Monday Memo: Baseball Bonanza
By Holland Cooke
Consultant
As The Beatles sang, “It’s been a long, cold, lonely winter.” Baseball – even Spring Training while it’s still chilly in March – says “Here Comes the Sun.” That’s what baseball means… to listeners.
To local advertisers, it’s an opportunity for The Little Guy to sound big. In the words of one GM – who has made a pile of money selling baseball – “It’s ego and envy.”
Sales: It’s a thing, not a number
The sponsorship package cannot be quantified on a-cost-per-ANYTHING basis. It’s not “efficient” in agency terms, but baseball is powerful “reputation appropriation.” Translation: Advertisers can tell the world they’re big-enough for baseball.
— The rapid-response plumber, the roofing repair guy, and the lumber yard or hardware store or any independent local retailer slugging-it-out against big box competitors can be part of the Astros or the Braves or the Cardinals or the Dodgers or the Rangers or the Giants brand.
— Low-hanging fruit: Prospects who are, personally, fans. For decades, we’ve been telling reps at conservative talk stations to pitch businesses that fly big American flags. So which local retailers do you know to be baseball fanatics?
— Milk the value-added stuff affiliates get. Include some tickets in the package. Take ‘em to a game and bring ‘em up to the broadcast booth for a selfie with the radio team. Can you rent a sky box for a game and throw a client party?
— Make a list of guys-who-own-guy-stuff businesses. Home improvement and auto repair have always been opportune.
— Second and third-generation retailers might family-feud about other things. But grandfather AND father AND son can agree on this expenditure lots quicker than you can get consensus about a ROS spot package on “Kiss” or “Lite” or “Magic.”
— Baseball is a high-affinity branding opportunity. I don’t know when I will need to buy a tire…because nails lurk. But I already know where I’ll buy it, because they advertise in Red Sox games. And get this! All year long, that particular advertiser says, in all his commercials, in a thick Boston accent, “You go, Red Saux!”
— Warm list: Who’s advertising on stadium signage? That’s an ego clue. But it’s just branding. Radio can add-value to that expense by “telling your story,” and adding a call-to-action.
— Baseball = beer, so prospect DUI defense attorneys, and auto body shops. 😉
— Reps: You’re not calling from KXXX. You’re calling from Padres Radio. The team logo is in your email and sales material.
— Way-back-when: As Mickey Mantle launched one into the cheap seats, Mel Allen would proclaim it “another Ballentine Blast!” Back to the future: I’ve been at games where everyone there got a free something because the team did such-and-such. Can you invent a cool feature for local sponsorship? Every listener who says they heard ___ gets free ____ the next day.
IMPORTANT: Update copy as the season progresses. This is a franchise, not plug-N-play programming that babysits nights and weekends. Nothing says auto-pilot and disserves clients like spots and promos that crow “Baseball is back!” in July.
I was the Motor-Mouth Manager
War story: I programmed WTOP, Washington in the 1980s, long before there were Washington Nationals. We were your Orioles Baseball Station; and I was managing a union shop…but I ended up joining AFTRA because our announcers were newscasters who couldn’t say “Mid-Atlantic Milk Marketing Association” as rapidly as I, an ex-1970s Top 40 DJ.
— So – believe it or not – the company paid my initiation fee. And every time there was a change in that 65 seconds-of-copy-crammed-into the 60-second opening billboard that ticked-off all the sponsors, I got ‘em all in, and I got $10-something in my Pension & Welfare Fund. Sweet. But I digress…
— To OUR ear, that whole word salad sounds hellishly rushed. But to ADVERTISERS, it’s like having your caricature on the wall at the see-and-be-seen steak house. Every business named there is a someone, associated with everyone else there. They’re part of a local Orioles or Mariners or Mets Baseball Who’s Who. And everyone who isn’t isn’t.
— I’ve been on calls with reps closing baseball packages because “It’s worth it just for the promos!” So, include sponsor mentions in ROS promos.
— That said, sell enough in-game frequency to be heard. Two or three spots per game won’t be.
Next week: Avoiding the most common error I hear baseball stations make.
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

American Red Cross at the organization’s Leadership Awards Luncheon taking place in Washington, D.C. on Wednesday, April 26, 2023. The Harriman Award for Distinguished Volunteer Service was established in 1973 by E. Roland and Gladys Harriman and is the highest recognition for volunteer service in the American Red Cross. It was designed to promote superior performance among all volunteers and demonstration of extraordinary accomplishments.
Why? Done right, it makes you special. Because new-tech audio competitors don’t do local news, and with most broadcast radio hours now robotic.
took over broadcasting during the daypart after Bohannon died in November. Cumulus says conservative commentator Rich Valdés assumed the radio time period from broadcasting legend Jim Bohannon last year and now launches his own distinct programming. “Rich Valdés America at Night” airs each weeknight from 10:00 pm to 1:00 am ET. “The Best of Rich Valdés America at Night,” a compilation of the week’s finest moments, airs each Saturday from 9:00 pm to 1:00 am ET. The Cumulus Podcast Network introduces the new podcast “Rich Valdés America at Night,” which provides on-demand access to Valdés daily content following the live over-the-air show. Valdés’ current podcast, “This is America with Rich Valdés,” moves to the Cumulus Podcast Network and will publish each Friday. Cumulus says, “In this podcast, Valdés breaks down American politics, taking his listeners on a journey through poverty, prosperity, and politics with humor, analysis, and a dash of sofrito.”











Industry Mourns Jim Bohannon. Veteran talk radio host Jim Bohannon has died at age 78, at the Prisma Health Cottingham Hospice House in South Carolina after losing a hard fought battle with esophageal cancer. He was born January 7, 1944 in Corvallis, OR, where his father was stationed in the U.S. Army during WWII. After the war, the family moved back to their home town to Lebanon, MO, where Jim grew up and graduated from Lebanon High School in 1962. He attended Missouri State University in Springfield, MO, before joining the military. His service in the 














































































































NOW POSTED: This Weekend’s Installment of “The Michael Harrison Wrap: An Overview of the National Conversation.” The latest installment of the one-hour weekend special, “The Michael Harrison Wrap,” that looks back each week at the hottest topics discussed in American talk media per the research of TALKERS, is now posted. This new episode titled “Juries & Judgements” looks back at this past week of 10/10-10/14. The program features guests (in order of appearance): Kevin Casey, executive editor, TALKERS;
(Thursday, 10/27), a 2:00 pm webinar presentation of the findings from the fourth annual such report explores specific types of spoken-word content, various spoken word platforms, and devices used to consume spoken-word content. National Public Media vice president of sponsorship marketing Lamar Johnson and Edison Research vice president Megan Lazovick will take part in the live webinar. Among topics they will cover are: how spoken-word audio fits into this country’s overall landscape; how “Gen Z” listeners consume spoken-word audio; how daily spoken-word audio listeners consume audio; which devices and platforms are used to listen to spoken-word audio; and how podcasts continue to impact the growth of spoken-word audio. The report includes trending data from Edison Research’s “Share of Ear” study, which measures daily listening habits of Americans using a 24-hour diary.
Montgomery’s five-station cluster includes news/talk WLWI “News Radio 1440” and sports talk WMSP “Sports Radio 740.” Cumulus Media senior vice president of operations Mark Sullivan remarks, “I’m excited for Paula’s next leadership role in Montgomery, as she has been such a positive force in [our] company. I look forward to working alongside her as she continues her track record of delivering strong results.” Divello comments, “I’m grateful for the opportunity to lead Cumulus Montgomery [and look forward] to joining the team [there]. I look forward to working in collaboration with our great employees on our next chapter of growth and success, making a positive impact on our staff, listeners, and advertisers alike.” Divello joined Cumulus Media’s Shreveport (Louisiana) stations five years ago as director of sales. She previously had similar responsibilities for Townsquare Media Lufkin, Texas and was digital marketing manager and senior account executive for Raycom Media.
like that. I can’t understand [how] any human being would delight in torturing the parents of dead children. I don’t know how you live with yourself if that’s what you do every day.” The Connecticut Democrat called on top Republican and conservative leaders to publicly denounce Jones in the wake of Wednesday’s (10/12) jury verdict that the “Infowars” talk show host must pay nearly $1 billion to the families of children killed in the 2012 massacre at Sandy Hook Elementary School. From 2007 – 2013, Murphy represented the Connecticut district where Sandy Hook is located; he has a long relationship with the families of the victims. “I want the focus to be much more broadly than on Alex Jones,” Murphy commented. “I’m not going to change Alex Jones’ business model, but man, why aren’t there more Republicans out there condemning this guy? Why is he still invited to all of these conservative conferences until the political right decides that these conspiracy theorists, these Sandy Hook harassers, are going to be purged from the right? Somebody will replace Alex Jones, because there’s a market there for it. So the culpability here is on Jones, but it is also much more broadly on the Republican Party that continues to celebrate Alex Jones.” In 2015, – three years after the Sandy Hook killings – then-presidential candidate Donald Trump appeared on “Infowars” and praised Jones’ “amazing” reputation.
Sex! with Lila” premiered yesterday (10/13). The series explores intimacy of all kinds through a sex-positive talk show on timely, tender and taboo topics. According to Donnolo, “As a society, we’ve become aware – more than ever before – of just how much we need intimacy in order to thrive. Most of us were indoctrinated with sexual shame, and this shame is detrimental to all aspects of our lives. The world desperately needs sex-positivity now. That’s why I’m so incredibly delighted to have iHeartRadio in my corner. iHeartRadio has given me a global megaphone: To paraphrase my psychiatrist friend, I’m so excited for the world to get to hear these perspectives.” Donnolo will host a multitude of episode formats including editorialized segments; “on-the-street” style interviews; intimate one-on-one conversations; and “kiss-and-tell” storytelling. Her five-year “Horizontal with Lila” podcast of conversations about sex, love, and relationships, which concluded earlier this year, was entirely recorded while she was lying down.
Broadcasting Foundation. Hosted by ABC News “Nightline” co-anchor Juju Chang, LABF’s annual “Giants of Broadcasting & Electronic Arts” luncheon ceremony at New York’s Gotham Hall will be produced by the International Radio and Television Society Foundation. In addition to Pittman and Walters, this year’s “Giants of Broadcasting & Electronics Arts” honorees are: TV chef Julia Child (honored posthumously); Standard Media Group chief executive officer Deb McDermott; CBS Sports chair Sean McManus; multi-award winning actress S. Epatha Merkerson; E.W. Scripps president/chief executive officer Adam Symson; ; recently-retired NBC News justice correspondent Pete Williams; and CNN anchor/Washington Post columnist Fareed Zakaria. The LABF event honors creators, innovators, performers and journalists who have left an indelible mark on the field of electronic arts. Proceeds from the luncheon support the work of LABF, which includes the Library of American Broadcasting, housed at the University of Maryland.
Wyoming PBS Foundation president Rubydee Calvert is elected vice chair. Ross comments, “It’s an honor and a privilege to work with my fellow board members; CPB’s leadership and staff; and our public media colleagues in support of our mission to serve the American people in communities across the country. As a result of our combined efforts, Americans of all backgrounds support the content and services of public media.” Ross has been CPB’s vice chair since 2020 and has been on the board since 2018. Four-year board member Calvert adds, “I second Laura’s statement of commitment to the outstanding work of CPB and its support of the mission of public media. I want to thank my fellow board members and the superb CPB staff for their dedicated service to public media.”
FOX News Media Seeks Freelance Radio Anchor. This onsite position in either Los Angeles, Chicago or New York is a freelance radio anchor for the FOX News Audio family as on-air talent for FOX News Radio Network/FOX News Headlines 24/7 Sirius XM Channel 115. In this position, you will work under tight deadlines and deliver top-notch newscasts. You have a passion for breaking news and the flexibility to work on a day’s notice. Learn more about this position
WABC-AM & WLIR-FM “77 Talk Radio” began at 6:00 this morning (Wednesday, 10/12). The 65-year-old McGuirk passed away last Wednesday (10/5) from prostate cancer. For the past four and a half years, he and Sid Rosenberg co-hosted “Bernie & Sid in the Morning.” According to Red Apple Media owner John Catsimatidis, who purchased WABC two years ago, “We are airing this all-day tribute to honor our friend and colleague, who loved New York, radio, and his listeners. We’ll have the opportunity to bid farewell to a wonderful man who reached WABC radio listeners around the world every morning
with his unique take on the news.” Red Apple Media/WABC radio president Chad Lopez notes, “Bernie’s observations and analysis of world and local news and politics were not only insightful – they were authentic. His brilliant mind, combined with that New York attitude, [gave] listeners what they wanted – the truth; we will miss him.” News anchor/air personality Charles McCord worked with McGuirk during their years together on “(Don) Imus in the Morning” and will appear this morning in the 9:00 hour. Among others scheduled to be part of the tribute are: New York City mayor Eric Adams; comedian/longtime “Imus” cast member Rob Bartlett; sports talk host Christopher “Mad Dog” Russo; former “Imus In The Morning” sports personality Warner Wolf; NBA play-by-play announcer Mike Breen; actor/author Chazz Palminteri; Fox News meteorologist Janice Dean; and WABC host Bill O’Reilly. McGuirk joined WABC in 2007 as “Imus in the Morning” producer/on-air contributor. He’d previously been with Imus at New York’s WNBC and WFAN. In 2016, WABC teamed McGuirk and Rosenberg in mid-days (10:00 am – 12:00 noon), before boosting them to morning drive. Rosenberg reflected on McGuirk with TALKERS founder Michael Harrison. Listen to their conversation by clicking
Round Four of August PPMs Released. The fourth round of ratings data from Nielsen Audio’s September 2022 PPM survey has been released for Austin; Raleigh; Indianapolis; Milwaukee; Nashville; Providence; Norfolk; Jacksonville; West Palm Beach; Greensboro; Memphis; and Hartford. Nielsen Audio’s September 2022 sweep covered August 18 – September 14. TALKERS magazine managing editor Mike Kinosian presents his “Ratings Takeaways” from this group of markets. Three news/talk outlets are included in West Palm Beach’s top twenty (6+). A four-tenths improvement from August 2022 by iHeartMedia’s WZZR (1.8 – 2.2, 6+) coupled with co-owned WJNO’s half-share dip (1.8 – 1.3, 6+) results in “92.1 Real Radio” (ninth to eighth) overtaking “News Radio 1290” (#9 to #11). Also in that Florida market’s mix is Hubbard Broadcasting-owned WFTL “News Talk 850,” which drops two-tenths (1.1 – .9, #13 to #14, 6+). Although they only yield a combined 5.0 (6+), four Hartford news/talk stations crack the top twenty. Leading that group is Audacy’s WTIC-AM, although “News Talk 1080” logs a full-share deficit from August (4.6 – 3.6, 6+), slipping from eighth to ninth; its internet stream is unchanged in share and market rank (.2 and #20, respectively). Meanwhile, Red Wolf Broadcasting-owned WDRC-AM “The Talk of Connecticut” picks up two-tenths (.8 – 1.0, #15 to #14, 6+) and iHeartMedia’s WPOP “News Radio 1410 AM & 100.9 FM,” which had been unlisted since April, resurfaces with a .2, (#20, 6+). See Mike Kinosian’s complete “Ratings Takeaways” from this group of markets (as well as the first three groups)
comments, “As we reach more audiences, we need to rethink the way we program across multiple platforms. Jeff brings an entrepreneurial spirit and innovative mindset – these are critical skills that will be a huge asset.” Co-founder of Okanjo and Zap2it, Rowe has worked at AOL; Journal Communications; Tribune Media; NBC; and VH1. … Three-year KDWN “The Talk of Las Vegas” program director Steve Hoffman exits the Beasley Media Group news/talk station. … College Station, Texas news/talk WTAW celebrated its 100th anniversary last Friday (10/7). The Bryan Broadcasting-owned outlet began as
experimental station 5XB in 1914 and was officially licensed as WTAW by the Commerce Department in 1922. Vice president/general manager Ben Downs comments, “When we followed the [Rush] Limbaugh wave into talk in 1989, it was a great day for the station. We still control the 25+ demos, which isn’t bad for a 100-year-old station – even though we don’t look a day over 70.” … Attorney/Corporation For Public Broadcasting board chair Bruce Ramer will be honored tonight (Wednesday, 10/12) with CPB’s “Lifetime Achievement Award.” CPB president/chief executive officer Patricia Harrison notes, “Bruce Ramer’s award is in recognition of his extraordinary leadership and guidance given to CPB over the nearly 14 years of his service. He led CPB’s support for innovation, interconnection, infrastructure, and access to content over many platforms. [Bruce] was committed to strengthening local, national, and international public media journalism and editorial integrity. On a meaningful level, he always advanced diversity and inclusion personally and professionally.” CPB vice chair Laura Gore Ross adds, “Bruce’s leadership has strengthened CPB and public media when we needed it most. On his watch, CPB was able to distribute $75 million in American Rescue Plan Act funding and $175 million in CARES Act stabilization funding to public media stations. He has provided wise counsel through thick and thin that’s been felt by all.”