Industry News

Top News/Talk Media Stories This Past Week (October 20-24, 2025)

Here are the most talked about stories of the past week (10/20-24) on news/talk radio and related talk media according to TALKERS:

Stories

  1. 1. Government Shutdown
  2. 2. ICE Raids / Chicago Guard Troops Ruling
  3. 3. Trump’s White House Ballroom Project
  4. 4. Israel-Hamas Peace Process
  5. 5. Trump Demands Cash from Justice Department
  6. 6. “No Kings” Protests
  7. 7. Louvre Jewelry Heist
  8. 8. Trump Commutes Santos’ Sentence
  9. 9. Alleged Drug Boats Strikes
  10. 10.Mob-Linked Sports Rigging Case

People

  1. 1. Donald Trump
  2. 2. Mike Johnson
  3. 3. Chuck Schumer / Hakeem Jeffries
  4. 4. Karoline Leavitt
  5. 5. J.D. Vance / Benjamin Netanyahu
  6. 6. George Santos
  7. 7. Pete Hegseth
  8. 8. Vladimir Putin
  9. 9. Robert DeNiro / Stephen Miller
  10. 10.Chauncey Billups / Terry Rozier

To see the full TALKERS Stories, Topics, and People Charts, please click HERE.

Industry News

Yesterday’s Top News/Talk Media Stories (10/22)

The most discussed stories yesterday (10/22) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown / Elimination of Federal Programs
    2. Trump’s White House Ballroom Project
    3. ICE Raids / Chicago Guard Troops Ruling
    4. Israel-Hamas Peace Process
    5. Trump Sanctions Russia’s Oil Giants
Industry News

KKOB Names Csanyi-Salcedo News Director

Cumulus Media appoints Zoltan Csanyi-Salcedo news director for News Radio KKOB 770 AM/96.3 FM in Albuquerque. In this role, Csanyi-Salcedo will oversee the station’s news content strategy, newsroom operations, and talent development. Csanyi-Salcedo most recently servedimg as news director at KRGV-TV, Weslaco “ABC 5” in Texas’ Rio Grande Valley, where he led a bilingual newsroom. Cumulus Albuquerque OM and program director Aaron “Buck” Burnett says, “Zoltan is exactly the kind of newsroom leader Albuquerque needs right now — grounded, relentless, and passionate about storytelling that matters. He’s built winning, trusted newsrooms in every market he’s touched, and we’re thrilled to have him guiding KKOB’s next chapter.” Zoltan Csanyi-Salcedo comments, “KKOB has always been a trusted voice for New Mexico, and my mission is to strengthen that trust every day. This newsroom will focus on local truth first — fast, fair, and useful information that helps our audience make sense of what’s happening in their communities.”

Industry News

Schellhas to Lead iHeartMedia Cincinnati

iHeartMedia names Stefan Schellhas market president for its Cincinnati operations that includes news/talk WLW-AM, news/talk WKRC-AM, and sports talk stations WCKY and WSAI. iHeartMedia division president Dave Carwile states, “We’re thrilled to welcome Stefan Schellhas as the new market president for iHeartMedia Cincinnati. Stefan brings not only a strategic vision and proven leadership, but also a deep-rooted understanding of the Cincinnati market. Having spent years building relationships and driving results across the region, he knows the pulse of the city and what resonates with our listeners and advertising partners. His passion for the community, combined with his commitment to innovation and team development, makes him the ideal leader to guide our Cincinnati brands into the future.” Schellhas was most recently with Sinclair as VP/GM of its Cincinnati stations. Shellhas says, “My career started with an internship at 700 WLW, so returning truly feels like coming full circle. While consumer media habits—driven by technology—have evolved exponentially, what hasn’t changed is that ‘content is king,’ and iHeart continues to lead the way in the audio space. I’m honored to work alongside such a passionate team here in Cincinnati, and together we’ll continue to serve our advertisers and the Greater Cincinnati community.”

Industry News

Yesterday’s Top News/Talk Media Stories (10/21)

The most discussed stories yesterday (10/21) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown
    2. Vance in Israel
    3. ICE Raids / Guard Troops
    4. Trump Demands Cash from Justice Department
    5. White House Ballroom Project
Industry News

Yesterday’s Top News/Talk Media Stories (10/20)

The most discussed stories yesterday (10/20) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown
    2. Appeals Court Portland Guard Ruling
    3. “No Kings” Protests
    4. Louvre Jewelry Heist
    5. AWS Outage
Industry News

Media Rating Council Revokes Accreditation for Seven Nielsen Diary Markets

As part of its ongoing work to provide accreditation to various ratings organizations, the Media Rating Council released its most recent accreditation decisions and among them is theimg revocation of accreditation for Nielsen Audio Diary markets as reported in the RMR and TAPSCAN Web including Bryan College Station, Texas; Hudson Valley; Killeen-Temple, Texas; Odessa- Midland, Texas; Portsmouth-Dover-Rochester, New Hampshire; Reno; and Trenton. At the same time, the MRC has approved accreditations for all of Nielsen’s 28 PPM markets.

Industry News

Top News/Talk Media Stories Over the Weekend (10/18-19)

The most discussed stories over the weekend on news/talk radio and related talk media according to TALKERS research:

  1. 1. “No Kings” Protests
    2. Government Shutdown
    3. ICE Raids
    4. Trump Commutes Santos Sentence
    5. Russia-Ukraine War
Industry News

Gunhill Road Drops Issue-Oriented Music Video Focusing on the Non-Stop Noise of Contentious Media in a Crisis-Ridden Era

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Gunhill Road, the perennial pop music ensemble that has been creating issue-oriented reflections of the times since the iconic “Back When My Hair Was Short” hit the charts in the early 70s, is back with another powerful music video. The brand new, gritty rocker, “Close My Ears,” captures the sheer angst of today’s anxiety pandemic fueled by contentious talk mediaimg and the gut-wrenching chaos of informational overload. Non-partisan lyrics cry out: “Too much information clogging up my brain… and I can’t change the station; it’s driving me insane!” Co-written and performed by band members Steve GoldrichPaul ReischBrian Koonin, and Michael Harrison, the dramatic images accompanying the music include a dynamic montage of exasperated people being driven to the brink of madness by the pressure of what feels like non-stop, negative NOISE. Produced by Matthew B. Harrison, the video asks, is the remedy to drop off the grid and go live in the woods? Gunhill Road has amassed a huge worldwide following gathering almost a half million listens, views and downloads driven largely by airplay and exposure on talk radio! To view “Close My Ears,” please click here: closemyears.com. To arrange an interview about the song and the times it reflects with band member (and TALKERS publisher) Michael Harrison please email info@talkers.com or call 413-565-5413. To check out the launch of Michael Harrison’s national media tour in support of the new “Close My Ears” music video, check out his October 9 appearance on the Lee Elci morning show on WJJF (94.9 News Now), New London, CT and Patriot.TV by clicking here.

Industry Views

Why “Play the Clip” Still Matters

By Matthew B. Harrison
TALKERS, VP/Associate Publisher
Harrison Media Law, Senior Partner
Goodphone Communications, Executive Producer

imgEvery talk host knows the move: play the clip. It might be a moment from late-night TV, a political ad, or a viral post that sets the table for the segment. It’s how commentary comes alive – listeners hear it, react to it, and stay tuned for your take.

That simple act is powered by a fragile piece of legal machinery known as the Fair Use Balancing Act. Without it, half of talk radio, podcasting, and online news/talk commentary wouldn’t exist. Fair Use allows creators to quote, parody, or critique copyrighted material without permission – but only when the new use transforms the old. It’s the backbone of what we now call “react” or “remix” culture.

Fair use isn’t a license; it’s a defense. When you rely on it, you admit you used someone else’s work and trust that a judge will see your purpose – criticism, news, education – as transformative. That’s a high-wire act few think about when the mic is hot.

The doctrine works on a sliding scale: courts weigh four factors – purpose, nature, amount, and market effect. In plain English, they ask, Did you change the meaning? Did you take too much? Did you cost the owner money? There are neither checklists nor guarantees.

That flexibility is what makes American media vibrant – and also what keeps lawyers busy. Each decision takes time, context, and money. The price of creative freedom is uncertainty.

The same logic now drives the debate over AI training and voice cloning. Machines don’t “comment” on your broadcast; they absorb it. And if courts treat that as transformative analysis instead of reproduction, the next generation of “hosts” may not need microphones at all.

For broadcasters, that’s the new frontier: your archives, tone, and phrasing are training data. Once ingested, they can be repurposed, remixed, and re-voiced without violating traditional copyright rules. The Fair Use Balancing Act may protect innovation – but it rarely protects the innovator.

Fair use was designed to keep culture evolving, not to leave creators behind. It balances a creator’s right to profit against society’s right to build upon shared work. But balance only works if both sides know the weight they’re carrying.

Every time you play the clip, remember you’re exercising one of the oldest and most essential freedoms in media. Just make sure the next voice that plays you is doing the same thing – for the right reasons, and under the same rules.

Matthew B. Harrison is a media and intellectual property attorney who advises radio hosts, content creators, and creative entrepreneurs. He has written extensively on fair use, AI law, and the future of digital rights. Reach him at Matthew@HarrisonMediaLaw.com

Industry News

TALKERS News Notes

Remote News Service Adds Six Affiliates. Remote News Service adds new affiliates including Connoisseur Media’s Palm Springs stations, Midwest Communications’ WHBL-AM/FM, Sheboygan; Civic Media’s WAUK-AM, Milwaukee; Telemedia’s Fredericksburg, Virginia stations; Treese Media Group’s WEEU-AM, Reading, Pennsylvania; and Bold Gold Media’s Monticello, New York stations.

BFoA Begins Year-End Giving Campaign. The Broadcasters Foundation of America launches its annual Year-End Giving Campaign that seeks to raise donations from tax-deductible personal and company contributions. The Broadcasters Foundation is a 501c3 charity and the only charity devoted exclusively to helping broadcast colleagues who are in need of financial assistance due to life-altering illness or a disaster. BFoA president Tim McCarthy says, “Our grants offer a ‘hand-up’ to colleagues during trying times. Monthly and emergency grants are often the only financial resource for our colleagues in need, and the funding for those grants are dependent on donations from individuals and companies from within broadcasting. Our 100% Give with Confidence score from Charity Navigator ensures contributions go directly to those in our business who need it most.” Find out more about giving here.

WNYC Appoints Barba Accountability Editor. The New York City public media firm names Robert Barba an editor on the accountability team, overseeing state issues and politics. Previously, Barba spent seven years at The Wall Street Journal in various editor roles. Prior to that he covered banking and fintech for Bankrate and American Banker.

ESPN Names Cornetts “First Take” Host. ESPN announces that Shae Cornette is the new host of “First Take,” effective November 3. Cornette has been an anchor on SportsCenter and a mainstay across ESPN studio programming since joining ESPN in 2020. “First Take” executive producer and commentator Stephen A. Smith says, “Hosting ‘First Take’ is no easy assignment. It requires confidence, toughness, and real sports insight – and Shae brings all of that and more. I’ve seen her command the desk with poise and passion every time she’s hosted. She’s the real deal, and I’m thrilled to have her officially join the team.”

Industry News

Top News/Talk Media Stories This Past Week (October 13-17, 2025)

Here are the most talked about stories of the past week (10/13-17) on news/talk radio and related talk media according to TALKERS:

Stories

  1. 1. Israel-Hamas Accord Aftermath
  2. 2. ICE Raids / Guard Troops Rulings
  3. 3. Government Shutdown / Judge Blocks Shutdown Layoffs
  4. 4. CIA Operations in Venezuela / Deadly U.S. Boat Strike
  5. 5. Young Republicans Group Chat Controversy
  6. 6. SCOTUS Hears Voting Rights Act Arguments
  7. 7. The Economy / U.S.-China Tariffs Spat
  8. 8. John Bolton Indictment
  9. 9. Zelensky-Trump Meeting
  10. 10. Diane Keaton Dies

People

  1. 1. Donald Trump
  2. 2. Benjamin Netanyahu
  3. 3. JB Pritzker
  4. 4. Susan Illston
  5. 5. J.D. Vance
  6. 6. Brett Kavanaugh
  7. 7. Xi Jinping
  8. 8. John Bolton
  9. 9. Volodymyr Zelensky
  10. 10. Diane Keaton

To see the full TALKERS Stories, Topics, and People Charts, please click HERE.

Industry News

Kim Komando to Emcee Radio Hall Induction

imgThe Museum of Broadcast Communications announces that Kim Komando will serve as emceefor the 2025 Radio Hall of Fame induction ceremony being held on October 30 in Chicago. Radio Hall of Fame co-chair Kraig Kitchin says, “We’re grateful to Kim Komando for helping us to create a most special evening for each of our 2025 inductees. She knows the hard work and dedication it takes to achieve the recognition of such an induction.”

Industry News

Yesterday’s Top News/Talk Media Stories (10/15)

The most discussed stories yesterday (10/15) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown / Judge Blocks Shutdown Layoffs
    2. ICE Raids in Chicago
    3. SCOTUS Hears Voting Rights Act Arguments
    4. Israel-Hamas Accord Aftermath
    5. CIA Operations in Venezuela
Industry News

A.J. Mansour Ousted from KFAN After 18 Years

A piece in Bring Me the News reveals that iHeartMedia Twin Cities sports talk KFAN has let A.J.img Mansour go as part of the company’s nationwide reduction in force. Mansour has been with the station for the past 18 years, most recently as senior executive in audio and digital marketing. He posted to social media, “What a ride it’s been. From creating dynamic content and marketing some of the biggest brands and personalities in the Twin Cities, to leading teams, driving revenue, and collaborating with some of the most talented people in media, I’ve learned, grown, and had an absolute blast along the way.” Read the Bring Me the News piece here.

Industry News

Two Named to KYW Newsradio Hall of Fame

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Audacy’s KYW-AM/FM, Philadelphia inducts two of its most respected and recognizable voices into the KYW Newsradio Hall of Fame. Reporter/anchor John Ostapkovich and business editor/anchor Vince Hill were selected by their peers and colleagues to join the roster of “journalists who have shaped the legacy of trusted news in the Philadelphia region.” Audacy Philadelphia SVP and market manager David Yadgaroff says, “This recognition speaks to the legacy of excellence that John and Vince have helped build at KYW Newsradio. Their voices have been a trusted part of daily life in the region for decades, and their dedication to storytelling, accuracy and integrity continues to resonate across our newsroom.” Pictured above are (from l-r): Yadgaroff, Hill, Ostapkovich, and KYW assistant brand manager Tom Rickert.

Industry News

Yesterday’s Top News/Talk Media Stories (10/14)

The most discussed stories yesterday (10/14) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown / Federal Firings
    2. ICE Raids
    3. Israel-Hamas Peace Accord
    4. Deadly U.S. Boat Strike
    5. The Economy / U.S.-China Tariffs Spat
Industry News

Yesterday’s Top News/Talk Media Stories (10/13)

The most discussed stories yesterday (10/13) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Israel-Gaza Peace Accord
    2. Government Shutdown / Federal Firings
    3. ICE Raids / ‘Fat’ Guardsmen Fired
    4. The Economy / U.S.-China Tariffs Spat
    5. Zelensky & Trump to Meet at White House
Industry News

Salem Amidst Companywide Reduction in Force

Last week, Salem Media Group began a round of companywide layoffs that include staffers at radio stations across the country. KLUP-AM, San Antonio program director Barry Besse isimg among those exiting the company and he posted to Facebook: “After 15 years at Salem Media San Antonio and a total of 17 years with Salem as a company I was a part of a massive companywide reduction in workforce. Over the years Salem has tried its best not to have a reduction in workforce but like most corporations it had to happen. I’m not bitter or angry I understand how this business works. I was proud of the work I did for Salem Media Group and even prouder to have worked with the people I did.”

Industry Views

Monday Memo: Podcasting Pitfalls (and How to Avoid Them)

By Holland Cooke
Consultant

imgThe most common mistake podcasters make is assuming the microphone alone creates an audience. Too many would-be hosts hit Record without a clear strategy for WHY they’re doing a show, WHO it’s for, and what makes it DIFFERENT from millions of other podcasts.

Here’s where radio people have an edge. They already understand what makes audio work, fundamentals instructive to pure-play podcasters:

Know your listener. The #1 podcasting error is failing to define the audience. A show that tries to appeal to “everyone” ends up resonating with no one. In radio, you wouldn’t program an AC station to please hard rock fans; the same logic applies here. Create a mental picture of your ideal listener and talk to that person… as an individual. A radio show might have thousands of listeners, but they’re listening one-at-a-time. Podcasting is even more intimate. It’s the opposite of “Hi everybody.”

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Prep like it matters. Many podcasters think conversation is enough. But even the loosest-sounding successful shows are tightly structured. Radio taught you this already: segments, clocks, and story arcs keep things moving. Format your podcast.

Edit ruthlessly. The average podcast listener has thousands of options. Rambling is death. Trimming, pacing interviews, and cutting inside jokes shows respect for your listener’s time. Walking-the-walk, TALKERS publisher Michael Harrison takes a mere 44 seconds to explain in this video.

Be consistent. If your show drops sporadically, you won’t build loyalty. Listeners want reliability, whether weekly, biweekly, or monthly. Radio wouldn’t move a morning show around the schedule; don’t do it with your podcast.

Think discoverability. A podcast isn’t a “Field of Dreams” (if you build it, they will come). Great audio needs marketing: social media clips, smart SEO in show notes, cross-promotion, and ideally, visibility on your broadcast platforms.

Make it about them, not you. This is the big one. Too many podcasts are self-indulgent — hosts talking about what interests them. Successful shows flip the script: What does my audience care about, and how can I deliver it in a way only I can?

The bottom line: Radio has invested 100 years doing what podcasting is just learning — creating focused, disciplined, listener-first audio. Bring those habits with you, and you’ll click, while others are still figuring it out.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry News

Top News/Talk Media Stories Over the Weekend (10/11-12)

The most discussed stories over the weekend on news/talk radio and related talk media according to TALKERS research:

  1. 1. Hamas Releases Living Hostages
    2. ICE Raids / Illinois Guard Ruling
    3. Government Shutdown
    4. The Economy / China Tariffs
    5. Diane Keaton Dies
Industry News

Top News/Talk Media Stories This Past Week (October 6-10, 2025)

Here are the most talked about stories of the past week (10/6-10) on news/talk radio and related talk media according to TALKERS:

Stories

  1. 1. Gaza Cease Fire
  1. 2. Government Shutdown / Furloughs
  1. 3. The Economy / Tariffs
  1. 4. ICE Raids
  1. 5. National Guard Troop Deployment
  1. 6. James Indictment
  1. 7. Comey Indictment
  1. 8. Russia-Ukraine War
  1. 9. Vaccine and Health Care Controversies
  1. 10. Epstein Files / Maxwell Pardon Speculation

                People

  1. 1. Donald Trump
  1. 2. Pam Bondi
  1. 3. Letitia James / James Comey
  1. 4. Benjamin Netanyahu
  1. 5. Gavin Newsom / JB Pritzker
  1. 6. Pete Hegseth
  1. 7. Chuck Schumer / Hakeem Jeffries
  1. 8. Mike Johnson
  1. 9. RFK, Jr
  2. 10. Jeffrey Epstein / Ghislaine Maxwell

To see the full TALKERS Stories, Topics, and People Charts, please click HERE.

Industry News

SiriusXM Gives Megyn Kelly Her Own Channel

SiriusXM inks Megyn Kelly to a new multi-year deal and as part of the new contract Kelly will headline her own SiriusXM channel. The satcaster calls her program “one of the platform’s mostimg successful political and cultural programs.” The new Megyn Kelly channel will also feature brand-new programming, including the debut of an exclusive daily after-show program. Additional series, shows, and specials will be announced in the coming weeks. Kelly comments, “Linear television news is dead. People can’t stand those stilted, censored conversations anymore, which is exactly why this medium is thriving. I’m thrilled to deliver our bold brand of no-BS news live on SiriusXM and to be expanding my relationship with such a stellar, blue-chip brand and great partner. Soon our listeners will have the Megyn Kelly Channel to enjoy and trust for the conversations and content they love.”

Industry News

Yesterday’s Top News/Talk Media Stories (10/8)

The most discussed stories yesterday (10/8) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Trump’s Gaza Ceasefire Plan
    2. Government Shutdown / Furloughs
    3. FAA Shortages / Flight Delays
    4. Trump Deploys Guard Troops to Chicago and Portland
    5. Katie Porter Campaign Controversy
Industry News

Yesterday’s Top News/Talk Media Stories (10/7)

The most discussed stories yesterday (10/7) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown / FAA Shortages-Flight Delays
    2. Pam Bondi Senate Hearing
    3. Maxwell Pardon Speculation
    4. ICE Raids / Guard Troops to Chicago
    5. Gaza Ceasefire Talks
Industry News

WJR, Detroit Promotes Osborne to Director Position

Cumulus Media’s news/talk WJR, Detroit promotes award-winning broadcast journalist Marie Osborne to the newly created position of director of community affairs & news. She previously served as senior news analyst. Cumulus regional VP and Detroit market manager Steveimg Finateri says, “Marie Osborne is one of Michigan’s most respected broadcasters. Her high standards for broadcasting integrity have earned her this important role with WJR, helping us to maintain our brand as Michigan’s most trusted media outlet serving listeners throughout the Great Lakes region.” Osborne comments, “Being able to help our listeners process all that is unfolding in this impactful moment in history is a privilege and being able to do it at WJR is an honor. The commitment to community and news here at WJR runs deep, it is at the heart of all we do and I’m looking forward to carrying on this vital tradition in my new role.”

Industry News

Rob Parker Press Box Dedicated at His Alma Mater

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FOX Sports Radio’s Rob Parker – co-host of “The Odd Couple with Rob Parker & Kelvin Washington,” MLB Network analyst, and founder/editor of MLBbro.com – was honored by his alma mater, Southern Connecticut State University at the school’s homecoming last Saturday (10/4) as the Jess Dow Field press box was officially dedicated in his honor. Parker, a 1986 grad, says, “I’m so grateful to Southern for laying the groundwork for my career. This is where it all began and where I learned to be a reporter. It’s an absolute honor to have my name on Southern’s press box. I hope this will inspire others to excel and do what most think can’t be done.”

Industry News

Yesterday’s Top News/Talk Media Stories (10/6)

The most discussed stories yesterday (10/6) on news/talk radio and related talk media according to TALKERS research:

  1. 1. Government Shutdown / Furloughs
    2. Guard Troops to Chicago / Portland Guard Battle
    3. Hamas Israel Attack Anniversary
    4. SCOTUS Denies Maxwell Appeal Hearing
    5. Mark Sanchez Incident
Industry News

Sean Casey Goes Solo in Mornings at WCBM

WCBM, Baltimore morning drive personality Bruce Elliott is stepping away from the “Theimg Morning Drive with Casey & Elliott” after almost six years co-hosting the program with Sean Casey. WCBM announces that the program is being re-branded as “Casey & Company” and will feature newscaster Maggie Hunter, the “king of all traffic” Chuck Whitaker, sportscaster Gary Stein and executive producer Kristen Haegerich. Elliott originally joined the program as a part-time guest in 2015 before rising to co-host in 2019.

Industry News

Joel Clary Joins KSE Media Ventures

Media pro Joel Clary joins KSE Media Ventures in Denver as SVP and general manager for theimg company’s four stations that includes sports talk KKSE-AM/FM. Clary most recently served with Salem Media Group as regional multimedia sales manager and takes over for Dave Fleck who left the company to start up his own company. Clary comments, “I am incredibly excited to join an organization with such a passionate fan base and an unparalleled portfolio of teams and venues. I look forward to contributing to the continued success and growth of the KSE family.”

Industry Views

Monday Memo: Social Media Checklist for Radio

By Holland Cooke
Consultant

imgThese aren’t just bulletin boards. They’re extensions of your station, where listeners expect to be acknowledged and advertisers expect to see results.

Michelle Krasniak’s “Social Media Marketing All-in-One For Dummies,” 6th Edition (Wiley, 2025) really is “9 Books in One.” Haven’t got time for all 739 pages? I’ve boiled-it-down to five fundamentals that tee-up useful brainstorming.

Her core message: stop treating social media as a sideline. It is as important to your brand as what comes out of the transmitter. And it’s sponsorable.

Here are five fundamentals:

Pick your platforms wisely.You don’t need to be everywhere. As our superstar traffic reporter Bob Marbourg used to say when I managed WTOP: “Pick your lane and stay with it.” Figure out where your target listeners already spend time and go-deep there. For most stations that’s Facebook and Instagram, but TikTok and YouTube Shorts are big with younger demos.

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  • Treat it as programming. Every social post is content marketing. That means it needs the same creativity and discipline as an on-air break. Recycle strategically: a morning show prank becomes a 15-second Reel, a newscast becomes “WXXX News Now, Top Stories.”
  • Post consistently. Social media isn’t set-it-and-forget-it. Build an editorial calendar. Balance evergreen content (i.e., music trivia or host Q&As) with timely, trending posts. Post predictably.
  • Measure what matters. Stop obsessing over likes. Engagement — comments, shares, saves, direct messages — is where the action is. Track what kinds of posts spark conversation and what falls flat. Advertisers will also expect hard numbers, so get comfortable with analytics.
  • Bring advertisers along. Clients want more than a schedule of spots. They want campaigns that include social media integration — from sponsored live streams to Instagram Reels with product tie-ins. Package these with on-air buys and show ROI with real data.

Krasniak stresses that “content is everywhere” — the trick is connecting the dots. For stations, that means breaking down silos between the studio, the stream, and the screen. Social feeds aren’t bulletin boards. They’re extensions of the studio, where listeners expect to be acknowledged and advertisers expect to see results.

Bottom line: Social media done right isn’t an add-on; it’s table stakes. If your station isn’t treating it with the same rigor as on-air programming, you’re leaving audience and revenue on the table.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry News

Top News/Talk Media Stories Over the Weekend (10/4-5)

The most discussed stories over the weekend on news/talk radio and related talk media according to TALKERS research:

  1. 1. Court Blocks Guard to Portland Order
    2. Government Shutdown / Furloughs
    3. Bad Bunny Controversy
    4. Israel-Hamas Negotiations
    5. Mark Sanchez Incident