Monday Memo: The Irresistible Offer
By Holland Cooke
Consultant
Having written thousands of commercials and promos, I’ve become a copy connoisseur. And, admittedly, a tough grader when it comes to delivery. Sell me and you’re good.
So, all four flight attendants caught my ear as I flew to/from a radio conference in Hawaii. The pitch came toward the end of 10+ hours each way nonstop Boston/Honolulu; and aboard the quick hops to/from Kauai.
They sounded neither sing-songy, as though they were reading; nor falsely enthusiastic. That alone impressed me. Thirty years ago, I scripted such announcements – and coached flight attendants – when I programmed 3 live USA Today Sky Radio channels aboard Delta, United, and Northwest Airlines. Back to the future…
They were hawking the Hawaiian Airlines Mastercard, which, already having a wallet full of plastic, I didn’t need. Each dollar spent earns a Hawaiian Mile (double miles for restaurant purchases), which would be tempting if I wanted to visit again. But I wasn’t sold… yet. I had been to Hawaii once before, on vacation, and only went this second time for business. Travelogue here recently explains that we East Coasters have quicker paths to paradise.
Typically, these affinity cards come with a signing bonus. Another one I have awarded 20,000 points if I used it to make at least $1,000 in purchases within the first 90 days. So, I smiled when these flight attendants emphasized that – using the promo code on applications they were handing out – I could quickly earn 80,000 miles, a bonus “you won’t see if you sign-up online.”
And as an announcement aficionado, I noted how all four recited this line verbatim: Unlike other cards that ask $1,000 or more purchases to qualify, “Just buy a cup of coffee or a pack of gum, and you’ve got 80,000 Hawaiian Miles.”
And they explained that 80K was enough for a free round trip from Boston or New York to Honolulu, or TWO round trips from a West Coast airport… DARN tempting… if I ever want to go back to Hawaii. Still not sold.
The clincher? I can also use those miles on JetBlue, which services my home airport, Providence, and flies to the Bahamas. SOLD. And my first purchase was indeed for a cup of coffee, and I did get the 80,000 miles. So, this is my restaurant card now.
Every time I’ve told this story in a client station sales meeting, at least one rep says, “Spell that all out again?” and starts writing. Successful sellers anticipate and address objections as well as that inflight announcement. Ditto commercial copy you craft for local retailers. Welcome aboard.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “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
The work-life balance concept is up for a new spin. Let us start in California.
It seems every hour Nielsen and Pierre Bouvard of Cumulus fame (formerly of Westwood One) put out a release stating that radio is just fine, thank you. Radio is more persuasive than TV, direct mail, streaming and print. Radio is a proven success for over 100 years. Most of the buildings housing Procter & Gamble were built on radio – not TV – advertising success. Happily, P&G realized radio’s clout and is now a dominant radio advertiser – again!
Johnson says, “I look forward to being a frequent guest on Tony’s show. This opportunity to speak directly to the American people about the most important developments in politics, policy, and culture will be important as we chart the path forward for Congress in these historic times.” Salem SVP Phil Boyce comments, “Salem is honored to kick off this important program with Speaker Johnson as guest host, who has worked tirelessly for conservative values since he took over the Speaker’s position. Tony Perkins, a nationally recognized expert in public policy, will be an excellent co-host, as the show deals with the important topics facing the House and the Speaker’s initiatives in getting his agenda passed.” Perkins adds, “I look forward to kicking off this new program with candid conversations with the House Speaker that will take listeners beyond the headlines and soundbites and inform them about what is really happening in our country and what citizens can do to influence the direction of our nation.” The show will be carried by Salem-owned news/talk stations nationwide, as well as affiliates of the Salem Radio Network. It will also air on the Salem News Channel weekends at 10:00 am ET, and 8:00 pm ET on Saturday and Sunday, as well as on demand on Salem Podcast Network, at Townhall.com, and on SNC.TV. SRN VP of news and talk Tom Tradup will serve as executive producer. Radio stations interested in the show can contact their SRN affiliate representative.
show produced at KLIN is titled after is best-selling book, ONESHOT. ONELIFE. – The Ultimate Success Formula To Help You Win At Anything In Life (Morgan James Publishing, 2018). NRG general manager Ami Graham says, “Doug has been a friend of KLIN for years. During your drive home, Doug will tackle the issues that matter to our community through commentary, guests, and listener engagement. We are thrilled to have him on our airwaves every weekday.” Fitzgerald says, “I am excited and honored for the opportunity to serve Lincoln and Nebraska on such an iconic station as KLIN and during a time slot where great hosts have broadcast over the years. My vision is to address the cultural issues that impact our city and state through the lens of the values that make Nebraska ‘The Good Life.’ To me, ‘Drive Time Nebraska’ will be like taking a road trip with your family or good friends… having great conversations and fun, along with getting on each other’s nerves now and then. In the end, you still make it home together.”
the station. The piece notes that LaVicka said co-host Theo Dorsey will remain with the station hosting his own show beginning on Monday (4/8). The Post reports that GKB West Palm Beach general manager Stephanie Price issued the following statement: “LaVicka is still a teammate, and we are working with him on his future. We are always on the lookout for talent who can bring a new perspective to the market. We are putting more resources into both our radio and digital platforms to engage and reach the most fans, as consumption continues to evolve, as well as provide our partners more opportunities to reach those fans.” 
Suzanne Scott comments, “Greg is a true original whose trademark political and cultural commentary, humor and gifted writing has deeply connected and grown with our audience for more than 17 years. Upon launching ‘Gutfeld!’ three years ago, he rapidly disrupted the status quo to become the most-watched host in the genre with more viewers tuning in to his show than any other late-night program on television. We are proud to be the home of Greg, his unparalleled analysis and late-night’s highest-rated program for many years to come.” Gutfeld states, “Since joining the network in 2007, FOX News has given me the freedom to be unabashedly myself and, in turn, deliver a distinct experience for our audience. There aren’t many platforms that allow this type of creative independence and I’m proud to be a part of Suzanne’s team.”
April 15, when he joins Brey full time. WTMJ assistant program director Michael Spaulding says, “Brian is a trusted radio veteran with almost two decades of experience under his belt. His unique ability to blend news and entertainment brings both fun and a sense of reverence to the station. During his time at WTMJ, 
Brian has taken every challenge thrown at him and excelled. He steps in when needed, adds value to every show he fills in on, and lives the WTMJ and GKB brands. His addition to ‘Spanning the State’ alongside Kristin Brey just made sense.” Brey comments, “When we decided to launch ‘Spanning the State’ without a permanent co-host, I remember thinking that I would rather do the work of two people and hold out for the right person. A week after we premiered, Brian filled in as my co-host, and the chemistry was undeniable from the moment we turned our mics on. His experience, warmth, humor, and curiosity will take this show to the next level as we create something unique that appeals to people across Wisconsin.” Noonan says, “Without sounding too sappy, I could not be more excited to join Kristin Brey as we build ‘Spanning the State’ to tell stories that are uniquely Wisconsin. I’m proud to play a small part in helping WTMJ evolve and continue to be ‘Wisconsin’s Radio Station.’”
previously announced Exchange Offer and Consent Solicitation in which Cumulus offered to exchange any and all of its outstanding 6.750% Senior Secured First-Lien Notes due 2026 (the “Old Notes”) for new 8.750% Senior Secured First-Lien Notes due 2029 (“New Notes”) to be issued by Cumulus. The company has further extended the expiration time from 5:00 pm, New York City time, on April 2, 2024, to 5:00 pm, New York City time, on April 9, 2024.
don’t need to manage multiple participants such as a solo contributor or reporter in the field. Comrex says that Gagl is simple enough for anyone to use and doesn’t require any specialized hardware or software on the remote end for implementation. With a computer or smartphone plus a headset, high-quality audio can be transmitted bidirectionally with minimal latency providing a simple way to get anyone on the air. Hotline dramatically improves the quality of a standard cell phone call for on-air use. Gagl + Hotline provides a ten-digit telephone number with each Gagl + Hotline subscription. A guest or reporter can call the number using an AT&T, T-Mobile or Verizon cell phone. The caller’s audio will be presented within the Gagl interface in HD Voice quality for clean, clear full fidelity for use on-air. Acquiring high-quality audio from remote locations is essential for creating compelling radio. Providing flexibility for guests who can’t come into the studio was a driving force behind Gagl’s creation. Gagl Solo, Gagl + Hotline, and Comrex’s suite of broadcast reliable products will be on display at the NAB Show in Vegas April 14-17. Be sure to visit Comrex at Booth C2234 in Central Hall.
in population take place in the U.S. – with growth often seen in southern markets – the ratings giant adjusts its rankings. Among the notable changes are the Dallas-Fort Worth market leapfrogging San Francisco to the #4 market and San Francisco now at #5. Other markets moving up include Miami-Fort Lauderdale-Hollywood to #11 and San Diego to #18.