Edison Research & NPR: “Hit Play, Boomer!”
By Holland Cooke
Consultant
“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.
Baby Boomers – born between 1946 and 1964 – are now age 59-77. Those 55+ comprise 30% of total USA population.
Per Edison’s ongoing “Infinite Dial” research, and with data and listener videos captured for this study done with NPR:
— 55+ consume more than 3 hours and 39 minutes of audio PER DAY. And 78% own a smartphone. And “Boomers listen to way more radio than do their children and grandchildren.” And they’re “adopting online audio.”
— Nearly 2/3 of Boomers’ audio is consumed at home. “Only about a third of that group is still working…they have the time to listen to podcasts.” And home is the #1 podcast listening location.
— But compared to 25-54s, they’re podcast consumer laggards. Rosin sees opportunity: “They’ve entered the top of the sales funnel.”
Compared to 25-54s, Boomers are podcasting laggards.
— Many Boomers think podcasting is a time-shifted radio show.
— “Overwhelmingly,” 55+ podcast listeners prefer news-related podcasts.
— We need to explain how-to-listen better than “available as a podcast” and wherever-you-get-yours.
Broadcasters and podcasters: Know how busy you are, I don’t make this recommendation casually. It’s well-worth your time to see the on-demand replay of this informative webinar.
Now I’m off to fabulous, fabulous Las Vegas for the 2023 NAB Show. Look for my convention notes here next week.
Talkers contributor Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Multiply Your Podcast Subscribers, Without Buying Clicks,” and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and. Follow HC on Twitter @HollandCooke
curiosity, and her work has been recognized throughout the region — she was named Press Club Media Person of the Year, she received the Greater St. Louis Association of Black Journalists Living Legend Award and the Media Hall of Fame Award, and she is a nominee for the Lincoln University Alumni Hall of Fame. Outside of her career in radio, Carol is a wife and mother, author, motivational speaker, and ministry co-leader, and looks forward to spending time with family in her retirement. Carol has produced countless impactful, in-depth interviews in her time here, most recently as the host of the expanded ‘Total Information AM.’ Her last day with KMOX is May 25. We will be sad to see her go but are so excited for her as she takes on this new chapter.” 
content like additional news, interviews or songs, all while remaining in sync with the live broadcast.’… The survey asked Audacy listeners to choose how much they’d be willing to pay for commercial-free radio, with the prices starting at $1 per month and going as high as $11 a month, according to a copy of the survey reviewed by The Desk. A follow-up question presented a similar list of options, but asked users to weigh in on the maximum price they’d be willing to pay before they thought a premium radio subscription was too expensive.” 
“soon.” Elder challenged Gavin Newsom for governor of California in the 2021 recall election. Elder was the top Republican vote getter in that failed bid to unseat Newsom. Tradup says that Elder has visited Iowa and that his political action committee, Elder For America, is bringing in donations. Federal Elections Commission data indicates that the PAC raised nearly $1.7 million in 2022. Elder currently hosts a video talk program for The Epoch Times.
promotional opportunities by way of advertising campaigns and on-air interviews with the podcast host or contributors.” Company founder and CEO Gerry Edwards adds, “This is a natural extension of what we do. We’ve made our own Podcast Radio Originals for some time, but we now want to extend our extensive production skills to brand partners as well.” Podcast Radio intends to take podcast content to radio listeners. It plans to begin distributing a 24/7 American version of its programming to radio stations and groups across the US beginning soon. To that end, it has partnered with New York-based KMG Networks to syndicate the programming.
special show. Salem Tampa general manager Barb Yoder says, “When I read that Jack Harris regretted not having the opportunity to say goodbye to his fans at the end of his most recent morning show, it really touched my heart. I’ve been in broadcasting for many years as well and though he’s been on a competing radio station, I’ve always admired and respected him and the way he connects with the Tampa Bay community. So, to honor Jack we were going to devote one of our morning shows on ‘The Answer’ Tampa and Sarasota for a Jack Harris Tribute.” Salem is hosting another recently let go Tampa host as former “Q105” personality Mason Dixon will appear on its “Faith Talk” stations on “The Bill Bunkley Show” today (4/14) from 4:00 pm to 5:00 pm.
NPR has responded to the new label saying it is “inaccurate and misleading, given that NPR is a private, nonprofit company with editorial independence. It receives less than 1 percent of its $300 million annual budget from the federally funded Corporation for Public Broadcasting.” NPR CEO John Lansing is quoted saying the company is “protecting its credibility and its ability to produce journalism without a shadow of negativity. The downside, whatever the downside, doesn’t change that fact. I would never have our content go anywhere that would risk our credibility.” 
billion and overall revenues increased $20.4 billion YoY. Q1 saw the highest growth of 21.1% followed by Q2 at 11.8%, resulting in ad revenues for the first half of the year surpassing $100 billion for the first time. Revenues slowed in Q3 (8.4%) and Q4 (4.4%).” IAB CEO David Cohen comments, “After unprecedented growth in 2021, we expected more moderation in 2022. Economic uncertainty, geo-political unrest, a shifting regulatory environment and addressability changes have all contributed to revenue growing at a slower pace. Looking ahead, there is definitely still growth to be had, but it will be harder to achieve and likely less than we have become accustomed to.” 
platforms since 2021. Outkick founder Clay Travis says, “Dan has been instrumental in the success of OutKick and I’m thrilled to have him on board. Every day his high energy, humor, and bold opinions drive fans to the platform and create awareness of the great content produced by OutKick.” Dakich comments, “I’ve had so much fun hosting my show with OutKick and am excited to keep it rolling. The team is tremendous and allows me to not only speak my mind but shed light on the most compelling sports news of the day. I can’t thank OutKick enough for giving me this platform.”
programming out of offices in Warwick. There’s nothing to indicate the simulcast programming from WEEI will change or that any staff were let go in the move. It sounds as though the company is looking to cut the costs of operating the offices. 
episode features Chachi’s recent chat from Benztown’s Los Angeles studios with Michael Harrison, founder and publisher, TALKERS. In the second new episode, Chachi talks to Wayne Johnson, founder and owner of Rockaway Records in Los Angeles.
Today’s Benztown press release states: Before founding TALKERS, radio innovator and thought-leader Michael Harrison worked at legendary radio stations from coast-to-coast, including WNEW-FM in New York, KMET in Los Angeles, KRPI in San Diego, WTIC in Hartford, CT, and WCBS-FM in New York. He also founded the AOR format, hosted several syndicated shows, and was the first managing editor for Radio & Records. Harrison has been a columnist for Billboard, a radio station owner, and member of the band Gunhill Road.
immersive Weathercon experiences at Frontiers of Flight Museum, Texas’ premier air and space museum.” Included in the May 6 event is the opportunity for families to experience what it is like to be a meteorologist with a green screen, see storm chaser vehicles, and visit the interactive kids’ zone. WBAP meteorologist Brad Barton and WFAA-TV’s Pete Delkus will deliver presentations to visitors. 
Alpha Media since he came on board in November of 2016. I look forward to our strong, continued partnership and am pleased to see his hard work recognized.” Alpha Portland SVP and market manager Lisa Decker adds, “It’s always special to promote from within and to honor hard work and growth. Geoff will join Cressy Walton as the co-director of sales. Cressy has been with Alpha Media since the beginning and has been the director of sales since 2019. The co-director of sales role will help to align our organization with our clients and our staff’s needs. I am proud of both of them and their accomplishments. They are the Dream Team.”
government and federal government contracting community.” Joel Oxley is vice president and general manager at WTOP News and Federal News Network. He says, “Each time I have brought new opportunities to Jeffrey he has used his creativity and collaborative approach to create success for our audience, our advertisers and our team. His expertise specifically in identifying trends our organization can leverage to better deliver on our mission will take a higher profile. Leading to even greater overall success. Jeffrey’s vision for the future will align directly with our goal of being the go-to source of federal news for employees and contractors and bringing new products and opportunities to market.” Wolinsky has served at Hubbard DC for the past 20 years.
at NJ.com notes that Wolff was a Harvard graduate “with a master’s degree who dispensed common-sense advice to parents and coaches during his WFAN weekend show.” The family’s obit states, “To know Rick or Dad or Pops was to love him. He was wise, thoughtful, sharp, funny, incredibly smart, and truly just a wonderful person. In his honor, please remember to never give up on your dreams. He never did, even after so many of them had come true.” 
network’s “Saturday Report” from early 2020 to 2022. He has also served as co-host of the network’s flagship “Wake Up America Weekend” for the past 15 months. Newsmax CEO Christopher Ruddy says, “Carl served his country for many years as a decorated Navy SEAL, and with his ‘Carl Higbie Frontline’ will continue to push for the issues and values that he and Americans care about.”
down for next Wednesday, so I have the distinction of being honored. In all seriousness, I’m a big supporter of this organization and quite humbled that they picked me to be honored, so I’m hoping not to be too disappointing in terms of getting people to come and/or volunteer.” Morano is host of “The Other Side of Midnight” on the Red Apple Media talk station.
Yesterday (4/10), his on-air partner Rich Shertenlieb read a statement from Toucher on the program that read: “My voice has been messed up for a long time. I had been going to doctors and they didn’t seem overly concerned. However, a listener heard me and put me in touch with a doctor he works with. I went and things didn’t go great. He found some things in my throat that concerned him. He told me not to worry because he could fix all of it. Not to sound dramatic but it is possible a listener saved my life by setting up that appointment.” Toucher also said via social media that he plans to be back but is under a “no talking” order from the doctor and adds, “To that, I am grateful, even though the doctor doesn’t take insurance. Between this and my divorce, I’m f—ed financially! Sorry kids – Christmas is going to look a lot different this year.”
dividend of PodcastOne shares to between 12% and 16%. After completion of the successful spin-out – which the company notes is not guaranteed to happen – LiveOne will own approximately 86.3% of the PodcastOne common stock. LiveOne also reports that PodcastOne has repaid $1 million of its debt convertible at $3 and expects to repay an additional $1 million to $2 million. LiveOne intends for PodcastOne stock to be traded on the Nasdaq Capital Market under the ticker symbol PODC.
decades. He started in Atlanta and worked with a young Bill Drake. His Susquehanna Broadcasting tenure started at WICE-AM in Providence, Rhode Island. That led to a promotion to the company headquarters in York, PA. He led the early FM expansion for the company with stations in Toledo, Cincinnati, Canton, and Indianapolis. He and I worked together in York for three years before starting our own Fairfield Broadcasting Company.” In the 1980s, Trivers and Wertz also partnered in beautiful music format syndicator Kalamusic.