Industry News

Nashville Post: How Outkick Reshaped Nashville Sports Talk

Michael Gallagher of the Nashville Post writes about the sports talk trio of Jonathan Hutton, Chad Withrow and Paul Kuharsky – known as “Midday 180” while working at Cumulus Media’s sports talk WGFX-FM – their ultimate decision to join Clay Travis’ Outkick and the effect that had on the Nashville sports talk scene. Hutton says of their decision in 2021 to go with Outkick, “The timing was perfect, but we also had a chance to grow what we were already doing. We didn’t have to leave Nashville. We own our intellectual property; you don’t have that with radio companies. We’re able to form our own show company, so to speak, and we’re part of the much larger grand scheme of Clay’s vision.” Gallagher’s piece looks at the digital frontier the trio began exploring with Outkick and chronicles their return to the Nashville airwaves. Read his complete story here.

Industry News

Edison: SXM Podcast Network Tops Based on Reach

Edison Research’s latest ranking of the Top Podcast Networks in the U.S. based on total network reach for Q3-Q4 2022 among weekly podcast listeners age 13+ is released and SiriusXM Podcast Network (formerly SXM Media), Spotify, and iHeartRadio take the top three spots, respectively. This ranker – measuring reach as a percentage of the weekly podcasting audience – is based on total audience reach from Edison Podcast Metrics, and Edison says the Q3-Q4 ranker includes increased sample size implemented last year and is based on surveys of 10,579 weekly podcast listeners age 13+. The rest of the top 10 are: 4) Wondery/Audible/Amazon Music, 5) Audioboom, 6) The New York Times, 7) NPR, 8)Audacy, 9) Acast Creator Network, and 10) Cumulus Podcast Network.

Industry News

Beasley Sports Talkers Partner with Soccer Clubs

Beasley Media Group sports talk stations announce partnerships with Major League Soccer clubs. First, WBZ-FM, Boston “98.5 The Sports Hub” and the New England Revolution extend their partnership to make “98.5 The Sports Hub” the flagship home of the Revolution for years to come. Longtime Revolution play-by-play voice Brad Feldman returns to the call alongside former Revolution and U.S. Men’s National Team forward Charlie Davies. Additionally, “98.5 The Sports Hub” will introduce “The Soccer Show” – a weekly one-hour program to air on Saturday mornings from 6:00 am to – 7:00 am. In Philadelphia, Beasley’s WPEN-FM “97.5 The Fanatic” announces a new partnership with the Philadelphia Union to serve as the club’s official radio broadcast partner. Primary hosts of Union match broadcasts will be Dave Leno and Sheanon Williams.

Industry News

Yesterday’s (2/20) Top News/Talk Media Stories

President Joe Biden’s trip to Europe including a surprise visit to Ukraine; Vladimir Putin announces Russia is suspending participation in the latest nuclear arms treaty; the Supreme Court begins hearing arguments against Section 230 that gives internet publishers immunity from postings by users; Jimmy Carter enters hospice; the aftermath of the toxic train derailment in East Palestine, Ohio and criticism of Transportation Secretary Pete Buttigieg’s response; House Speaker Kevin McCarthy gives January 6 Capitol security camera footage access to FOX News’ Tucker Carlson; and the winter storm affecting much of the U.S. were some of the most-talked-about stories in news/talk media yesterday, according to ongoing research from TALKERS magazine.

Industry Views

Pending Business: Being Realistic About Podcast Revenue

By Steve Lapa
Lapcom Communications Corp
President

It looks like the podcast business is hitting those ever-present speedbumps.

No, I am not predicting a demise. I’m just asking why there weren’t a few more hardball questions.

If you sell or manage with eyes wide open, you’ve already read what the February 15 New York Times article chronicled. The cutbacks, drops, and hiring freezes hitting the double-digit-growth podcast business has some in the radio business saying, “Told ya so.”

Who has the chutzpah to say that to Tom Brady and Michael Strahan of Religion of Sports, or Michelle Obama of “The Michelle Obama Podcast?” When your bank account is on fumes, you speak the economic truth. The formula of star power driving unique audio content didn’t instantly convert to super-sized audience levels attracting super-sized revenue. What did VOX, Spotify, Amazon, NPR and other well-respected players miss?

— Never assume, (because assuming…) An out-of-the-box assumption listeners would pay for content to create a separate income stream, didn’t really take. Even the most aggressive marketer would think twice before assuming that listeners generating millions of downloads of free podcasts would suddenly pay to listen. Maybe a select few passionate followers would, but could you change the historic perceived value of the masses? When it comes to paywalls for play, be sure to test, adjust, and re-test before you project income.

— Ad sales sell out levels. A typical podcast has about a quarter of the inventory available in a typical hour of most news/talk and sports talk programs. Yet despite podcasts with limited inventory and higher CPM for host-read ads inside the podcasts, the projections from those well-respected companies tanked. The reason is elegantly simple. Too much podcast inventory chasing too few dollars.

— It’s the economy, stupid. Thank you, political strategist James Carville. The story goes the phrase was on a sign in Bill Clinton’s campaign headquarters and helped Clinton beat Geroge Bush in 1992. Did any of the gurus consider the economy?

— Who would have thought print newspaper sales have something in common with podcasts? Did anyone consider the impact of endless ad inventory becoming a commodity despite celebrity content? Never easy to predict which celebs will convert from the big screen or TV to podcast audio.

I had the privilege of producing cast members of Discovery’s “American Chopper” in a 39-episode podcast series. Even those crazy motorcycle dudes were challenged bringing their millions of TV and online fans to the podcast world. Hindsight is 20/20. Let’s never stop learning so we can always aim for higher earnings.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com

Industry Views

Monday Memo: Sound Popular

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineWeekend ask-the-expert shows can be a powerful marketing tool. In a recent column, I outlined how attorneys – an industry where supply exceeds demand – can differentiate from competitors’ look-alike billboards and often-tacky TV spots.

And, well-coached, brokered weekend hours can drum up lots of business for financial advisors, and how-to hosts fielding calls on a variety of other topics. For years, an EXTERMINATOR has done Saturday mornings on WPRO-AM, Providence, and the guy’s a rock star.

Tip for weekend warriors: Record every call you take. Build a library.

— With a trove of pre-recorded calls, you can recycle previous live calls, to get-the-ball-rolling, and steer the conversation into your lane. And sounding so popular implies your authority.

— With all we do to make your weekend show “appointment listening,” you don’t want to disappear when you’re on vacation.

— When you assemble the show that airs in your absence, do include the appropriate disclaimer, but avoid the “Best of” cliché that screams “re-run.” Instead of simply repeating a previous show intact, make it a true best-of, with calls that were on-topic and particularly helpful.

— And rather than repeatedly saying “Don’t’ call,” let the board op thank those who do call (off-air); or if calls ring-through to voicemail, use it to collect callbacks, deepening your collection.

— You can also repurpose calls into topical FAQ podcasts, to-which you Tweet links, and promote on-air and to your email database.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “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.” Follow HC on Twitter @HollandCooke

Industry News

WPEN-FM, Philadelphia’s John Kincade Holding “Open House”

“The John Kincade Show” at Beasley Media Group sports talk WPEN-FM, Philadelphia’s “97.5 The Fanatic” is hosting Open House Week in which listeners are invited to join them in person at the Beasley Media Group performance studio in Philadelphia. Show hosts John Kincade, Bob Cooney and Pat Egan have been soliciting listeners via the station’s website to reserve spots to be in-studio today through Friday (2/24). Kincade says, “More than any show in Philly sports radio, we have always been interested in getting out and interacting with our listeners. This is a great way for us to welcome our listeners behind the scenes at our brand-new performance studio to get even better connected with the show.” Special guests scheduled to join the show include Philadelphia Union coach Jim Curtin, Sixers radio announcer Tom McGinnis, Sixers TV announcer Kate Scott, former Phillies players Tommy Greene and Mickey Morandini, Flyers radio broadcasters Tim Saunders and Steve Coates, Zach Berman from The Athletic, and ESPN’s Adam Schefter.