Monday Memo: Weekend 101
By Holland Cooke
Consultant
It’s the most effective tactic in marketing: Free samples. And the attorneys, financial advisors, real estate agents, veterinarians, and other ask-the-expert hosts who broker time for weekend call-in shows can drum up lots of new business…IF they execute well.
It’s a big “if,” because they’re not career broadcasters. So, technique that’s second nature to us is news to them. And because, at too many stations, there’s little or no coaching. Here are some of the fundamentals I convey to weekenders at client stations, and brokering hosts elsewhere who aren’t getting aircheck support:
— Plan each show. Re-write any news-about-your-topic or other material you will read, rather than reading verbatim paragraph-length excerpts from newspaper clippings or other source material you found on the Internet or elsewhere. That stuff wasn’t written for the ear. Put it into your own words. Practice aloud, to yourself, before the show.
— Remember: YOU are the expert. It’s Greek to them. So, avoid lingo and acronyms. Instead of percentages (“36%”) use fractions (“just over a third”).
— Listen carefully to the caller’s question. Don’t interrupt unduly…but don’t let ‘em ramble either. Once they’ve asked a question or described their situation, recommend what they should do. Listeners in similar situations will relate.
Do’s and Don’ts:
— DON’T squander time at the beginning of the show with long hellos, or small talk about the weather (which aired at the end of the newscast just before your show began), or other off-topic blah-blah-blah.
— DO introduce yourself, and succinctly explain how you can help the listener. I tell weekenders I coach to begin with their elevator speech: “I’m Chuck Thompson, from Chuck’s Auto Repair, and I’m here to help you get more miles out of the-car-you’ve-already-paid-for.” If your business has a slogan, that should also be the mantra for your radio show, to keep your on-air message consistent with your other marketing.
— DON’T wait! Give out the call-in number right-off-the-top, even if your first segment is an interview or you tee-up a topic by reading news/product reviews/etc. During that segment, your call screener can be lining-up callers.
— DO solicit calls overtly. And announce the phone number real slowly, like you’re reading the winning lottery number. Say “call me right now.” And at the end of each call (unless all the lines are lit), offer that “that opens up a line for you,” and re-announce the phone number.
— DO get to the phones ASAP, best caller first. Callers call when they hear other callers, so nothing explains that it’s a call-in advice show like you answering callers’ questions with helpful advice.
— DON’T assume that anyone but you hears your whole show. Listeners constantly tune-in. So DO re-set throughout the hour. Come out of each commercial break as though the show was just beginning. “Welcome back to ‘Larry Explains the Law.’ I’m attorney Larry Jamieson, answering your legal questions right now on WXXX. So, call me! [phone number, nice and slowly, twice].”
All of the above is host technique. And there’s another character, behind the scenes, whose method is critical to brokered hosts’ return on investment: the call screener. Share with yours my 6-minute video at SolidGoldWeekend.com, where I also explain how to warm-up slow phones.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke
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WINS. Harris, whose last day with WINS will be Friday (5/5), has been with the all-news outlet for almost 30 years, currently co-hosts the morning drive daypart with Susan Richard. He tells TALKERS magazine he’s taking on a management position with Nexstar Media Group’s cable news operation News Nation. 
stations and the local community and advocacy groups to grow and maintain positive relationships and provide community service throughout the Charlotte Metro.” Holloway has served with WLNK-FM for the past 22 years as co-host of “The Matt & Ramona Show” with partner Matt Harris. She comments, “I’ve been blessed to have lived my radio dreams. I’ve worked every format from country to gospel. I’ve been a news director and hosted a syndicated show with my brother from another mother, Matt Harris. It’s time to move into a new chapter, one that feeds my passion and gives me an opportunity to forge community partnerships that can make a positive contribution. I’ll still stop by the ‘MIX 107.9’ studios on Tuesdays and Thursdays to have fun with my friends on the MIX morning show, but my goal is to expand Radio One’s philanthropic endeavors across all six stations in the cluster.”
meals, shopping, and other entertainment needs, local shops, bodegas, restaurants, and more are still struggling. The launch of ‘New York is Back’ will encourage New Yorkers to shop with small businesses in and around the five boroughs to help rejuvenate the economy in the market.” In partnership with P.C. Richard & Son, Century Waste Services, Empire City Casino, Key Foods, New York Alliance Against Insurance Fraud, NYC Department of Small Business Services, Premier Home Health Care Services, and MJ The Musical, “New York is Back” will include iHeartMedia New York on-air personalities voiced messages on Z100, 106.7 LITE FM, 103.5 KTU, Q104.3, Power 105.1, and 710 WOR as well as video content distributed on social media platforms.
previously was simulcast on 92.3 from March of 2012 through January of 2016 before the classic hits format “Big 92.3” was launched. Federated Media VP/GM Ben Saurer says, “In our most recent WOWO survey to our listeners, the desire for a stronger signal was the most mentioned adjustment suggested. We believe the addition of 92.3 FM will meet our listeners’ request while complimenting the legendary 1190 AM signal.”
and Brian Antonelli. iHeartMedia Boston director of operations, news, talk and sports Bill Flaherty says, “Everyone I talk to is now betting on sports. With the interest at a fever pitch, I can’t think of a better time to launch this show.” Kaufman adds, “There’s no greater platform than live sports talk radio and, since January, there’s no greater obsession in and around Massachusetts than sports betting. I’ve been fortunate to spend many years of my career working in both areas and I couldn’t be more thrilled to have them intersect now. Boston is ready for a nightly gambling show. I’m honored to host it and can’t wait to sweat bets with listeners, industry experts, and our incredible team starting May 1.”
in London, Springer got a law degree from Northwestern University, served on the Cincinnati City Council before exiting in a prostitution scandal, returned to the Council a year later and eventually served as mayor of Cincinnati. He ran unsuccessfully for governor of Ohio as a Democrat. He moved into television news and won regional Emmy Awards before debuting his own soon-to-be-a-hit TV show that began as an issues-oriented program. Springer was part of the Air America liberal talk radio experiment during the early 2000s in which he hosted the 9:00 am to 12:00 noon ET show. In 2005, TALKERS magazine managing editor Mike Kinosian (who then was special features editor for Inside Radio) interviewed Springer. 
findings show what we expected – AM radio across America is a diverse mix of music and talk and a vital link for millions of listeners. The goal of our station survey was three-fold. First, we wanted to confirm AM radio’s diverse landscape of formats, languages, and ownership. Second, we wanted to quantify AM radio’s crucial part in the nation’s Emergency Alert System. And third, we wanted feedback that will guide our state association response going forward.” The NASBA survey also found that “more than half of AM stations do not currently have a standalone mobile app and 40% are not currently found on radio aggregators. For many AM operators working diligently to keep their over-the-air signal on the air, providing the local news, music, entertainment, and emergency information that their communities rely upon, the expense of streaming their station and paying additional royalties is simply not realistic. The most telling survey result is that 8 in 10 respondents listed their level of concern a 10 out of 10 when it comes to AM being eliminated in the car.” 
be trusted, picking up the 2022 Personality of the Year Award from the Oklahoma Association of Broadcasters earlier this month.” Station director of branding and programming Levi May comments, “Skyler is a Tulsa native and understands the landscape of our community and offers a unique perspective that you won’t find anywhere else. KRMG is dedicated to covering our community and this move shows our listeners that we follow through with our ongoing commitment to be their go-to for all things local.” Cooper adds, “I’m thrilled to expand our local news programming in the afternoons. Our listeners told us they wanted a change and we listened. We’ll keep the same news, weather, traffic, and talk that our listeners already enjoy, we’ll just be starting earlier!”
embrace the positive impact it will have on our community. With more time to share his insightful perspective and engaging personality, Joe will continue to uplift, connect, and strengthen the bonds that make our community thrive.” Kelley comments, “I’m really excited about the opportunity given to me by WDBO to help lead on-air discussions about such vital issues during such unstable times. Instead of talking points, I’ll just bring my natural curiosity about issues and life. Instead of screaming and yelling, I’ll engage our great listeners in compelling discussion about the day’s events. Instead of calling people names, I’ll welcome all opinions and ideas equally. Most importantly, I want ‘The Joe Kelley Show’ to be fun, interesting and easy-to-listen-to.”
13.5 years at The Fan. @giglio_OG and I did some really great stuff in just over 3 years of the show. Thanks for making us part of your routines.” The story quotes Capitol Broadcasting general manager Brian Grube saying a replacement show will have a single host format. The station added, “We’ve decided to move in a new direction in afternoons on ‘99.9 The Fan’ that focuses on the best way to deliver fast-moving, informative, engaging local sports content that leverages the full scope of CBC’s powerful radio, TV and digital platforms…. We’re truly grateful for Joe Ovies’ and Joe Giglio’s many contributions and wish them both the best moving forward.” 
previously hosted together on Townsquare Media’s crosstown sports talk WTMM-FM. Goslowski tells the Daily Gazette, “We are happy to give Capital Region sports fans an outlet to talk sports, to talk local [sports], to talk New York [sports], to talk national [sports]. Levack and I have worked together a bunch. It’s an awesome opportunity here at ‘FOX Sports Radio 95.9/980.’ We’re so excited to get back. We’ve been looking forward to this. We’re happy to talk sports again with people here locally.” 
For the last several years, KSHSAA has opted into agreements with third parties that prevented local broadcasters from video-streaming games when the exclusive partner opted to do so. Kansas Association of Broadcasters president Allison Mazzei states, “I’m pleased that now, in post‐season, friends and families of student athletes will have access to free, quality coverage from the same broadcasters who cover their teams all season long. Local high school sports should be covered by local broadcasters. Our broadcasters depend on the revenue generated from high school sports coverage to stay on air and provide local news, weather, entertainment, and emergency alerts that communities depend on.” The KAB also notes students interested in pursuing careers in radio broadcast will also benefit from the legislation. Previously, if a local station was prohibited from video streaming a post‐season game, so were their student workers. Now, students will be able to cover all of their school’s activities regardless if it takes place in post season.
Greater Bridgeport Bar Association. Wexler will receive the award at the GBBA’s annual Law Day event on May 1. The Liberty Bell Award is given to an individual who “is really good at providing services to our community, for betterment of our community, and has demonstrated over time a desire to serve our community vis a vis rule of law.” Wexler comments, “I’m very grateful to receive this distinguished award. I try every day to promote respect for the rule of law and encourage civic engagement. It’s the cornerstone of my mission as a talk radio host and a primary value I bring to my role as probate judge.”
challenging times, in the first quarter, we grew our digital marketing services revenue by more than 23%, completed the sale of WFAS-FM, continued to repurchase shares and retire debt at a discount, and have now executed $10 million of additional annualized cost reductions. That said, the impact of the considerable macro-driven weakness in the national advertising market, as well as the unfavorable prior year political and WynnBET comparisons, ultimately resulted in total revenue and Adjusted EBITDA declines. Though the difficult national market trends persist, we have confidence in our ability to successfully navigate adverse environments such as this one. Specifically, since 2019 through the COVID-impacted years, we have had best-in-class performance in terms of fixed cost reduction, Adjusted EBITDA margin recovery, Adjusted EBITDA to free cash flow conversion and net debt reduction. With our current liquidity profile and solid balance sheet, we believe that we are not only well-positioned to weather the 
WCBM. Her energy, passion, and commitment to Baltimore are second to none and we know that our listeners will appreciate her insights on the issues that matter most to them. Klacik says, I am excited to join the team at WCBM and have the opportunity to engage with listeners in the Baltimore area. I believe that conservative principles and policies are the key to unlocking the potential of this great city, and I look forward to sharing my ideas and insights with the WCBM audience.” Regarding the decision to replace Derek Hunter, the station says the decision was not made lightly. “It was a result of WCBM’s ongoing efforts to better serve its listeners by offering more diverse programming options. While Derek Hunter has a loyal following, the station decided to go in a different direction to attract a broader audience.”
that national sports talk radio networks are “in a losing race against time.” Reimer says that long ago, sports fans were starved for sports talk and would tune in to national programming like ESPN’s. But now, he says, “The whole idea of national sports radio is anathema to the concept of destination programming. The content is supposed to be boilerplate, because hosts are expected to placate listeners across the country.” Fans who want to hear national sports hosts like Dan LeBatard or Bill Simmons can simply download their popular podcasts. 
30 years as the first female co-anchor of ‘Atlanta’s Morning News.’ With a little back-of-the-envelope math, I calculate I’ve written more than 300,000 stories over those three decades. Now it’s time for me to write a new chapter.” Station news director Amanda Moyer comments, “Marcy has been a leader and an example in our newsroom for more than three decades. Her recent Gracie award win is the perfect cap to her long tenure at WSB as the first, and to this day, the only female lead news anchor on ‘Atlanta’s Morning News.’ She will be deeply missed, but our loss is her granddaughter’s gain.”
number of radio station affiliates, station size and market that was the foundation for the list. A special highlight of this year’s Benztown 50 is the presentation of the voiceover industry’s highest honor, the Chris Corley Lifetime Achievement Award, which will be presented to legendary voiceover talent, Earl Mann. A prolific voiceover artist from Canada, Mann started his career as a singer for the 1960s American folk band, the Gaslight Singers. He was an all-night disc jockey on radio stations CKEY and CHFI in Toronto in the 1960s and1970s. Sports fans will recognize Mann as the “voice of the NFL” through his work for NFL Films, as well as the voice of several college football programs and numerous NFL teams. 
followed by NPR Member Stations at #2 (76,679 AAS) and Audacy at #3 (57,595). Cumulus Streaming Network was #4 (42,504 AAS). Beasley Broadcasting Corporate ranked #6 (19,635 AAS), Hubbard Broadcasting was #8 (15,635 AAS), and Salem Communications ranked #11 (8,738 AAS).