Monday Memo: How Talk Radio Imitates Lunch
By Holland Cooke
Consultant
Here’s actual news copy, from Joe Connolly’s business report one morning on WCBS, NY: “One third of all domestic flights are now late, by an average of one hour.”
Note: That wasn’t the headline, it was the entire story. As-much-as half of Connolly’s script is one-sentence stories. Espresso, not latte. Just the factoids, ma’am. The essence. What the listener would likely retain (and quote later) from the story if copy were longer.
Here’s some HC lore – and promo language – that’ll be familiar to programmers and talent I work with:
The first 5 minutes of the hour are for facts.
The next 55 are for feelings.
Your news people, and/or your network, fuss to make 00-05 a handy digest of the-very-latest-about the stories they reckon to be relevant to your target listener. Your on-air imaging should promise accordingly. Invite busy, in-car listeners to make an hourly appointment, “THROUGHOUT YOUR BUSY DAY.”
The people with whom that benefit statement will resonate are high-TSL users who don’t want to feel “OUT-OF-THE-LOOP, WHEN YOU’RE OUT-AND-ABOUT.” And they’re the listeners your local direct retail advertisers want to meet the most. Every time they stop the car, they spend money.
What happens at lunch is what should happen on-air
Picture Jerry, Elaine, George, and Kramer at that coffee shop on “Seinfeld.”
Suppose Jerry heard Connolly’s report earlier that morning and mentioned that story. Because ratings are a memory test, this is a home run, even if Jerry doesn’t say “WCBS” when he repeats what Joe reported. Joe made a deposit in Jerry’s memory bank. If Jerry does say “WCBS,” it’s a grand slam.
Then, George chimes in: “AN HOUR LATE??? THAT’S NOTHING! WAIT’LL YOU HEAR WHAT HAPPENED WHEN MY PARENTS TRIED TO FLY TO FLORIDA LAST WEEK!” Now Elaine and Kramer are engaged; and they too might have stories.
Jerry shared what he heard 00-05, information of interest, facts. George is that first caller you want the screener to put through. Elaine and Kramer are listeners who can relate, might contribute their feelings, and will at least remember.
Because ratings methodology can give you an entire Quarter Hour credit for as-little-as 5 minutes of actual listening, the-most-opportune topics are compelling stories listeners just heard on-hour, which you then offer callers your air to weigh-in-on.
Why? People believe your promos. They stopped-in for their on-hour update. Then, at 05, before an index finger can travel from the steering wheel to the “Kiss” or “Lite” or “Magic” button, engage them.
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 “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke
word, which is a 55% increase over nine years ago (20%); 2) Spoken word listening at home has grown dramatically: 60% of the total daily audio time spent with spoken word audio is at home, 24% in the car, 13% at work, and 3% at some other location. The time spent listening to spoken word audio at home has grown to 41 daily minutes in 2023 from 27 daily minutes in 2014. Increases in at-home spoken word audio listening are seen across every hour in the listening day; 3) Spoken word listening in-car has shifted post-pandemic, but AM/FM radio remains on top: Of all the daily time spent listening to spoken word audio, time spent listening in the car has declined from 36% in 2014 to 24% in 2023. In the car, 62% of spoken word audio consumed by those in the U.S. age 13+ is to AM/FM radio content, including over the air and streams; 4) For the first time ever, the mobile device is the primary way people listen to spoken word: 39% of spoken word audio consumed daily by those age 13+ in the U.S. is on a mobile device, followed by 35% on an AM/FM radio receiver. At home, 41% of spoken word audio is consumed on a mobile device, and at work, 47% of spoken word is consumed on a mobile device. AM/FM radio receivers still dominate in-car, garnering 60% of the spoken word audio listening there; and 5) Podcasts represent a large and growing share of spoken word listening: Podcasts now represent over one-third (36%) of time spent with spoken word audio. Twenty-eight percent of time spent listening to podcasts goes to NPR/public radio. At home, 40% of spoken-word audio listening goes to podcasts. 
Bakersfield and Spokane. In his new role as SVP of programming, Jarquin will be responsible for the oversight of programming and promotions across all Pacific Area iHeartMedia stations. iHeartMedia Pacific Area president Steve Darnell says, “Angel has a successful track record programming some of the most dynamic station brands in the market. His creativity, leadership and background on-air make him perfectly positioned to lead our station programming to connect with listeners throughout the Pacific Area.”
$145.7 million, down 7.1% year-over-year. Audacy president and CEO David J. Field states, “Audacy’s third quarter net revenues declined 5.6%, in-line with our quarterly guidance as ad market conditions have remained challenging, particularly on national business. Cash operating expenses were down 2%. We gained revenue share in the quarter, most significantly in radio in which we have achieved accelerating share growth since the start of the year. We also delivered solid gains in radio ratings share and digital audience metrics while making important progress on our tech roadmap and meaningful expense savings to improve our current and future business model. Fourth quarter is currently pacing down 9% on an as reported basis and down 4% on a same-station, ex-political basis. We expect Q4 total revenues to decline by high single digits and costs to decline by high single digits. As noted in our recent public filings, we remain in constructive conversations with our lenders to recapitalize the company’s balance sheet to establish a strong financial footing and position the company to capitalize effectively on our growth opportunities. Notwithstanding current challenges, Audacy has established a strong position as a scaled, leading multi-platform audio content and entertainment company distinguished by our exclusive premium content and top positions across the country’s largest markets. We salute our team for their strong work delivering solid growth against our key performance metrics and serving our listeners and customers with excellence.”
Folks in the Gen Z and millennial demographics are heavily 
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.” 
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.
I am always impressed when I see-and-hear radio and TV stations swapping product.
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.
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.”
deductible donations to the Guardian Fund. Corporate donations can be given to the Angel Initiative, which is also tax deductible. BFoA chairman Scott Herman states, “Life can change in a heartbeat, and exorbitant medical bills can leave one of our colleagues in broadcasting in desperate need of assistance. I’m asking everyone in radio and television to consider a donation, in any amount, so that we can continue to provide assistance to those in our industry who need it most.” 
ECHO box technology. He says, “GCN’s Adam Miller explains that their ECHO Files can easily be synced with most radio automation systems for easy delay broadcast with no new hardware needed and about fifteen minutes setup time! There is no need to have staff do daily chores like pulling files manually from an FTP or website. Those days are done! For live affiliates GCN has their ECHO Box that comes pre-programmed for the shows the affiliate carries. The ECHO Box can also do delay broadcast. They are sending these out with priority to stations that take the largest number of live hours, but eventually all live affiliates will receive them as dozens more of the very small ECHO Boxes will be coming in early November.” Affiliates with questions can call Adam Miller at 612-695-5982. 
programming includes Premiere Networks’ “The Clay Travis & Buck Sexton Show” and “The Jesse Kelly Show,” as well as programming from Westwood One. iHeartMedia SVP of programming Jason Carr says, “We’re excited to bring ‘The Patriot’ to Vero Beach with local talk and news from ‘The Brian Mudd Show’ and some of the biggest names in national talk radio. ‘The Patriot’ will super-serve the growing Vero Beach community, with the most up-to-date news, weather and sports updates, including sources like FOX News and the Florida News Network.”
the achievement of the market’s total sales goal. Mems comes to Audacy from his most recent post as president of the Central Illinois Media group. Audacy St. Louis SVP of sales Becky Domyan states, “We are happy to add Charles and his vast experience of media sales and client support to our team. I have no doubt that he will drive exceptional results for our collection of brands.”
Feel busy? Try keeping-up with these four:
In May 2007, I was enjoying the brand-new app called YouTube. Still independently owned, still relatively unknown. Some of the videos pulled millions of viewers, more viewers than enjoyed by ESPN or any cable network. More interesting, the videos with high counts were not made by NBC or ESPN or any traditional video source. High view count videos were being made by people with no experience in traditional media, they were experimenters producing in their basements and bedrooms.
McBride most recently served with CBS affiliate WUSA-TV, Washington DC where she served as a news and sports anchor. McBride says, “I am excited to join an incredibly talented team at Newsmax and look forward to bringing Americans the stories that matter each morning. It has been my dream to work for network news, and I feel my 17 years of anchoring experience have prepared me for this new role of co-hosting ‘Wake Up America.’ It’s an absolute honor!”