NAB Show: Navigating the Podcast Advertising Landscape
By Holland Cooke
Consultant
Yesterday’s column outlined techniques that will make podcast interviews click. And here are my notes from another NAB Show session, about podcast advertising. Panelists included agency people who spend LOT$ advertising in podcasts.
Glenn Rubenstein, CEO, Adopter Media: “Don’t over-stuff your ad breaks.”
Sean King, SVP/GM Media & Entertainment, Veritone: Ads from radio DON’T work. “Podcast listeners really connect to their hosts. So, these ads are viewed more like recommendations from a friend.”
Saying “ads are content too,” Krystina Rubino, GM Right Side Up spoke of “an inherent, very close relationship between the host and the audience. Don’t over-script the ads. The vast majority of podcast ads that are working are host endorsements.”
In Q+A, I asked “What can podcasters learn from broadcasters?” Krystina noted a podcast faux pas: “reading an ad like they’ve never seen the copy before.”
MORE on podcasting at HollandCooke.com
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 “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
digital content programming, production, and broadcasting processes while creating stickier listener environments and more opportunities for advertisers to engage with them.” Audacy chief technology officer Sarah Foss says, “As the nation’s second-largest radio broadcaster, we’re always integrating cutting-edge technologies into our stack to deliver the best experiences for our 200 million monthly listeners and more efficiencies to our business. This partnership underscores our commitment to building the future of digital audio, and we’re thrilled to see it start coming to fruition.”
involved, consistently doing the work necessary to drive meaningful change.” Farber’s long and storied broadcasting career includes her work leading the RAB for the past 12 years. MIW board president Ruth Presslaff says, “What more can be said about Erica that hasn’t yet been said? She is a strategic thinker and true trendsetter who gives generously of her time and wisdom. MIW is a better organization because of her. The industry has been enriched in countless ways because of her. What an impact this woman has made!” Farber comments, “I am deeply honored. Being recognized by such influential women in the industry is incredibly meaningful and humbling to me. I owe immense gratitude to the mentors and inspirational women who have supported and uplifted me along the way. They are the foundation of my success. My heartfelt thanks go to Ruth and the MIW Board, and to all of you who share my passion for radio and the impactful work we are privileged to do every day.”
The first of four rounds of ratings information from Nielsen Audio’s March 2024 PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey). The survey covered February 29 through March 27. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York, Red Apple Media Group’s news/talk WABC rises two-tenths to finish with a 4.0 share (weekly, 6+ AQH share) that lifts it to the #9 rank in the market. iHeartMedia’s news/talk WOR is steady with a 1.6 share and the #20 rank, while Audacy’s all-news WINS-FM adds one-tenth for a 4.6 share good for the #5 rank. In Los Angeles, iHeartMedia’s news/talk KFI inches up one-tenth for a 5.5 share that keeps it locked into the #3 rank. In Chicago, Nexstar Media Group’s WGN-AM dips three-tenths, finishing with a 3.2 share and the #9 rank, while Cumulus Media news/talk WLS-AM falls six-tenths to a 1.4 share good for the #25 rank. Audacy all-news WBBM-AM/WCFS-FM is steady with a 5.4 share but falls back to the #4 rank. 
who is returning to Philadelphia as a host at the company’s “SportsRadio 94WIP.” Audacy New York market president Chris Oliviero says, “Ryan knows radio, sports and New York, making him a triple threat to take the reins of WFAN, which continues to be the city’s most influential and dominant sports platform. In addition, with Infinity Sports Network, Ryan will have a major impact on the sports conversation nationwide. All of us at Audacy are excited to welcome him to the team.” Hurley, who joined ESPN New York as an intern in 2004 after graduating from Hofstra University and worked his way up to PD in 2017, says, “I am excited and grateful to have the opportunity to join this legendary station. The term ‘dream job’ can get thrown around a lot, but as someone who grew up listening to ‘The Fan’ religiously, that is exactly what this is. There is an incredible team here led by Chris Oliviero, and I look forward to this journey ahead with them.” Additionally, David Mayurnik has been named assistant brand manager of WFAN and Infinity Sports Network and will report to Hurley.
president and market manager Marv Nyren says, “WLS is bigger than a destination on your radio dial – it’s a Chicago institution and treasure. 100 years ago, radio was simply sound communication via radio waves but there’s nothing simple about the impact of WLS on Chicago. WLS has been a neighbor, a friend, and a mentor for people in Chicagoland. It’s been a place where people can go for entertainment and information – and it’s been a companion to the biggest moments in history. We are excited to usher in WLS-AM’s next 100 years with Chicago’s best audio content on-air, online, on-demand, and onsite.”
the fiscal year ended December 31, 2023, with the Securities and Exchange Commission. Urban One now has 60 calendar days, or until June 7, 2024, to submit a plan to regain compliance. If Nasdaq accepts the compliance plan, the Nasdaq staff may grant the company an exception of up to 180 calendar days from the filing’s due date, or until September 11, 2024, to regain compliance. Urban One says it is working diligently and expects to file its 2023 Form 10-K within the 60-day period, which would eliminate the need for it to submit a formal plan to regain compliance.
The media headlines are dizzying these days, yet they all share one common thread. See if you can solve this puzzle.
Time in its previously announced Exchange Offer and Consent Solicitation, in which it is offering to exchange any and all of its outstanding 6.750% Senior Secured First-Lien Notes due 2026 for new 8.750% Senior Secured First-Lien Notes due 2029, to April 16, 2024 at 5:00 pm New York City time. As of Friday (4/12), approximately $15 million aggregate principal amount of the Old Notes had been validly tendered pursuant to the Exchange Offer and Consent Solicitation and not withdrawn.
Grey, Eugene DePasquale, Joe Kahn, Jared Solomon and Jack Stollsteimer will face each other live on April 17 from 8:00 am to 9:00 am during KYW Newsradio’s “Philadelphia’s Morning News with Ian Bush & Carol MacKenzie.” All candidates will be on stage in the KYW Newsradio studio space, except DePasquale, who will join remotely via Zoom. KYW brand manager Kristina Koppeser says, “We’re proud that KYW Newsradio continues to be the place for comprehensive coverage of Pennsylvania politics, especially in such a crucial election year. Giving voters details on candidates and their platforms is a vital part of our mission
synthetic voice capabilities, this partnership will create a robust library of voices for Audacy to deliver custom experiences for listeners and advertising clients. Audacy will infuse creator-led ideas and concepts with ElevenLabs’ technology to further bolster its programmers’ and talents’ unique ability to engage deeply with audiences at scale.” Audacy EVP and head of programming Jeff Sottolano says, “By experimenting with ElevenLabs’ synthetic voice capabilities, we’re transforming how we connect with our listeners and create value for our advertising partners. By streamlining workflows, this collaboration will empower creators with more bandwidth to focus on the exceptional content and listening experiences our audiences love and expect from Audacy.”
the radio industry and across the agency community, having run sales for the second largest radio network in the country. This is a significant addition to our executive leadership team and brings deep experience, tenure, and valuable industry and agency relationships to our bench at Key Networks. We thank outgoing president of sales Jason Wilberding for his contributions and wish him well in the real estate endeavors he is leaving to pursue.”
7:00 pm. KNX says, “In her first broadcast town hall as mayor of Los Angeles, Karen Bass takes the stage at KNX News to take questions from Angelenos on a broad range of public safety-related topics the day after her State of the City address. As the City searches for a new chief to shape the future of the LAPD, Mayor Bass will hear from constituents about what they want that future to look like.” The show is being aired on KNX News 97.1 FM, the Audacy app, and streamed live on YouTube.
through the 2026-27 National Hockey League season. Troy Murray and John Wiedeman have also agreed to a three-year extension for live game coverage with pregame, intermission and postgame shows led by Joe Brand. WGN VP/GM Mary Sandberg Boyle comments, “The Chicago Blackhawks are a premium sports franchise, and we take pride in being able to deliver exciting Blackhawks hockey to the best fans in the NHL, wherever and however they choose to listen. In addition to providing high-quality, live game broadcasts, the collaborative partnership between WGN Radio and the Chicago Blackhawks ensures that fans and partners will be superserved for every game.”