By Steve Lapa
Lapcom Communications
President
PALM BEACH GARDENS, Fla. — “Less talk, more listening guarantees increased sales.”
That may sound great, but it rarely works in today’s real world of sales.
It should read: “Better talk, closer listening can improve sales.”
Let’s unpack this.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — CNN reports: “Special counsel Durham alleges Clinton campaign lawyer used data to raise suspicions about Trump.” Righties light-up Twitter with “BOOM!”
Maggie Haberman’s forthcoming book says White House staff “periodically discovered wads of printed paper clogging a toilet,” which they believed the president was responsible for. Lefties light-up Twitter with “BOOM!”
Many days, these gotchas become radio talkers’ snark du jour.
By Steve Lapa
Lapcom Communications Corp
Presisdent
PALM BEACH GARDENS, Fla. — Recently, I found myself in New York City for an extended period of time with no access to a gym. My only option was to walk, so I created a daily walking route: a two-mile hike through the streets of Manhattan. Walking always has been and with or without facemasks, walking still is very much a part of the lifestyle in Manhattan.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Barring the unforeseeable, today’s callers are talking about Super Bowl commercials. Next Monday, Presidents Day, is a holiday for some, disrupting habit listening. So here are two timely topics, which lit-up-the-phones when I myself used them guest-hosting “The Jim Bohannon Show” and elsewhere.
“Your Most Monumental Presidents?”
On Mount Rushmore, there is room for four: “If we were carving it today, who do YOU think deserves to be there? [phone number]”
By Aaron Bennett
National Inventors Hall of Fame
NORTH CANTON, Oh. — Established in September 2011 by UNESCO (the United Nations Educational, Scientific and Cultural Organization), World Radio Day celebrates the profound influence of radio technology in spreading diverse, democratic discourse. Because of the medium’s relatively low cost and massive reach, it remains one of the most accessible forms of communication.
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Radio is about to lose a legend and if you sell local direct, maybe it’s your fault! I’m not kidding, this is as real as it gets. Your future is at stake. I’ve already done my part, and the rest is up to you, direct sellers.
Do I have your attention?
By Holland Cooke
Consultant
BLOCK ISLAND, RI — I worked with the late great Larry King four times, and I can sum-up how he got those he was interviewing to say something they didn’t say in other interviews along the PR tour by quoting his RT America show promo: “I never learned anything while I was talking.”
So thanks for compliments and to those who shared my column here last week: “Talk Radio 101: LISTEN.”
By Walter Sabo
SABOMedia Corp
Founder
NEW YORK — “Get fired from your corporate job and start your own business.” That is the advice shared with air talent and radio executives when they are kicked out of corporations; start your own business. Working for yourself is a seductive thought. The challenge is that very few corporate employees know how to embrace the frame of mind and tools of self-employed entrepreneurs.
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Disclaimer: For the purposes of this column, please understand there is no hidden political agenda.
The headline for the January 16 article in The Wall Street Journal said it all. Paraphrasing here, “Trusted Local Voices Are Deployed….on Radio.”
The article describes the efforts of doctors and health officials located in rural areas to get the word out on getting the public to participate in the local covid vaccines initiative.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Talk radio isn’t just different than music radio. It’s better. Talk radio is never on in the background. And streaming has music radio on its heels, because The Sentence Never Spoken is “Alexa, please play six commercials.”
Yet talkers should avoid taking false comfort that we’re less vulnerable to digital competitors, because people are using social media to talk to each other without us. So joining the conversation there is now table stakes. But defending the towers remains Job One.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — The news/talk stations I work with make big money doing what talk radio does best: cutting through mental clutter, with live endorsement spots delivered by familiar local on-air personalities.
OOPS. Do your endorsement spots say “I haven’t sold you yet?”
Often, these are long-standing advertiser relationships. Two cautions:
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Thank you, Pink Floyd. Perfect description of the proposals I’ve seen that never show a “Why Buy?”
Go ahead and check your last proposal. How did you answer the Why Buy question? Chances are you either omitted the concept completely or channeled Captain Obvious. When it comes to fundamentals, gone is not forgotten.
By Joe Madison
SiriusXM
Talk Host
NEW YORK — I woke up this morning to the unfortunate news that the United States Senate had failed to protect the voting rights of all Americans. They had also failed to change the Senate filibuster rules.
And so I wake up at 1:00 in the morning and there’s the news. And I realized I had to decide. Do I continue the hunger strike, or do I end the hunger strike? And I made a note to myself that I will be ending the hunger strike. So let me say that. That’s the announcement. I am ending the hunger strike as of today.
By Lyle Gregory
Spokesperson/Producer
LOS ANGELES — Legendary KABC radio and Los Angeles talk radio personality Michael Jackson died today peacefully at his home in Los Angeles with his beloved children at his bedside, according to a family spokesperson.
One of the most treasured media personalities in Los Angeles, Jackson’s radio career spanned five decades. With his British accent, playful demeanor and keen intellect, Jackson was respected by his peers, politicians, and celebrities and admired by his vast radio audience.
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Despite the calendar, January is over and first quarter is rapidly headed towards spring. Depending on where you are based, some windfall weather-related business may come your way or heaven forbid, those weather-related cancellations. No matter what variables are in play, it’s time for an early review of your sales game plan. Here are some boxes to check with the guidance of your managers.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — So says none other than the CEO of the biggest radio station owner. In a marketing piece to the advertising community, iHeartMedia’s Bob Pittman: “Podcast audiences will continue to explode, passing the biggest music streaming services in reach, with no signs of growth abating.”
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — Don’t do it! Whatever you do, don’t sell like a seagull.
During the course of the past year, especially during pandemic impacted inventory cycles, every kind of sales approach you can imagine was and still is in play. The most creative techniques seem to be coming from inventory challenged businesses, like real estate. The real estate sales world has spawned reality-style TV shows that are now featured on Netflix. Do we really pay to watch a show about sellers?
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Like most conventions a year ago, CES2021 settled for virtual. And just days before its October show here, NAB canceled, vowing to try again in April. But this week — even as the Omicron variant is scotching events and has states and cities reinstating relaxed pandemic protocols – we’re in Sin City, vax’d, boosted, tested, masked and toting the jug-handle-size hand sanitizer.
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — I particularly enjoy this time of year because it’s when I usually reconnect with former associates all around the country. Sellers, managers, and on-air talent from South Florida to San Francisco who share the bond of having worked through one of the most challenging years in broadcast history checked-in with me. Those calls, texts and emails always include one “wow” moment that serves as a life lesson for all of us. Here’s one in particular that can serve as a motivator for all heading into the New Year.
How Libertarianism Can Save America. Dr. Murray Sabrin Explains Libertarianism and How It Relates to Today’s Hottest Issues. One of the nation’s most respected authorities on libertarianism, retired professor of finance, prolific author, and former Libertarian nominee for Governor of New Jersey, Dr. Sabrin pulls no punches on inflation, the Russia-Ukraine war, immigration, the polarization of America, supply chain breakdowns, COVID-19 and a whole lot more. To book a guest appearance, contact Victoria Jones at the DC Radio Company. 917-865-3991. victoria@dcradiocompany.com.
Michael Harrison “Idiots” Tour Off and Running. TALKERS founder Michael Harrison has appeared as a guest on a number of major local and national radio talk shows covering several hundred stations across the nation during the past three weeks discussing the musical track “Idiots” on which he appears as lead vocalist with the iconic classic rock band, GUNHILL ROAD. “Idiots” is a catchy song with an ear-worm hook and provocative lyrics taking aim at what Harrison describes as the “growing wave of idiocy that’s spreading across America and threatening the nation’s democracy.” Harrison wrote the song in collaboration with his bandmates – Steve Goldrich, Paul Reisch and Brian Koonin. Since its release in late August, the song’s music video (www.idiotsvideo.com) has racked up thousands of views on YouTube and gotten airplay on dozens of talk shows and radio station websites. “Ironically, the song is becoming somewhat of a talk radio hit,” says Harrison. “The music stations haven’t a clue what to do with it because it doesn’t fit conveniently into their cookie cutter categories. Today’s music radio doesn’t have the flexibility to include those ‘odd’ and ‘offbeat’ songs that would occasionally come down the pike and become hits in pop’s golden era. However, talk radio programmers get it.” One of the song’s qualities that adds to its talk show appeal and support from both liberals and conservatives is its non-partisanship. Harrison calls it an “equal opportunity offender.” Harrison plans to continue the Talk Radio Idiots Tour through the fall. Shows and hosts interested in booking him as a guest can do so by emailing info@talkers.com or calling Barbara Kurland at 413-565-5413. Click here to see the video.
Jack Marshall – ProEthics, Ltd. Innovator in ethics training and consulting in law, accounting, business; national, state, local and foreign governments; non-profits and associations. President of ProEthics, an ethics and compliance firm dedicated to helping organizations and professions build ethical cultures; also Adjunct Professor of Legal Ethics at American University in Washington, D.C. A Harvard and Georgetown-educated attorney, his ethics commentary has appeared in O and The Hardball Times Annual, and heard on NPR’s “Tell Me More!” He writes about the ethics issues of current events on his website, The Ethics Scoreboard. He is also the co-editor, with Pulitzer Prize-winning historian Ed Larson, of The Essential Words and Writings of Clarence Darrow, published by Modern Library. Contact guest directly in Alexandria, VA. Main phone: 703-548-5229. jamproethics@verizon.net. More info: https://www.expertclick.com/ex/Ethics
Liza Amlani – Retail Strategy Expert. Liza Amlani is a retail industry veteran and the go-to expert in retail merchandising, product creation, and accelerating speed to market. In a career spanning 20+ years, Liza has worked with familiar brands including Holt Renfrew, Ralph Lauren Europe and Canada, Club Monaco, Nike, Walmart. Liza founded Retail Strategy Group in 2020 – a consulting practice helping companies in the retail space dramatically improve profitability and increase organizational effectiveness. Liza’s opinion is sought after and is held in high regard; Liza is a regular contributor to RetailWire, Bloomberg, Forbes, and Footwear News & Sourcing Journal. She also brings a wealth of global insight to her work given the number of stamps in her passport and countries in which she has resided – Liza has moved over 27 times in her life. Media Contact: Raj Dhiman in London, ON, Canada. Contact phone: 416-627-3008. raj@retailstrategygroup.com. More info: https://www.expertclick.com/ex/Retail-Strategy-Expert
Lifesaving Resources to Conduct 2023 Ice Rescue Instructor Academy. Gerald M. Dworkin – Consultant, Aquatics Safety and Water Rescue. The 2023 International Ice Rescue Instructor Academy is scheduled for February 16-19 in Portland, Maine. This intensive four-day luxury boot-camp style Academy is designed to train First Responders as Ice Rescue Instructors who, upon completion of the Academy, will be authorized to conduct Ice Rescue Awareness, Operations and Technician level courses to members of their own department. Tuition includes all books and materials, single-occupancy hotel lodging, all meals, and four days of intensive and comprehensive training consisting of 12+ classroom hours and 20+ on/through-the-ice practical sessions, including a Night Ops session. Lifesaving Resources has been conducting similar Academies since 1990 and has trained and authorized over 500 instructors from throughout the United States and Canada. Lifesaving Resources’ training programs meet/exceed NFPA 1670 & NFPA 1006 Standards for Technical Rescue. Contact guest directly at Lifesaving Resources, LLC. Direct phone: 207-967-8614. gerald@lifesaving.com. More info: https://www.expertclick.com/NRWire/Releasedetails.aspx?id=277434.
A Personal Message from Michael Harrison… |
| For more than six decades, the Broadcasters Foundation of America has provided financial assistance to radio and television broadcasters who are in acute financial need. With the hard work of our dedicated board, officers, contributors and volunteers, we are able to fulfill our mission of giving back to broadcasters who have given so much in their careers. |
| To see the Broadcasters Foundation of America video, click here. |
| To visit the website, click here. |
| To donate, click here. |
2CheckOut.com Inc. (Ohio, USA) is an authorized retailer for goods and services provided by TALKERS magazine and it’s affiliates.
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JC Corcoran Responds
Gentlemen:
I enjoy your work, but I wish one of you responsible for today’s piece (Social Media: Handle with Care, published 1/27/12) had contacted me before it was published. I might have been able to contribute background information most would consider pertinent. It’s a bit frustrating to see the 
outcome which, in this case, amounts to a number of colleagues whose work I respect, taking positions without having some of the key facts in the story at their collective disposal. These facts may or may not have altered their opinions, but still should be taken into consideration. I hope you’ll share this information online as an addendum to today’s story.
I am not “defending” my use of rough language in the tweets. I’m only offering an explanation. Unbelievably, this entire thing began when, during the first week of October, I was alone in breaking the story, three weeks before the rest of the free world, that St. Louis Cardinal manager Tony LaRussa was about to retire from baseball. The story was universally dismissed and I was roundly ridiculed by the local media. It wasn’t until the day after the World Series parade that everyone realized I’d had one of the great scoops in recent memory. My relatively new Twitter account went from 280 followers to over 2600 in just a few days. In mid-November, similar kinds of sources told me Albert Pujols was only a few hours away from re-signing with the Cardinals. I tweeted it. I ended up being wrong. That’s when some longtime adversaries went into attack mode.
1) The Riverfront Times, the publication that started the controversy by publishing the exchange between me and the “listeners,” has been attacking, cheap-shotting and mischaracterizing my work almost since the day I arrived in St. Louis twenty-seven years ago. I will simply use one story as an example of the way they work. Several years ago I was involved in a lawsuit with another pair of broadcasters. The pair engineered a physical attack on me at a charity appearance I was broadcasting from, then told police it was I that had attacked them. Over the course of the three-year long wait for the case to come to trial, the RFT published almost two dozen attacks on my character, ranging from accusation to ridicule. When I won the case, and the jury hit the opposing pair with $370,000 in damages, the RFT spoke not a word of it. Moral of the story? Their decision to come after me again came as no surprise.
2) A series of tweets from two of the individuals in question was never published by the RFT or any other media outlet that covered this story. The people who sent those tweets were nice enough to tell me they wanted to “rape my mother,” among other things. I ignored them. Again, I’m not surprised this part of the story was omitted by The Riverfront Times. It was only when more of this sewage was sent that I finally reacted the way I did.
3) This is not the way I talk to people. This is not the way I talk to listeners. This is the way I talk to creeps.
4) Two of the people that have been sending this stuff have been identified as local broadcast competitors. Cowards hiding behind phony screen names. That element to the story, somehow, has been left out of all of this. (For the record, every single thing I do in this town contains my real name and image.)
For nearly three decades I have enjoyed a terrific relationship with my listeners. Frankly, it’s the kind of bond most GMs and PDs can only dream about. I’ve achieved amazing ratings and won all the awards. I hardly think it would be fair to make this unfortunate development seem typical of my work here or somehow reduce it to being my defining moment. I learn from my mistakes as well as the mistakes of others. I hope you’ll all do the same.
I continue to look forward to your daily work at Talkers.
JC Corcoran
KTRS, St. Louis
jcontheline.com
Great Article
I read your story, “Social Media: Handle with Care” with great interest. I find that tweeting is a great way to engage the audience. You will get tweets from people who will never call a radio program and sometimes from callers after they get 
off the air. Twitter is used by some in our business as a one way communication and I assume that is because they don’t want to be seen as only responding to favorable comments. I will tend to ReTweet a positive comment, but I will RT and respond to negative comments more frequently. I guess I enjoy the “fight, fight, fight” mentality of the school yard.
Talk radio, at least how I see it, is a persuasive medium and Twitter gives you an oppurtunity to make points and back them up with links. Twitter also reminds you sometimes that you aren’t always right.
I think the real danger in a talk radio host adamantly using Twitter seems to be the danger of slipping into a mode that allows talk that wouldn’t be OK on the air, as if you were texting a freind of yours. I am guilty of this many times.
Great article.
Dale Jackson
PD/ Host of The Dale Jackson Show
The Attack Machine Blog
NewsTalk 770 AM/92.5 FM WVNN
Cumulus Media – Huntsville, AL
dale.jackson@cumulus.com
Very Smart
Love the Social Media: Handle with Care exploration. Very smart!
Amir Forester
Forester Public Relations
Los Angeles, California
amir@foresterpublicrelations.com
Builds Up Fan Base
I have found facebook and twitter very beneficial in keeping my name in front of my former listeners during my time on the beach. Everyday I post a story or two and make a comment on it. Some of the discussions can get pretty intense. 
It’s as if I am doing a show without doing a show.
I have the maximum of 5,000 friends on my facebook page plus 1300 on a newer fan page and about 1300 Twitter followers. Now I know there is some overlap, but I am still adding people every day. When I announce my next gig I will have a built in forum to drive my listeners to the new station. It has been a wonderful way to build a loyal fan base and keep my name in the public’s eye.
Any host that isn’t currently using social media to build up their fan base in case they find themselves looking for work is a fool.
Tom Becka
Talk Show Host
Omaha, Nebraska
Responses to Walter Sabo’s Overnight: The Underexploited Daypart
THANK YOU. Never understood why dummies don’t do more with overnights. Why must you and I be smarter than everyone ALWAYS?
– Jake Fogelnest via Twitter
The dream for my next life. Another all-night talk show.
– Haney Howell via Twitter
Hey…I LOVE this,Walter! I’m a HUGE fan of “overnight” radio. It’s how I started my career. I do hope that your readers understand how true what you suggest is to them. Overnights has long been ingnored in radio…a place to put the “new guy/gal,” etc. There are TONS of wide awake people, at those hours, who’d appreciate being treated like they were as important as midday or AM drive listeners.
– Bob Bateman via Twitter
Love this. My 2 1/2 years of overnights at WHEN Syracuse (1980-82) were fantastic and the phones always rang off the hook thanks to a wide-ranging audience of students & third shifters.
– Peter King via Twitter
Walter, I always liked your response to management: “You want non-traditional revenue? How about selling the all-night show?”
– Tom Parker via Twitter
”Dennison’s…A Men’s Clothier”…etc., etc. Love the article, as you’d imagine!
– Ray Rossi via Twitter
Enjoyed this article very much, Walter. I totally agree. Before talk radio, I was on air at QVC for 15 years and helped them build the overnights to an extremely profitable time slot. Like radio, they had been neglecting it. Live and local overnight radio shows will not only “lead the way” to morning drive, they will open the door to so many new advertisers.
Nice job, thank you for writing it!
– Steve Bryant via e-mail
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