Maximizing Impact for Sponsors
By Michael Berry
Host, The Michael Berry Show
KTRH, Houston – iHeartRadio
Independent Syndication
Growing up in a small town, “word of mouth” was the most powerful form of advertising. It could make – or break – a business. Malcolm Gladwell’s important Tipping Point book explained that movements, pandemics, and other things that “catch on” do so because of the influence of “connectors” – people who are asked for their opinion. Today, the media world likes to call them “influencers.”
For 17 years, I’ve entertained listeners on the radio and on podcast. Our show has built what many in the industry tell me is an impressive business model. Like Gladwell, I created our own vocabulary and I am strident in enforcing the use of it. Because words matter. I explain to companies that they are our “sponsors,” not “advertisers.” I explain that they put their name behind our show, just as I do for them. In a commercial break stop-set that will be several “commercials” for “advertisers,” but only a couple of my “endorsements.” I don’t speak for a company unless I believe in what they do and how they do it. Likewise, I encourage listeners to send me feedback on their experience with my show’s sponsors. I forward those to the sponsors, either with a request that they address the shortcoming in the service or an attaboy for a job well done.
Listeners tune in to radio, particularly talk radio, to hear the opinions of the host. The host’s opinion matters. If he shares his opinion on movies he likes, foods he enjoys, political candidates he supports, that opinion can affect what the audience does. It is also true that – if his recommendation is trusted by the listener – it can affect the choices the audience makes when they buy something or hire someone to perform a service. But it has to be an “endorsement.”
The radio industry, for many, many years, failed to recognize the value and power of an endorsement. Sellers would sell advertising to clients and get the on-air talent to read the copy points the client (or agency) wrote. Often listlessly, just reading. That is not an endorsement. It is not a host suggesting to his audience where he would personally buy a new door for his home, or take his wife for dinner. If, however, the “read” (a term that reflects that the host is simply reading words someone else wrote) were instead an endorsement, he wouldn’t need all those details. Instead, with just the name of the company, and the owner, and the phone number, as well as what category they are in, he would be able to speak for 30 seconds about why that business is special, why he would (and hopefully has already) use them.
An endorsement is a stamp of approval. It says you believe in someone or something. If an endorsement is really an endorsement, it doesn’t need new copy points to be “freshened up.” It doesn’t include discount offers, seasonal sales, “get in quick before they run out” scares, or other silly tricks Americans long ago learned to ignore. Using that language kills credibility. If I ask you where I should buy my car, and you have a dealer you believe in, you’ll refer me to them, and, if you really like them, call them yourself and ask them to take care of me. “Hook me up” as the kids say. I’m not going anywhere else after an endorsement like that.
Radio (and podcast) has a big future, because of the connection audiences have with hosts. Why abuse that connection? Why cheapen it? Sales reps should understand that and make it part of their pitch. My best sales reps literally dial up companies in industries I identify and start with the question, “Do you listen to The Michael Berry Show?” If the answer is no, I don’t want them as sponsors. I want folks who understand why I’m controversial, why my audience listeners, what my values are.
Radio and podcast’s future is dependent on a sound business model that understands what makes us special, unique, and better than other forms of media.
Here is my list of suggestions to sellers and hosts, in hopes of facilitating better results for show sponsors:
— Sellers should never pitch a client without asking the talent first.
— Talent should not endorse a company without researching and approving them.
— Talent should tell sellers what sorts of things they WANT to endorse. Guns, cigars, home improvement, cars, medical. The best endorsement is something the talent will use himself. An avid gun owner is going to present a very compelling (and effective/profitable) endorsement for a gun range he visits once a week. Look at how weight loss sponsors have profited when the host follows their program and endorses it on air.
— If a sponsor isn’t committed to a yearlong relationship, don’t do it. It ruins credibility to change the endorsement inside the same category. Again, credibility is everything.
— Talent should develop personal relationships with sponsors. They can help listeners this way and the sponsors become show content.
— The value of talent to the station is far more than just ratings. Half my audience is 55+, so the 18-34 or 25-54 rating is less useful to me. But when show sponsors stay on air for 10 or more years, it is a ringing endorsement that what we do works. They vote with their dollars. The whole point of ratings was to show agencies how many people listened, in hopes that that vast listening audience would respond to the commercials they hear, thus monetizing the show, right? Why not go straight to the “dollars in (from the sponsor), dollars out (listeners spending money with sponsors)” model? Show sponsors who get tangible results from their partnership with talent don’t cancel their buy.
— Openly discuss how much money a talent brings into the station. The programming side of radio loves to talk about things that don’t generate dollars, while the sales side is often disconnected from the actual product they are selling. Fix that.
Michael Berry is a longtime, high-ranking member of the TALKERS Heavy Hundred. He’s heard daily on KTRH, Houston and across the country on his own independent network. Michael Berry can be emailed at michael@michaelberryshow.com.
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His hall-of-fame career and love for the game are evident to anyone who has ever followed him. OutKick is and will always be the strongest proponent for smart, original, funny and authentic voices in all of sports. He’s a perfect fit for the brand and I’m thrilled to welcome him to our team.” Outkick also reports that its January 2023 digital performance, where the platform saw 311% growth year-over-year in unique visitors, marked the most growth over 2021 among its competitive set. In the fourth quarter of 2022, the platform attracted 9.1 million multi-platform average unique visitors, up 235% from the fourth quarter of the prior year, according to Comscore.
advice!” The duo has worked together since 2006, including a formerly syndicated radio show and a podcast. Beasley Media Group chief content officer Justin Chase says, “As someone who grew up listening to fun and edgy night shows like ‘Loveline’ and others, I’m very excited to launch the ‘Cooper & Anthony’ show on three of our great rock brands. They will most certainly make radio a lot more interesting at night in Fort Myers, Tampa and Vegas.” Cooper states, “This is the show I got into radio to do. I’ve been waiting for the right team with the same vision. We found it with the amazing folks at Beasley. Anthony and I can’t wait to share this show with our listening family, because it’s all about them!” 
Catsimatidis on his nationally syndicated Sunday morning program, “The Cats Roundtable.” Catsimatidis says, “I’ve known Rita Cosby for many years and have always deeply admired her incredible journalistic skills. She knows how to ask the right questions so that we can find and reveal the truth on every story. She’s a tremendous broadcaster and I’m delighted she is joining me.” Cosby comments, “I’m beyond thrilled to be working with iconic John Catsimatidis, one of the most accomplished and dynamic business leaders in America. This fast-paced show will look at all sides of the stories that have great impact on New Yorkers, our country, and the world. It’s a journalist’s dream to join John and his great team.”
It looks like the podcast business is hitting those ever-present speedbumps.
inhumanity. Torture, murder, brainwashing, imprisonment, rape, forced labor, propaganda, slander, robbery, and economic deprivation form the foundation of the campaign. The harvesting of organs from living Falun Gong practitioners for transplant sale has taken the persecution to a whole new level. TALKERS magazine is in communication with the New York City-based Falun Dafa Information Center which reports the following message to our readers: The fact that the CCP is enacting these crimes in the world today creates a series of questions. If China is willing to do this to a harmless and innocent group of its own citizens, what wouldn’t it do to the rest of the world if it felt that it had the power and incentive to do so? Would it violate the human rights of other nation’s citizens, invade a neighboring country, or try something worse? Do we each have a responsibility to stand up for innocent victims who are being tortured and slaughtered by their own government? If your neighbor was not bothering you but they were slaughtering their family members what would your responsibility be? Given the truth of this situation, what is your responsibility? TALKERS encourages the talk media community to make contact with Levi Browde, executive director of the Falun Dafa Information Center to arrange interviews with him and other experts to raise consciousness among Americans to this dire human rights threat as well as other detailed insights into tenuous U.S.-China relations. He can be reached via email at 
Ohio but returned to Western New York and has spent the last 18 years with Jeremy White as his co-host in mornings on Audacy’s WGR. Simon says, “I’ve been very lucky to have worked alongside some wonderful people at WJJL, WBEN, Empire Sports Network and finally at WGR. I wish I could list everyone by name, but that isn’t possible. Let me just say, thank you. Thank you, thank you, thank you to my many co-workers over the years. I’ve made some great, lifelong friendships, while getting a chance to do something I truly loved. I would like to mention my co-host for the last 18 years at WGR, Jeremy White. That is the longest I worked with anyone by far! Jeremy is super talented, extremely creative, and has a great feel for what topics will be of most interest to our listening audience.”
agreement to eliminate the burden and expense of further litigation.” It also says, “The plaintiffs believe that all claims ‘have merit,’ but they decided to settle due to ‘the inherent risks, difficulties and delays in complex ERISA litigation such as this.’” The settlement requires court approval. The Pensions & Investments report says, “The plaintiffs sued in December 2022, alleging that the defendants ‘did not try to reduce the plan’s expenses or exercise appropriate judgment to scrutinize each investment option that was offered in the plan to ensure it was prudent.’…The Cumulus Media 401(k) Plan, Atlanta, had $260 million in assets as of Dec. 31, 2021, according to the company’s most recent Form 5500 filing.” 
served as the National Gardening Association’s regional horticulturist for the Southeastern U.S. and is a contributing editor to Texas Gardener magazine. iHeartMedia Houston director of AM programming Bryan Erickson comments, “We’re all still reeling from the sudden loss of Randy. This was a difficult search and we feel fortunate to have found Skip. Not only is he one of the most qualified horticulturists in Texas, he has the perfect ‘down home’ demeanor when it comes to helping listeners with their gardening issues.” Richter states, “I’m excited to be hosting ‘Garden Line’ and helping listeners have more bountiful gardens and beautiful landscapes! Randy was an old friend going back to college when we lived in the same dorm. We will all miss him, and I consider it an honor to carry on the ‘Garden Line’ tradition.”
Gene. Gow Media CEO David Gow states, “We are thrilled to add Gene Thompson to our impressive roster of talent. ‘The Sports Kings’ are committed to producing two of the most informative, fast moving, and energetic hours in all of sports radio. I know our audience and affiliates will be excited about the show!” Thompson comments, “The Sports Kings are ecstatic to join Gow Media and the SportsMap Radio Network. We look forward to providing our listeners with an informational, entertaining and engaging show.”
#6, Cumulus Podcast Network’s “The Dan Bongino Show” at #19, and The Ramsey Network’s “The Ramsey Show” at #22. This latest ranker shows the Top 50 Podcasts based on weekly audience reach and reflects two significant updates to the service. Edison says the sample has been expanded to include weekly podcast listeners age 13-17. This measurement allows podcast producers and networks to understand the teen segment of the Gen Z podcast listeners. The Q4 ranker includes increased sample size implemented last year, which allows for more recency in reporting and robust cuts of data. The latest ranker includes measurement from the previous two quarters with a total sample size of 10,597 weekly podcast listeners age 13+.
If you float a trial balloon, expect it to be shot down.
I asked ChatGPT, “What IS ChatGPT?”