The Annual (Radio Station) Physical
By Jonathan Little
TroyResearch
President
An annual physical is a wise idea. Doc asks, “How are you doing?”. Then he or she asks some detailed questions based on your medical history. Then “how have you been feeling? Any issues?” Doc always orders blood draws to see what might be lurking. Is the statin drug keeping your cholesterol in check? Are you getting plenty of exercise, plenty of sleep? How’s your diet? Over the years, I’ve visited about my health with at least a dozen different doctors. I’m convinced that the good ones always ask good questions and then listen carefully. Good questioner – good listener. That’s the doc I can respect and put my trust in.
If you operate a radio station, your station could benefit from an annual physical. You already know how it’s doing based on ratings, revenue, and profit. Your listeners know how you’re doing for them personally because they’re the users of your radio product. Is it pleasing, challenging, inspiring or annoying, irritating, and easily ignored with a click? If you ask them, they’ll tell you. You should ask them at least once a year.
TroyResearch has been in the business of asking listeners what they think for 27 years. We recently teamed up with Midwest Communications, Inc., in Green Bay to conduct an exploratory research project with their news/talk station WTAQ. TroyResearch’s association with MCI goes back nearly 27 years, doing music and perceptual research for the Duke Wright music stations. The WTAQ project was something new. Our goal was to discover what actionable data the opinions of loyal listeners might produce. TroyResearch worked with VP Programming Jeff McCarthy and Operations Manager Jason Hillery to develop a 25-question study.
Survey respondents were recruited over the air and were encouraged to go to the WTAQ website to take a brief survey. Clearly, we wanted to hear from P1’s, those listeners who produce 60%+ of reported listening. Their answers provided a clear picture of WTAQ loyalists – what they like, what they don’t like, their political affiliation, their listening behaviors (radio, podcasts, TV news, cable news, etc.), favorite news outlets, trustworthiness of news outlets, their thoughts about protests becoming riots, and their favorite podcasts to mention a few.
More than 200 respondents, Persons 18+, completed the WTAQ perceptual study. (32% 18-54, 68% 55+). With Jeff’s and Jason’s permission, we share some results.
Political Affiliation
1% Democrat
78% Republican
15% Independent
6% Other, like Libertarian, Socialist
In car listening
80% Local radio
10% Satellite radio
6% Streaming services like Spotify
3% Podcasts
1% Other like personal playlists
Listening to WTAQ, which simulcasts
76% FM
9% AM
8% Streaming from WTAQ app
6% Streaming from a smart device
1% Streaming from WTAQ.com
Where do you get your news? (Select all that apply)
93% Radio
46% Broadcast TV (local channels)
41% Cable news like Fox, CNN, MSNBC
29% Social Media like X, Facebook, Tiktok
16% Internet news like NY Post, Washington Post
10% Newspaper
12% Other
Your primary news source
58% Radio
15% Cable news like Fox, CNN, MSNBC
8% Broadcast TV (local channels)
7% Internet news like NY Post, Washington Post
7% Social Media like X, Facebook, Tiktok
3% Other
1% Newspaper
When does a protest/demonstration become a riot? (Select all that apply)
85%+ When protesters strike police, throw projectiles, set fires, do property damage
75% When protesters spit on police officers
60% When protesters burn the American flag
37% When protesters curse at police officers
Do you listen to podcasts?
23% Frequently
29% Occasionally
35% Rarely
13% Never
What podcast platform do you use? (Select all that apply)
32% YouTube
25% Spotify
19% iHeart
19% Apple
10% Amazon
2% Rumble
1% The Blaze
1% Daily Wire
As a broadcaster that reports news and information, WTAQ is interested in knowing how trustworthy you consider the reporting presented by these companies. (1 = very untrustworthy, 5 = very trustworthy)
4.43 WTAQ Radio, Green Bay
3.78 Fox News
3.59 Fox 11, Green Bay
2.92 WBAY, Channel 2, Green Bay
2.83 WFRV, Channel 5, Green Bay
2.77 WHBY Radio, Appleton
2.71 NBC 26, Green Bay
2.22 Green Bay Press Gazette
2.01 Wisconsin State Journal
1.99 Milwaukee Journal Sentinel
1.46 MSNBC
1.37 CNN
WTAQ asked the 0-10 Customer Endorsement Score question – “On a scale of 0-10 how likely would you be to recommend WTAQ to a friend or colleague?” Those scores reflect the listeners’ opinions of how the station is doing and it’s a forecast of WTAQ’s future. As a rule, a CES of 50 or higher indicates a healthy and sustainable product. WTAQ scored a strong 73 Customer Endorsement Score.
VP Jeff McCarthy and OM Jason Hillery are pleased with the results of this exploratory study. The WTAQ Sales Team is delighted with the data.
Good questioner … Good listener! WTAQ asked good questions. And now their leadership team is “listening” to the answers and determining what adjustments, if any, may result in improved ratings, revenue, and profit, on the way to an 80 Customer Endorsement Score with the next WTAQ study.
Jonathan Little is president of TroyResearch. He can be phoned at 608-219-1077 or emailed via: jlittle@troyresearch.net
Newsmax were defamatory. However, Newsmax is not admitting guilt; just the opposite. “Newsmax believed it was critically important for the American people to hear both sides of the election disputes that arose in 2020. We stand by our coverage as fair, balanced, and conducted within professional standards of journalism.” The company says Delaware Court Judge Eric Davis would not provide a fair trial wherein the company could present standard libel defenses to a jury. Newsmax CEO Christopher Ruddy says, “The Delaware Court under Judge Davis effectively enforced a confiscation of our property because our reporting was not always sympathetic to Joe Biden. The actions taken against Newsmax, and earlier against FOX News, represent a direct attack on free speech and a free press.”
pursuit of pure profit. It embraced this Administration’s radical notion that discriminatory behavior should be tolerated and even embraced, while efforts to expand opportunity for everyone should be rejected.
The station is at 104.3 FM and boasts a 100,000-watt signal. Audacy regional president Claudia Menegus says, “Miami’s sports fans have an unrivaled passion, and they deserve a destination that matches their energy. By adding this powerful FM signal, we’re not just expanding our reach – we’re solidifying WQAM’s position as the undisputed leader in South Florida sports radio.” The weekday lineup consists of “The Joe Rose Show with Hollywood” (6:00 am to 10:00 am), “Tobin & Leroy” (10:00 am to 2:00 pm) and “Hochman, Crowder & Solana” (2:00 pm to 6:00 pm).
football and men’s basketball games broadcast on WGN and he’ll also serve as a fill-in anchor on the WGN-TV sports desk. Eanet says, “Can’t believe it’s been 41 years since I first set foot in the WGN studios. As I close this chapter of my career, 
the word that comes to mind is ‘grateful.’ I’m so thankful to the entire WGN family for their friendship and support over the years. It’s not just the names you know, but the entire crew on and off the air. I’m forever indebted to the managers, engineers, producers, newspeople, sales team, and all the others who have made WGN such a special place to work. Most of all, I’m thankful to the listeners who have a special relationship with this station.” WGN Radio VP and general manager Mary Sandberg Boyle says, “I am thrilled to share that our own Andy Masur will assume morning show sports duties going forward. Andy is a talented broadcaster who has built a rapport with the WGN Radio audience as a regular fill-in for Dave and as our weekend sports anchor. We are lucky to have him.”
a partnership between NewsTalkSTL and Newsmax. NewsTalkSTL says this will be Chris Arps’s second visit to Israel in the past month. His previous trip, which took place during Iranian airstrikes, was a sightseeing tour. This time, he returns as part of a diplomatic delegation organized by Newsmax in coordination with the Israeli government. Tim Jones says, “Traveling to Israel, especially during this consequential time, will be a life changing trip. Experiencing the Holy Land, visiting with top Israeli officials, all while literally walking in the footsteps of Jesus, will be an incredible experience for all of us in NewsTalkSTL nation.” NewsTalkSTL president of programming Jeff Allen says, “It should be an incredible week of content from Tim and Chris. They won’t just be sharing their impressions; they’ll have stories you can only get by being there on the ground.”
reporting a net loss of $48.8 million in the same quarter a year ago. Townsquare reports revenue in segments and the broadcast advertising segment saw net revenue of $48.7 million, a decrease of 9.2% from the same quarter in 2024. The company’s digital advertising segment’s net revenue was $42.5 million, an increase of 2.4% over Q2 of 2024.
change; it’s the launch of a dynamic new digital platform delivering hard-hitting conservative news, thought provoking opinions, and exclusive investigative reports headlined by Jason Rantz. ‘Seattle Red’ will be the definitive home for conservative content, expanding our reach, sharpening our brand, and doubling down on our mission to challenge the status quo.” It adds, “At the heart of ‘Seattle Red’ is Jason Rantz, whose live and local content brings a distinctly Seattle perspective to issues that matter most.” KTTH program director Jason Antebi says, “Our new identity as Seattle Red introduces a thriving community and home for conservatives in the Pacific Northwest. We’re building a media platform that amplifies bold voices, breaks real news, and isn’t afraid to challenge the narrative.”
South Florida viewers are confused. WPLG, which brands as “Local 10,” was an ABC-TV affiliate for 69 years… until yesterday. Now it’s more local than ever, after divorcing its network, whose programming moved to the FOX affiliate’s digital channels 18.1 and 7.2, now branded “ABC Miami.” Among courteous FAQs about this change on WPLG’s web site: “How do I rescan my TV?” to find ABC programming.
the program “continues to build a powerful platform that champions American values, highlights critical national security issues, and gives voice to law enforcement, veterans, and grassroots advocates.” Letts adds, “I’m honored to bring our message to listeners in Los Angeles and Portland. Now more than ever, we need open, honest dialogue on the challenges facing our country – and we’re doing just that, one conversation at a time.”
Why we’re already seeing TV tout its coming attractions: They understand how, after Labor Day, routines settle in. Viewers will be ready to re-engage.
Mark Walters
live in the 12:00 noon to 3:00 pm daypart. The show will be simulcast live on Disney+ every day and on ESPN+ during select weeks in the year. In addition to his weekday show, Eisen brings his full podcast lineup from The Rich Eisen Podcast Network to ESPN platforms. Eisen says, “Once we struck a deal with Disney for the video version of The Rich Eisen Show, it made complete sense to migrate the audio version to ESPN Radio, where I got started in the terrestrial radio world almost 30 years ago. It’s just another way to return to my roots with my old and now new friends at ESPN and GKB. I couldn’t be more excited about our future together on multiple platforms.”
Conventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”
the country, particularly in rural and underserved areas. However, Americans are increasingly skeptical of media institutions, with trust in media at historic lows. That reality cannot be ignored. It is not unreasonable for taxpayers to expect transparency, accountability, and balance from any outlet receiving federal support. Nor is it unreasonable for Congress to reassess whether public funding models established in a different media era remain justified today, especially when Americans have more access to more content from more sources than ever before. This action does not signal the end of public media. Instead, it presents an opportunity for innovation, partnerships, and more localized decision-making. As a regulator, I will continue to support policies that promote access and competition in media, without presupposing that one model of funding or content creation should be immune from public scrutiny or reform.”
In radio and podcasting, editing isn’t just technical – it shapes narratives and influences audiences. Whether trimming dead air, tightening a guest’s comment, or pulling a clip for social media, every cut leaves an impression.
How obsolete does this sound? “Newsweek magazine.” News, gathered during most-of the week, had to be frozen by week’s-end, on deadline, to roll the presses in time for hard copy to be delivered in Monday’s snail mail. Back then – picture people dressed like “Mad Men” characters – enough subscribers felt informed-enough to deliver Return On Investment for the magazine’s advertisers. Seems antique. Now, news is reported moment-to-moment, on any device. And newsweek.com is there… along with everyone else competing for attention.
There are two broad categories of thought: Task. Creative. When in creative mode, a person innovates, imagines, plans, and solves problems. An idea bank is a bank! Money grows from the results of imagination: new products, new music, new formats, new sales strategies. Business growth depends on new!
Internet adopted under the Biden Administration and network interconnection. FCC chairman Brendan Carr says, “We’re continuing to clean house at the FCC, working to identify and eliminate rules that no longer serve a purpose, have been on our books for decades, and have no place in the current Code of Federal Regulations. Today’s action is just the latest step the FCC is taking to follow the Trump Administration’s effort to usher in prosperity through deregulation. And it’s just one of many, with more on the horizon, so stay tuned.”
Let’s discuss how CBS’s $16 million settlement became a warning shot for every talk host, editor, and content creator with a mic.
morning drive personality Travis Justice in January of this year. New in morning drive are Heather Burnside (who moves from the PM drive show) and Alec Busse hosting “The 1st Quarter.” Ken Miller and Trent Condon continue in the 12:00 noon to 2:00 pm slot, and program director and personality Sean Roberts partners with Lucas Strain for the afternoon drive “Off the Bench” show. Overtime Iowa – a “best of the day” program – airs from 5:00 pm to 6:00 pm.
manager Steve Finateri says, “Ryan Ermanni is not only a seasoned broadcaster with deep roots in Detroit media, he’s also a longtime fan of WJR. His passion for Detroit, his engaging on-air presence, and his respect for what WJR represents make him a perfect fit for our team.” Ermanni comments, “I am so honored to be a part of the WJR daily lineup. I’ve always considered myself just a regular guy from the neighborhood who happens to have a really cool job. The WJR call letters mean something to me, as they do for many people who have grown up in our city and our state. I hope to build the same trust and connection here on WJR as I did at FOX 2. I’m not your typical newsman. I wear my personality on my sleeve, and I react to stories the way someone might if they were sitting at home or in their car. We joke that I’m a “man of the people” — and honestly, I take that as the highest compliment. What you see is what you get. So, if you spot me around town, don’t be shy – come say hello.”
move to appease the Administration and secure regulatory approval of a major transaction currently pending before the FCC. For months, it has been clear that this lawsuit was entirely meritless, just like the complaint now before the Commission. The transcript and video of the 60 Minutes interview with Vice President Harris show no evidence of wrongdoing, only the standard editorial judgments used across the news industry to ensure clarity and brevity. Had Paramount chosen to fight this in court, they would have prevailed on the facts and the law. But instead of standing on principle, Paramount opted for a payout. That decision now casts a long shadow over the integrity of the transaction pending before the FCC. Given the extraordinary public interest in this deal, the novel legal questions raised by the lawsuit and its resolution, and the repeated calls from lawmakers for transparency, I once again urge the FCC to bring this matter before the full Commission for a vote. Approving this transaction behind closed doors and under the cover of bureaucratic process would be a shameful outcome that denies the American people the transparency and accountability they deserve, especially when press freedom is at stake.”
strengthen America’s tower and telecom workforce. We will deliver on all of this by implementing smart policies while carrying out a massive and comprehensive deregulatory agenda. As we do so, we will be guided at the agency by a few simple ideas. For one, we will keep the Gretzky test front and center. We want to keep our eye on where the proverbial puck is going, not where it has been. For another, we are going to take a first principles approach. Just because a regulation has been on the books for 30 years, we are not going to keep it there simply out of a sense of inertia. For still another, we will focus on competition as it exists today. The old regulatory silos have been breaking down for quite some time, so the agency must move forward with a keen understanding of today’s converged markets. We are going to focus on outcomes, rather than process to nowhere. We are going to have a bias towards action. After all, delay has an unappreciated economic and social cost. We are going to push for simple, clear rules, rather than complex and bespoke frameworks. And we are going to support U.S. businesses and domestic onshoring.”