Monday Memo: Improving Results from Endorsement Spots
By Holland Cooke
Consultant
The stations I work with make big money with live endorsement spots delivered by familiar local on-air personalities. Remember them? With most AM/FM broadcast hours now robotic or non-local, your relationship with the listener is precious and can be leveraged… carefully.
Quality vs. Quantity
The more products or services you endorse, the less special each pitch will be. You’re asking the listener’s trust each time, so asking too often can sound insincere. So back-to-back “I’m [name] for [account]” is verboten, and that can happen when spots you voice air outside your show.
“Tell me a story”
When the late, great Don Hewitt – the father of “60 Minutes” – spoke at a NAB convention years ago, he told us that he was often asked, “Why is this the most successful TV news show of all time?” And he said, “I can tell you in four words: ‘Tell me a story,’” which every piece did.
Describe your personal experience with the advertiser’s product or service in before-and-after fashion – problem was, problem solved – in a relatable way.
OOPS! Do you say, “I haven’t sold you yet?”
Often, these are long-standing advertiser relationships. Two cautions:
If you’ve been touting an advertiser for a while, DON’T say so. “For years, I’ve been telling you about [name of business]” = “…and I haven’t sold you yet, have I?” Instead, keep the pitch fresh.
And keep it customer-centric rather than talking about a store. In one spot I heard, for a sewing supply retailer, the well-intentioned host sounded awestruck as he recited the store’s inventory (“over fifteen hundred bolts of fabric!”). That’s the store’s problem. Instead, solve the listener’s problem: “Imagine the money you could save if you made all your kids’ back-to-school clothes this year? [advertiser] will give you free lessons!”
Avoid saying…
“MY GOOD FRIENDS AT [name of business],” which sounds phony.
“All-new:” Say “new,” if it IS new, AND if newness is a listener benefit (and say why).
“…AND MUCH MORE,” which means nothing. Weed-out stuff like this, and you’ll give copy more time to breathe.
“Needs,” as in: “FOR ALL YOUR [product category] NEEDS” (the ultimate “BLAH, BLAH, BLAH”).
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke
in this market will undoubtedly enhance our commitment to delivering top-notch news coverage and engaging content to our listeners every morning.” Stanford, who is currently co-hosting “The Suki & Scott Show” on Gannett’s USA Today Network, begins his new role on September 5. He comments, “Like most life-long New Yorkers, my Dad was always listening to 1010 WINS in the car when I was a kid. As an adult, WINS has been my go-to station for news, traffic and weather. As a New York broadcaster, it’s an honor to now be one of the morning voices on this legendary station.” Stanford served as PIX11 morning show co-host from 2013 to 2019. He’s also served as sports anchor at NBC4-NY, UPN9-NY, WCBS 880, CBS Sports HQ and Boxing30 on YES.
Times Square, New York City. Attendees will hear from experts on everything mental health, panels, live podcasting, and breakout rooms including the podcast “MEternal,” that addresses the complexities of the Black maternal health crisis. Charlamagne Tha God says, “The Mental Wealth Expo was created for anyone who knows they need to start on their healing journey, but don’t know the first place to begin. It’s a day for folks to get exposed to mental health experts and resources that can get them on the right path and they get to receive this information for free! It is truly a blessing to be able to do this for a third consecutive year.”
conducted by Gregory, who was on the island of Maui covering the wildfires, including the devastating fire in the historic town of Lahaina. The show explores the government’s response, the views of Maui islanders, and what happens next. iHeartMedia says, “Gregory became 
the center of controversy when, during a press conference, he pushed Hawaii Governor Josh Green for answers and access to the fire scenes. Local and national media covered the exchange and became the foundation for other reporters to push back, seeking transparency and accountability.” The radio special and podcast are produced by Gregory and Jacob Gonzalez for iHeartMedia Los Angeles and the iHeartRadio Podcast Network.
with station PD Terry Ford on the air. He told his audience, “It’s not a money thing. I just hit 50 this year. There are some things in my career I still want to do. They really wanted to keep me in Columbia and focused on that, and we just couldn’t get to where we needed to… This isn’t anybody’s fault. It’s just how radio and how business works sometimes.” Meanwhile, Cline says he’ll serve as executive producer and sub host for Chuck Oliver’s regional, college football-focused show and will continue the weekend hosting and fill-in work he’s been doing for Dickey Broadcasting’s WCNN, Atlanta “680 The Fan.” 
the Obama Administration – is also the host of the programs “As I See It” and “Take My Word for It” on sister news/talk WRVA-AM. Collin Gutman hosts “The Gutcheck” on WRNL. Audacy Richmond SVP and market manager Bennett Zier states, “We’re thrilled to introduce ‘The Postgame Gutcheck’ and give Commanders fans a dedicated space to dissect and digest each game this season. Hosted by the dynamic duo of Ambassador Howard Gutman and his son Collin, this show will be a must-listen for anyone seeking in-depth analysis, insider insights and a passionate breakdown of all things Commanders.”
over the position after news director Joe Bartlett retired from the station on May 31 after 37 years with the WOR. Mendte had most recently been news director and host at WJLP-TV, Middletown, New Jersey “Me-TV.” Mendte says, “WOR is iconic in radio history, and I’m honored to accept this position. Len Berman and Michael Riedel are smart, entertaining, and informative. It’s the morning show I listen to, and I’m elated to now be part of it.” WOR program director Tom Cuddy states, “I’ve been a fan of Larry’s for many years. So, when the opportunity popped up for him to work with Len and Michael, I was truly pumped up that we were able to bring in a talent of his caliber.”
podcasts, including “The Dumb Zone,” before they and Cumulus go into mediation over Cumulus’ charge that the two have violate their non-compete and other clauses in their contracts with the company. The court-ordered mediation was moved from yesterday (8/22) to next Tuesday (8/29).
Super Bowl will include the Lions, “There is nothing like an NFL run and nothing like knowing your team has a legitimate chance to get to the Super Bowl. I don’t know if they do, but I think it could be the start of a yearly thing. Them getting to the Super Bowl in my last year of doing the morning show, it would be unbelievable. I’d consider myself the lucky charm.” The 64-year-old Stone has been on Detroit sports radio since helping launch the format on WDFN-AM, Detroit in the early 1990s. Stone says he’ll stay with the station as a fill-in host for two more years.
audio solutions, audio sales, and industry AdTech. In his new role, Milano will lead one of Katz’s dedicated digital sales teams and drive Katz’s fast-growing programmatic audio offering, Audiology, the largest programmatic audio marketplace delivering precision data-driven audiences at scale. Milano says, “The timing of my return could not be any better. Digital audio has grown monumentally through industry innovation and programmatic execution becoming more commonplace. Under Scott Porretti’s leadership, Katz’s digital position is well-established and ready to expand. I’m excited to play a role in its current success and new growth.”
Securities and Exchange Commission. Urban One has disclosed that it has been unable to file the reports in a timely manner due to the change of its independent registered public accounting firm. The company was granted 180 days to come into compliance by Nasdaq or face delisting and Urban One says it anticipates it will be able to file the reports in question before the deadline of September 27, 2023.
Greenwich Country Club. The Sips & Tips includes a two-hour golf lesson from a pro followed by access to the invitation-only reception and dinner and costs $300. BFoA president Tim McCarthy comments, “With these events, we open doors for junior professionals that can lead to long and fulfilling careers in broadcasting. We also bring awareness about our charitable mission to tomorrow’s broadcast leaders, helping to ensure that the Foundation will continue to provide aid for those in our business who need it most.” 
10:00 am ET), “Lions Tailgate Show” with Rico Beard and Jim Costa (10:00 am – 12:00 noon), “Lions Pregame Show” with Dan Miller, Lomas Brown and TJ Lang (12:00 noon – 1:00 pm), Lions Radio Network postgame with Dan Miller, TJ Lang and Jim Costa (game end to 5:00 pm), “Lions Postgame Show” with Mike Stone and Jennifer Hammond (5:00 pm – 7:00 pm), and Pat Caputo (7:00 pm – 11:00 pm).
AudioPack has 20 pieces of audio available to download including SFX and musicbeds. It includes party ambiance, sunny musicbeds, Labor Day listener drops, glass clinking, beer-drinking, BBQ sizzlin’, pool splashing SFX. 
Westwood One’s “Dan Bongino Show” and the “Chris Plante Show,” plus Ben Shaprio and FNC’s Guy Benson. KTUC program director Herb Crowe states, “We’re thrilled to unveil ‘Freedom 1400,’ Tucson’s Conservative Talk Station. As we embark on this exciting journey, we’re committed to providing a platform for open dialogues, diverse viewpoints, and robust discussions that matter to our community. With our esteemed lineup of talk show hosts, we’re confident that ‘Freedom 1400’ will become an essential source of information and insight for our listeners.”
plans to sue the Republican National Committee over “their alleged attempt to keep him from participating in Thursday’s debate.” On the program, Elder explained the criteria he has met and why he should be allowed on the debate stage. The AP reports that the RNC qualifications require: polling “at least 1% in three high-quality national polls or a mix of national and early-state polls, between July 1 and Aug. 21, and a minimum of 40,000 donors, with 200 in 20 or more states.”
Long before AM radio was the band dominated by spoken-word programming, its early Top-40 stations were catering to the rabid demand for R&B and rock ‘n’ roll from America’s teenagers. Mark Wainwright – former WSYR, Syracuse morning talk host and a veteran radio performer – writes about a big hit record made on this date 59 years ago. He says, “Surprisingly, that iconic summertime feel-good song almost never made it to vinyl.”