Monday Memo: Podcasting Pitfalls (and How to Avoid Them)
By Holland Cooke
Consultant
The most common mistake podcasters make is assuming the microphone alone creates an audience. Too many would-be hosts hit Record without a clear strategy for WHY they’re doing a show, WHO it’s for, and what makes it DIFFERENT from millions of other podcasts.
Here’s where radio people have an edge. They already understand what makes audio work, fundamentals instructive to pure-play podcasters:
Know your listener. The #1 podcasting error is failing to define the audience. A show that tries to appeal to “everyone” ends up resonating with no one. In radio, you wouldn’t program an AC station to please hard rock fans; the same logic applies here. Create a mental picture of your ideal listener and talk to that person… as an individual. A radio show might have thousands of listeners, but they’re listening one-at-a-time. Podcasting is even more intimate. It’s the opposite of “Hi everybody.”
Prep like it matters. Many podcasters think conversation is enough. But even the loosest-sounding successful shows are tightly structured. Radio taught you this already: segments, clocks, and story arcs keep things moving. Format your podcast.
Edit ruthlessly. The average podcast listener has thousands of options. Rambling is death. Trimming, pacing interviews, and cutting inside jokes shows respect for your listener’s time. Walking-the-walk, TALKERS publisher Michael Harrison takes a mere 44 seconds to explain in this video.
Be consistent. If your show drops sporadically, you won’t build loyalty. Listeners want reliability, whether weekly, biweekly, or monthly. Radio wouldn’t move a morning show around the schedule; don’t do it with your podcast.
Think discoverability. A podcast isn’t a “Field of Dreams” (if you build it, they will come). Great audio needs marketing: social media clips, smart SEO in show notes, cross-promotion, and ideally, visibility on your broadcast platforms.
Make it about them, not you. This is the big one. Too many podcasts are self-indulgent — hosts talking about what interests them. Successful shows flip the script: What does my audience care about, and how can I deliver it in a way only I can?
The bottom line: Radio has invested 100 years doing what podcasting is just learning — creating focused, disciplined, listener-first audio. Bring those habits with you, and you’ll click, while others are still figuring it out.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
Washington Wizards and the NHL’s Washington Capitals. “The Sports Junkies” show, which also simulcasts every weekday morning on MNMT, will now be available to watch live and on demand on 106.7 The Fan’s YouTube channel. Additionally, “BMitch and Finlay,” airing daily from 10:00 am to 2:00 pm, will now simulcast on MNMT starting November 3. Audacy Washington DC SVP and market manager Ivy Savoy-Smith says, “We are excited to extend and expand our partnership with Monumental Sports to enhance the listening and viewing experience for fans. Being the flagship station for the Wizards and Capitals solidifies our position as the top destination for D.C. sports fans. Through the expansion of our television and YouTube simulcast, we are creating more dynamic content for our audiences.”
Salem Radio Network is providing coverage of President Donald Trump’s visit to Israel as headdresses the Israeli Knesset and personally greets Israeli hostages released as part of the Israel-Hamas peace plan he negotiated. Townhall.com editor Katie Pavlich is among six American media members in the out-of-town travel pool accompanying President Trump on Air Force One. Pavlich will be filing reports as she follows Trump’s schedule.
eldest son, FNC is in the doghouse. Newsmax published an account of the interview which quotes Trump Jr. saying, “Honestly, I don’t watch it anymore because it is so ridiculous. They try so hard to be unbiased that they’re actually biased against conservatives at this point. But this shouldn’t be surprising. These are networks that banned me for two-and-a-half. I’m barely on anymore. I know my father was banned.” However, TALKERS has learned that Donald Trump Jr. appeared on FOX News Channel four times recently – on August 13 and September 3, 11, and 12. He told Salcedo 
“FOX’s approach has left conservatives silenced while Democrats and establishment figures get free rein.” The president recently complained about FNC in a post on Truth Social in which he singled out White House correspondent Peter Doocy for talking to Arizona Senator Mark Kelly about his healthcare agenda. He wrote, “Why is Fox News and Peter Doocy putting on Democrat Senator Mark Kelly to talk about, totally unabated or challenged, Healthcare?” SiriusXM’s Megyn Kelly recently complained about FOX News Channel’s coverage of Charlie Kirk’s slaying, saying, “It’s really bothering me how FOX News is talking about Charlie, like he was theirs — he wasn’t. It’s a lie. Just stop.”
October 6, it debuted a new morning program it says is designed specifically for Milwaukee commuters. Civic Media says, “‘All News All Morning’ is hosted by veteran broadcaster Dan Hanni and features a format that syncs with the average commute time in Milwaukee. Every 20 minutes, listeners will hear local news, traffic, sports, and weather, ensuring they stay informed no matter when they tune in during their drive.” WAUK regional president and general manager Chris Moreau comments, “This is a no-frills approach to delivering what people look for in the morning. News and information that they can use to start the day without wading through padding, filler, fluff, and partisan opinion. And they can hear it all within the average commute time in Milwaukee.” 
When we first covered this case, it felt like only 2024 could invent it – a disgraced congressman, George Santos, selling Cameos and a late-night host, Jimmy Kimmel, buying them under fake names to make a point about truth and ego. A year later, the Second Circuit turned that punchline into precedent. (Read story here: 
company’s WRNW-FM, Milwaukee “97.3 The Game,” and KBME-AM, Houston “SportsTalk 790” morning host Sean Salisbury. Salisbury tweeted, “It’s been a hell of a run the last 8 years [at] SportsTalk 790. I fully understand the financial decisions that corporate has to make. I appreciate the great bosses at iHeart that I got to work with and here in Houston, who have become friends too. Very grateful for good coworkers and the talent you hear daily on the SportsTalk 790 lineup. I’m so blessed to have worked with special teammates/friends on my show every morning, you know my love for you guys!” Also, a victim of this latest round of cuts is Salt Lake City market manager Joyce Wirthlin. 
successful political and cultural programs.” The new Megyn Kelly channel will also feature brand-new programming, including the debut of an exclusive daily after-show program. Additional series, shows, and specials will be announced in the coming weeks. Kelly comments, “Linear television news is dead. People can’t stand those stilted, censored conversations anymore, which is exactly why this medium is thriving. I’m thrilled to deliver our bold brand of no-BS news live on SiriusXM and to be expanding my relationship with such a stellar, blue-chip brand and great partner. Soon our listeners will have the Megyn Kelly Channel to enjoy and trust for the conversations and content they love.”
cluster that was recently acquired from Alpha Media. Handwerger, who assumes his new role on October 16, will take over for current market manager Robert Dove, who is retiring at the end of the year and will transition to an advisory role until then. Connoisseur Media CEO Jeff Warshaw states, “Portland is a major part of who we are. It’s a great market with incredible talent and strong brands. Mark’s the right person to lead this next chapter. He understands how to connect with the community and drive results, and that’s exactly what we want in a local leader.”
Center and raised more than $47,000 thanks to an anonymous donor who matched every dollar given with an additional $2, effectively tripling the impact of each contribution. AM Springfield host Sam Madonia states, “St. Martin de Porres Center is one of our favorite causes because it helps with a large need in our city. Many residents get the food they need as well as clothing and other items through the work of the center and its volunteer-only staff.”
sales effect within six months. Podcasts and AM/FM radio also performed strongly in long-term brand building with impressive brand effects beyond six months. The story notes that the Effie Awards are based on growth factors such as incremental revenue, profit, market share, new customers, loyalty, and price sensitivity. Brands that win Effie Awards drive impressive revenue, profit, and brand effects. The stronger the Effie performance, the greater the ROI and business results. The key takeaway is that “some media do well with short-term impact but have a harder time creating future demand (contesting, promotions, search, digital display). Other media are adept at brand building and creating future demand but have difficulty with short-term sales effect (creators/influencers, TV, PR, online video/CTV, and print). AM/FM radio and podcasts are unique in their ability to drive both short-term sales as well as long-term brand effects.” 
company’s four stations that includes sports talk KKSE-AM/FM. Clary most recently served with Salem Media Group as regional multimedia sales manager and takes over for Dave Fleck who left the company to start up his own company. Clary comments, “I am incredibly excited to join an organization with such a passionate fan base and an unparalleled portfolio of teams and venues. I look forward to contributing to the continued success and growth of the KSE family.”
These aren’t just bulletin boards. They’re extensions of your station, where listeners expect to be acknowledged and advertisers expect to see results.
director, I have submitted my notice. I’m grateful to Connoisseur Media, a fantastic company that, at the time, owned WFMD, and to Frank Mitchell, who hired me and trained me, for the opportunity to be part of this legendary station, and to my close friend and mentor, Bob Miller. My passion for radio is strong, and I look forward to returning to the airwaves as soon as my time at WFMD comes to an end. I love the radio industry. Who knows where this journey will take me next, but I hope it will still be in this area. You will hear me on the air again one day, because my radio career is NOT over. I still have a month here, and I am looking forward to finishing my time here. Primarily working with the fantastic team that I get to work with every day.”
With topics ranging from Mars and UFOs to flying cars and ‘civilization starter kits,’ each episode blends science, technology, and imagination with the real choices shaping our world.” For example, on this week’s program Cirilli welcomes Harvard astrophysicist Dr. Avi Loeb for a conversation about comet 3I/ATLAS, alien tech, and the future of space exploration. He also chats with Rich Cooper, vice president of strategic communication and outreach for Space Foundation, about America’s $1 trillion space economy and why investing in space isn’t just about exploration – it’s about building America’s economic future. Premiere Networks president Julie Talbott states, “We’re thrilled to welcome ‘Hello Future’ to the network. With years of experience as a journalist covering global affairs, technology and policy, Kevin has the unique ability to connect the dots between science and the future for listeners who crave bold ideas and fresh perspectives on what’s ahead.”
unapologetically conservative, culturally aware, and authentically Black voices to the forefront – voices that have been ignored for far too long. This show is about faith, family, freedom, and fearless truth-telling. I’m proud to be part of a network that values bold ideas and real conversations, and I can’t wait to shake things up.” Separately, Cumulus announces that “The Next Role with Vernon Davis” also joins the Cumulus Podcast Network. Former NFL star and Super Bowl champion turned actor and producer Vernon Davis’ podcast focuses on career transition and reinvention. Davis says, “The Next Role is more than a podcast – it’s a movement. I created this show to highlight the courage it takes to reinvent yourself, especially after a career in the spotlight. Partnering with the Cumulus Podcast Network gives me the platform to amplify these powerful stories and connect with listeners who are navigating their own transitions. I’m excited to bring these conversations to life and inspire others to embrace their next chapter.”