Monday Memo: The Fearless Cold Caller
By Holland Cooke
Consultant
Often, when visiting client stations, I ride shotgun on a sales call, and it’s always a masterclass. Retailers have a canny, insightful feel for their customers (our listeners). And accompanying these reps, I feel like I’m “Dancing With The Stars.”
Cold calling still rattles many new sellers, even some veterans. The fear is understandable: interrupting strangers to ask for their time sounds like a recipe for rejection. And seems old-school, but the cold call isn’t a relic – it’s a differentiator. Done right, it’s not a pitch. It’s about discovery.
Here’s what successful sellers I work with seem to have in common:
- — Their goal isn’t a cold close.It’s to open a conversation about helping a business grow. They are confident in what radio advertising – done right – can accomplish.
- — They do homework beforehand, checking the prospect’s website, social feeds, Google reviews, and its other advertising. So, they can go in with something specific to reference. Some bring “an actual commercial that got results for a business like yours, somewhere else.” When I do a station sales meeting, I leave behind a thumb drive of successful spots from other markets. Retailers are wary of experiments, and curious for proven concepts.
- — They lead with curiosity. Like a job interview, you are judged more by the-questions-you-ask than the-information-you-give. Productive questions I hear include, “How are you attracting new customers right now?” and, “What’s been working best for you lately… and what’s been frustrating?” and, “Have you ever used local radio to tell your story?” Ask, “What’s the biggest mistake consumers make when planning a kitchen remodel [or purchasing whatever else the prospect sells]?” And, “Why buy from YOU?” Entrepreneurs like to talk about their business. Let them, and take notes, recording on your smartphone.
- — They present a no-risk offer that invests in the prospect’s growth. Hearing is believing, so “Let me take what-you’ve-told-me and bring back a message that tells your story, at no cost or obligation to you.” Rather than describing that story, spec spots demonstrate it. Note: “spots,” plural.
- — They bring back two spec spots, so the choice is this-or-that rather than yes-or-no. Not two versions of the same concept, but two different approaches. One might be a live read mock-up; the other a fully produced commercial, incorporating copy points from the prospect’s existing marketing material, and from that first-call interview…
- — If possible, they use the prospect’s voice. If he or she can read without sounding sing-songy, bring back a draft script. Here’s a straight pitchI wrote for the guy who maintains my home water system. More often, the most productive use of the prospect’s voice is unscripted sound bites lifted from the smartphone after that first call, wrapped with lean announcer copy, like this. Either way, spots like these can get people telling the advertiser “I heard you on the radio.” 😉
- — If that doesn’t close, they offer to re-do the spec spot, based on feedback from that second call. This persistence demonstrates a partnership with the prospect’s success, and shares authorship of the final version.
- — They anticipate rejection, and prep responses to common objections. They understand that “no” often means “not now.” Seeming super-appreciative for the prospect’s time, they thank him or her and ask “to check-back with you” in the future. They track attempts, conversations, and follow-ups.
Lately, I’m impressed by how reps are using Artificial Intelligence… not as a crutch, but to collaborate. Various vendors are hawking apps that will write – even voice – spots. Whenever I’m given a demo, I ask for copy about a restaurant my wife and I frequent. And what comes back is painfully generic – “in a relaxing atmosphere” – rather than capturing the experience. DO exploit AI. But ask it for copy concepts, and use it as a first draft, always to frame the prospect’s words.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
almost 4 years, and raising the ratings over 300% in some areas, I was informed that I was leaving my job to ‘pursue other opportunities.’ I didn’t even know I was looking at other opportunities. I wanted to ask them what they were, but they got off the phone before I could. (Yes. They did it over the phone.) So, if anybody knows what these ‘other opportunities’ are, could you let me know?” Cumulus is seeking Bartholomew’s replacement for the 9:00am to 11:00 am show. See the job opportunity below.
news/talk WTCM, Traverse City, announce that they are retiring from the station after their last show on April 10. TraverseTicker reports their brief on-air announcement in which Ron Jolly stated, that it was “not an easy thing to leave” but that “all the circumstances add up to that. We will make the most of it. The hardest part is leaving. We can’t see you, you can’t see us, but we are connected. 
Common Stock and Class D Common Stock at a ratio of 10 for 1. The company states, “The reverse stock split is being conducted to regain compliance with the $1.00 minimum bid price requirement for continued listing on the Nasdaq Capital Market with respect shares of the Company’s Class D Common Stock.” No fractional shares of Common Stock will be issued in connection with the reverse stock split. Holders of stock who would otherwise receive a fractional share will receive cash in lieu of the fractional share equal to the closing sales price of the stock on the effective date – in this case January 22.
$12.54 billion – with $10.15 billion from over-the-air revenue and $2.39 billion from digital revenue. NAB president and CEO Curtis LeGeyt comments, “No other industry gives more to Americans for free. Local stations provide trusted journalism, life-saving emergency alerts and the sports and entertainment that bring our communities together. This report reinforces that broadcasters are not only essential to our democracy and daily lives, but to the strength of our economy, as well.” The study goes on to reveal that “local broadcasting’s economic ripple effect extends deep into other sectors — from construction to retail — adding another $134 billion in GDP and supporting nearly 776,000 additional jobs.” LeGeyt adds, “Broadcasting is more than a business model; it is a civic model. This industry stands alone in its mission to inform, protect and uplift every community in America, regardless of zip code or income level.”
manager John Gallagher says, “The combination of Dan Proft’s intellect and his exceptional interviewing skills is why he’s the best morning radio host in Chicago. His knowledge of the issues that affect the people of Illinois is unmatched. This contract extension solidifies the Chicago Morning Answer brand and the top conservative talk radio line-up in the nation.” Proft comments, “I’m excited to extend my run on Chicago’s Morning Answer, and I am honored to be trusted with such an important platform during these turbulent times. Nothing short of the future of the United States and Western civilization, by extension, is on the line, and I’m humbled to be able to lend my voice to the fight. I want to thank AM 560’s management, along with our loyal, intelligent listeners and our accomplished and thoughtful guests, for their ongoing support.”
more than 270 stations nationwide as well as on FOX Sports Radio’s channel on iHeartRadio and on FOXSportsRadio.com. The full radio show will also be available as a podcast immediately following each broadcast. In December, TALKERS reported that longtime Dan LeBatard producer and co-host Jon “Stugotz” Weiner would join FSR in a deal that would also feature an upcoming slate of original sports talk programming, including Stugotz’s podcasts “Stugotz and Company” and “God Bless Football.”
Podcast” joins SiriusXM’s The Megyn Kelly Channel for same-day distribution of Carolla’s daily show, Tuesdays through Fridays at 7:00 am – 9:00 am ET. PodcastOne co-founder Kit Gray states, “PodcastOne is thrilled to extend our relationship with Adam and his ‘The Adam Carolla Show.’ Adam has paved the way for podcasters around the globe and his podcast is continuously growing with audiences and with advertisers. We’re proud to be working alongside one of the greatest in the business as he sets the tone for success in the genre.”
February 2. Audacy Chicago SVP and market manager Kevin Cassidy states, “Chicago fans are the best in the world, and they deserve coverage that matches their passion. Our roster features the best talent in the city with unmatched dedication to delivering the latest sports news and insight. We’re excited to expand The Score’s reach through this FM simulcast, bringing our premier sports content to an even wider audience so they can join the conversation and stay connected to their favorite Chicago teams.”
her leadership role as part of the company’s Senior Leadership Team. Salem says, “Cassidy has been an integral part of Salem for many years, beginning with her leadership in Columbus, where she cultivated a strong culture of teamwork, community involvement, and business growth. She later took on management of Salem’s Tampa market, followed by oversight of Orlando and, most recently, Miami.” Salem president of broadcast media Allen Power adds “Carolyn has consistently demonstrated exceptional leadership, market insight, and a deep commitment to Salem’s mission. Her ability to lead multiple large and diverse markets with both strategic focus and personal care makes her an outstanding addition to our VP ranks.”
made clear, broadcasters are different than every other distributor of media. Specifically, broadcasters are required by both the Communications Act and the terms of their FCC-issued licenses to operate in the public interest. This sets them apart from cable channels, podcasts, streaming services, social media, and countless other types of distributors that have no public interest obligation. The FCC’s broadcast hoax rule, its news distortion policy, its political equal opportunity regulation, its prohibition on obscene, indecent, and profane content, its localism requirements — all of those and more apply uniquely to broadcasters. Congress has instructed the FCC to enforce public interest requirements on broadcasters. The FCC should do exactly that.” Carr added, “To ensure that broadcasters can meet their public interest obligations, the FCC has taken a number of actions, including seeking public comment for the first time in more than 15 years on the relationship between the large, national programmers on the one hand and the many local broadcast television stations on the other. Comments in that proceeding suggest that many local broadcasters are concerned that the national programmers have amassed enormous power and influence in recent years and have made it more challenging for local broadcasters to fulfill their public interest obligations. The FCC is going to continue its efforts to empower local broadcasters to meet their public interest obligations.”
having a first-class digital experience alongside fantastic local programming. Audiospace understands that and they understand radio. They’re not just building apps and websites, they are helping us connect with our listeners while also unlocking new revenue opportunities for our advertisers. We thrilled to be working with Audiospace, we expect this partnership to help take Connoisseur Media’s digital game to the next level.” The first websites and apps were successfully launched in early December, with additional releases scheduled in the coming weeks.
commercially unreasonable rate for its Nationwide Report may cause it to have to do away with the Nationwide Report altogether. This testimony accompanied Nielsen’s request for a stay pending appeal as it appeals to the Second Circuit. This is the latest in action in Cumulus’ suit alleging that 
Nielsen is illegally leveraging its dominance over national and local radio audience data to stifle rivals and charge inflated prices. Judge Vargas denied the stay pending appeal but did grant an administrative stay will be in effect only until January 16, 2026, to allow Nielsen time to file a motion for a stay in the Second Circuit Court of Appeals. Tunkel’s testimony states that the order would cause Nielsen “significant irreparable harm if required to comply with the Court’s ruling during the pendency of Nielsen’s appeal… As a result, Nielsen would not be able to apply that policy in any of the at least ten negotiations with clients that Nielsen expects to have in 2026. If Nielsen is unable to apply the Network Policy, then it will be hindered in its ability to ensure that it can recover the costs of collecting the local radio-ratings data that make up the Nationwide report and spread those costs appropriately across the customers that use the products generated from those joint costs. If Nielsen cannot recover these costs, then it may have to retire the Nationwide report, similar to when Nielsen retired its other national data product, RADAR. If it does not retire the Nationwide report, it may have to pass a higher share of the costs of collecting local data on to other customers, including local radio stations, hurting Nielsen’s negotiating position with respect to those customers, as well as those customers themselves.”
the Post that he’s “been left with ‘tears in my eyes’ amid a bitter feud with his longtime ‘brother’ Rudy Giuliani — which escalated when the former mayor filed suit against him Monday.”
served as a media consultant. He states, “WTOP is setting the pace for the radio industry in our digital world. It’s a leader both in Washington and in the country. I look forward to joining its award-winning newsroom and evolving business reporting in the age of social video, YouTube, podcasts, and whatever comes next.” WTOP says it will expand the scope of its business reporting under Wordock’s leadership, including by Wordock producing original video content and written articles for WTOP.com and the station’s social media channels. WTOP director of news and programming Julia Ziegler comments, “Evolution is more important than ever in the news industry. We need to meet our consumers where they are and bring them the stories they need in the formats they want. John brings a wealth of multi-platform experience and business expertise to WTOP, and we can’t wait for news consumers in the DMV to be reintroduced to him.”
SXSW in Austin on March 16. Nominees for Podcast of the Year include: “Good Hang with Amy Poehler,” “The Breakfast Club,” The Mel Robbins Podcast,” “Pablo Torre Finds Out,” “The Daily,” “The Rest Is History,” “This Past Weekend w/ Theo Von,” “Call Her Daddy,” “Heavyweight,” and “Giggly Squad.” The nominees for Best Political podcast include: “Pod Save America,” “The Bulwark Podcast,” “Breaking Points,” “Hacks On Tap,” and “The Ben Shapiro Show.” 
discoverability capabilities to small and mid-sized businesses that are being excluded from emerging search and discovery channels due to cost, complexity, and technical barriers.” Audacy SVP of digital Jenny Sutton says, “Local advertisers can be overwhelmed by the pace of change in digital marketing and discovery. By partnering with Next Net, we’re giving our clients a future-ready solution that integrates AI discoverability directly into the media and marketing strategies they already know and trust, without requiring technical resources or additional burden on the business owner.”
will support our strong team and help WHO continue delivering the high-quality programming listeners rely on every day.” Henson most recently served with Cumulus Media as PD and morning host at classic rock WLAV-FM and country WTNR-FM in Grand Rapids, Michigan. During his career he’s programmed news/talk outlets including WRVA, Richmond; WPGB-FM, Pittsburgh; and WOWO, Fort Wayne. Henson comments, “I’m incredibly excited to return to iHeartMedia and work with the legendary staff at NewsRadio 1040 WHO. WHO’s legacy of trusted news and strong local voices is unmatched, and I’m focused on building on that foundation and continuing to deliver relevant, impactful programming for listeners across Iowa.”
solutions-oriented conversations about the political, cultural, and social issues shaping Americans’ lives… expected guests in the show’s first days include James Carville, Bob Costas, Mark Cuban, former Senator Joe Manchin, Gov. Wes Moore, Sen. Rand Paul and more. Cuomo comments, “Too much of our politics is about teams instead of truth. ’Cuomo Mornings’ is going to be about breaking through those barriers, asking better questions, and bringing people into the conversation instead of talking past them. We need to prioritize common sense, accountability, and real dialogue, and SiriusXM’s P.O.T.U.S. channel is exactly where that belongs. I’m very excited to be back on the platform and to engage with callers every day. Let’s get after it.”
through March 25. Allen will also host a post-game show, adding to the station’s 2026 Brewers coverage, which also includes Tommy Wortz’s “Lead Off Show.” Audacy Wisconsin SVP and market manager Jason Bjorson says, “If you’re going to be the number one sports radio station in Milwaukee, then you have to have the best coverage of the Brewers. Tim Allen is the definitive voice of the franchise’s fanbase, and his presence solidifies our commitment to local listeners.” Allen states, “I’m very appreciative to have my post-game show back on ‘The Fan’ in Milwaukee and now on the Wisconsin Sports Radio Network. We started this post-game show on ‘The Fan’ 21 years ago, and to have it continue with them is a pretty special feeling.”
New York City. The Edward F. McLaughlin Lifetime Achievement Award is presented annually to an individual who has made invaluable contributions to the broadcast industry. BFOA president Tim McCarthy comments, “Judy’s no-nonsense approach to legal disputes has provided riveting television entertainment to millions of viewers across America. We are proud to recognize her many accomplishments and contributions to broadcasting.” For more information about the Broadcasters Foundation, visit www.broadcastersfoundation.org.
Media | Westwood One says, “The relaunch marks Bongino’s most extensive digital commitment to date, designed to meet increasing audience demand for long-form and in-depth content. The two-hour format strengthens the show’s position as a major voice in independent media, offering a highly engaging, daily destination for listeners seeking headline analysis, guest interviews, cultural commentary, and special ‘Bongino Army’ segments.” Bongino comments, “I’m excited to get back behind the mic and reconnect directly with the audience. This show has always been about cutting through the noise and talking honestly about what matters. We’re coming back bigger, bolder, and always unfiltered — exactly how people want it.” Westwood One and Cumulus Podcast Network president Collin Jones adds, “Dan Bongino is back! Few voices in talk media command the loyalty and firepower that Dan brings. His audience? Formidable. His influence? Undeniable. This promises to be an incredible journey as Dan drives the national conversation daily on the most important issues at hand, with authority that has been hard-fought and well-earned. Westwood One is beyond proud to help power the next chapter of ‘The Dan Bongino Show.’”
councilor Cliff Ponte. WPRI-TV, Providence reports that the new owners say “they’re going to shift programming to cover 100% local content focusing on Fall River and its suburbs while still keeping Celtics and Patriots broadcasts.” Ponte tells WPRI, “This station has been a part of my life for more than two decades. I got my start behind the microphone here as a teenager, learning the ropes at WSAR and later moved to other stations in Cape Cod and Providence.” The report says that Silvia will serve as the station’s general manager, Ponte will serve as program director, and current station general manager Sue Nadar will move to the role of sales manager. 
Evidence that your correspondent is a nerd: my airplane read for my CES back-N-forth was Successful AI Product Creation: A 9-Step Framework by Shub Agarwal (Wiley). If you haven’t got time for all 307 pages, here’s what I gleaned, pertinent to radio: