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Industry Views

SABO SEZ: 5 Books That Will Change Your Life

By TALKERS | by TALKERS

By Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgThese books have helped me tell stories, prioritize programming initiatives and manage career strategies. If interested in a book the link connects to its page on Amazon.

You’ll Shoot Your Eye Out, By Quentin Schultze. Not what I thought. It’s not about the goofy episodes in the “A Christmas Story” movie. Jean Shepherd, radio star, wrote and narrated the movie. This book deconstructs how Jean told stories. Shepherd was the greatest radio storyteller of all time. He told stories on WOR every single night for 27 years. His one-hour show had no guests, no phone calls, simply his astonishing stories. Author Schultze, a college professor, spent hundreds of hours with Jean discovering how he imagined, enacted and teased his stories. The book is an advanced course for today’s magic makers. https://a.co/d/fHXIBlt

It’s One O’Clock and Here is Mary Margaret McBride, by Susan Ware. We know but a little. The first national star of midday radio was Ms. McBride. She was so popular and powerful that she required seven secretaries to answer her mail. On her show’s 10th anniversary, she packed Madison Square Garden with listener fans and celebrities. Eleanor Roosevelt hosted McBride’s 15th anniversary at Yankee Stadium. Show prep was her life, that’s why her show sounded informal. https://a.co/d/5idc7TC

Dress for Success, By John Molloy. Yes, the book reveals Molloy’s research on success dress, but perhaps more importantly the book helps the reader think like a success. This guide to the C Suite explains how to reach the top of any business. On the air? When preparing for work, consider all the steps we take toward meeting the station’s biggest client and do that every day. On the plane? No sweat pants! If you want to join a club, look like you already belong to it.  https://a.co/d/99XI61d

Effective Frequency: The Relationship between Frequency and Advertising Effectiveness, Compiled by the ANA. The DNA of everything. 100 years of studies on how a listener’s memory works. How many spots actually cause burn? How often should the promo run? Do listeners remember the first or last spot best? How to rotate songs? And why did the original phone numbers have seven digits? This deceptively thin, rich book will startle!  https://a.co/d/foZUreI

The Autobiography of Alice B. Toklas, by Gertrude Stein. The author was the ambitious patron of the Cubist art movement in Paris. Ernest Hemingway, Pablo Picasso, Henri Matisse, and many others were inspired and sponsored by Stein. Alice was her lover. Stein understood that controversy is a possible result of great artwork. Picasso’s first show in Paris caused outrage within the crowd. Watching the gathering’s reaction from the show’s balcony, “Gertrude Stein smiled.” Remember Stein’s reaction to Picasso’s audience the next time “sales” gives a host a hard time! https://a.co/d/1IuU1pV

My life has been changed by these works. How to dress, prep for an interview, cope with controversy, and rotate promos are skills shaped by these classics. Please let me know how they impact you.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry News

Yesterday’s Top News/Talk Media Stories (4/9)

By TALKERS | by TALKERS

The most discussed stories yesterday (4/9) on news/talk radio and related talk media according to TALKERS research:

1. Trump Pauses Most Tariffs/U.S. vs China
2. Financial Markets Reactions
3. Deportations & Detentions/Trump Orders Investigation of Critics
4. Bernie Sanders Rallies-CNN Town Hall
5. U.S.-Iran Nuclear Talks

Industry Views

HC at the NAB: More Than Spots, Less Than Clutter

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgRadio sells advertisers our listeners’ attention. For a hundred years, our inventory has largely been commercials. Now, as our wandering audience leads us to more revenue channels, are we hooked on spots?

“We’re still in the same business. What’s changed is the tool box.”

Salem Media Group EVP, operations and revenue development Linnae Young was among panelists exploring “The Local Advertising Buying Landscape: What are Clients Buying, and how are Radio Sellers Succeeding or Missing Out?” Her laser-like focus is on the client’s need: “The HVAC company has two trucks and wants six.”

Ditto from session moderator Mike Hulvey, the Radio Advertising Bureau’s president & CEO. He called pitching a multi-store McDonald’s franchisee, who heard-him-out, then asked “Will that idea sell a hamburger?”

We sure have ideas. Researcher Gordon Borrell reckons that “the biggest mistake radio stations are making is underestimating the potential [of digital].” Many now sell video advertising. Prospects “don’t have any questions about radio, other than ‘Can you lower the price?’ They have lots of questions about digital.” Be their guide.

And obsess on outcomes. “Stop with the tactics,” urges Marketron senior director of digital strategy Dustin Wilson. “It’s all about solutions-based selling.”

“As radio has encountered increased pressure on revenue, it has often increased spot loads.”

Ad nauseam, in the view of Edison Research co-founder & president Larry Rosin, whose Ted Talk-type session “Considering Spot Loads” was plainspoken.

Radio has violated what Larry calls “The Commercial Broadcast Bargain” – the unspoken deal that content is worth the time spent listening to ads. “We’ve tilted the bargain in an unfair way,” he said, pointing to “fewer, but much longer breaks; and many, many [music] stations now loading all their spots into two interminable breaks per hour.”

Rosin’s team has long tracked listening habits through its Infinite Dial series, and the trend is clear: Radio’s “Share of Ear” never fully recovered after the pandemic; and commercial loads went up during that time.

“The real problem” is not understanding how ‘Infinite’ today’s ‘Dial’ is, “ignoring the fact that there are other things to listen to.” Ad loads tend to be shorter in podcasts and in non-paid streams. These ad-supported competitors never run more than two spots back-to-back. And increasingly, Americans are paying for ad-free content, via SiriusXM, Spotify, YouTube Premium, and others.

Solutions? Larry was clear: “What I’m NOT saying: ‘cut the load and charge more’ in today’s low-demand environment.”

— Even if you can’t lower total inventory, consider more shorter breaks. “Listeners have, or at least had, an internal clock: song (3 minutes) – song (3 minutes) – song (3 minutes) – break (3 minutes). When you ask music radio consumers, a break should be the length of a song. The two long breaks clock simply can’t be the best we can do for advertisers.”
— Bonus on Rating, not Share, which would “reorient radio programmers to consider ALL competitors, not just other local stations. Radio’s insular world hurts it.”
— Don’t demonize commercials – “a disservice to advertisers” – the way we seem to when we call the stop set “a break;” or tout commercial-free hours to pump-up a daypart (then overdose the load in adjacent hours).
— Improve the quality of commercials.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

Defining Podcasting for the Future

By TALKERS | by TALKERS

Edison Research and audio advertising agency Oxford Road are releasing a white paper titled, “What is a Podcast?: Preserving its Essence, Structuring for Expansion.” The authors says this report “reveals critical insights into how evolving listener habits, industry fragmentation, and ambiguity in podcast definitions are affecting podcasting’s future growth and commercial viability.” They say that data from a nationallyimg representative survey of over 4,000 people “identifies a significant identity crisis driven by the convergence of audio-only content and video formats popularized by platforms like YouTube and Spotify.” It shows: 1) 72% of Americans 12+ consider recordings of people discussing any topic on YouTube that are also available as audio-only shows elsewhere to be a podcast; 2) Advertisers face significant barriers to investment due to inconsistent standards, fragmented reporting, and unclear attribution; and 3) A clear, shared definition and interoperable measurement are urgently needed to realize podcasting’s full economic potential. Regarding defining podcasts, they propose new working definitions as follows: Podcast (noun): “An on-demand audio-driven program featuring episodic content across wide-ranging themes and formats. Traditionally delivered via open RSS and conversational in nature, it can include platform-based distribution and is commonly supplemented by video.” And Video Podcast (noun): “An episodic, on-demand program centered on spoken-word content, where synchronized visuals meaningfully shape the experience.” You can download the white paper here.  

Industry News

WWO: Listeners Don’t Tire of Ads

By TALKERS | by TALKERS

This week’s Cumulus Media | Westwood One Audio Active Group blog looks at research commissioned by RAB to investigate “wear-out”: the point where creative testing declines from its peak due to message frequency fatigue. They key findings include: 1) Consumers don’t get tired of ads, only marketers do: Theimg ABX AM/FM radio creative study for RAB proves legendary marketing professor Mark Ritson was right; 2) Wear-out of AM/FM radio ads is virtually non-existent: Only two of 25,000 ads showed a decline in some creative effectiveness metrics. Two major creative effectiveness measures, branding and messaging, showed no wear-out; 3) The two ads showing differences were at the top end of cumulative spending and time in market: Two years in market and $8M+ of spend is where creativeness effectiveness might start to wane; 4) Repeat testing of 10 of the 12 longest running AM/FM radio ads reveals no statistically significant erosion; and 5) The giants of marketing effectiveness and creative testing conclude wear-out is non-existent: Take it from Les Binet/Sarah Carter, ABX, Kantar, System1, and Analytic Partners. See the full blog post here.

Industry Views

Monday Memo: “Kill The Feed!”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgCorporate cost cuts continue. In a recent column here, I described 18 non-radio career options for which your skill set as a broadcaster could qualify you. In just the last couple years, several longtime TV news people I know – who had-it-up-to-here with the hours – reinvented themselves accordingly.

“But radio is all I’ve ever done!” you say? No. Radio is (or was) your platform. And – as clients are accustomed to hearing me say – “Everything we do is storytelling.” So where else can you tell yours?

Tools are available, many free. To illustrate, I wrote a novella (shorter than a novel, longer than a short story). It’s the first fiction I’ve written since a high school homework assignment, and you can download it, also free.

I had an idea for a John Grisham/James Patterson-style thriller. ChatGPT and MS Copilot were my co-authors, suggesting plot twists and critiquing, chapter-by-chapter. After ChatGPT reviewed each one, I ran it through Copilot – like having a team of writers. Both AI tools also created the images you will see on the landing page. Tell either app how you want your web page to look, and it will write the HTML code! And Google Search helped with details.

Every one of those functions was completed in five seconds or less, free. As is Audacity, if you’d rather not spend for your own copy of the Adobe Audition you use (or used) at the radio station. And before you subscribe to Microsoft Office 365, peruse the suite of lookalike tools at OpenOffice.org. Video? Premiere Pro is pricey, but Adobe Express is free and there are shareware alternatives.

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Seen those TV ads TikTok is running to stave-off a USA ban? Storytellers share how they’re making a living there. Could you?

I hope you like my story. But even if you don’t, I hope you will experiment with new ways to tell yours. I’m not saying any of us will write a best-selling novel. But if you do, you can also voice the audiobook version.

Now, grab the armrest, for chilling intrigue, and a damning narrative about the corporate consolidation that plagues broadcasting, set in the beguiling place where we live, populated by pseudonyms (including the author’s) which some will find thinly-veiled: http://getonthenet.com/TalkersPreview.html

That’s your sneak peek. It drops on April Fool’s Day.

Next week, I’ll be reporting here from The NAB Show in fabulous Las Vegas. If you’re going, wear comfortable shoes! But even if you do – and you plan on walking from where shuttle busses drop you off at the Convention Center to the West Hall where most radio and podcasting sessions will be – pack a lunch. It’s a hike!

Better idea: Let Elon Musk give you a free ride… UNDERGROUND, in “The Loop.” He has 100 Teslas zooming through what seems like a high-tech Batcave that his Boring Company is…boring. Here’s video I shot at CES: https://youtu.be/wqqQd9vZnM0

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

WWO: Study Says Podcast Reach Matches TV

By TALKERS | by TALKERS

This week, Cumulus Media | Westwood One’s Audio Active Group blog looks at data from the recently published Edison Research project The Infinite Dial. The focus is on podcasting’s rise in reach and the blog points to several takeaways for marketers: 1) Podcasting is now a mass reach media vehicle.img Podcasting is no longer a niche platform lacking scale. Podcasts deserve a larger role in media plans as opposed to “test and learn” experimental buys. 158 million Americans, 55% of persons 12+, are reached monthly. Among persons 18-34, 18-49, and 25-54, monthly reach is now 65% to 73%; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 weekly reach (52%) is as big as TV’s (52%); 3) Brands targeting women should give podcasts a starring role in media plans: Podcast female audiences have hit record highs in habituation and reach; 4) Among male demographics, monthly reach is now in the low 70% range; and 5) Adopt agency media legend Arnie Semsky’s “5% solution” to podcasts: Allocate 5% of digital ad budgets to podcasts. See the complete blog post here.

Industry Views

How to Get a Media Job Right Out of College

By TALKERS | by TALKERS

Walter Sabo
a.k.a. Walter M. Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
Host, “Sterling On Sunday,” TMN

imgThank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.

1. Decide where you want to live. Until you have a strong, positive reputation in the industry, no company will sponsor a move. It’s not just the cost of moving, it’s the emotional responsibility. If the job doesn’t work out, the company has lost money plus it will have the added burden of taking the recruit from their homeland.

Hiring a local eliminates the risk of an on-air talent not “getting” the city. If, for example, a DJ in New York announces that the store is on “YOUS TON” street rather than HOUSE-TON street, there is all sorts of trouble. In-town candidates have established relationships that will benefit the sales, news and programming departments.

2. Don’t write a resume, you don’t have one. You have a college degree, stories, and opinions. Fresh, new opinions. A good employer will respect a graduate’s perspective on their on-air product or marketing plans. Study the station where you want to work. Listen to elements you hear that are great and those that you could improve. Write it down. Prepare a good-looking WHITE PAPER about what you think works and what could be better. You don’t have to be “right” you just have to demonstrate an understanding of the station and your willingness to do work. No one else is going to write a paper and present defensible ideas. You will win.

3. Flatter. Select the exact company you want to work for and learn every single thing you can about it. It is astonishing how many times I’ve interviewed a prospect and found out that they knew nothing about the company or the station. They just want a job. Needing a job is not a career path. The people whom you will meet have giant egos. Know what that person has accomplished for their company, express your admiration for it, express your deep desire to be a part of it. Signal that you have no desire to work for any other company in town.

Have your goals lined up in your head and be flexible. Your mission is to get in the door. An employee ID is the win. BUT when asked what you would like to do in your career have a thoughtful response. Aimless=mindless.

4. Avoid answering job postings. Companies are often legally obligated to post jobs and 95% of those jobs are already taken. Instead, search deep into your personal and student network to find any associate or friend who may have a pipeline to the higher-ups in your target company.  HR is a bad place to start. Let the CEO of the company send you to HR after they have been impressed by their conversation with you! A courtesy call to HR following the blessings of the CEO – that’s the best strategy.

5. Once you get the job, do anything, learn everything. Tips: Show up 15 minutes before your day starts, don’t leave until you ask your manager if they need you to do anything else. At first, you will be asked to wash the morning show’s dishes! Log recordings! Take in feeds! Respond to listener calls and emails! You will look for ways to showcase your skills and be given a chance to excel. Take your vacation, call in when really sick, but DO NOT take a “personal day.” Yes, that’s how it really works. Welcome to show business.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com

Industry Views

Monday Memo: ChatGPT, Carefully

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgObservation, as a heavy CNBC viewer: Artificial Intelligence is to 2025 what Dot Com was to the late 1990s, game-changer… and shiny object.

Everyone seemed to be chanting “AI” at this year’s CES. In a previous column here, I offered, from experience, some Do’s-and-Don’ts for crafting commercial copy. And as vendors are applying AI to various other broadcast content and operational functions, I asked the app itself: “How would you caution radio broadcasters against over-reliance on ChatGPT?” SECONDS later, the robot replied:

“Here are some key points to consider:

1. Maintain Authenticity: Radio broadcasting thrives on the personality and authenticity of its hosts. Relying too heavily on AI-generated scripts or content can make broadcasts feel robotic, inauthentic, or detached. Listeners tune in to hear the voice, opinions, and personality of the broadcaster, not just information being read off a script. ChatGPT is great for generating ideas, but it shouldn’t replace the genuine voice of the host.

2. Human Connection: One of the strengths of radio is the personal connection that hosts build with their audience. This connection comes from spontaneous moments, personal anecdotes, and relatable conversations. AI can’t replicate the unique, emotional bond that a human broadcaster forms with listeners. Overusing AI could distance the host from the audience and make the show feel more like a recorded message than a live, engaging experience.

3. Accuracy and Fact-Checking: While ChatGPT can generate a lot of information quickly, it’s not always accurate or up-to-date. Broadcasters need to be mindful that AI-generated content might contain errors, outdated facts, or biased perspectives. Relying on AI without fact-checking could lead to broadcasting misinformation, which can seriously damage the station’s credibility.

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4. Tone and Nuance: AI like ChatGPT can struggle with tone, emotion, and subtlety in language. Radio broadcasters need to ensure that the tone of the broadcast fits the subject matter and the audience. AI might miss the mark on this, especially in more nuanced or sensitive topics. A human touch is often needed to tailor the message effectively.

5. Audience Engagement: ChatGPT can provide content, but it can’t engage with listeners the way a broadcaster can. Over-relying on AI could take away opportunities for live interaction, audience call-ins, and real-time feedback. Broadcasting is about creating a dialogue, not just delivering information, and AI isn’t capable of fostering real-time, dynamic conversations.

6. Creativity and Innovation: While AI can assist with generating ideas, true creativity comes from the human mind. Broadcasters should focus on bringing fresh, original ideas to the table—things AI can’t easily replicate. Over-relying on ChatGPT might limit creativity, turning broadcasts into predictable, generic experiences.

In summary, while AI tools like ChatGPT can be incredibly useful for research, inspiration, and content generation, broadcasters should ensure they don’t lose the human element of their shows. Maintaining authenticity, personal engagement, and creativity are key to keeping radio content fresh and compelling. AI should be a tool, not a substitute for the broadcaster’s unique voice and connection with the audience.” 

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

Edison: Most Podcast Listening Happens at Home

By TALKERS | by TALKERS

Edison Research reveals that, according to data from its ongoing Share of Ear study, the majority of podcast listening does not take place in the car. Edison says, “At-home listening accounts for an impressive 67% of total daily podcast consumption time according to the most recent Share of Ear. Besides the reality thatimg people spend by far the most amount of their time at home, the at-home environment offers a variety of listening devices including smart speakers, internet-connected TVs, and computers, in addition to mobile phones… And we know from our qualitative research that podcast listeners can listen while they multitask at home.” After listening at home, listening at work contributes 16% to the overall daily listening time to podcasts, while in-car listening captures 11% of daily listening time. Edison adds, “We can theorize that because people often take short drives during the day including quick trips to the store, or school, or on errands, that those short trips might not be conducive to becoming fully engaged with a podcast.” Finally, 6% of listening happens in various other locations, such as gyms, grocery stores, or while walking.

Industry News

Top News/Talk Media Stories Over the Weekend (3/1-2)

By TALKERS | by TALKERS

The most discussed stories over the weekend on news/talk radio and related talk media according to TALKERS research:

1. Trump- Zelensky White House Meeting
2. Court Battles Over DOGE Firings
3. U.S. to Exit NATO & UN?
4. GOP Town Halls Blowback
5. Academy Awards

Industry News

Yesterday’s Top News/Talk Media Stories (2/12)

By TALKERS | by TALKERS

The most discussed stories yesterday (2/12) on news/talk radio and related talk media according to TALKERS research:

1. Trump and Putin’s Ukraine Call/NATO
2. Frozen Federal Funds
3. Trump’s Gaza Plan/Israel-Hamas War
4. Tax Cuts/Debt Limit Hike
5. Trump Takes Over Kennedy Center

Industry News

Cumulus Media | Westwood One AudioActive Group Blog Post: Advertiser Perceptions Indicate National Marketers Are Bullish On The Economy – New Product Launches Are At Record Highs And Ad Spend Will Increase

By TALKERS | by TALKERS

imgA series of new studies from Advertiser Perceptions reveals national marketers are increasingly confident in the economy, will advertise more, and anticipate new product launches at record levels. Each month, Advertiser Perceptions, a leader in providing research-based strategic market intelligence for the advertising and ad tech industries, surveys 300 executives involved in media brand selection decisions who will spend a minimum of 1 million dollars in ad spend over the next 12 months. This week’s Cumulus Media | Westwood One Audio Active Group® blog outlines the key findings, examining the outlook national marketers have on the economy:

• Nearly half of marketers say the economy will grow in the coming year, a record high

• There has been a reduction in perceived negative impact of macroeconomic conditions

• The recession that never came; Marketers shake off the dire predictions of 2022 and 2023

• Increasingly, brands and media agencies report the U.S. GDP will impact ad budgets

• 37% of buy-side 2025 ad budgets will be bigger; 53% will stay the course

• Advertiser optimism was higher as of December 2024 than it had been a year earlier

• 2025 new product launches will hit all time high

• All forms of audio see increased ad spending intentions

• Prophet survey of advertisers reveals top-performing marketers consider brand building as a crucial driver of short-term impact

Check out this week’s Cumulus Media | Westwood One Audio Active Group® blog post here.

To view an 11-minute video of the key findings, click here.

 

 

Industry News

David Field Exits Audacy CEO Role

By TALKERS | by TALKERS

Audacy, Inc. announces that David J. Field is stepping down as president and CEO of the company and is leaving his seat on the board of directors. Named interim president and CEO is current board member Kelli Turner. The board will conduct a search for a permanent CEO. Meanwhile, Field will serve as a special advisor to the CEO and the board. Audacy board chairman Michael Del Nin states, “David has left animg indelible mark on the industry, growing Audacy from a few small radio stations into a scaled multi-platform audio content and entertainment powerhouse. He has built a great company with leading positions across the country’s largest markets and an outstanding portfolio of exclusive, premium audio content. Under David’s dedicated leadership, Audacy has been positioned for longterm success, and we look forward to working with Kelli and the entire team as the company begins its next exciting chapter.” In a statement, Field says, “Since I joined Audacy, then Entercom, we have grown from $10 million in revenues with ten niche radio stations into a $1.2 billion, multi-platform audio leader with one of the country’s two scaled radio broadcast groups, one of the largest podcast networks and the unrivaled top position in sports audio. Audacy recently completed a very successful 2024, delivering industry-leading EBITDA growth of more than 70% through the third quarter and significant revenue share gains across our radio and digital businesses. With the company in a strong competitive and financial position, now is the optimal time to pass the baton to new leadership. I am deeply proud of our extraordinary team and everything we have accomplished for our listeners, customers, partners, and communities. The company is in great hands, and I look forward to seeing the next chapter of Audacy’s success.”

Industry News

Nielsen Releases Black Audience Report

By TALKERS | by TALKERS

Nielsen is releasing its latest research on Black audiences, titled, Engaging Black Audiences. Charlene Polite Corley is Nielsen’s vice president of Diverse Insights & Partnerships and says, “Reaching Black consumers may not be a challenge – but connecting with us can be. Black consumers are leaning intoimg platforms that emphasize conversation and create a sense of connection. To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” The study notes that social media apps have become a haven for Black consumers – Black adults overall spend more time scrolling than their peers. Black millennials (between 18 and 34-years-old) spend the most time on social media among all adults by almost an hour per week. Black adults also have high engagement with radio and podcasts. Radio averages the same as TV in weekly reach with Black adults – each medium reaches 27 million Black adults on average. You can download the report here.

Industry News

The Media Audit: NYC Radio Listeners Drive New Car Sales

By TALKERS | by TALKERS

Data from The Media Audit’s Fall 2024 survey indicates that radio stations “have a powerful opportunity to drive automotive advertising success.” The Media Audit’s New York market manager Pete Forester explains, “Our research clearly shows that radio is a key influencer in the automotive marketplace. 25.4 % of New York radio listeners plan to buy a new vehicle in the coming year. This is 30% higher than the general marketimg which is 19.6% of adults planning a new vehicle purchase. Among heavy radio listeners (those that listen more than 3 hours a day), that number jumps to 30%. That’s 53% stronger than the general market.” Forester says that podcasts are also a good genre for auto advertising. He says, “The multi-media analysis by The Media Audit revealed podcasts captured the interest of  30.1% of adults 18+ planning to buy a new vehicle in the next 12 months… 53% higher than the general market. Audio streaming does well at 22.7%… 16% higher than the general market” Forester concludes, “Automotive advertisers have a tremendous opportunity to leverage radio’s ability to connect with ready-to-buy consumers. Our data shows that radio not only drives awareness but also inspires action, making it an essential part of any automotive advertising strategy.”

Industry News

FOX News Media Sets Record for Trump Inauguration Coverage

By TALKERS | by TALKERS

FOX News Media announces that, according to data from Nielsen Media Research, its special programming surrounding the inauguration of President Donald Trump was the highest rated in cable news history. “Additionally, FNC’s special coverage marked the highest non-primetime cable news telecast in history andimg posted triple digit increases versus the inauguration of President Joe Biden in 2021 and grew in viewership versus 2017.” Specifically, coverage across FOX News Channel and FOX Business Network peaked at 12 million viewers and 2.6 million in A25-54 in the 12:00 noon ET hour. From 11:30 am to 1:00 pm ET, FNC’s Inauguration of Donald Trump, co-anchored by chief political anchor “Special Report” anchor Bret Baier and anchor and executive editor of “The Story” Martha MacCallum, garnered 11.4 million in viewers and 2.4 million in A25-54, outpacing broadcast networks ABC, NBC, CBS in viewers and all cable networks across the board.

Industry News

Cumulus Media’s 2025 Audioscape Dives into Podcast Advertising

By TALKERS | by TALKERS

This week’s Cumulus Media | Westwood One AudioActive Group blog presents data from Cumulus Media’s 2025 Audioscape report that examines the latest podcast consumer trends from Edison Research’s Podcastimg Metrics and “Share of Ear” Report, MRI-Simmons, Screen Engine/ASI, Podscribe, and Magellan AI. Four of the key findings from this are: 1) Podcast ad campaigns are too light: No brand is coming close to “saturating” podcast audiences; Brands should allocate 5% of digital budgets to podcasting; 2) After five years with a median age of 33 to 34, podcast audiences finally age to 36, reflecting broader appeal with older audiences; 3) Screen Engine/ASI: Podcast audiences offer CTV advertisers significant incremental reach; and 4) Podcasts tighten their grip on audio audiences: Among podcast listeners, 35% of all audio time spent now goes to podcasts. Read the full blog post here.

Industry Views

MONDAY MEMO: “Tomorrow’s Tech 2025”

By TALKERS | by TALKERS

By Holland Cooke
Consultant
imHello from fabulous Las Vegas, where the faded Tropicana is now a heap of rubble holding space for the Las Vegas Athletics stadium; and where SO much else here changes between visits. There is just too much do-re-mi at stake for this place not to continue to strive to surprise and satisfy, and keep ya comin’ back for more… which is also the ballgame for broadcasters and podcasters.

CES

What began 100 years ago as the Radio Manufacturers’ Association evolved into the Consumer Electronics Association, then morphed into the Consumer Technology Association. This week’s event is still called “CES,” but what’s happening here is less about electronics technology things than now we experience our lives.

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CES2025 began with its perennial research presentation, the deck you can see at https://www.ces.tech/techtrends2025. Even without yesterday’s live narration by CTA’s Brian Comiskey and Melissa Harrison, this information is a real whack-on-the-side-of-the-head.Compose, offer, and deliver your work accordingly, or suffer diminishing returns.

As I have in past years, I am offering TALKERS readers daily 60-second CES reports for air all this week. Simply download each report from HollandCooke.com the night before. No charge, no paperwork, no national spot.
Holland Cooke is a consultant working the intersection of broadcasting and the internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

Top News/Talk Media Stories this Past Weekend (12/14-15)

By TALKERS | by TALKERS

The mysterious drones spotted in the skies of New Jersey and across the Northeast took center stage this weekend (12/14-15) on the talk radio and related talk media venues of America. Beyond that, heavy conversation continued to focus on the UnitedHealthcare CEO murder and its many topical tentacles.  Also, among the biggest stories – conversation about President-elect Donald Trump‘s picks for cabinet posts and other government appointments. That was followed by the economy (including tariffs and inflation) and foreign affairs, all in accordance with the ongoing research of TALKERS.

Industry News

New Cumulus Media | Westwood One Audio Active Group Blog Post: Audio is the Ideal Media Platform To Market Video Streaming Services

By TALKERS | by TALKERS

A series of tracking studies measuring American use of video services reveal podcasts and AM/FM radio are ideal marketing platforms for video streamers like Amazon Prime Video, Netflix, Paramount+, Hulu, and Disney+. Each quarter, Screen Engine/ASI, a leading market researcher for movie studios, video streamers, and TV networks, conducts a study of 2,000 Americans to understand their awareness and usage of video services. SEASIThe Cumulus Media | Westwood One Audio Active Group® conducted an analysis of six recent quarterly studies spanning Spring 2023 to Fall 2024.

Check out the findings that are highlighted on this week’s blog – click here.

Key findings reveal:

• Nielsen: Since 2021, video streaming’s share of TV time spent has soared from 26% to 40%

• Americans are cutting back on the number of ad-free video subscriptions while increasing the number of video services with ads

• Screen Engine/ASI: The audience profile of video streamers closely aligns with podcast and AM/FM radio listeners, not linear TV viewers

• While the profile of heavy audio consumers is a perfect match for the video streaming audience, most of the media budgets go to linear TV

• Despite massive spending on linear TV, ad recall levels for video services among heavy TV viewers are identical to those among heavy audio listeners

• A wide variety of AM/FM radio programming formats provide reach for the video streaming target audience

• Nielsen: At any spend level, AM/FM radio dramatically outreaches linear TV

• Nielsen Media Impact: AM/FM radio makes your TV better: Hulu experiences a +76% increase in reach with a 20% reallocation to AM/FM radio; Much of the reach growth occurs among younger demos and light TV viewers.

To read the full blog post, click here.

View a 17-minute video of key findings here.

To download the accompanying slide set, click here..

Industry Views

MONDAY MEMO: “Dear Santa…”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imYour topic is often plucked from the on-hour newscast, asking callers’ take on what you reckon to be top-of-mind and relevant to listeners you target.

And as I have recommended here previously, it’s always useful to give ‘em a second reason to call. Hosts I coach pose a “Bonus Question,” generally something less controversial, softer, and (if you dare) fun.

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Examples, evergreens that have lit-up the lines for hosts I coach:

• Dating co-workers” (Every workplace has one poorly-kept secret.)

• Your biggest gripe about where you work?” (“No names!”)

• What is the one thing about your spouse you would change?”

• Talking your way out of traffic tickets”

• Your least favorite song?” (An alert producer can quickly search YouTube and play a portion.)

Now – as it’s beginning to look a LOT like Christmas – many shoppers are short on ideas (and do-re-mi). So, consider asking for cool stocking stuffer suggestions. And don’t be surprised when callers answer your Bonus Question first (or don’t even weigh-in on topic du jour).

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn<

Industry News

Top News/Talk Media Stories this Past Weekend (12/7-8)

By TALKERS | by TALKERS

The Middle East took center stage this weekend (12/7-8) on the talk radio and related talk media venues of America as conversation turned to the overthrow of the regime of President Bashar al-Assad in Syria and its implications on world events going forward. That was closely followed by wider speculation growing out of the NYC shooting murder of UnitedHealthcare CEO Brian Thompson.  That was followed by discussions about pending legal moves President-elect Donald Trump might carry out as revenge measures against his political opponents such as members of the January 6 Committee.  Another new story discussed this weekend was Jay-Z being accused of sexually assaulting a 13-year-old in 2000 with fellow rapper Sean “Diddy” Combs. All in accordance of the ongoing research of TALKERS.

Industry News

Yesterday’s (12/3) Top News/Talk Media Stories

By TALKERS | by TALKERS

The major story on the minds of talk show hosts and callers yesterday (12/3) remained President Joe Biden‘s controversial pardoning of his son, Hunter Biden. Beyond that, the conversation switched back to the transition of presidential power and controversy over President-elect Donald Trump‘s department nominations and appointments focusing on the embattled nomination of Pete Hegseth to head the Pentagon. Tariffs and a looming trade war came in third followed closely by Trump’s proposed budget cuts and layoffs of Federal employees, the Israel-Hezbollah ceasefire, the Russia-Ukraine war, the migrant crisis, and health care/abortion rights, according to ongoing research from TALKERS.

 

Industry News

Yesterday’s (12/2) Top News/Talk Media Stories

By TALKERS | by TALKERS

The major story on the minds of talk show hosts and callers yesterday (12/2) was President Joe Biden‘s controversial pardoning of his son, Hunter Biden. Beyond that, the conversation switched back to the transition of presidential power and controversy over President-elect Donald Trump‘s department nominations and appointments focusing on the nomination of Kash Patel to head the FBI. Tariffs and a looming trade war came in third  followed closely by Trump’s proposed budget cuts and layoffs of Federal employees, the Israel-Hezbollah ceasefire, the Russia-Ukraine war, the migrant crisis, and health care/abortion rights, according to ongoing research from TALKERS.

Industry News

TALKERS News Notes

By TALKERS | by TALKERS

Pew Study:  Newsmax among Top U.S. News Brands.  Newsmax The ratings competition for eyeballs and eardrums between multi-platform news content providers has grown increasingly fierce as burgeoning interest in politics – especially during this remarkably heated 2024 election cycle – has driven huge audiences to information venues seeking the latest data and ideological affirmation. The correlation between MSNBC’s notable ratings declines after the “Morning Joe” visit to Mar-a-Lago illustrated the sensitivity of branding and audience expectations within this volatile arena.  So, what media outlets did Americans turn to for political news during the heated 2024 presidential election?  Pew Research did some digging to find out and Newsmax has earned bragging rights for being among the top U.S. news brands for Americans seeking political news. The Pew survey for September of 2024 asked close to 10,000 Americans: “What news source do you turn to most often for political news?”  The question was open ended — with Pew giving no possible responses as respondents gave their own answers.  The Pew Study found Newsmax ranked among the top news outlets and networks and tied with media giants X (formerly Twitter) and YouTube — as respondents’ go-to source for citizens seeking political news. Newsmax even ranked ahead of the Associated Press and local news, and was just one percentage point behind NBC, CBS, MSNBC, and The New York Times.  Major established news outlets FOX News, CNN, and ABC News led the pack. “Multiple studies continue to show Newsmax is a major news player, and we are continuing to rise,” Newsmax Inc. CEO Chris Ruddy tells TALKERS. “The credit belongs to our team here and our viewers who are tired of old media and want the quality journalism we’re providing.” The Pew study confirms a recent Reuters Institute study that found Newsmax was one of the top 12 U.S. news brands for Americans.  The Reuters study found 8% of Americans — about 25 million Americans — turn to Newsmax on cable TV for their news at least weekly.  Starting as a conservative website, Newsmax was launched as an entrepreneurial initiative in 1998 by then-independent journalist Ruddy and expanded to include a TV network in 2014 .  Today, Newsmax estimates it reaches more than 40 million Americans through its television channels, online websites, and social media. The company has raised over $100 million for its Preferred Share Offering in its pre-IPO plan and expects to close soon.

 

Bloomberg Audio Renews Multi-Year Deal With Audacy.  Product - TextRadio syndication firm, Key Networks and Bloomberg Audio, a leading provider of radio business news in the U.S., announce that Bloomberg Audio and Audacy have renewed their agreement to deliver Bloomberg Audio business and consumer news programming across the majority of Audacy’s 26 all-news and news talk stations. Audacy owns and operates many of the most influential news and news talk stations in America, including 92.3 FM and 1010 WINS in New York, News KNX-FM 97.1 and 1070 AM News Radio (KNX-AM/FM) in Los Angeles, WBBM Newsradio (WBBM-AM/WCFS-FM) in Chicago, and more. Audacy LogoBloomberg Audio has been Audacy’s primary business and consumer news provider for several years. Under the new multi-year agreement, Bloomberg Audio will continue to provide Audacy stations with access to its world-class radio news content, including live, customized reports, “Bloomberg Money Minutes,” and specialty features including: “Bloomberg Business of Sports,” “Bloomberg Business of Entertainment,” “Green Report,” “Small Business Report,” “Real Estate Report,” and more.  “We’re thrilled to extend our partnership with Bloomberg Radio, a trusted leader in business news, to continue delivering top-tier, timely financial and consumer content to our listeners,” said Jeff Sottolano, chief programming officer, Audacy. “This collaboration strengthens our commitment to providing unparalleled business news coverage across our all-news and news talk stations, ensuring our audiences have access to the insights and information they need.”

 

Rumble Will Host the Uncensored Fourth Season of “Surviving Barstool.” Surviving BarstoolRumble, the high-growth video platform and cloud services provider, announced that the much-anticipated fourth season of “Surviving Barstool” will move to Rumble, unedited and uncensored, beginning today (12/2). Rumble users and Barstool fans can subscribe to the Barstool Sports Rumble channel here and tune in to watch this season here. YouTube will only carry the censored version of “Surviving Barstool.” “Surviving Barstool” follows 24 of the biggest Barstool employees competing against each other for a $250,000 prize while trapped in the office. The final winner will be decided by the employees who were voted out along the way.

Industry News

Top News/Talk Media Stories this Past Weekend (11/30 – 12/1)

By TALKERS | by TALKERS

The bombshell news of President Joe Biden‘s pardoning of his son Hunter Biden‘s recent criminal conviction dominated all local programming for half the weekend (11/30 – 12/1) on America’s news/talk media outlets and promises to be a huge topic going into this first week in December.  Other than that, talk of tariffs, trade wars, and the ongoing transition of presidential power dominated this past weekend’s conversation, highlighted by yapping over highly controversial appointments to cabinet and department head positions in the forthcoming Trump Administration. Predictions, questions, and concerns over the coming massive migrant deportation took up lots of the conversation. There was also a lot of talk about how the new administration will impact the wars in the Middle East and Central Europe as well as abortion rights and health care according to the ongoing research of TALKERS.

Industry News

Yesterday’s (11/26) Top News/Talk Media Stories

By TALKERS | by TALKERS

TARIFFS?  President-elect Donald Trump’s promise to hit the ground running and begin imposing tariffs on goods imported from Mexico, Canada and China coupled with the harsh response from our neighbors to the north and south topped the TALKERS Yappy List in yesterday’s conversations across talk media in America.  As reported yesterday, there is still a growing fascination – to the point of gossipy entertainment – among hosts and callers regarding the complicated alpha male relationship unfolding between Trump and Elon Musk. After that, Trump’s proposed budget cuts and layoffs of Federal employees, the economy, the Israel-Hezbollah ceasefire and the Russia-Ukraine war were among the most-talked-about stories followed closely by the migrant crisis and health care/abortion rights, according to ongoing research from TALKERS.

Industry News

Yesterday’s (11/25) Top News/Talk Media Stories

By TALKERS | by TALKERS

President-elect Donald Trump’s controversial (some more than others) ongoing department head nominations topped the list again in yesterday’s conversations across talk media in America.  There is still a growing fascination – to the point of gossipy entertainment – among hosts and callers with the complicated alpha male relationship unfolding between Trump and Elon Musk. The economy and War in the Middle East and Central Europe were again among the most-talked-about stories followed closely by the migrant crisis and health care/abortion rights, according to ongoing research from TALKERS.

Industry News

Heather Roberts Joins FM News 101 KXL

By TALKERS | by TALKERS

FM NEWS 101 KXL, Portland, OR has announced (11/20) that award-winning journalist Heather Roberts is joining “Portland’s Morning News,” where she will co-anchor from 5:00 to 9:00 each morning.  Heather RobertsRoberts comes to KXL from KBND in Bend, OR, where she was the news director and morning news anchor. She also currently owns and operates the Oregon Radio News Network, where she covers regional issues for radio stations across the state. Roberts also has experience in television, where she’s done everything from being a live truck operator, to anchoring the news, to moderating debates.  “Heather is a consummate professional, who has demonstrated her news chops across Oregon,” said KXL news director Grant McHill, “When we started the process of searching for our next anchor, we made it a priority to find someone who has a relentless sense for finding the stories that matter. So, we’re fired up to welcome Heather to the team.”  Roberts commented, “I’m thrilled to be part of such an amazing news team in my hometown.”  Roberts and her husband have two children. They call North Portland home.

Industry News

TALKERS News Notes

By TALKERS | by TALKERS

Morning JoeNielsen Media Research: Morning Joe Ratings Plummet After Co-hosts Meet with Trump. Nielsen numbers indicate that the MSNBC “Morning Joe” show ratings suffered a significant drop on Tuesday (11/19) after co-hosts Joe Scarborough and Mika Brzezinski announced that they met with President-elect Donald Trump at Mar-a-Lago. “Morning Joe” delivered one of its lowest-rated programs of 2024 with just 680,000 viewers and 76,000 in the 25-54 demo on Tuesday. Tuesday was the show’s third lowest broadcast of 2024. Compared to the show’s 2024 average, Tuesday’s broadcast plummeted 38% with viewers and 37% in the 25-54 demo. And compared to Monday’s broadcast, the show was also down double digits seeing a 12% decline with both viewers and A25-54.

Harry HurleyWPG, Atlantic City Morning Legend Harry Hurley Makes Prestigious List. The InsiderNJ.com Annual New Jersey Power List 2024 has again placed longtime WPG, Atlantic City morning host Harry Hurley as one of the Garden State’s most politically influential citizens (11/20). It is always released on the Wednesday of the New Jersey League of Municipalities Conference. Hurley placed in the #48 position on this year’s list. Power lists are nothing new for Hurley who came in at #25 on the 2024 TALKERS “Heavy Hundred” list of the 100 Most Important Radio Talk Show Hosts in America. TALKERS publisher Michael Harrison says of Hurley, “If talk radio were boxing, Harry Hurley would be its ‘pound-for-pound’ champion.”

 

 

Jeff Katz and Kevin SorboHercules, Hercules! Yup that is Hollywood Legend Kevin Sorbo and WRVA, Richmond Afternoon Mainstay Jeff Katz. Actor Kevin Sorbo was in town to deliver a speech and he took the time to appear on the Jeff Katz Show. Katz presented Sorbo with a Julia Katz bracelet which is made by Emily Morrissey, a local artist with special needs, who sells her work at http://www.emilysbracelets.com  and then donates the profits to a variety of charities including The Friendship Circle of Virginia which benefits from the sale of each Julia Katz bracelet. Julia Katz is the adult daughter of Jeff Katz who has faced special needs challenges since birth and has been the inspiration for the radio star’s enormous humanitarian contributions over the years to money- and consciousness-raising in the Richmond market.

Industry News

Yesterday’s (11/20) Top News/Talk Media Stories

By TALKERS | by TALKERS

President-elect Donald Trump’s controversial (some more than others) ongoing department head nominations topped the list again in yesterday’s conversations across talk media in America. The focus has turned to the allegations of sexual misconduct being raised against nominees Matt Gaetz and Pete Hegseth. There is still a growing fascination – to the point of entertainment – among hosts and callers with the complicated relationship unfolding between Trump and Elon Musk. The economy and escalation of war in the Middle East and Central Europe were again among the most-talked-about stories followed closely by the migrant crisis and health care/abortion rights, according to ongoing research from TALKERS.