Group’s Dave Snyder recommends a Basic Success Framework:

— Understand your community. Rather than thinking platform (“We need to be on TikTok”), limit your reach to platforms that offer the most engagement potential. “Not all platforms will be a fit for your content.”
— Set your goals. What does success look like? Gauge value by engagement counts like Comments and Likes, rather than mere Views.
— Be authentic. Build brand guidelines, and have a moderation policy, and a style/tone guide. AI is a useful tool, “but it’s not authentic.”

Develop Engagement. Social media gives broadcasters a unique potential to:

— Share a behind-the-scenes view as content is created, “how the sausage is made,” giving your community a different perspective.
— Expose the community to content creators’ personalities. Building community is only possible if people feel like they actually “know” you.
— Interact with the audience. “Community building can’t just be about pushing content. Engagement flows two ways.”

Keep it going. “Once you have your Framework and Content plan, then comes the hard part.”

— “Consistency and cadence is probably the most important part of growing a consistently engaged community.”
— “Use ‘the whole buffalo.’ Optimize your content for cross-platform use.”
— Use analytics to “build on what works and chuck what doesn’t.”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

HC at the NAB: More Than Spots, Less Than Clutter

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgRadio sells advertisers our listeners’ attention. For a hundred years, our inventory has largely been commercials. Now, as our wandering audience leads us to more revenue channels, are we hooked on spots?

“We’re still in the same business. What’s changed is the tool box.”

Salem Media Group EVP, operations and revenue development Linnae Young was among panelists exploring “The Local Advertising Buying Landscape: What are Clients Buying, and how are Radio Sellers Succeeding or Missing Out?” Her laser-like focus is on the client’s need: “The HVAC company has two trucks and wants six.”

Ditto from session moderator Mike Hulvey, the Radio Advertising Bureau’s president & CEO. He called pitching a multi-store McDonald’s franchisee, who heard-him-out, then asked “Will that idea sell a hamburger?”

We sure have ideas. Researcher Gordon Borrell reckons that “the biggest mistake radio stations are making is underestimating the potential [of digital].” Many now sell video advertising. Prospects “don’t have any questions about radio, other than ‘Can you lower the price?’ They have lots of questions about digital.” Be their guide.

And obsess on outcomes. “Stop with the tactics,” urges Marketron senior director of digital strategy Dustin Wilson. “It’s all about solutions-based selling.”

“As radio has encountered increased pressure on revenue, it has often increased spot loads.”

Ad nauseam, in the view of Edison Research co-founder & president Larry Rosin, whose Ted Talk-type session “Considering Spot Loads” was plainspoken.

Radio has violated what Larry calls “The Commercial Broadcast Bargain” – the unspoken deal that content is worth the time spent listening to ads. “We’ve tilted the bargain in an unfair way,” he said, pointing to “fewer, but much longer breaks; and many, many [music] stations now loading all their spots into two interminable breaks per hour.”

Rosin’s team has long tracked listening habits through its Infinite Dial series, and the trend is clear: Radio’s “Share of Ear” never fully recovered after the pandemic; and commercial loads went up during that time.

“The real problem” is not understanding how ‘Infinite’ today’s ‘Dial’ is, “ignoring the fact that there are other things to listen to.” Ad loads tend to be shorter in podcasts and in non-paid streams. These ad-supported competitors never run more than two spots back-to-back. And increasingly, Americans are paying for ad-free content, via SiriusXM, Spotify, YouTube Premium, and others.

Solutions? Larry was clear: “What I’m NOT saying: ‘cut the load and charge more’ in today’s low-demand environment.”

— Even if you can’t lower total inventory, consider more shorter breaks. “Listeners have, or at least had, an internal clock: song (3 minutes) – song (3 minutes) – song (3 minutes) – break (3 minutes). When you ask music radio consumers, a break should be the length of a song. The two long breaks clock simply can’t be the best we can do for advertisers.”
— Bonus on Rating, not Share, which would “reorient radio programmers to consider ALL competitors, not just other local stations. Radio’s insular world hurts it.”
— Don’t demonize commercials – “a disservice to advertisers” – the way we seem to when we call the stop set “a break;” or tout commercial-free hours to pump-up a daypart (then overdose the load in adjacent hours).
— Improve the quality of commercials.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: Trying is the Real Win

By TALKERS | by TALKERS

Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgSerious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN.  

Strategic “forgetting” requires a unique worldview. An introvert’s worldview. To forget a failure means not caring what colleagues think of new ideas. Innovators do not consider if they are embraced, they care that their idea launched.

Television legend and programmer Fred Silverman recreated broadcast television. He was so successful he was recruited to helm CBS, ABC and NBC. After corporate leadership he was an independent producer commandeering four hours of prime time a week, earning… a lot.

All that mattered to him was getting it on the air. Like all programmers not everything he produced worked. One hit show is a miracle, he created dozens.

To Fred, he was proud of all his shows. He never bragged about the hits because to him, a hit was anything that got on the air. New was a hit.

Fred’s innovations can be seen on TV now. Before Fred, a TV show promo consisted of a slide and a VO. Starting at ABC, Silverman was the first to pull video from a show, edit it into a 30 second hook clip turning it into a fast-paced promo for the show. Each promo aired once. A staff of 150 people was hired to create a brand-new promo every time. Fred would often sit in the edit bays, producing fresh promos. He hated repeated promos. Finance hated him; engineering hated him; scheduling hated him. Nielsen did not hate him.

I sat many an all-nighter in edit bays as Fred’s production partner until what was on the screen matched what was in his head.

The radio greats have similar patterns of behavior: Tom Bigby, Greg Stockard, Ruth Meyer, Howard Stern, Greg Moceri, Rick Sklar, Skip Eskin, all the legends were/are focused and driven. There is no downtime. When one insists that their precise vision be implemented, they won’t have many friends, but they will have stunning results.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: NAB Show, Survive and Thrive

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgHello from Las Vegas, ever-changing yet timeless. Here this week the NAB Show is “Powering the Next Era of Storytelling.” And it’s about time. While there is now a filibuster-proof U.S. Senate majority to require that cars include AM receivers, some AM stations are being shut off. Over the weekend millions took to the streets and this morning Wall Street braced for more. So, the vibe here is positively rejuvenating.

“If you’re here, you’ve already defied the odds.” 

National Association of Broadcasters president & CEO Curtis LeGeyt congratulated attendees at a perennial event that – on its own – paid for the trip, the NAB Show Small and Medium Market Radio Forum. As big corporate owners make big trade press headlines in big markets, the mojo in the minor leagues is downright invigorating.

Picture speed-dating for great ideas. The room is set up with roundtables. Each half-hour, attendees share what’s working back home, then rotate. Table topics included, “The Secret to Radio’s Digital Ad Success is Being Local First,” and “Podcasting Strategies for Radio,” and “Monetizing High School Sports,” and there were heartwarming stories about “Developing Your Community with Events and Social Media.” And, yes, THE most popular table – to which participants dragged chairs from elsewhere: “AI’s Use Throughout Your Station.”

Did you know that May is National Small Business Month? And National Small Business Week is May 4 to 10? Plan now to do what these plucky broadcasters shared ideas for doing: Use your broadcast and digital assets and your local engagement to, in NAB Show speak: “Unlock the Power of the Creator Economy.”

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“A connection on LinkedIn is worth a hundred on Instagram.”

As corporate cost cuts continue, I’ve been collecting and sharing opportunities. In a recent column here, I described 18 non-radio career options for which your skill set as a broadcaster could qualify you. And in last week’s column I recommended and demonstrated some valuable and FREE tools.

Now – courtesy of ThinkTAP’s Richard Harrington – a road map for selling your services. Here’s the deck from his super-useful session “Working with Brands: How to Get Your Foot in the Door and Stay There.” And don’t let the term “brands” scare you. Think local businesses.

Sampler:

— Your prospects crave the sort of engagement that successful on-air people have accomplished. “Build your Email list!” Harrington urges.
— Then, take every opportunity to engage. Important: “Reply to people who replied” to something you have posted. “Such a small percentage do reply that this makes their day.”
— “Do what you can to pull audience into a place you can control.” Anyone working in the industry we used to call “radio” now needs to be facile with social media and podcasting and video. So, use those skills and tools to “create content that can be used by the brand.”
— Especially opportune: demonstrate how to use what your client sells.

New to selling your services? Generous with his experience, Harrington’s deck will suggest lots of transactional technique.

Our industry, like ‘Vegas, is ever-changing yet timeless.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: “Kill The Feed!”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgCorporate cost cuts continue. In a recent column here, I described 18 non-radio career options for which your skill set as a broadcaster could qualify you. In just the last couple years, several longtime TV news people I know – who had-it-up-to-here with the hours – reinvented themselves accordingly.

“But radio is all I’ve ever done!” you say? No. Radio is (or was) your platform. And – as clients are accustomed to hearing me say – “Everything we do is storytelling.” So where else can you tell yours?

Tools are available, many free. To illustrate, I wrote a novella (shorter than a novel, longer than a short story). It’s the first fiction I’ve written since a high school homework assignment, and you can download it, also free.

I had an idea for a John Grisham/James Patterson-style thriller. ChatGPT and MS Copilot were my co-authors, suggesting plot twists and critiquing, chapter-by-chapter. After ChatGPT reviewed each one, I ran it through Copilot – like having a team of writers. Both AI tools also created the images you will see on the landing page. Tell either app how you want your web page to look, and it will write the HTML code! And Google Search helped with details.

Every one of those functions was completed in five seconds or less, free. As is Audacity, if you’d rather not spend for your own copy of the Adobe Audition you use (or used) at the radio station. And before you subscribe to Microsoft Office 365, peruse the suite of lookalike tools at OpenOffice.org. Video? Premiere Pro is pricey, but Adobe Express is free and there are shareware alternatives.

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Seen those TV ads TikTok is running to stave-off a USA ban? Storytellers share how they’re making a living there. Could you?

I hope you like my story. But even if you don’t, I hope you will experiment with new ways to tell yours. I’m not saying any of us will write a best-selling novel. But if you do, you can also voice the audiobook version.

Now, grab the armrest, for chilling intrigue, and a damning narrative about the corporate consolidation that plagues broadcasting, set in the beguiling place where we live, populated by pseudonyms (including the author’s) which some will find thinly-veiled: http://getonthenet.com/TalkersPreview.html

That’s your sneak peek. It drops on April Fool’s Day.

Next week, I’ll be reporting here from The NAB Show in fabulous Las Vegas. If you’re going, wear comfortable shoes! But even if you do – and you plan on walking from where shuttle busses drop you off at the Convention Center to the West Hall where most radio and podcasting sessions will be – pack a lunch. It’s a hike!

Better idea: Let Elon Musk give you a free ride… UNDERGROUND, in “The Loop.” He has 100 Teslas zooming through what seems like a high-tech Batcave that his Boring Company is…boring. Here’s video I shot at CES: https://youtu.be/wqqQd9vZnM0

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

How to Get a Media Job Right Out of College

By TALKERS | by TALKERS

Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgThank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.

1. Decide where you want to live. Until you have a strong, positive reputation in the industry, no company will sponsor a move. It’s not just the cost of moving, it’s the emotional responsibility. If the job doesn’t work out, the company has lost money plus it will have the added burden of taking the recruit from their homeland.

Hiring a local eliminates the risk of an on-air talent not “getting” the city. If, for example, a DJ in New York announces that the store is on “YOUS TON” street rather than HOUSE-TON street, there is all sorts of trouble. In-town candidates have established relationships that will benefit the sales, news and programming departments.

2. Don’t write a resume, you don’t have one. You have a college degree, stories, and opinions. Fresh, new opinions. A good employer will respect a graduate’s perspective on their on-air product or marketing plans. Study the station where you want to work. Listen to elements you hear that are great and those that you could improve. Write it down. Prepare a good-looking WHITE PAPER about what you think works and what could be better. You don’t have to be “right” you just have to demonstrate an understanding of the station and your willingness to do work. No one else is going to write a paper and present defensible ideas. You will win.

3. Flatter. Select the exact company you want to work for and learn every single thing you can about it. It is astonishing how many times I’ve interviewed a prospect and found out that they knew nothing about the company or the station. They just want a job. Needing a job is not a career path. The people whom you will meet have giant egos. Know what that person has accomplished for their company, express your admiration for it, express your deep desire to be a part of it. Signal that you have no desire to work for any other company in town.

Have your goals lined up in your head and be flexible. Your mission is to get in the door. An employee ID is the win. BUT when asked what you would like to do in your career have a thoughtful response. Aimless=mindless.

4. Avoid answering job postings. Companies are often legally obligated to post jobs and 95% of those jobs are already taken. Instead, search deep into your personal and student network to find any associate or friend who may have a pipeline to the higher-ups in your target company.  HR is a bad place to start. Let the CEO of the company send you to HR after they have been impressed by their conversation with you! A courtesy call to HR following the blessings of the CEO – that’s the best strategy.

5. Once you get the job, do anything, learn everything. Tips: Show up 15 minutes before your day starts, don’t leave until you ask your manager if they need you to do anything else. At first, you will be asked to wash the morning show’s dishes! Log recordings! Take in feeds! Respond to listener calls and emails! You will look for ways to showcase your skills and be given a chance to excel. Take your vacation, call in when really sick, but DO NOT take a “personal day.” Yes, that’s how it really works. Welcome to show business.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: Delete “Our Website”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

NOT saying delete the site. Delete the phrase “our website” when directing attention there.

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Simply say your domain name. “On our website” is 1990s-speak that evokes sitting-still at a desktop computer. By now, they understand where your domain name takes them… likely on a smartphone.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Matter, and Money Will Follow

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThere has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.

Events impacting everyday life are unfolding around-the-corner, around-the-world, around-the-clock. The listeners our advertisers want as customers are in “What NEXT???” mode.

There have never been more places to get news. And the broadcasters that monetize information best have evolved what we used to call “a radio station” into a multiplatform source of content pertinent to its target listener. Trusted call letters are the surname shared by digital siblings.

Being known for helpful information is key. My client stations image relentlessly as “Your Only Local News Radio.” If you are too, rip me off, and burn-it-in.

But imaging merely talks-the-talk. All the promos in the world won’t walk-the-walk. We become habit-forming by delivering information that is relevant and useful and enabling and easily understood and seems up-to-date.

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Accordingly:

  • When we report information-given-to-us (press releases, etc.), rewrite to succinctly convey what the story means. Typically, press releases are about the sender. Our lead sentence needs to be about how-it-matters-to the listener.
  • Keep it fresh. The second and third time someone hears a story word-for-word, the little voice in his/her head says, “You already told me that.” Every effort we make to update copy is worth it.
  • Listen to your on-hour network, for three reasons: Emulate their crisp copy style, which conveys the consequence of items being reported. And emulate their delivery. Note how FOX News Radio morning anchor Dave Anthony sounds like he’s talking, not reading. And listen for opportunities to localize big national/international stories.

What is being reported by national media, how does it hit home, and who locally can comment or explain?

  • How is DOGE government downsizing impacting people in your state, in your city? Most of the federal workforce does not live in Washington/Maryland/Virginia.
  • We pray for ailing Pope Francis. When he passes, who from your diocese or parish can you interview? “The Conclave” won an Oscar and was nominated for eight.

Music radio is in the fight of its life with streams, and too much talk radio is an angry caricature. Matter most, and money will follow.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Sabo Sez: The Actual Future of Radio

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night,”
WPHT, Philadelphia
Host, Sterling On Sunday, TM

imgThank you, TALKERS for having me on panels at the TALKERS Generations 2025 IBSNYC conference this past Saturday (3/8). Moderator and Philadelphia talk show god Dom Giordano asked us the inevitable: “What is the future of radio?”

You’ve likely had the experience of saying something funny or profound and been surprised.  “Where did that come from!??”

What’s the future of radio? I replied, “The next sentence out of your mouth. Radio will have a future if the next thing you say compels a listener to hear your next sentence.”

Where did that come from? The future is up to us. For over 100 years radio has engaged our listener to want to hear the next sentence. No wires, cable, laptop, computer. Distribution? No problem. Subscriptions? No. Technical challenges? No. Radio just works.

Your listener will want radio to just-work as long as the next sentence is our best. Ever.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: ChatGPT, Carefully

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgObservation, as a heavy CNBC viewer: Artificial Intelligence is to 2025 what Dot Com was to the late 1990s, game-changer… and shiny object.

Everyone seemed to be chanting “AI” at this year’s CES. In a previous column here, I offered, from experience, some Do’s-and-Don’ts for crafting commercial copy. And as vendors are applying AI to various other broadcast content and operational functions, I asked the app itself: “How would you caution radio broadcasters against over-reliance on ChatGPT?” SECONDS later, the robot replied:

“Here are some key points to consider:

1. Maintain Authenticity: Radio broadcasting thrives on the personality and authenticity of its hosts. Relying too heavily on AI-generated scripts or content can make broadcasts feel robotic, inauthentic, or detached. Listeners tune in to hear the voice, opinions, and personality of the broadcaster, not just information being read off a script. ChatGPT is great for generating ideas, but it shouldn’t replace the genuine voice of the host.

2. Human Connection: One of the strengths of radio is the personal connection that hosts build with their audience. This connection comes from spontaneous moments, personal anecdotes, and relatable conversations. AI can’t replicate the unique, emotional bond that a human broadcaster forms with listeners. Overusing AI could distance the host from the audience and make the show feel more like a recorded message than a live, engaging experience.

3. Accuracy and Fact-Checking: While ChatGPT can generate a lot of information quickly, it’s not always accurate or up-to-date. Broadcasters need to be mindful that AI-generated content might contain errors, outdated facts, or biased perspectives. Relying on AI without fact-checking could lead to broadcasting misinformation, which can seriously damage the station’s credibility.

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4. Tone and Nuance: AI like ChatGPT can struggle with tone, emotion, and subtlety in language. Radio broadcasters need to ensure that the tone of the broadcast fits the subject matter and the audience. AI might miss the mark on this, especially in more nuanced or sensitive topics. A human touch is often needed to tailor the message effectively.

5. Audience Engagement: ChatGPT can provide content, but it can’t engage with listeners the way a broadcaster can. Over-relying on AI could take away opportunities for live interaction, audience call-ins, and real-time feedback. Broadcasting is about creating a dialogue, not just delivering information, and AI isn’t capable of fostering real-time, dynamic conversations.

6. Creativity and Innovation: While AI can assist with generating ideas, true creativity comes from the human mind. Broadcasters should focus on bringing fresh, original ideas to the table—things AI can’t easily replicate. Over-relying on ChatGPT might limit creativity, turning broadcasts into predictable, generic experiences.

In summary, while AI tools like ChatGPT can be incredibly useful for research, inspiration, and content generation, broadcasters should ensure they don’t lose the human element of their shows. Maintaining authenticity, personal engagement, and creativity are key to keeping radio content fresh and compelling. AI should be a tool, not a substitute for the broadcaster’s unique voice and connection with the audience.” 

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Sabo Sez: Promoting Doom

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M Sterling
Host, Sterling Every Damn Night
WPHT, Philadelphia
Sterling On Sunday, Syndicated, TMN

imgDuring my tenure at NBC, once a month the division heads would meet at the behest of the CEO to report on their progress and trends in their sector. As the executive vice president of the FM division, I took a seat in that formidable group and tried to keep my remarks as brief as possible. What could I possibly say that would be more damn important than the words of the president of NBC News or the NBC Television network? In addition to NBC’s CEO, the CEO of owner RCA would often join the fun.

Cable TV was flourishing, and CNN had just launched. I was at least 15 years younger than everyone in that meeting and had a different perspective on cable. Therefore, I was shocked by this exchange:

The CEO asked the president of NBC News what he thought of CNN. The President of NEWS said these exact words:

“It might do well for breaking news but otherwise it will not take the place of our news.”

Next on the staff meeting agenda was a discussion of HBO. Should NBC run spots for HBO? Again, the group did not think HBO would be much of a factor on the entertainment menu. They agreed to run the spots promoting HBO. Yes, I objected but lost.

In its first three decades, CNN was a serious factor for news, ratings, and revenue. CNN brilliantly made partnership deals with local TV stations to exchange stories and carriage. Independent TV stations could tap CNN feeds for breaking news coverage. Those deals, requiring no cable, established CNN at viewer level in every city.

HBO last year won more Emmys than NBC, CBS, ABC and FOX combined. In fact only one Emmy went to a traditional network last year: “Abbott Elementary,” ABC.

Radio’s inherent advantage over all other mass media is its distribution system. Elegant and free, it just works! A decision was made about 10 years ago by many radio companies to use radio’s power, clout, and credibility to promote podcasts. Podcasts… hard to find, hard to hear, and requiring expensive equipment that suffers from buffering now.  The hidden reason for the podcast push is that Wall Street doesn’t love legacy media. They like new things even if the new thing is deeply flawed. When needing money or liquidation, legacy media companies proudly point to their listening STREAMS.

Commercial broadcasters have proven to be not so great at podcasting.  Of course not. It’s a different medium: On-demand audio that can be paused and reviewed. Radio DJs and talk hosts were never trained or attracted to audio creation that is blind to time of day and repeated. It’s different. Why promote it? It’s like NBC promoting HBO.

The good news? Wall Street is realizing the proven appeal of legacy media: The George Soros Funds invested in Audacy. Apollo Advisors, the first-in money for Sirius, now owns Cox Broadcasting. Time to stop throwing our time spent listening and creative energy at podcasts that price their audience lower than legacy media. Bad business.

The wise way to benefit from the podcast revenue opportunity is to buy what works. Acquire existing, successful podcasts and aggregators.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: Pronounce “T” in the Middle of Words

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Often, Millennials and GenZ-ers sound like they’ve replaced “T” with a soft “H.”

“Putin” comes out “Pooh’in.” “Groton” becomes “Groh’en.” “Dayton?” “Dayh’en.” Cold outside? Wear your “mih’ens.” Shark attack! Who got “bih’en?”

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It’s as though as the “T” was “forgoh’en.” It’s not the way the script is “wrih’en,” just the way they read it. The biggest retail advertising spenders are radio’s lifelong habitual users: adults. Sound grown-up.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: For Podcasters, “The Magic Words” Are Even MORE Magic

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgRadio is an intimate, one-to-one medium; so “you” and “your” – speaking to one person – will resonate more than addressing “all of you.” There’s only one of me.

Podcasting is even more personal, because listeners choose content in a more intentional way than they push dashboard AM/FM buttons. And because many podcast topics are specialty topics, it’s high-affinity stuff.

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A major league sportscaster I’ve coached (who really gets it) put it this way: “We’re Fed-Exing it to their brains.” Said another way: Make eye contact.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

SABO SEZ: Now, the Advanced Course

By TALKERS | by TALKERS

By Walter Sabo
CEO Sabo Media Advisors
Walter M. Sterling
Host, “Sterling Every Damn Night,” WPHT Philadelphia
“Sterling On Sunday,” TMN Syndication

imgJim Gearhart is a remarkable on-air talent who was the AM drive host on New Jerey 101.5 for 20-plus years. In the 1960’s he was a star on WCBS-AM and WNEW. The illustration is an ad for his 2:00 pm to 4:00 pm show on WNBC circa 1968.

At first glance the ad presents a normal appeal to listen to Jim. Take another look. The message is: “Listen to Jim, he’s back,

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“AND, you can talk to the biggest stars.”

One-on-one conversation between a listener and a newsmaker was BRAND NEW. All of the WNBC ads at the time stress that listeners could talk directly with celebrities. Listeners had to be “taught” that radio took phone calls!

There are two different types of talk radio cities: legacy cities and expansion cities.

Until the mid-1980s there were approximately 48 full-time talk stations. Their host cities had embraced talk radio since the dawn of radio. Pittsburgh, San Francisco, Los Angeles, Atlanta, Boston, Miami. When satellites made it possible for more cities to have a talk station, expansion talk outlets had a serious challenge. A challenge I witnessed at WHBQ, Memphis.

WHBQ was the first telephone talk station in the hometown of Elvis. It was not doing well despite strong talent, signal and RKO money. Very few calls. Focus group participants revealed the answer: “Oh, I can call in? I thought those were actors.” The people of Memphis had never heard a telephone talk station and therefore didn’t know how it “worked.”

WNBC had the same challenge. It was the first TELEPHONE talk station in New York. Dominant WOR was #1 for decades but never took a listener phone call. The ad for Jim sold the innovation that listeners could talk to the radio.

To evolve the format, collectively we desperately need new programming features. Features as compelling as the power of one listener talking one-on-one to a newsmaker.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Decorated Navy Seal Robert J. O’ Neill is this Week’s Guest on Harrison Video

By TALKERS | by TALKERS

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The highly decorated Navy Seal who fired the shots that killed Osama bin Laden in 2011, Robert J. O’Neill, is this week’s guest on the TALKERS MEDIA YouTube channel video, “Up Close Far Out with Michael Harrison.” He is one of the most highly decorated combat veterans of our time having served at SEAL Team Two, SEAL Team Four and eight years at the legendary SEAL Team Six. Taking part in and leading over 400 combat missions, O’Neill operated in the Balkans, Liberia, Persian Gulf, Indian Ocean, Ukraine, Iraq, Afghanistan, and Pakistan. During his remarkable career, Robert J. O’Neill has been decorated 53 times with medals and honors earned in heroic combat. Harrison and O’Neill engage in an intense conversation about morality, stress, drugs, fear, and the permanent consequences of battle incurred at the most demanding of levels. O’Neill is also the author of the New York Times and London Times bestselling memoir The Operator: Firing the Shots that Killed Osama bin Laden and My Years as a SEAL Team Warrior. To view the video in its entirety, please click here.

Industry Views

Monday Memo: Cliché Alert

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Delete this phrase from commercial copy you craft for local advertisers: “In these uncertain times…”

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For two reasons. First, many people are optimistic now. Second, those who are suffering get it. Rubbing their nose in it just piles-on; and clichés risk blending-into the blah-blah-blah.

Instead, simply delete the sentence. Give copy room to breathe, to avoid radio’s commercial motormouth caricature.

That next sentence probably includes The Magic Words: “YOU” and/or “YOUR.” If it doesn’t, change that too.

For more click here.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn