Industry News

Tom Sullivan Announces Semi-Retirement from Daily Radio Show

Nationally syndicated talk radio host Tom Sullivan announces that he is going to semi-retire from the business and his daily talk radio program distributed by Talk Media Network will end on May 30. Sullivanimg says, “I am going to hang up the microphone… not completely… this show will come to a screeching halt on May 30. After that going to dabble in world of podcasting… I feel fine, feel healthy, and want to go out on top. I’ve been doing radio for 45 years… how grateful I am for each and every one of you. It’s time to move down the road and take the microphone from radio to podcast.” Sullivan – a successful financial services advisor – began his radio career in 1980 on KFBK, Sacramento doing daily business news reports. He expanded to hosting a general topic talk show first as a fill-host before getting his own program. He would often fill in for Rush Limbaugh on his syndication show and Sullivan later became one of the original hosts on FOX Business Network.

Industry News

“Seattle Sports” Debuts “The Cal Raleigh Show”

Bonneville’s sports talk KIRO-AM “Seattle Sports” announces “The Cal Raleigh Show,” starring the Seattleimg Mariners catcher that will air Thursdays at 5:00 pm throughout the 2025 season.  On the program, Raleigh sits down with Mariners insider Shannon Drayer for “engaging and in-depth conversations on “Wyman & Bob.” “Seattle Sports” program director Kyle Brown says, “We’re thrilled to provide our fans with more access to Mariners players and the stories behind the scenes. Cal’s insights into his leadership, his role on the team, and the Mariners’ season will offer fans an even closer connection to the team in 2025.”

Industry News

Woodward Closes on Springfield, Illinois Stations

Woodward Communications, Inc closes on its purchase of four radio stations in the Springfield, Illinois market that it acquired from Mid-West Family for $990,000. Those stations are news/talk WMAY-FM, AC WNNS-FM, rock WQLZ-FM and classic hits WMAY-AM, plus FM translators W273DR and W234CC. Thisimg comes after Woodward closed on the $4.3 million acquisition of four stations in the market from Neuhoff Media last fall. From that deal, the company spun WCVS-FM to Educational Media Foundation. Woodward’s Springfield market manager Kevin O’Dea says, “All of us at Woodward Community Media look forward to the addition of the Mid-West Family stations to our lineup here in Springfield. These four stations along with our current lineup including Channell450.com and our Digital Services will allow us to enhance our local commitment to our listeners, advertising partners and the Springfield and Central Illinois Community.

Industry News

BIA Advisory: Local Radio Revenue to Hit $12.3 Billion

BIA Advisory adjusts its projected U.S. local radio ad revenue for 2025 and concludes it will reach $12.3 billion (for both over-the-air and digital radio). Radio Advertising Bureau says it worked in partnership with BIA to conduct “a comprehensive analysis of the evolving radio landscape to help broadcasters navigate the economic environment of 2025.” Local radio ranks as the fifth-largest advertising medium within theimg $171 billion local advertising marketplace. The study reveals that “key categories are driving investments in radio advertising: investment & retirement, quick service restaurants, supermarkets, commercial banking and hospitals.  BIA VP of insights and analysis Celine Matthiessen adds, “Notably, hospitals are projected to be one of the top spenders in local radio advertising in 2025, according to our advertising forecast. As they allocate parts of their media budgets to Radio Over-the-Air (OTA), imgRadio Digital and other platforms like Connected TV (CTV), it’s evident that local radio continues to be a trusted and culturally relevant medium, especially in rural and remote communities.” RAB president and CEO Mike Hulvey comments, “Our continued partnership with BIA allows RAB membership insights into opportunity across local advertising categories. Broadcast radio and its digital assets can deliver the services that local businesses want and need to increase their sales revenue. Local businesses across sectors are dependent upon marketing professionals to help guide their growth. Understanding challenges of advertising categories and potential opportunities that exist is the value that this information brings to RAB members and to their prospective advertisers.” RAB and BIA will host, “Radio Ad Forecast 2025: BIA’s Latest Projections,” at 1:00 pm ET on April 16, for RAB members.

Industry News

House Democrats Announce Brendan Carr Investigation

Democrats on the House Energy and Commerce Committee announce they are launching an investigation into Federal Communications Commission Chairman Brendan Carr’s “attacks on the First Amendment and his weaponization of the independent agency.” In a press statement, Committee Democrats accuseimg Carr of “illegally targeting broadcast networks and media companies perceived to be unfavorably covering the Trump Administration – wasting critical agency resources on bogus investigations in the process.” The lawmakers are also questioning Carr’s “commitment to his agency’s independence, given his frequent trips with the president to Mar-a-Lago and his targeting of entities that the president has criticized or sued in his personal capacity.”  Committee Ranking Members says that “under Carr’s leadership, the FCC has harassed CBS for routine editing practices, reinstated lawfully denied complaints against ABC and NBC, launched a bogus investigation into KCBS-AM in San Jose simply for reporting publicly available information, and directed the FCC’s Enforcement Bureau to launch investigations into NPR and PBS based on false allegations.” The Committee is requesting documents and communications “related to its investigations of media entities,” “all communications between Carr and current White House officials and between Carr and other Trump Administration officials that relate to investigations,” as well as Carr’s travel records.

Industry News

U.S. Reps Want FCC to Update Ownership Regulations

A bipartisan group of 73 U.S. House members is appealing to Federal Communications Commission Chairman Brendan Carr to “modernize outdated ownership rules that hinder broadcasters nationwide.” The letter says, in part, “While the FCC has made incremental adjustments over the decades, theimg fundamental ownership restrictions have remained largely unchanged since the 1990s, imposing undue constraints on broadcasters’ ability to innovate and invest in local content. These regulations are a relic of an era when broadcasters were the only electronic media. Today, any one of the largest Big Tech platforms dwarfs the entire broadcast industry – yet they are held to no similar limitations on their reach. This imbalance places broadcasters at a severe disadvantage in competing for advertising dollars and audience engagement… We urge the FCC to act swiftly in eliminating antiquated ownership restrictions and to embrace a broadcast regulatory framework that reflects the realities of today’s dynamic media ecosystem.” Read the full letter here.

Industry News

Hubbard Officially Launches Gamut Podcast Network

Hubbard Radio announces the official launch of the Gamut Podcast Network, what it calls “a dedicated podcast division that represents a bold and strategic expansion into the ever-evolving world of on-demand media. Gamut now stands as the third foundational pillar of Hubbard’s media strategy – alongside its legacy terrestrial radio operations and its digital marketing arm, 2060 Digital.” The company notes thatimg many of the shows within the Gamut Podcast Network have already been established across Hubbard’s markets, but this marks a transformation: from podcasts as supplemental to radio, to podcasts as a focused, scalable business in their own right. Hubbard CEO Ginny Hubbard states, “The launch of Gamut is more than a rebrand; it’s a pivotal evolution for our company. By establishing Gamut as a core component of our business, we are embracing the future of media and ensuring Hubbard’s relevance for the next century.” John Goforth joined Hubbard in August and is serving as vice president and general manager of Gamut Podcast Network. He says, “Gamut is designed to reflect both where the industry is and where it’s going. Yes, we’re building a national powerhouse – but we’re just as focused on lifting up unique voices and staying true to the communities we serve. It’s about reach and relevance. That balance is what makes Hubbard special, and it will make Gamut special too.”

Industry News

Hillsdale College Students Honored with Students Awards from MAB

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Hillsdale College students took first place in six categories in the Michigan Student Broadcast Awards from the Michigan Association of Broadcasters, and WRFH, Hillsdale “Radio Free Hillsdale 101.7 FM” was named College Audio Station of the Year. WRFH general manager Scot Bertram says, “It is exciting to see our students’ work recognized once again. They consistently produce excellent content, and these awards are a testament to their skill and creativity.” WRFH was named College Audio Station of the Year for the third consecutive year and fourth time since 2019. Above is a group of Hillsdale students celebrating their honors. See the complete list of student winners here.

Industry News

Gate City Withdraws Saga Board Nominees; Critical of Company’s Direction

In a filing with the Securities and Exchange Commission, Gate City Capital Management LLC revealed it is withdrawing its nominees to the board of Saga Communications as Saga requested. Founder and portfolio manager Michael Melby states, “The continued pursuit of our Nominees would not be in the best interest of Gate City or the Company’s shareholders at this time. Gate City appreciated the opportunity toimg communicate directly with the Company’s management and directors regarding our views and concerns.” Gate City owns an almost 14% stake in Saga. Melby expresses Gate City’s concerns about Saga, saying, “Gate City’s decision to nominate directors was based on our belief that Saga was determined to pursue its Digital Transformation regardless of the negative impact the transformation could have on Saga’s profitability, cash flow, and share price. Our determination was made following careful analysis and nearly nine months of conversations with the Company’s senior leadership and Board. We repeatedly expressed our concerns imgthat Saga lacked the expertise, and the competitive advantages required to succeed in the low-margin and highly competitive digital advertising space. The pursuit of the Digital Transformation would also divert time, attention, and resources away from the Saga’s core broadcast business, where Saga has competitive advantages and earns high incremental margins. Saga also failed to provide investors with any meaningful financial targets or metrics associated with the Digital Transformation including expectations for incremental revenues, costs, margins, and return on investment. Our recommendation that Saga partner with a digitally-savvy company with the capability and experience to execute Saga’s digital strategy without the added costs and risks associated with the transformation was also dismissed.” Melby’s criticism of Saga Communications’ business strategy continues, “In 2024, the Company’s station operating income fell 23.1% year-over-year to $21.1 million, the Company’s operating income fell 79% year-over-year to $2.4 million, and the Company’s operating profit margin fell to 2.1% in 2024 from 10.2% in 2023, a decline of over 800 bps. To make matters worse, this deterioration in financial results occurred during a presidential election year, when Saga should benefit from elevated levels of political spending. Our concern that the pursuit of the Digital Transformation strategy could detract from the Company’s highly profitable broadcast business also appears prescient. On Saga’s Q4 2024 earnings call, the Company noted that it generated $3.3 million in political revenue in 2024. Saga’s 2024 political advertising revenue declined 52% from the $6.9 million generated in 2020 (the last presidential election year) and also fell from the $3.6 million generated in the 2022 midterm election year. The Company’s two largest stations by revenue are located in the battleground states of Ohio and Wisconsin, calling into question the Company’s explanation that Saga’s stations were not in the correct markets. In addition to posting poor financial results, on March 18, 2025, Saga issued a financial filing stating that the Company would be unable to file its 10-K annual report in a timely fashion. This filing further highlights the potential challenges faced by the Company in executing the Digital Transformation.” You can find the full text of Gate City’s filing with the SEC here.

Industry News

Armstrong & Getty Add New Affiliates

The independently syndicated “Armstrong & Getty” show says it added five new affiliate stations thisimg month: KFNX, Phoenix; KMZQ, Las Vegas; KERN, Bakersfield; KSMA, Santa Maria, and WNJD, Cape May, New Jersey. KFNX owner Bill Brady says, “‘Armstrong and Getty’ bring it all: They are funny, knowledgeable, insightful, and always play the hits. They are the prototype of the modern radio talk show. We are thrilled to have them on KFNX. They are a great addition to our lineup.”

Industry News

Edison Research to Present at Podcast Movement Evolutions

On the heels of the release of its most recent edition of The Infinite Dial research project, Edison Research will have a presence at next week’s Podcast Movement Evolutions event. The research firm will presentimg sessions including The Fandom Phenomenon that looks at the listening habits of podcast “fans,” “The Business of the First Podcast Election” that analyzes the role that news podcasts played in last fall’s presidential election. Edison says that according to its research, news is the second most-listened-to podcast category after comedy at #1 and ahead of true crime at #3.

Industry News

Vince Coglianese Broadcasts Trump Interview

Talk host Vince Coglianese – host “The VINCE Show” syndicated by Westwood One and the “VINCE” podcast broadcast an interview with President Donald Trump yesterday afternoon. Coglianese’s programimg is being distributed in the same daypart – 12:00 noon to 3:00 pm ET – as Dan Bongino’s show prior to the latter’s giving up his media role to take on the deputy director at the FBI. Trump addressed the issue of Greenland and Vice President J.D. Vance’s trip there this week, saying, “We have to have that land because it’s not possible to properly defend a large section of this Earth – not just the United States – without it.” The president also addressed the Signal group chat matter, telling Coglianese that it was possibly an innocent error made by a lower-level staffer for national security advisor Mike Waltz. He noted that it did not impact the success of the attack, but that they would determine how the error happened so it would not happen in the future.

Industry News

RTDNA Announces Scholarship and Fellowship Recipients

The RTDNA Foundation announces the recipients of the 2025 scholarship and fellowship program that is awarding more than $35,000 to 14 students and early career journalists. Scholarship and fellowship winners will attend RTDNA25, taking place June 11-13 in New Orleans. RTDNA says, “Since itsimg establishment in 1970, the RTDNA Foundation has provided more than $1 million in scholarships and fellowships to about 600 aspiring journalists, fulfilling its role as the educational and charitable wing of the Radio Television Digital News Association. Some have gone on to become reporters, producers and news directors, covering local and national issues that matter to their communities. Others have ventured into related professions, such as White House speechwriters, media regulatory attorneys and journalism educators. Several former recipients have also contributed to RTDNA’s leadership by serving as board members, while many have been honored with prestigious Murrow Awards.” You can see more about the 14 winners here.

Industry News

WWO: Study Says Podcast Reach Matches TV

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 News

AWMF Announces Gracies Winners

The Alliance for Women in Media Foundation unveils the winners of the 50th Annual Gracie Awards, celebrating five decades of amplifying women’s voices, stories, and achievements in media. AWMF says, “This landmark anniversary marks not only a reflection on past trailblazers but also a declaration of the continued power of women shaping the cultural and media landscape.” The winners across all categoriesimg include: Megan Thee Stallion, Mayim Bialik, Kathy Bates, Angela Yee, Keke Palmer, Rita Cosby, Jill Schlesinger, Kristin Klingshirn, Letty Peniche and more. They will be honored at the Gracie Awards Gala on May 20, 2025, at the Beverly Wilshire in Los Angeles, which will be hosted by actress, comedian, and podcaster, Fortune Feimster. Local and student award recipients will be recognized at the Gracie Awards Luncheon on June 18 at Cipriani’s in New York City. AWMF president Becky Brooks says, “For 50 years, the Gracie Awards have honored the storytellers who push boundaries and redefine what’s possible. This is more than an awards show – it is a movement that has championed inclusion, representation, and truth in the media. The women we celebrate today are shaping the next 50 years, ensuring that our narratives are not just seen or heard, but felt and remembered. And we are excited to have Fortune Feimster join us as the host for our Golden Anniversary Gala in Los Angeles, bringing her incredible wit and energy to this unforgettable celebration.” You can see all the winners here.

Industry News

FCC Chairman Brendan Carr Comments on Swatting

In response to the recent swatting attack on nationally syndicated talk radio host Joe “Pags” Pagliaruloimg in Texas and several other conservative talk personalities, Federal Communications Commission Chairman Brendan Carr posted the following to his X account, “The recent surge in ‘swatting’ attacks against conservatives is a dangerous form of political violence. I’ve been in touch with law enforcement to ensure they have access to the trace back resources that locate a call’s originating point. Bad actors will face accountability.” So far, no one has been hurt in these swatting incidents. If you missed Joe Pags’ account of what happened to him, read TALKERS’ account here.

Industry Views

How to Get a Media Job Right Out of College

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 News

Top News/Talk Media Stories This Past Week (March 17-21, 2025)

Here are the most talked about stories of the past week (3/17-21) on news/talk radio and related talk media according to TALKERS:

Stories/Topics

1. Trump Dismantles Department of Education
2. Trump vs Judiciary
3. The Economy-Jobs-Inflation
4. Musk-DOGE Activities / Federal Firings
5. Israel-Hamas War-Gaza Cease Fire Broken / Russia-Ukraine War
6. Astronauts Return
7. ICE Deportation Crackdown
8. First Amendment Issues / GOP Town Halls
9. Big Tech / Misinformation / Censorship
10.Healthcare / Avian (Bird) Flu / Measles Outbreak

People

1. Donald Trump / Elon Musk
2. Benjamin Netanyahu
3. Vladimir Putin
4. Volodymyr Zelenskyy
5. Robert F. Kennedy, Jr.
6. Jeff Bezos
7. Mike Johnson
8. John Roberts / James Boasberg
9. Butch Wilmore / Suni Williams
10.JD Vance / Marco Rubio

To see the full TALKERS Stories, Topics, and People Charts, please click HERE.

Industry News

New York Festivals Radio Awards Unveils 2025 Shortlist

The New York Festivals 2025 Radio Awards announces the 2025 Radio Awards Shortlist. NYFestivals says, “This year’s impressive shortlist features entries across a range of categories, including audiobooks, podcasts, dramas, documentaries, breaking news coverage, entertainment, and music specials.img Pioneering work was submitted by radio stations, networks, prominent production companies, and independent producers worldwide.” Additionally, the 2025 National Press Club Award will go to the highest scoring entry in news program categories including: Coverage of Breaking News Story, Coverage of Ongoing News Story, Nonfiction Series, Investigative Journalism podcast, and News Podcast. The winner will be announced during the New York Festivals 2025 Storytellers Gala virtual event on May 22, 2025. See the entire 2025 Radio Awards Shortlist here.

Industry News

Democrat Starks to Leave the FCC

Federal Communications Commission Commissioner Geoffrey Starks announces he is resigning from the Commission. He issued the following statement: “Today I sent a letter to the president and leader Schumer indicating that I intend to resign my seat as a commissioner this spring. Serving the American people as aimg commissioner on the Federal Communications Commission has been the honor of my life. With my extraordinary fellow commissioners and the incredible career staff at the agency, we have worked hard to connect all Americans, promote innovation, protect consumers, and ensure national security. I have learned so much from my time in this position, particularly when I have heard directly from Americans on the issues that matter to them. I have been inspired by the passion, engagement and commitment I have seen from colleagues, advocates, and industry. Over the next few weeks, I look forward to working with the chairman and my fellow commissioners, and all FCC staff, to further the mission of the agency.” Starks is one of two Democrats currently serving on the Commission.

Industry News

Clay Travis and Buck Sexton Hit 550-Affiliate Mark

Premiere Networks announces that “The Clay Travis & Buck Sexton Show” reaches the 550-affiliate milestone. Recent affiliate additions include: WOWO-AM/FM, Fort Wayne, IN; WTAQ-AM, Green Bay;img KLIX-AM, Twin Falls, Idaho; and more. Premiere Networks EVP of affiliate sales Peter Tripi states, “We couldn’t be happier to celebrate this milestone with Clay and Buck. They’ve worked hard to develop a unique brand that stands out in the marketplace and delivers unparalleled results for our partners. In addition to producing the highest-quality program, their dedication to working directly with our affiliates to drive success in markets across the country is what sets them apart.”

Industry News

Broadcasters Elected to BFoA Board

The Broadcasters Foundation of America announces the election of Kristin Cantrell, owner/CEO Seven Mountains Media and CapCity Communications; Kate Riley, president and CEO America’s Publicimg Television Stations; and Peter H. Smyth, former chairman and CEO Greater Media, to its board of directors. Broadcasters Foundation chair Scott Herman comments, “We are delighted that broadcast executives of this caliber will serve on our Board. Their advocacy for our charitable mission is exemplary. Their input and ideas will help us continue to reach out to broadcasters across America to help those in our business who are in critical need.”

Industry News

Talk Radio Host Joe Pags Swatted; Armed Police Swarm His Home

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Nationally syndicated talk radio host Joe “Pags” Pagliarulo’s home was swatted last week, bringing heavily armed police officers to his home at 2:35 in the morning. Pags recounted the events for his listeners and posted video of the segment to X. In it, says that he’s usually up until 5:00 am and therefore was awake when his cameras app told him there was something outside his house. Hisimg camera app showed the image you see in the photo here – a man who appears dressed as a cop with an AR-15 outside his house. Pags says he quickly called 911, identified himself, told the operator he thought he was being swatted and asked if the police were at his house. After confirming that it was the police, Pags was able to get the officers to stand down and they were assured there was no reason to be there. Pags tells his listeners that the goal of the swatters was to get him to grab his gun and go outside, in which case he likely would have been killed. You can listen to the show segment here.

Industry Views

Monday Memo: Matter, and Money Will Follow

By Holland Cooke
Consultant

imgThere has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.

Events impacting everyday life are unfolding around-the-corner, around-the-world, around-the-clock. The listeners our advertisers want as customers are in “What NEXT???” mode.

There have never been more places to get news. And the broadcasters that monetize information best have evolved what we used to call “a radio station” into a multiplatform source of content pertinent to its target listener. Trusted call letters are the surname shared by digital siblings.

Being known for helpful information is key. My client stations image relentlessly as “Your Only Local News Radio.” If you are too, rip me off, and burn-it-in.

But imaging merely talks-the-talk. All the promos in the world won’t walk-the-walk. We become habit-forming by delivering information that is relevant and useful and enabling and easily understood and seems up-to-date.

im

Accordingly:

  • When we report information-given-to-us (press releases, etc.), rewrite to succinctly convey what the story means. Typically, press releases are about the sender. Our lead sentence needs to be about how-it-matters-to the listener.
  • Keep it fresh. The second and third time someone hears a story word-for-word, the little voice in his/her head says, “You already told me that.” Every effort we make to update copy is worth it.
  • Listen to your on-hour network, for three reasons: Emulate their crisp copy style, which conveys the consequence of items being reported. And emulate their delivery. Note how FOX News Radio morning anchor Dave Anthony sounds like he’s talking, not reading. And listen for opportunities to localize big national/international stories.

What is being reported by national media, how does it hit home, and who locally can comment or explain?

  • How is DOGE government downsizing impacting people in your state, in your city? Most of the federal workforce does not live in Washington/Maryland/Virginia.
  • We pray for ailing Pope Francis. When he passes, who from your diocese or parish can you interview? “The Conclave” won an Oscar and was nominated for eight.

Music radio is in the fight of its life with streams, and too much talk radio is an angry caricature. Matter most, and money will follow.

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