Monday Memo: The Local Radio Advantage, Part 2
By Holland Cooke
Consultant
Radio programming is like any business. Our best prospects are existing customers (getting people already listening to listen more often). And – without spending a dime on outside promotion – we can if the station is known-for-knowing. Set the expectation that we have listeners’ backs and optimize the information we deliver.
Last week’s column was Part 1 of this three-part series, demonstrating a simple tweak for making source material more relevant and useful. This week, more addition-by-subtraction: “A-words” to avoid; and Magic Words to use every chance you get.
“Anyone,” and “asked,” and “announced” are red flags. These words scream press release.
Instead-of: “Anyone who has seen a car matching that description is asked to contact the police.”
Say: “If you see that car, call the police.”
Instead of: “Anyone who feels discriminated-against because…”
Say: “If you feel discriminated-against because…”
“Anyone” (or “those,” both third-person) is someone else. Second-person Magic Words “you” and “your” talk to me, the listener. And instead of telling me THAT something-was-announced, explain WHAT, and what-it-means-to-me:
Example: “Jefferson County has joined Clearfield, Elk and 18 other Pennsylvania counties in the Law Enforcement Treatment Initiative. The initiative is a law enforcement-led collaborative program which seeks to direct those who suffer from substance abuse disorders into helpful treatment services.”
Re-write: “If you live in Jefferson County and you or someone you know are struggling with substance abuse, you can now ask police to connect you with a treatment program without being arrested or prosecuted…”
Next week here: THE #1 way to keep listeners coming back for more…
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
Are you a sales curmudgeon? You know, that old-school, out-of-touch terrestrial radio ad sales rep who is too lazy to learn the new digital/social media sales world?
The fourth of four rounds of ratings data from Nielsen Audio’s January 2024 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. The survey covered January 4 – 31. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Milwaukee, iHeartMedia’s news/talk WISN adds 2.5 shares to finish with an 11.5 share (weekly, 6+ AQH share) good for its fifth straight month ranked #1, while Good Karma Brands’ crosstown news/talk WTMJ does not appear in this survey. (TALKERS has reached out to GKB for clarification.) In Nashville, Cumulus Media Group’s news/talk WWTN-FM rises 1.5 shares to finish with a 5.4 share that lifts it to the #6 rank, while iHeartMedia’s news/talk WLAC adds nine-tenths for a 2.1 share finish good for the #18 rank. In Providence, Cumulus Media Group’s news/talk WPRO-AM/WEAN-FM tacks on a full share to wrap the survey with a 6.9 share, lifting it to the #4 rank, while iHeartMedia’s news/talk WHJJ-AM is up two-tenths for a 1.0 share finish and the #13 rank. 
Paul Anderson says, “We are beyond fortunate to have Scott as part of the Workhouse family. Scott is a smart, disruptive thinker whose background and entrepreneurial drive make him the perfect person to lead our new sports vertical.” Workhouse EVP John McConnell adds, “I’ve worked alongside and across the table from Scott for 30 years. He is a best-in-class executive and is perfectly positioned in this role.” McCarthy says, “I could not be more excited or honored to be joining the Workhouse Media team and getting the opportunity to work alongside Paul, John, and 
president and Sara Morris is elevated to vice president of government affairs. Pigue joins iHeartMedia following seven years advising U.S. Senator Dan Sullivan (R-AK) on technology, telecommunications, consumer protection, finance, banking, budget, tax, health care and judiciary policy issues. Gonzalez most recently served as deputy director of scheduling and assistant to the chief of staff for Senator Jon Ossoff (D-Georgia). iHeartMedia chairman and CEO Bob Pittman states, “Our company is deeply appreciative of iHeartMedia’s Government Affairs team and their hard work on behalf of our company as well as on issues of critical importance to the broadcast radio industry. I congratulate Jessica and Sara on their promotions, and welcome David and Sophia to the iHeart team.”
building “Sports Rap Radio” to air on Audacy’s WXYT-AM, Detroit with a target launch of mid-May. In what will likely be a first in sports talk radio, the lineup of air talent will be all-Black. WXYT-AM currently airs Audacy’s BetQL Network programming. Parker is quoted by the Detroit News saying, “It will be young people getting opportunities and former athletes, from Detroit or with ties to Detroit.” The lineup will be local from 7:00 am to 7:00 pm and will segue into FOX Sports Radio’s “The Odd Couple” featuring Parker and Chris Broussard at 7:00 pm. Parker plans to fill the overnight hours with podcasts featuring Black hosts. 
January 24, 2024, the Group reported beneficial ownership of approximately 10.01% of the company’s outstanding Class A shares and stated its intent to acquire 20% of Cumulus. The Group has investments in other media companies, including a sizeable holding in a direct competitor of Cumulus Media. According to Investopedia, a poison pill “is a defense strategy used by the directors of a public company to prevent activist investors, competitors, or other would-be acquirers from taking control of the company. Poison pills are executed by buying up large amounts of its stock. They effectively block the accumulation of a company’s outstanding shares. Companies promise to distribute additional free or heavily discounted shares to all existing shareholders, which dilutes the shares so outsiders can’t take over the company by purchasing a controlling amount of shares.” Cumulus board chairman Andrew Hobson says, “Given the facts, the Cumulus board firmly believes it is necessary to adopt a limited-duration rights plan to protect the interests of all Cumulus shareholders. The Rights Plan is intended to enable the company’s shareholders to realize the long-term value of their investment, ensure that all shareholders receive fair and equal treatment in the event of any proposed takeover of the company, and guard against tactics to gain control of the company without paying all shareholders an appropriate premium for that control. Cumulus Media’s leadership maintains open dialogue with its investors, including the Group, and intends to continue that practice.”
from West Virginia to Georgia. The programming includes “The John Fredericks Show,” “The War Room with Steve Bannon,” Newsmax’s “Rob Carson Show,” and more. Fredericks states, “This West Virginia opportunity is key to our growth plan, as it dovetails nicely with our Pittsburgh footprint and reaches a very pro-populist, pro-America First and pro-Trump area of America. We are excited about offering listeners in West Virginia a choice from the stale, woke, and warmed over pablum served up every day by the corporatists and conservative Inc. bunch that regurgitate the FOX and RNC talking points of the day. Our lame and boring news/talk competition falls into one of four categories: weather on the fives and traffic on the eights, stock prices trading below fifty cents, stock de-listed off the big board, or George Soros buying up bankruptcy debt with a controlling stake to eventually take over the company and its programming.”
competition last evening (2/22) at the 1st Circuit Court of Appeals in Boston, MA. The American Bar Association, Law Student Division holds a number of annual national moot court competitions. One such event, the National Appellate Advocacy Competition, emphasizes the development of oral advocacy skills through a realistic appellate advocacy experience with moot court competitors participating in a hypothetical appeal to the United States Supreme Court. This year’s legal question focused on the Communications Decency Act – “Section 230” – and the applications of the exception from liability of internet service providers for the acts of third parties to the realistic scenario of a journalist’s photo/turned meme being used in advertising (CBD, ED treatment, gambling) without permission or compensation in violation of applicable state right of publicity statutes. Harrison tells TALKERS, “We are at one of those sensitive times in history where technology is changing at a quicker pace than the legal system and legislators can keep up with – particularly at the consequential juncture of big tech and mass communications. I was impressed and heartened by the articulateness and grasp of the Section 230 issue displayed by the law students arguing before me.” 
When reviewing our industry’s awards such as the Crystals or Marconis there are two categories missing. They are: “Best New” and “Best Innovation.” Imagine if winners were announced for these prizes:
and passionate people within Audacy’s newsrooms and across the larger company. And I’m proud of our collective accomplishments: building out digital and podcasting capacity; integrating broadcast and digital teams within newsrooms; strengthening communication and collaboration across a network of brands; navigating the first wave of AI; and creating new revenue opportunities in partnership with sales teams. All of this was done while delivering over and over in high-leverage, breaking news situations and racking up awards that validate Audacy’s local news brands as best in class. The challenges for media and journalism these days — and for local news in particular — are profound, and the stakes are high. But there are new frontiers on the horizon, and we can deploy innovative ways of thinking about how we do what we do. As always, I’m excited to explore those frontiers and draw on my many years of strategic and operational experience to help media brands and other organizations find a way forward.” 
file them with the IRS. After the IRS contacted Patrick and requested that she file the unfiled returns, Patrick lied to the IRS, claiming that her accounting firm had timely filed the returns and that she would provide copies of those returns. Patrick, however, did not provide copies of the accurate returns that had been prepared by her accounting firm. Instead, Patrick doctored the business returns, removing $10 million in gross receipts received by her brokerage firm, and altered the personal returns by removing over $9.5 million in related income that she and her husband had earned from 2012 through 2014. Patrick also falsely backdated her signature on each tax return to make it appear as if the returns had been timely signed and mailed these false documents to the IRS, hoping to evade paying the full amount of taxes she owed. In addition, Patrick did not timely file business and individual returns for 2015, which she had also hired the accounting firm to prepare, nor did she pay the tax due and owing for the individual return. In total, Patrick sought to evade more than $2.5 million in taxes.”
listened in the past week. The list shows the Top 10 Podcasts in the U.S. based on the number of Black weekly podcast listeners for Q4 2023. “The 
settled beforehand. Audacy expects to emerge from the Chapter 11 process after approval from the FCC. Audacy chairman, president and CEO David J. Field says, “Today’s announcement marks a powerful step forward for Audacy, positioning the company for an exciting future. As expected, we have achieved a speedy confirmation of our prepackaged Plan, which will enable Audacy to pursue our strategic goals and opportunities in the dynamic audio business. We aim to drive accelerated growth and financial performance, capitalizing on our scaled, leadership position, our uniquely differentiated premium audio content and the robust capital structure that we will have upon emergence. I also want to express my gratitude to our team, who continue their outstanding work to serve our listeners and customers with excellence and fulfill our commitments without missing a beat.” The company notes that under the Plan, trade and other unsecured creditors will not be impaired.