Monday Memo: How You Tune Them Out?
By Holland Cooke
Consultant
Unintentionally, your poorly phrased comment, dated reference, weary cliché, or offhand remark can at least subtly distance you from your listener and could undercut your credibility, offend, or even spark backlash.
Whether you’re a broadcaster, podcaster, newscaster, or you are crafting commercial or promo copy, take a fresh look at these often-overlooked pitfalls.
Dated references: Nothing can disrupt your listener’s day quicker than quickly changing weather. Being thought of as a weather source can advantage any station in any format. But you risk that currency by calling tomorrow “…a carbon copy of today.” Few under 50 have ever used carbon paper. And with weather more erratic lately, implying otherwise can make your forecast sound – forgive me – “like a broken record.” Also antique: “Rolodex,” now that listeners’ smartphones have “Contacts.” So, purge old-speak from “the radio dial.” Listeners (and advertisers) notice when we keep-up… or don’t.
Stereotyping:
— “Soccer mom in a SUV” sure is the retail super-consumer advertisers want to see pull-into the parking lot. Visualize her in programming and promotion planning and sales prospecting… OFF-air stuff. But reinforcing gender roles and class assumptions ON-air paints a narrow picture of parenting and lifestyle, potentially alienating women.
— “You know how Millennials are.” Yes – like “Generation X” – they dislike being typecast, and you sound out-of-touch and judgmental.
— Calling someone “a Karen” can alienate listeners who have felt ridiculed suffering a situation similar to whatever you’re describing. And there are millions in the potential ratings sample named… Karen.
— “Probably some college kid with no clue how to drive in the snow” implies incompetence based on age and background. This kind of dig can undermine younger listeners or newcomers to your market.
Stereotypes are lazy, often a shortcut to humor or imagery. Ask yourself: “Is this something I’d say to someone’s face?”
Insensitive Humor: “Looks like someone forgot their meds today!” can offend those quietly dealing with anxiety, or depression. Pandemic silver lining: Mental health is no longer a laughing matter. You may have seen TV PSAs by Howie Mandel, sharing how ADHD has impacted his life and asking that it not be a punchline.
“Potty-mouth:” Mom and Dad’s just-the-two-of-them vocabulary is different than the way they speak with kids in the car, and what they want to hear their children repeat after hearing on radio.
— “Pissed-off” has become unnecessarily familiar, particularly with recent inflation…with which we are “annoyed,” “fed-up,” and “frustrated.”
— Even if something sounds commonplace, origins or implications may make it unsuitable for all-audience radio. “Scumbag” began as a term for condom. “Sucks” and “screwed” also have sexual roots some consider vulgar.
Taboo red flags:
— “No offense, but…” or “I’m just saying…” often precede something offensive.
— “It’s just a joke!” often follows a crack at the expense of marginalized groups.
— “Everyone thinks that…” overgeneralizes and can alienate those who disagree.
— Mocking accents or speech patterns can come across as disrespectful rather than entertaining.
— “Real [men/women] do…” Gendered assumptions can feel exclusionary or outdated.
— “This [group] is always…” Sweeping characterizations often reinforce stereotypes.
Words have weight. In a medium where tone, timing, and trust matter, what we say – and how we say it – can either strengthen listener connection or erode it.
NEXT WEEK: Topics to Tune-IN the listeners you want most.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
lineup anchored by Shannon Burke (PM drive) and Bubba the Love Sponge (AM drive), and will welcome Panama City’s own Brian Rust to the network as the new 9:00 am to 12:00 noon host. JVC CEO John Caracciolo says, “This is more than a format flip; it’s a statement. By bringing WYOO into the Florida Man Radio Network, we’ve created a single, dominant talk radio platform that spans from Pensacola through Panama City and beyond. The Florida Panhandle is one of the most politically engaged and conservative regions in the country. This move allows us to deliver content that speaks directly to the values, voice, and lifestyle of real Floridians.”
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.
local communities and civic issues.” According to a press statement, Bolling will assist in guiding Re:Public’s strategic communications, serve as voice of the platform in national and regional media, and assist with outreach as Re:Public expands throughout the United States. Bolling says, “Re:Public is an innovative new platform that returns the voice of ordinary Americans to the center of our public life. Local news has been dominated by goliath corporations for too long. Re:Public empowers people with the ability to report what is important in their own neighborhoods — unfiltered, uncensored, and held accountable.”
Conventional industry wisdom: “If our morning star leaves, we’re dead. How could we replace them?”
receive on our mobile phones. With underlying frameworks that are 31 and 13 years old respectively, we think it’s time to explore if structural changes to these systems are needed, with an eye towards making sure we are leveraging the latest technology to save lives. Similarly, we will also vote to initiate a review of our system for collecting real-time data on network outages and restoration during and after major disasters. Since its inception in 2007, our Disaster Information Reporting System (DIRS) has proven to be a valuable tool for collecting actionable information to help with recovery efforts. While the DIRS reports are valuable, they can be time-consuming to produce, drawing resources away from responding to an ongoing disaster. The Commission will vote on reforms to streamline DIRS to make sure that its benefits outweigh its burdens. We’ll close our August meeting by removing unnecessary regulations and injecting common sense across the Commission’s policies—critical features to streamline the implementation of our Build America Agenda.” 
Let’s look into the crystal ball. Humor me if you will.
tirelessly reporting from along the river between Kerrville and Centerpoint, Texas, “delivering succinct and informative reports on NewsRadio 1080, additional Audacy stations, and various CBS affiliates across the country. His Texas State Network reporting includes hourly newscasts reaching over 100 affiliates in 86 markets.” KRLD brand manager and Audacy news/talk foremat vice president Drew Anderssen says, “‘NewsRadio 1080’has been a critical lifeline for Texans. Our commitment to timely and essential news, weather and traffic information never wavered in the early days of this tragedy, over the 4th of July holiday weekend, and we are committed to continuing our compassionate and impactful coverage in the days ahead.”
years in that role. Snow doesn’t say much about his departure other than to post to his X account, “It’s been real, WBAL! On to the next great adventure! Thank you all for being part of a wonderful chapter of my life!” WBAL’s website doesn’t reveal what the station plans to air in the PM drive daypart.
the next three decades, Tyler held numerous leadership positions, including market manager roles in both Madison and Milwaukee. In 2010, Tyler was promoted to region president and later moved to Minneapolis in 2015 to serve as regional president for iHeartMedia. He rose to division president in July 2018 before returning to Wisconsin in 2022 to lead as metro president and most recently area president. Tyler says, “Broadcast radio has been my life. I’ve worked in every aspect of this business and have been fortunate to work for tremendous leaders who helped shape my career, including the creative and innovative team at iHeartMedia. I’m grateful to have worked with so many talented, dedicated professionals in vibrant broadcast markets, serving advertisers and creating meaningful partnerships. I’m excited to begin a more flexible chapter of life with my family, while continuing to support our sports partnerships in the short term.”
today’s program as he transitions to a digital platform. Lerch is quoted saying, “When I started this back in 2002, I never thought I’d last nearly a quarter of a century on the radio. It’s been my life’s pleasure entertaining and interacting with our incredible listeners over two decades of Syracuse sports history and I look forward to my new journey as a digital sports content host.” 
Act and underscores AM radio’s enduring value to the American people. For more than a century, AM radio has been a lifeline, delivering trusted news, local sports, crop reports and emergency information when and where it matters most. From rural communities to urban centers, from first responders to everyday commuters, over 80 million Americans rely on this free, local service to stay informed and safe every month. 
“Two of my children live out of state and it’s difficult to sneak in quick visits. But now it won’t be. I’ll get to spend longer periods with my kids and grandkids, and just hopefully take and enjoy what life has to offer. There is no drama and no intrigue. Judi and I are still very good friends, almost like brother and sister. We’re both grateful that they threw us together back in 1997. The chemistry was instant, and the laughter has never stopped. Yeah, there have been some tumultuous times thrown in there as well, but it was all good. So, so, so good. I was lucky enough to be a part of radio’s history in New Jersey. Don’t get me wrong: Our ratings are still very high, and for that, I am extremely grateful. But I will still be a part of the radio station, filling in when the need arises. I’ll possibly be doing some appearances and definitely some writing for NJ1015.com.” 
With so many of us taking vacation time soon, guest hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:
This coming Sunday, June 15, is Father’s Day. For that day – and the Friday before (hint-hint) – you might have already readied Harry Chapin’s “
end of this week. It has been the greatest honor of my professional life to serve the American people as a Commissioner. I am deeply honored to have been entrusted with this responsibility by President Donald J. Trump during his first term. 
and regional news director position with iHeartMedia’s KOA, Denver. She says, “iHeartMedia has graciously agreed to keep me part time, so you will still hear me anchor a newscast here or there… I have been honored to talk and write my way through 35 years at KOA.” 
commentary on “everything beyond the world of sports – from politics and social issues to entertainment news, pop culture trends and more.” Smith comments, “To say that I’m excited would be an understatement. I’ve been on Mad Dog before, had the time of my life. So, I’m loving the fact that I get to reunite with my guy, Mad Dog, on his turf. That in itself is a beautiful thing. But to then add a weekly show where I have a potent platform to discuss riveting subjects in the world of pop culture, politics and social commentary… let’s just say it doesn’t get any better than that. September can’t come soon enough. It’s been a long time since I’ve been in radio… especially going back and forth with the callers. Can’t wait to get re-started. Buckle Up! I’m coming!” Stephen A. Smith is a featured commentator and executive producer on ESPN’s “First Take.” Since 2021 he has been an analyst on “NBA Countdown,” ESPN and ABC’s longstanding NBA pregame show.
“Fewer than half of Americans plan to travel this Summer,” according to a 
KMJ a little over two years ago. I’ve enjoyed working with Philip and the entire staff has welcomed me as one of their own. I thought I’d be here longer, but some unexpected health issues made the decision to retire the right choice for me. It was a hard decision to make, but I’m comfortable that I’ve made the right call for my quality of life. I will miss this team.” KMJ program director Blake Taylor comments, “It was great working with a true professional who brought great insights and a unique skill set to our audience. We’re going to miss E. I trust he’s going to take full advantage of the time off. He deserves it!”