How News/Talk Radio Should Adapt to Attract and Retain a Younger Audience
By Bill Bartholomew
Talk Host/Podcaster/Journalist/Musician
Folks in the Gen Z and millennial demographics are heavily engaged in political issues, care about news in their communities and the world, and are constantly bombarded with content. So why are they less likely to tune into and interact with news/talk radio than older demographics?
Talk radio has historically skewed older, and from an ad portfolio standpoint, is often targeted at the coveted 35-54 and 55+ demographics. However, in a world where social media influencers and podcasters supply information to millions of young consumers, news/talk radio should be able to effectively compete for the ears of younger generations in a comparable, if not expanded way.
For all of the anecdotal and hard evidence that terrestrial radio may be trending in a downward direction, the format continues to have a vast reach. It is convenient to engage with it in automobiles, and occasionally in home or office settings. Yet, while younger generations listen to radio, news/talk is not the format that they turn to by and large.
Unlike many digital-first content producers, radio retains a unique quality: authority. By virtue of editorial standards, FCC regulation and brand – things that social media and podcasts often lack – radio has the unique ability to deliver credible, vetted, nuanced and universally trustworthy content that can instantaneously adapt to meet the needs of the moment. This is true in everything from natural disasters to rapidly evolving breaking news stories, providing a channel for immediate, reactionary insight and analysis.
There are several steps that news/talk radio should pursue in earnest to adapt to the current climate of content consumption, particularly by younger listeners, that can reach, and most importantly, retain broader, younger, more diverse and more engaged audiences.
- Introduce younger people into the conversation.
Too often, Gen Z and millennials are skewered by older hosts, mocked for their perceived naivety, unchecked optimism and me-first approach. While some of these qualities can be accurate, that approach reflects a disconnect between older generations and the experience of younger ones. Millennials and Gen Z have grown up in a post-9/11 world replete with “endless wars”, the fallout from the 2008 financial crisis, runaway student debt, a massive housing crisis, the mental health stressors of social media, Covid19’s impact on traditional youth experiences, climate change, a deeply bifurcated political environment and a constantly evolving quest for social justice. Through these experiences, younger generations offer an important perspective that should be assigned the same news value as experts from older generations.
Are you discussing shifts towards electric vehicles? Bring on someone from Gen Z to share their perspective on why steps towards carbon neutrality are important to them. Engaging a conversation on the president’s approval rating? Perhaps younger conservative and leftist voices should be included in the conversation. Discussing immigration? How about the perspective of a younger member of a Latino organization?
By giving younger generations and more diverse guests a platform, stations can simultaneously expand their content and reach. With consistency, the station’s brand will become more familiar to younger potential listeners who may be inclined to tune in to hear someone who shares their identity and perspective on – here’s that word again – a platform of authority. Let the guest do the work of establishing the credibility and importance of your station or talk show to younger audiences by posting about their appearance on social media, sharing audio clips and mentioning to their peers. It will build familiarity and trust among those generations, who in turn, will begin to tune in on a more regular basis.
Stations should also consider bringing more younger, competent voices into on-air roles, whether that be through reporting, segments, fill-in hosts, weekend shows or full-time hosts.
- Meet the audience where they are: their phones.
As mentioned above, the convenience of simply turning on AM/FM radio is highly appealing in automobiles, though as Apple Carplay continues to adapt and evolve, digital-first content is likely to become as simple and convenient in the near future.
Talk radio needs to make consuming their product on smartphones as simple and direct as turning on a traditional radio. This means no clunky websites, no lengthy pre-roll spots, a reliable stream connection and a “one touch” means of turning on and off the station. This should also mean expanding talk shows to high-quality video livestreams, following in the footsteps of the top YouTube and Twitch performers; developing unique content for TikTok and Instagram; building podcasts that are focused on specific issues, and; providing interaction via text and chat.
Radio has the ability to be the ultimate livestreamer, social media influencer and podcaster, but rarely harnesses these platforms in a meaningful way.
It is not enough to simply strive to “expand a digital presence”; stations and shows must engage in the hard work of building platform-specific content with their brands.
- Music, cultural references and themes for the modern age.
A few weeks ago on a seemingly benign episode of the TV show FOX NFL Sunday, panelists Jimmy Johnson and Terry Bradshaw offered an example of the type of cultural adaptation that sophisticated writers and producers provide their brands. While describing a fight between two football players, Mr. Johnson said something to the effect of “when it comes to these two, what’s that Taylor Swift song?”, and then in synch with Mr. Bradshaw, “bad blood!”. It is highly unlikely that these two 70+ men listen to Taylor Swift’s music with any regularity or would simultaneously pull the “Bad Blood” reference. Yet, with excellent preparation that played into the greater cultural moment as well as the specific, current Taylor Swift/NFL overlap, in a six-second span, FOX NFL Sunday was able to give the illusion that their panelists are contemporary, hip and plugged into “what is going on”. Is your station or show plugged into what’s going on? Do you use contemporary music for bumps? Are your images – including headshots and social content – modern, interesting and engaging or are they more akin to a miscellaneous real estate agent? You are a performer in an entertainment business that, while certainly paying homage to the past and lineage of the industry, must be contemporary in aural and visual presentation. This goes for everything from wardrobe on video and in photo to fonts on graphic design.
How often do you or your producer read Pitchfork to learn about new music that is breaking this week? How often do you or your producer read Variety to understand major trends that are happening in the broader entertainment industry? What live events are you broadcasting from, covering and building partnerships with? You should strive to be cutting edge.
- We need a friend now more than ever.
This is something that goes for all audiences, but particularly for younger ones. It’s OK, in fact, great to be yourself, present yourself from your generation and retain the authoritative stance that has built your brand. Take a look at the success that sports talker Mike Francesa enjoyed by leaning into his persona – and in turn – developing legions of younger listeners that fell in love with his dad-like delivery and frequent meltdowns.
Few things are as uncomfortable to see as a 40+ person dressing or acting like a teenager. Younger listeners want that senior, experienced, trusted friend to entertain them, inform them, and at times, tell them that everything is going to be OK. You can help make sense of the world for younger audiences, something that is absolutely essential in the modern era.
Through attracting younger listeners by including them in the conversation, effectively delivering content on smartphones, presenting a cutting-edge entertainment product and continuing to serve as a trusted friend, news/talk radio can greatly expand its reach, relevance and revenue.
To that point, some younger listeners who discover a radio station or show via any of the above entry points will likely work backwards to the traditional AM/FM dial. Like the resurgence of vinyl records, AM radio in particular has the opportunity to become a hip delivery format for discerning younger listeners.
The big question is: are radio companies, stations and hosts prepared to do the hard work of reimaging their product?
didn’t have a stroke or a heart attack and I don’t have a brain tumor or anything like it. Turns out it’s just one of those unexplained things that happen and very likely will never happen again. I’ve been cleared to return to work but have decided to call it a career. I’m 72, I’ve been in radio for 54 years, and for the past 42 years, I’ve been getting out of bed in the middle of the night to go to work. I just discovered I like sleeping in a bit. I will miss the daily enjoyment of the job and especially the people with whom I worked. And, thanks most of all to those of you who listened each morning and found some informational and entertainment value mornings on KLIF. Nothing lasts forever but I’m going to try. Stay well, y’all. Love your life. This is the month for giving thanks.” 
Midwest Communications’ news/talk KFGO, Fargo The Mighty 790 on November 2. He tells The Forum that he left the station due to a difference in programming philosophy with management. “We differed on the operation of the ‘Morning Crew,’ and so I decided to step away.” Michaels serves as the public address announcer for North Dakota State football and basketball games, a position he will continue to hold. 
promotions department at KNBR and was later hired at KNBR as a part-time board operator. In 2017, Copeland was promoted to full-time producer of “KNBR Tonight,” was then named host of “The Leadoff Spot,” and served as producer/board operator of the “
weekly podcast listeners age 13+. The top four shows in Q3 remain unchanged in rank from Q2: “The Joe Rogan Experience,” “Crime Junkie,” “The Daily,” and “This American Life.” Other radio related podcasts ranked on this chart include iHeartPodcasts’ “Something You Should Know” at #9, The Daily Wire’s “The Ben Shapiro Show” at #17, Ramsey Networks’ “The Ramsey Show” at #21, and Cumulus Podcast Networks’ “The Dan Bongino Show” at #29.
her new role later this month, replacing Grady Trimble who now serves as a Washington based correspondent for the network. Since 2021, Saberi has served as a reporter for “Good Day Austin” at FOX affiliate KTBC-TV, Austin. She got her start as a FOX News Media college associate in the summer of 2017 where she worked on “The Story with Martha MacCallum.”
Downs for a $562 million casino project that faces opposition from a group called No Means No Casino, led by Paul Goldman. While hosting a shot on The Box 99.9, Brown referred to Goldman as “a Jew who’s got the same trait as Judas,” and a “white Jew with the background of Judas.” WRIC-TV reports that Urban One regional VP Marsha Landess called Brown’s comments “horrible and offensive” and that Urban One CEO Alfred Liggins apologized directly to Goldman. 
company says, “The numbers don’t lie. America’s military heroes are struggling with money. A recent survey conducted by Wounded Warrior Project finds six in 10 veterans did not have enough money to make ends meet at some point in the past year. The survey also finds the rising cost of goods is the top-rated source of financial strain.” Dave Ramsey comments, “Veterans who’ve selflessly served to protect our freedom deserve to feel freedom for themselves and their families. It’s not just about financial education; it’s about transformation. Winning with money takes sacrifice, perseverance and determination — qualities veterans know all about. We’ll give them the tools, and they’ll get it done.” 
Fredericks says, “As our stations in Philadelphia have thrived and shown stunning growth, we thought it was critical to bookend the Commonwealth of Pennsylvania with Pittsburgh, giving us robust reach in both dense population centers. We offer listeners in Pittsburgh’s Westmoreland County and now Nashville, Tennessee an exciting news/talk alternative that breaths oxygen into a stale and boring ring of warmed-over RINO syndicated hosts on the conservative news/talk syndication circuit. Our Nashville acquisition gives us a base of operations in the Mid-South as we expand along the spine of the Atlantic Coast. Nashville is a high-growth city and an important cultural center of our movement. We will be competing there with the biggest talk station conglomerates in the nation, including Cumulus and iHeart. We will offer Nashville listeners a dynamic alternative choice.
We all need to learn how to fall back. This is not about daylight saving, retreating, or backpedaling. This is about learning from the most valuable brand in tech, the oracle, and the best practices all of us in sales and management must learn to apply.
“If you think radio has problems,” consultant Holland Cooke says, “Netflix et al are to television stations what Pandora et al are to music stations. So local news is TV stations’ silver bullet. And – like radio – their need to promote off-air exceeds their promotion budget.” In this week’s column, he outlines tactics for “partnering with a fellow broadcaster who’s also challenged.” 
I am always impressed when I see-and-hear radio and TV stations swapping product.
The fourth of four rounds of ratings information from Nielsen Audio’s October 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 September 14 through October 11. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Austin, Waterloo Media’s news/talk KLBJ-AM adds 1.3 shares (weekly, 6+ AQH share) to finish with a 4.7 share that lifts it from the #10 rank to #5. In Milwaukee, iHeartMedia’s news/talk WISN adds one-tenth for a 9.7 share finish that’s good enough to lift it to the #1 rank, as Good Karma Brands’ news/talk WTMJ sheds two-tenths for a 9.6 share and the #2 rank. In West Palm Beach, Hubbard Broadcasting’s news/talk WFTL rises half a share to a 2.3 share and jumps to the #9 rank, as iHeartMedia’s talk WZZR loses one-tenth to finish with a 1.8 share good for the #13 rank and sister news/talk WJNO is up one-tenth to a 1.2 share and is ranked #14 for the fourth consecutive month. 
announce that I will be back on the air with my new show called ‘What’s On Tap?’ This hourlong show is set to air on most weeknights at 6: 00 pm barring conflicts with Bucks & Brewers games, featuring culture and creativity in Wisconsin and around the world.” The show launched last night and featured content from Maxx’s recent trip to England in which she interviewed Sue Harvey of The Beatles landmark Strawberry Field in Liverpool as well as an audio tour of the Beatles-themed Airbnb in Green Bay. Maxx most recently co-hosted the station’s late morning show with host Steve Scaffidi.
WRHU-FM, Hempstead, New York chief engineer Andy Gladding played a role in organizing the November 8 event when eight university and high school owned-and-operated stations broadcasting in the 88.1-88.9 segment of the FM band in the number one media market in the country join together to celebrate their love of college radio. Starting at 12:00 noon ET, “The Big 88” will become New York and New Jersey’s largest college radio station, covering an FM broadcast footprint of over 120 miles. In a story written for TALKERS magazine, Gladding says that despite the rash of American colleges selling their radio properties, the New York market has a vibrant college radio community. He says college radio stations have a special value. “I have spent 20 years working as a student volunteer and administrator at WRHU, ‘Radio Hofstra University,’ and have seen first-hand how college radio contributes to the growth and success of students looking to pursue a career in radio, television and digital media. Students and community volunteers who participate at college radio stations find themselves engaged in a diverse community of voices, opinions and music. While their approach and interests may be different, their practice at the college radio station unites them with one unified goal: to serve the listening audience by creating imaginative and alternative audio programming using the university’s FM transmission facility as their channel to the world. 
award-winning and barrier-breaking broadcast professional who has built her brand and ‘America Tonight’ show to be trusted and respected. Kate’s been a dependable weeknight talk host for 15 years. Her affiliates know her as a super-serving talent who goes the extra mile for them. Listeners know ‘America Tonight with Kate Delaney’ as an entertaining show to stay ‘in the know.’” Delaney adds, “I look forward to expanding and growing the show with the talented professionals at TMN. I’m passionate about talk radio and its ability to bring people together to inform, entertain and surprise listeners.” Stations interested in the program can reach out to 
Detroit’s News/Talk Radio Station.” The station features local host Justin Barclay in morning drive with Premiere Networks syndicated shows including “The Glenn Beck Program,” “The Clay Travis & Buck Sexton Show,” “The Sean Hannity Show,” “The Jesse Kelly Show,” Key Networks’ “The Bill O’Reilly Show” and Red Apple Media’s “The Other Side of Midnight with Frank Morano.” The station is promoting itself with a heavy media schedule on iHeartMedia’s adult contemporary WNIC-FM, Detroit voiced by Sean Hannity. Adell Media CEO Kevin Adell says, “910 AM Superstation is living up to its name. The audience growth we’ve seen since launching our conservative news/talk lineup in September has been exponential, and we’re looking forward to reaching even more listeners on 104.3 HD2.” 
College radio is a special place on the FM dial. Listeners know it as the channel at the low end of the band where student and volunteer DJs have free reign to play music not usually heard from commercial operators. College students recognize it as a place where they can hone their broadcasting skills and put their passion and talents to work to prepare for a career in the industry. Hiring managers recognize it as a proving ground that provides quality pre-professional development and a destination to seek out qualified candidates to fill entry level media industry roles.
compared to $1.1 million for the same quarter last year and station operating income (a non-GAAP financial measure) decreased 14.7% to $7.6 million. Saga reports a net income of $2.7 million for Q3 2023 compared to the net loss of $104,000 it reported a year ago. The company’s balance sheet reflects $41.7 million in cash and short-term investments as of September 30, 2023. Saga also announces that it is paying a quarterly dividend of $0.25 per share on November 3, 2023 to shareholders of record as of October 11, 2023. The aggregate amount of the quarterly dividend will be approximately $1.5 million.
with Scott Hastings and Tyler Polumbus for the 12:00 noon to 3:00 pm “P.H.D.” show. The 24-year Denver sports radio pro was let go from Bonneville’s KKFN-FM “104.3 The Fan” in September. KSE Radio SVP/GM Dave Fleck comments, “We are excited to add Darren to our new and improved midday P.H.D. show. He is a respected member of the community whose work ethic and passion for broadcasting will help take our radio stations to new heights. Having DMac as part of ‘Altitude Sports Radio’ allows us to reconfigure our daily lineup while adding a great voice to the station.” 
News for its podcasts from John Solomon, Victor Davis Hanson, and “Bauer and Rose” on the SPN platform. The agreement allows Salem to market and sell the podcasts to its array of advertisers and provide additional promotional support. Salem SVP Phil Boyce says, “John Solomon and his team are a perfect fit for Salem and will provide an additional layer of news credibility to the stories he covers. When you add Victor Davis Hanson’s podcasts, and those of Bauer and Rose, it makes the partnership complete.” Solomon comments, “Salem Podcast Network has amassed one of the most formidable audiences and lineups in the industry. We are excited to be joining the team and introducing our news and analysis to a whole new audience.”
anchored by Newsweek senior editor-at-large Josh Hammer. Newsweek says the program’s goal is to “navigate the converging realms of politics, law, and culture while deliberating on the evolution of American conservatism. Hammer, with his background as a constitutional lawyer, intends to present commentary accompanied by interactions with contemporary conservative thought leaders.” Newsweek director of radio and podcasting Jesse Edwards adds, “Josh Hammer is going to be the next big voice in conservative talk radio, and we couldn’t be more thrilled to bring his powerful message to the airwaves of Seattle, and beyond.”