Monday Memo: Calculating Taylor Swift
By Holland Cooke
Consultant
Now that every single thing is a political argument, the angry social media conversation about Taylor Swift is unsurprising. And with the Super Bowl looming, the decibel level amps-up.
So, kudos to SiriusXM and CNN host Michael Smerconish. I’ve previously cited him here as technique worth emulating when it comes to:
– Polling the audience on an ongoing basis (a sponsored feature on smart radio stations)
– Leveraging social media to give audience ownership of the show; and
– Genuine curiosity. His centrist approach earns him scorn from both sides in this Cold Civil War we’re living through. I can relate. When I managed WTOP, Washington, the quickest way to make the phone explode was to announce a crowd estimate for an abortion rally. Both sides jammed the lines to damn the number.
This preposterous Swift kerfuffle had been all heat until Smerconish shed light on it this past weekend. Noting rumors shared by FOX News that she would photobomb the Super Bowl with a Joe Biden endorsement, his poll question was “Could Taylor Swift determine the outcome of the presidential election?”
Just now, you answered that question in your own mind. But – for our purposes – the more useful approach is to consider information Smerconish curated unfiltered by personal politics:
– Swift has 279 million Instagram followers
– She has (so far) sold 4.35 million pricey tickets for The Eras Tour. Its “record-shattering revenue” (so far) is $1 billion+
– $200 million (so far) in tour merchandise. Her gray $45 T-shirt is now sold-out in all but 3XL and 4XL.
– 26 billion+ Spotify streams in 2023.
– SSRS polling: 59% of USA adults identify as Swift fans, 63% of women; and her fans are evenly divided 50/50 between Democrat or Dem-leaning and Republican or GOP-leaning.
– On her urging, several hundred thousand Americans younger than 25 have registered to vote.
Add it all up? “Taylor knows your social media interactions, where you saw her on tour, how much merch’ you’ve bought from her website, she knows the size of your T-shirt, the number of downloads you’ve made. We’re embarking on an election cycle which will be (a) the most expensive in history, and (b) will see much of the money spent on ‘micro-targeting,’ the use of online data to tailor – pun intended – advertising messages to individuals based on the identification of recipients’ personal vulnerabilities and interests. In order to target effectively, data is essential. And Taylor’s got lots and lots of it, and on a demographic that is exactly what the Biden team needs the most: disproportionally female, young, and passionate. With truly the touch of a button Taylor Swift is uniquely situated to use the data at her disposal to impact the presidential race.”
Leave it to your nerdy consultant to ask: Are WE using OUR listener data to OUR benefit?
Bigger-picture issues:
– Privacy: We have all volunteered LOTS of information about ourselves. Look what pops up in your email and your social media.
– Vulnerability of the Electoral vote process: The last two Republican presidents took office after losing the popular vote. Taylor Swift is my coastal Rhode Island neighbor, and if she votes here, neither of us matter. Our state has four electoral votes. Just 40 thousand-some popular votes in three key states gave Biden his 2020 win.
– Tone: The measurable appeal of Swift’s sunny disposition vs. “I am your retribution.”
Good for us. News/talk radio is in the suspense business. “What JUST happened??? What happens NEXT???” So, we should wish Nikki Haley well.
Inquisitive Smerconish sounds like dispassionate Mr. Spock: “What [Swift detractors on the right] should be worried about is her data.”
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
video stream in partnership with YouTube on the iHeartRadio Channel. Podcast fans help decide the winner of the Podcast of the Year by voting online at iHeartPodcastAwards.com now through February 18. This year’s nominees include “Crime Junkie,” “The Daily,” “My Favorite Murder,” “New Heights,” “Normal Gossip,” “On Purpose with Jay Shetty,” “The Retrievals,” “Scamanda,” “SmartLess” and “Wiser Than Me with Julia Louis-Dreyfus.” iHeartMedia Digital Audio Group CEO Conal Byrne says, “As the podcast industry continues to rapidly grow, this past year has clearly proven that podcasters are always innovating in the audio space and finding new ways to reach and engage new audiences. The nominees for the 2024 iHeartPodcast Awards reflect the results of honing that creativity and we’re thrilled to celebrate and once again empower these creators and elevate the podcast industry together live in person at SXSW.” 
RAB in 2000 to help create databases and programming as RAB.com was emerging on the internet. Since then, she has designed RAB’s proprietary systems touching nearly every aspect of RAB services and operations including, RAB’s CRM product Account Manager, GoCart (RAB’s e-commerce platform), training and education management platform and Radio Mercury Awards’ database and entry platform. Promoted in July 2023, Madison Wright is the director of events and communications for RAB, intertwining her passions for public relations, social media and creating “memory-making moments” with her love for radio. RAB president and CEO Erica Farber states, “RAB is proud and delighted to promote all three dedicated and accomplished team members. I am truly excited to see how they will continue to grow professionally and super serve RAB’s membership.”
other members of our unit. First and foremost, we denounce layoffs in their entirety; we believe this form of ‘cost cutting’ is fundamentally avoidable, and we don’t think innocent, hardworking staff should ever lose their livelihoods over mismanagement at the highest levels of a company. As previously reported, our parent company, Audacy, filed for bankruptcy at the beginning of this year after racking up $1.9 billion in debt. This same company also gave out at least $3.2 million in executive bonuses just months prior… Today, our union began the bargaining process where we will be fighting for the severance that our colleagues deserve — compensation that honors the immense time, skill, and creativity that each of them dedicated to the company over the years.”
announced. Neuhoff states in announcing the sale that this “transaction is part of an overall strategic decision on behalf of the Neuhoff family to depart the broadcast industry after nearly 70 years,” according to Julian Hickman and Makena Neuhoff, trustees of the Neuhoff family. The company still owns 13 radio brands spread across the Springfield, Illinois; Bloomington, Illinois; and Lafayette, Indiana markets and it “expects to make additional announcements regarding future agreements as the Neuhoff divestiture process moves forward.” Hickman states, “We are proud of what broadcast ownership has meant to our family, our employees, and the markets we serve. Our grandfather, Roger Neuhoff, began his ownership in the business during the mid-1950s. He loved the broadcast industry and was proud of the way our radio and television stations served their local communities.” Neuhoff Media president Mike Hulvey adds, “We are pleased to see the iconic local media brands of Neuhoff Media’s Danville and Decatur markets all brought together through this historic transaction with the Champaign Multimedia Group. The next chapter for the Danville and Decatur radio stations and digital platforms will create something very special for each community.” Kalil & Co., Inc. acted as the exclusive broker for this transaction.
nominees to be voted upon by industry personnel later this year, leading to the selection of the 2024 Radio Hall of Fame Induction Class. Kraig T. Kitchin, co-chairman of the Radio Hall of Fame, comments, “The input from fellow radio industry members and listeners alike helps our nominating committee contemplate so many more individuals worthy of a nomination. We’re grateful for the input and the ideas offered.”
states, “We are excited to air ‘The Other Side of Midnight with Frank Morano.’ We were looking for a live, informative, interactive and entertaining show that will rekindle the joy of overnight radio.” Morano comments, “I’m excited to join the KMOX lineup and bring live programming to overnights in St. Louis. St. Louis is a terrific market and KMOX is a legendary talk station, with an incredible audience and history that goes back nearly a century. I’m looking forward to being a big part of their history when the chapter on their next century is written. We’re going to have a blast.”
network across both total day and primetime with total viewers and the 25-54 demographic. FNC continued its ratings dominance for the month of January and grew its primetime audience in total viewers versus January 2023. Additionally, FNC was the only cable news network to show year-over-year growth in the younger 18-34 demo, growing 18% in total day and 25% in primetime, while MSNBC and CNN are experiencing double-digit declines.” FOX News Media CEO Suzanne Scott comments, “Marking another historic feat is a true reflection of the unwavering dedication and outstanding talent that we have throughout the entire organization of FOX News Channel.”
Ever since Arbitron (now Nielsen Audio) instituted the Portable People Meter as ratings currency in 2007, the “Holiday” ratings period has been a veritable goldmine for stations employing the wall-to-wall Christmas music programming strategy.
follows a multi-year advertising sales and production partnership between the two organizations. Terms were not announced. Crossover Media Group managing member Sue Freund states, “Throughout her more than four decades in talk radio and now podcasting, Dr. Laura has amassed an enormous following with her frank, direct, captivating style, which is sometimes provocative, always interesting and insightful, and never dull. After many years of working with her and her team at Take On The Day, we’re proud to expand our relationship and commitment to her programs, and to continue to grow our presence as a leading partner to the nation’s top audio-talk hosts.” Take On The Day LLC president Geoff Rich comments, “Crossover Media Group’s investment in Take On The Day adds so much to our ability to reach more listeners and help more sponsors. With Sue and her partners Ron Hartenbaum and Scott Calka joining the management team, we are supercharging the future of the Dr. Laura programming and brand.”
Other notable findings: 1) Older Americans and women are listening to podcasts at a faster rate, with a 22% increase in listeners over the age of 55 and a 19% increase in female listeners 18+ over the past two years; 2) Top podcast genres of 2023 were News (22% of downloads), True Crime (18%), and Comedy (15%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners 62% were male, and of News podcast listeners 58% were male; 3) The top sales networks of 2023 in the Triton U.S. Podcast Ranker were SiriusXM Podcast Network at #1, NPR at #2, and Wondery at #3. The top podcast of the year was “NPR News Now.” Triton Digital SVP measurement products & strategy Daryl Battaglia says, “2023 was another year of significant growth for the podcast industry, and with increasing female and over 55+ audiences, we can expect more content production to serve those groups in the coming year. As podcast listenership continues to rise and reach new audiences, we’ll continue to provide our customers with in-depth insights around podcast consumption and listener habits in the coming year.” 
I’m no expert, but I do have a theory.
The fourth of four rounds of ratings data from Nielsen Audio’s Holiday 2023 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. The survey period covers December 7, 2023 – January 3, 2024. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Raleigh, iHeartMedia’s news/talk WTKK-FM falls a full share to finish with a 5.0 share (weekly, 6+ AQH share) that leaves it ranked #5, while Curtis Media’s news/talk WPTF loses two-tenths for a .6 share finish good for the #22 rank. In Milwaukee, iHeartMedia’s news/talk WISN sheds six-tenths to wrap the survey with a 9.0 share, but remains ranked #1 for the fourth consecutive survey, while Good Karma Brands’ news/talk WTMJ declines 1.2 shares for a 6.4 share finish that leaves it ranked #5. In Nashville, Cumulus Media’s news/talk WWTN-FM falls four-tenths to a 3.9 share good for the #12 rank, while iHeartMedia’s news/talk WLAC-AM dips three-tenths to a 1.2 share and remains ranked #19. 
monumental five-volume Bible commentary, The Rational Bible, as well as three other books.” Salem adds that each hour of Prager’s show will contain six more minutes of talk than at present and that third-hour affiliates are being offered the opportunity to take an hour of the Charlie Kirk show, which airs at the same time as Prager’s program. Additionally, Prager will do a monthly virtual “hangout” with subscribers to his Pragertopia +. Salem SVP of spoken word Phil Boyce comments, “Dennis Prager is a true talk radio icon and has been for the last 42 years since he first began on the radio at KABC in Los Angeles hosting the original ‘Religion on the Line.’ Millions of listeners spend the day with Dennis, enjoying his wit, wisdom, and knowledge. He is one of the most viral talk hosts on the air today, and we wanted him to remain on the Salem Radio Network for years to come.”
During his CBS career, he appeared on every CBS News program including “CBS Morning News,” the “CBS Evening News with Dan Rather” and the “CBS Sunday Night News.” For almost 46 years he produced his nationally syndicated radio feature, “The Osgood File,” from which he signed off with his signature phrase, “I’ll see you on the radio.” As Osgood was preparing to retire from “CBS Morning News” in 2016, he was a guest on TALKERS magazine founder Michael Harrison’s podcast. 
a number of on-air and off-air events. The station is presenting a sold-out listener event at the House of Blues on Friday (1/26). The sports talk format was launched when Cardinal Communications bought then KAAM-AM from Bonneville International and changed the calls to KTCK-AM and debuted the sports talk format. Cardinal would sell to Susquehanna Communications which would be acquired by Cumulus Media in 2006. All the while, The Ticket would garner ratings and revenue as one of the nation’s more successful sports talk outlets.
Despite his seemingly nonchalant, bad boy on-air persona, David Letterman is exceptionally respectful of broadcasting and its history.
Broadcasters Foundation, whose sole mission is to provide aid to radio and television professionals in acute need. O’Brien first hosted the Golden Mic gala last year. She says, “The Broadcasters Foundation has an incredible impact on the people in our business who face serious illness or catastrophe and need help. I’m honored to lend my support as the host of their fundraising gala and to pay tribute to this year’s award recipients.” She currently hosts the nationally syndicated “Matter of Fact with Soledad O’Brien” program produced by Hearst Television.
introduced to expand the opportunity to win, including “Spanish-Language Single Broadcast Radio Spot: Agency, Production Company, Advertiser, Radio Station or Group,” and “Use of Emerging Technology in Radio or Audio: Agency, Production Company, Advertiser, Radio Station or Group.” Additional categories include the use of innovation in broadcast radio, branded podcasts, multi-platform campaign with broadcast radio and short (:15) broadcast radio commercials. The Call for Entry deadline is April 8. Finalists for the show will be announced in early May and winners will be announced at the live Radio Mercury Awards on June 6, at SONY Hall in New York City. In addition, the 2024 Final Round Jury, led by chief judge Mitch Bennett, executive creative director, Baldwin&, is comprised of agency creative leaders from across the U.S. 
Let’s talk streaming because I don’t get what is happening. Maybe you do.
Multimedia’s KNDK- AM/FM, Langdon and KXPO-AM/FM, Grafton, North Dakota add the program to their lineups. “The Joe Pags Show,” hosted by Joe Pagliarulo, is based at flagship WOAI, San Antonio where Pagliarulo and iHeartMedia recently signed an extension through 2026. The program is now heard on more than 170 markets across the country. Joe Pags comments, “I’m incredibly excited to welcome Tampa, Tucson and North Dakota listeners to the show to start off the 2024 presidential election year.”
compliance reports to the Bureau through the remainder of the current license terms of the two stations, and pay a Civil Penalty to the United States Treasury in the total amount of $500,000.” The violations in question center on a program that aired on Townsquare’s news/talk outlets KIDO-AM, Boise and KLIX-AM, Idaho Falls from October 2021 through March 2023 in which they “broadcast a one-hour episode of, and 30-second advertisements promoting, the Program. The format of each episode nominally resembled a news interview/public affairs program produced and presented by the Stations. In fact, however, all episodes of the Program were paid political presentations. Townsquare was paid to broadcast episodes of the Program and related advertisements initially by and on behalf of the Idaho Republican Party, and later by Tom Luna on behalf of a company doing business as Tom Luna and Associates. The hosts of each episode (Tom Luna and Victor Miller, chairman of the Ada County (Idaho) Republican Party) were solely responsible for producing the Program, including selecting guests and determining program content. Neither station provided any on-air Sponsorship ID announcements for the vast majority of the episodes or promotional advertisements that they aired revealing to listeners the true nature of the broadcasts and the identity of those who paid for them. In addition, multiple episodes of the Program contained appearances that constituted uses by legally qualified candidates for public office and communicated messages relating to political matters of national importance. Neither station uploaded records of any such candidate uses or messages to their respective online political files.”
become synonymous with insightful, spirited broadcasting. This contract is more than an agreement; it’s a promise of continued excellence and engagement with our beloved San Antonio community and the great state of Texas.” Pags’ program is nationally syndicated and is heard on more than 170 stations. He comments, “It has been an absolute honor to be on WOAI for 18 years now and I’m so thankful to continue talking with the great people of San Antonio and beyond for years to come! Growing with this community and with iHeart has been an incredible ride. Being on this station has given me the opportunity to reach the kind of national audiences I only dreamed would happen one day. I remain driven and motivated to produce the best show I can every day – and am thrilled it will continue from WOAI!”