Monday Memo: Does Your Station Sound “On-Vacation?”
By Holland Cooke
Consultant
By 2009, I had been making my living consulting and coaching talk hosts for 14 years, but I myself had not yet hosted a talk show. Like Rush Limbaugh before he went-talk, I had lots of on-air time under my belt as a music DJ. And that same skill set contributes to talk radio success: “Play the hits” (topics) and convert Cume to AQH (technique).
This month and next, when so many take vacation time, guest-hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:
My hosting debut was “The Jim Bohannon Show.” And Jimbo told me I was only the third person to ever guest-host, after Joan Rivers and Chris Matthews jump-started their broadcast careers there. But, to these listeners, who-the-heck was I? Lacking the back-story of an A-list comedian or former presidential speechwriter, I simply told the truth, saying, “I’m Jim’s pal, Holland Cooke” as I quickly invited callers into the hour’s topic or teed up the guest. I had promised myself I would avoid “The Sitting-In For Rush Syndrome:” unscripted monologue about myself and blah-blah-blah until the first break. TALKERS publisher Michael Harrison – himself a well-traveled guest host – recommends nonchalance and warns against, “It’s such an honor to be here!”
So, if you’re filling-in, that’s Tip #1: Cut to the chase. Don’t devalue the show by committing lots of time explaining that the familiar host is away and who you are. Tee-up what the show is about this hour… why it matters to those listening… how they will benefit from not wandering-off when they hear a stranger… and how to join-in.
Demonstrating this technique when “FOX Across America” host Jimmy Failla is off: my long-suffering client Paul Gleiser. His day job is owning KTBB, Tyler-Longview, Texas; and his side hustle is guest-hosting Jimmy’s show, which he’s done a half-dozen times this month. Understanding Tip #2: You’re a guest in someone’s home, Paul asked Jimmy for advice. Always in-character, Failla quipped “Drive it like you stole it!” So Gleiser is all about call count, teeing-up TWO tempting propositions, one topical, the other a softer “Bonus Question.” As I write this, he’s asking, “Which Democrat do we [Republicans] want to run-against in 2024?” and – as new employment numbers are announced – “The WORST job you ever had?” Callers are telling stories.
That’s Tip #3: Invite callers. Admittedly, my debut was a snap, with Jimbo’s show on 500-plus stations. But later, when then-PD Bill White had me do three nights on WBT, Charlotte, he texted me after my first hour to say that I had taken more calls that hour than other hosts get-around-to in a week. In a recession, I asked if callers were “Seeing ‘green shoots’ of recovery?” and “The best car you ever owned?” They all told stories about both. “DON’T beg for callers,” Harrison says. And bring more than just your voice, i.e., guests and sound bites from news feeds. Gleiser: “Prep like the phone is broken.”
Tip #4: Invite participation multiple ways. Many listeners would rather text than call. Do so and you’ll sound accessible and at-the-speed-of-life. And follow @smerconish to see how (effectively) he polls listeners via social media.
Tip #5: “Know what the show was about yesterday,” Gleiser urges, because political topics tend to change little day-to-day. Avoid this trap: The guest host’s outspoken narrative is a point that’s already been talked-to-death BUT this is HIS shot on a big show, so this is HIS turn to me-too the unison. Better approach: Come up with a new wrinkle; like Paul’s aforementioned “Who [Democrat] do we [Republicans] have the best chance of beating in 2024?”
Tip #6: Empower callers, by asking their FEELINGS, rather than asking for facts or their expertise. They’re not experts. Instead, use The Magic Words (“you” and “your”): “Should you be fined for installing or replacing your gas stove?” Or empower them with access to a guest they can Q+A about matters that matter to their lives. When the fill-in host is “a somebody” – the mayor or an athlete or an expert – the host him/herself is an opportune topic. As we say when inviting calls to hosts who broker weekend airtime: “The lawyer is in, the meter is off.”
Tip #7: Establish a relationship with the producer “BEFORE the show” Gleiser advises: “Don’t just show up.” Ascertain who-does-what. In some cases, the producer will have booked guests and may suggest or assign call-in topics. Or – in Jimmy Failla speak – you’re driving, if the producer is simply call-screening and running-the-board (which you should NOT attempt if you’re not an experienced broadcaster or if you are unfamiliar with this particular station’s set-up).
Tip #8: Keep re-setting – succinctly, “matter-of-factly” as Michael Harrison puts it — introducing yourself and your guest-or-topic — when you’re going-into and coming-out-of breaks, and at the beginning of each hour. Why: Listeners are constantly tuning-in.
Tip #9: Always and only announce the call-in number immediately after you tell them WHY to call. Most common mistake I hear, even from experienced hosts: They give-out the phone number at the very beginning of the show or hour or segment, then (eventually) they tell you why to call, possibly minutes later (an eternity in live radio). So, they’re haunted by those dreaded “regulars” who already have the number memorized. Make announcing the number the punch line, whether you’re asking opinions on topic du jour or offering access to a guest they’ll want to interact with. ‘Seems like a little thing, but this can make a big difference in how popular you make the station sound.
Tip #10: “Be a convenience to the station,” not high maintenance. Harrison: “If you’re a diva they won’t ask you back.”
Tip #11: Afterward, give it a listen. If you do this for a living, wait a week, so you hear your work with fresh ears. Not a broadcaster? Was there a segment worth sharing on your blog or via social media? Did you or a guest explain something real useful? On Twitter, link to an audio clip of “Pet Pro Dr. Donna Johnson’s tips for helping your critters keep their cool during a long, hot summer,” so you’re useful to those who weren’t listening live. For LOTS of clicks and shares, include pictures of cuddly kittens and puppies.
Tip #12: If you are a career broadcaster, “always be available (and prepared) on short notice,” Michael Harrison recommends. 😉
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “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;“and Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke
The second of four rounds of ratings data from Nielsen Audio’s June 2023 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. Nielsen’s June 2023 sweep covered May 25 – June 21. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways for this group of markets. In Boston, iHeartMedia’s news/talk WRKO sheds three-tenths for a 4.1 share (weekly, 6+ AQH share) that drops it to the #10 rank, while sister all-news WBZ-AM rises three-tenths to finish with a 4.8 share good for the #7 rank. In Phoenix, iHeartMedia’s news/talk dips four-tenths to a 2.4 share and falls to the #17 rank, while Bonneville’s crosstown news/talk KTAR-FM loses two-tenths to also finish with a 2.4 share that leaves the two stations tied for the #17 rank. 
night. But they’re all pretty much just talking to their friends. Ours might be the first ‘professional’ talk show that will take spontaneous video phone calls and only video phone calls from the public.” Peters goes on to say, “When I started this project, I decided I was going to go wherever the prevailing technology took me. Although I’ve hosted several television talk shows in the past, I’m a radio guy at heart. So, we started with a live audio show… but it’s currently way easier to do live video than live audio. So, then it became a radio show with a video feed, and standard phone call-in. But when I realized that we could take video phone calls, I said screw it, let’s get real: it’s a TV show – with the public joining in, on the screen.” Peters’ new program will debut on Rumble, YouTube, Twitter, Facebook, Twitch, OnlyFans, Odysee, Telegram & Trovo, and audio-only on Podbean Live.
June 2023 PPM Data – Information for the June 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
Former President Trump Effectively Working Talk Radio. Syndicated Newsmax Radio star Rob Carson conducted an exclusive interview with former President Donald Trump yesterday morning (6/13) for his popular midday radio show (12:00 noon – 3:00 pm EDT). Newsmax played it at 12:00 noon and then repeated it during the 2:00 pm hour to the delight of the show’s national roster of affiliates. According to a Newsmax spokesperson, “President Trump called Rob this morning and we were supposed to have 15 minutes. After 20 minutes, the former President’s people started asking us to wrap up but Trump said to ignore them, stating that he wanted to spend more time with Rob, and that he is a fan of Rob’s TV and radio shows. The two ended up speaking for a half hour.” The interview covered topics including the White House cocaine controversy, Trump’s criticism of the Dept. of Justice, the 2024 campaign, the border, human trafficking, the economy and even Elvis Presley. The full interview can be heard by clicking here: 
Lynn Montemayor Promoted to Director of Sales at Beasley Media Group Detroit. The Beasley Media Group announces sales pro Lynn Montemayor has been promoted to director of sales at the company’s Detroit-based radio properties. Montemayor most recently served as the GSM of 101 WRIF-FM, 94.7 WCSX-FM, 105.1 The BOUNCE, 105.9 KISS-FM, Detroit PRAISE Network, and Motor City Sports Talk The ROAR. Beasley Media Group Detroit VP/market manager Patti Taylor tells TALKERS, “Lynn is one of the most passionate and adept leaders I have ever worked with. She is thoughtful and fair, a creative teammate and a tenacious partner. I feel lucky and grateful to be working alongside Lynn in this next chapter of the Beasley Detroit cluster.” Montemayor is stepping up to fill the shoes of Taylor who was also recently promoted to her current position.
When golf’s original championship is contested next week at Hoylake’s Royal Liverpool (England), SiriusXM will offer 45 hours of live coverage on its “Open Radio” channel (92). SiriusXM president/chief content officer Scott Greenstein comments, “We’re very excited to deliver our listeners another extensive week of programming for the historic Open Championship. Our coverage will feature live shot-by-shot commentary from voices who are excellent at capturing and conveying the character and excitement of Open Championship golf, as well as daily programming that will deliver all the latest news from the event and interviews with the competitors in the field.” Championship broadcasts will 
In celebration of Chicago Cubs play-by-play announcer Pat Hughes’ induction next week into the Baseball Hall of Fame, the team’s flagship – Audacy sports talk WSCR “670 The Score” – will air a series of special programming. WSCR vice president and brand manager Mitch Rosen opines that, “Pat’s induction into baseball’s Hall of Fame is a testament to his exceptional broadcasting career and unwavering dedication to the Cubs and ‘670 The Score.’ For 28 seasons, Pat’s voice has captured the essence of Cubs baseball. We’re delighted to recount the franchise’s cornerstone moments sound-tracked by his unforgettable calls and honor a fixture in Chicago sports.” Next Friday (7/21), WSCR will air “Pat’s Call to the Hall,” a three-hour (6:00 pm – 9:00 pm) audio retrospective of Hughes’ career. Hosted by Hughes’ radio booth partners Ron Coomer and Zach Zaidman, the special will feature interviews with – among others – former Cubs manager Joe Maddon; current Cubs skipper David Ross; sports broadcaster Bob Costas; and musician/songwriter Eddie Vedder. Next Saturday (7/22) following its broadcast of the Cubs game, the station will air Hughes’ induction speech from Cooperstown (New York) and will rebroadcast “Pat’s Call to the Hall.” In addition, WSCR is airing vignettes saluting Hughes’ career. The Baseball Hall of Fame named Hughes this year’s winner of the Ford Frick Award, which recognizes excellence in broadcasting. A nine-time Illinois Sportscaster of the Year, Hughes won the award three times in Wisconsin as the voice of the Milwaukee Brewers.
Judge Andrew Napolitano, his Ampere Parkway Productions, Lapcom Communications, and Crossover Media Group enter into a partnership to expand sales/marketing of Napolitano’s “Judging Freedom” podcast. Crossover Media Group managing partner Sue Freund tells TALKERS, “The addition of the ‘Judging Freedom’ podcast to our portfolio is an honor. This partnership signifies our commitment to bringing diverse voices to the forefront. CMG has seen the positive results the judge delivers for advertisers which has further reinforced our enthusiasm for being involved with – and taking – this podcast to the marketing community.” Lapcom Communications president Steve Lapa – who writes a weekly (Monday) column for TALKERS – comments, “The ‘Judging Freedom’ brand resonates with over five million fans each month. We look forward to the expertise of the Crossover Media Group team as they take ‘Judging Freedom’ to the next level.” Napolitano adds, “We are thrilled to embark on this exciting marketing partnership with everyone at CMG. Their expertise and dedication fit perfectly with our vision for the ‘Judging Freedom’ podcast.” Napolitano’s storylines have included legal, government, and national security issues. The partnership begins with Napolitano’s 30-minute interview of Democratic presidential candidate Robert F. Kennedy, Jr.
In order to measure interest in podcast content pre-launch, Coleman Insights is having 1,000 United States and Canadian podcast listeners (in the 18 – 64 demo) rate podcast show titles and elevator pitches on a one to five scale. Regarding this “Pod Predictor” concept, Coleman Insights vice president/consultant Jay Nachlis comments, “So much money and time is invested in the launch of new podcasts without any intel as to how that content will be received. With ‘Pod Predictor,’ podcasters can determine how appealing their concept is at an affordable price point, allowing them to refine their marketing message before launching it to the public.” Possessing the ability to test one or multiple concepts, “Pod Predictor” is available to individual publishers and networks. Results will be delivered with total results, as well as breakdowns by age, gender, ethnicity, geography, and category interest.
hosts. The ideal candidate will be able to execute either two- or four-hour air-shifts on WICC, along with booking guests, creating compelling local content, fielding listener phone calls, and pivoting subject matter as the news cycle dictates. This position will have different hours based on need. 
Having thus far spent his entire broadcasting career north of the border, native Canadian L. Adam Fox relocates to Detroit to program Wayne State University public radio news/talk WDET. He will report to WDET general manager Mary Zatina who states, “Adam’s experience and skills in programming 
are exceptional. He also brings a leadership style that will enhance both staff and listener experiences. WDET is on a fast-track to excellence in all areas; Adam will be steering our sound in a way that fully maximizes the community service we deliver.” Fox comments, “I’m thrilled to be joining the team to support the critical mission of WDET. This station has always been a beacon for me, reflecting the stories and culture of my favorite city in the world, and bringing the news of the world with a Detroit perspective.” For the past ten years, Fox has been program director for Calgary-based National Music Center. Prior to that, he programmed Toronto’s CHRY; was content director for CKUA Radio Network, Alberta; and was station manager of Windsor’s CJAM-FM. After registering a 1.0 in February and March, WDET has repeated a .9 in April and May (#22, 6+, Nielsen Audio).
WBEN/Buffalo Adds the Armstrong & Getty Show. The Armstrong & Getty Show has added yet another major market – WBEN, Buffalo. The Audacy-owned outlet is one of the most respected news/talk radio stations in the country having won numerous state, regional, and national awards for its news reporting. It is also one of the country’s heritage stations, tracing its beginning to 1922. WBEN operations director/Audacy news talk format VP Tim Wenger tells TALKERS, “We’re thrilled to have Armstrong & Getty as part of the evening lineup at WBEN. Their entertaining approach to current events and politics is a refreshing way to cap off the daylong programming on the station.” In a joint statement, Jack Armstrong and Joe Getty (pictured above left) say, “We’re excited to join the list of great radio voices that have been part of Buffalo and WBEN. Now, more than ever, it’s important that folks get a perspective from outside the mainstream media. We’re here to be that honest voice.” For more information about The Armstrong & Getty Show, contact Eric Weiss at The Weiss Agency: 
Las Vegas Abuzz Over Raiders and Jimmy Garoppolo. Nationally syndicated, Las Vegas-based TALKERS Heavy Hundred host Dr. Daliah Wachs of the Genesis Communications Network met and received a jersey signed by the new Las Vegas Raider‘s quarterback Jimmy Garoppolo. The two are pictured (right) at an NFL “Salute To Service” event at Nellis Air Force Base. Wachs tells TALKERS, “The region is hopeful that Garoppolo will add that winning spark to the team if only he stays healthy.”
Former Spotify director of global podcast sales David Cohn joins Cumulus Media’s Westwood One as senior vice president of sales & digital partnerships. Cohn will oversee digital sales for Westwood One nationwide, focusing on growing brand partnerships across podcasting. In addition, he will have responsibility for the New York and Atlanta sales teams. Based in New York, Cohn will report to Westwood One president of sales Brandon Berman, who comments, “David is an accomplished sales leader with an exceptional command of the digital landscape. With his proven client-focused, multi-platform sales success, he is positioned to make an immediate impact on our business.” Cohn adds, “I’m super excited to join Westwood One. The opportunity to expand our digital footprint with the company’s amazing podcast and streaming assets was a natural draw for me. I’m excited to dig into the integrated advertising opportunities available in the red-hot audio space.” Prior to Spotify, Cohn held positions with Megaphone, Warner Media, Ziff Davis, and the WWE.
Simulcasting on 98.7 HD-2, iHeartMedia Washington, DC launches “Freedom 104.7 – DC’s Real News. Real Talk.” Senior vice president of programming Jeff Kapugi states, “We are excited to welcome a number of best-in-class personalities to ‘Freedom 104.7.’ We are confident [the station] will quickly become a favorite destination for DMV talk radio listeners.” Premiere Networks executive vice president of affiliate sales Peter Tripi adds, “We’re thrilled to have our industry-leading talk lineup join ‘Freedom 104.7 & 98.7 HD-2.’ These stellar talents will provide entertaining, unique and insightful views on the latest news, politics and events that Washington, DC listeners are looking for.” The station’s weekday lineup includes: “America’s First News” (6:00 am – 9:00 am); Glenn Beck (9:00 am – 12:00 noon); Clay Travis & Buck Sexton (12:00 noon – 3:00 pm); Sean Hannity (3:00 pm – 6:00 pm); Jesse Kelly (6:00 pm – 9:00 pm); “Our American Stories” (9:00 pm – 12:00 midnight); “Coast to Coast Early Edition” (12:00 midnight – 1:00 am); and “Coast to Coast AM with George Noory” (1:00 am – 6:00 am). Approximately six months ago (1/5), WWDC-HD2 and 104.7 translator station W284CQ became “iHeart Sports DC”; it was not listed in Nielsen Audio’s May 2023 sweep. Among persons 6+ in that ratings period, American University public radio news/talk WAMU ranks first (11.4); Hubbard all-news WTOP & WTLP “Washington’s Top News” is second (8.0); Cumulus Media news/talk WMAL “105.9 FM – Where Washington Comes To Talk” finishes seventh (4.7); and Audacy business news WDCH “Bloomberg 99.1 FM” ranks #22 (.5).
Accusing social media giant Meta of pilfering former Twitter employees to create a “copycat” application, Twitter is threatening legal action against Meta over “Threads,” Meta’s text-based “Twitter killer” platform. In a letter addressed to Meta chief executive officer Mark Zuckerberg, Twitter lawyer Alex Spiro argues that Meta used Twitter’s trade secrets and intellectual property to build Threads. Flatly dismissing Spiro’s letter, Meta spokesperson Andy Stone states on Threads, “No one on the Threads engineering team is a former Twitter employee – that’s just not a thing.” Heretofore silent on the launch of Threads, Twitter executive chair/chief technical officer Elon Musk late last week backed Spiro’s claims stating, “Competition is fine – cheating is not.” In addition, Twitter chief executive officer Linda Yaccarino tweeted that Twitter is “often imitated – but the Twitter community can never be duplicated.” According to Zuckerberg, Threads drew more than 30 million sign-ups within 48 hours of last Wednesday night’s (7/5) launch; that number has reportedly now more than tripled, exceeding the 100-million mark.
Afternoon News” program as co-host alongside John Mercure. WTMJ interim market manager Emily Dillinger states, “I am looking forward to fun and lively conversation about the news of the day, what it means and why it matters on ‘WTMJ NOW.’ Both Sandy and Steve are genuinely curious people who also have an infectious energy and the ability to relate to a variety of people, and I’m sure that will resonate with fans across Wisconsin.” Another tweak to the lineup it that “Wisconsin’s Morning News with Vince Vitrano and Erik Bilstad” will now air from 6:00 am to 9:00 am with a local news report at 5:00 am.