WWO: Focusing on ROI is Killing Your Growth
The Cumulus Media | Westwood One’s Audio Active Group blog looks at the of advertising ROI based on a new study by Les Binet and Will Davis titled, Go Big Or Go Home: How Small Thinking is Killing Advertising and What To Do About It. A number of key points from the study conclude the following: 1) The advertising industry’s maniacal fixation on ROI has resulted in a modest 4% 
increase in ROI since COVID but a worrying 11% erosion in advertising driven profits; 2) ROI is mistaken for business outcomes such as sales growth, profit growth, and customer growth. ROI is none of those things. It is simply a ratio of revenue/profit generated by ad spend; 3) Surprisingly, ROI and revenue/profit growth move in the opposite direction. Low profit growth produces high ROI. Strong profit growth results in lower ROI; and 4) Perception vs. reality: Marketers mistakenly believe ROI trumps budget in driving profit growth. The reality is budget is 9 times more critical than ROI in generating profit.
Ultimately, the lowest ad budget will show the highest ROI, but that’s not a recipe for sales growth. Further, since ad budget is nine times more likely to predict profit growth than ROI, Binet and Davis offer three approaches to thoughtfully setting ad budgets: Ad spend ratios, task-based budgeting, and share of voice analysis. All three can be utilized for a well-reasoned process for developing advertising budgets. See the full blog post here.
Mentoring and Inspiring Women in Radio, Inc announces that Tracy Walker, general sales manager at Connoisseur Media’s Saginaw, Michigan station group that includes news/talk WSGW-AM/FM, is the 2026 mentee selected for the Speak Up! Mentorship Program. MIW says that the program was developed in partnership with Media Staffing Network and the late Laurie Kahn. It’s a year-long mentorship created for a woman working in any department within a small to medium radio market.
(9/14). Khan most recently served as anchor at WPTV-TV, West Palm Beach. She’d also hosted shows on Newsmax and America’s News Voice Network. KCMO program director Pete Mundo says, “KCMO Talk Radio is making a strong commitment to Kansas City by continuing to invest in live, local programming. Miranda is a smart, engaging voice who brings years of media experience and deep Kansas City roots, and she knows how to connect with listeners and drive meaningful conversations. Her addition strengthens our commitment to delivering the news, opinions, and discussions that matter most to Kansas Citians every day. We are excited to welcome Miranda home to KC.”
THANKS to all who offered feedback about my most recent column. 
keep his interview with a Senate candidate off the air shows just how far this Administration’s campaign of censorship and control has gone. This is now the second time in a matter of months that a late-night host has disclosed they had to bury an interview because of FCC intimidation, and there is no way to know how many other editorial decisions across the country have quietly been shaped by this same pressure. No host, local affiliate, or network should have to weigh federal retaliation before booking a guest for a newsworthy interview. Any attempt to pressure broadcasters into self-censorship undermines both press freedom and the public’s right to hear from candidates in their communities seeking public office.
while playing venues such as the Bitter End and TV shows like “Midnight Special,” the band has gained a multi-generational fan base over the past six years due in large part to exposure on talk radio. Talk show hosts have been attracted to Gunhill Road’s engaging themes, sharp lyrics, and provocative YouTube videos that tackle the hottest issues of the day. These include the rise of idiocy, scourge of scammers, threat of censorship, dangers of AI, noise of politics, cruelty to animals, aging, and more. Since 2020, more than 1,500 talk shows, stations, and networks have aired Gunhill Road songs in whole or part, extracted segments for bumpers, and interviewed a member about its provocative messaging.
When in doubt, I recall smart quotes from people in our business who are successful, well paid, kind, and future oriented. I have always focused on what’s next rather than what’s been. These observations drive good results:
Larry Elder. Salem says, “The special tells the story of how Charlie started Turning Point USA in his parents’ garage and built it into one of the largest youth organizations in the country, becoming the most consequential conservative voice of his generation. The program will tell Charlie’s remarkable story largely through his own voice, including rare audio from his first interview with longtime Salem host Dennis Prager when Charlie was just 22 years old.” Salem CEO David Santrella adds, “There was nobody quite like Charlie. He connected with young people in a way few others could and turned that connection into a movement.”
On the TV side, FOX News Channel’s “FOX & Friends” is broadcasting live from several locations and will feature interviews with guests about their experiences 25 years ago. FOX News Radio will also offer breaking news coverage of the NYC memorial ceremony on Friday, featuring reporting from Ground Zero. “The Brian Kilmeade Show,” “FOX Across America with Jimmy Failla” and “The Guy Benson Show” will interview guests and newsmakers impacted by the attacks. On YouTube, “The Brian Kilmeade Show” will provide access to some of Kilmeade’s most notable 9/11 interviews, and FNR affiliates will be offered an anniversary special from Kilmeade that reflects on how America has evolved since then.
News Channel are covering the event. Salem Radio Network vice president of news & talk programming Tom Tradup says, “Our city is rolling out the red carpet for the convention delegates and journalists who will be covering them.” Tradup says coverage will include a keynote address by President Donald Trump, speeches by Vice President JD Vance and U.S. House Speaker Mike Johnson among others.
conservative hosts across America as he offers encouraging commentary to growing national concerns among Republicans about the Democrats flipping an all-important Senate seat in the traditionally red Lone Star State. Yesterday’s installment of the highly rated “Clay Travis & Buck Sexton” Show featured an in-depth interview with Berry (a.k.a. The Czar of Talk) about the Texas Senate race between AG Ken Paxton and James Talarico, who President Donald Trump has taken to calling “Talacreepo.” 
TALKERS conversations held with programmers and talk show hosts across the nation this week, historic events and milestones get heightened attention on anniversaries divisible by five-year intervals with 10-year, quarter- and half-century markers receiving the most. “This is going to be a big one,” exclaimed KSCO, Santa Cruz station owner Michael “MZ” Zwerling stating, “The combination of 9/11 reaching its quarter-century anniversary coupled with the nation being at war with a Middle East adversary makes remembrances of the tragedy even more appropriate than ever.”
Premiere adds, “For his achievements, Hannity has been honored with two Marconi Awards for ‘Nationally Syndicated Personality of the Year’ and was inducted into the Radio Hall of Fame in 2017. For the past five consecutive years, radio industry publication TALKERS has ranked Hannity No. 1 on its ‘Heavy Hundred’ list of the most important radio talk show hosts in America.” Sean Hannity comments, “Reaching 25 years in national syndication is both humbling and a tremendous honor. What began as a passion for engaging in meaningful conversations about the issues shaping our country has become a daily connection with millions of listeners across America. I am deeply grateful to our audience, our affiliate partners, Premiere Networks, our advertisers, and the talented team that makes this show possible every day. Their loyalty, trust and support have made this milestone possible, and I look forward to continuing the conversation for many years to come.”
continue co-hosting “The Clay & Buck Show.” Travis’ new sports media platform Sport & State is partnering with iHeartMedia for a podcast network and with advertising sales across digital and web content. Premiere Networks president Julie Talbott states, “Clay Travis is one of the most dynamic and influential voices in talk radio, and we’re thrilled to continue our long-term partnership with him. His ability to engage audiences, spark meaningful conversations, and deliver results for our station partners and advertisers has been extraordinary, and we look forward to continued growth and success together.”
sales and a record of leading agency sales for national media brands, a combination that allows her to build programs the way agencies plan them.” Skyview CEO and chairman Steve Jones adds, “She knows the audio business, how agencies plan and how to open a door that has never been opened before. Bringing Liz to Skyview is an investment not only in revenue growth, but also in the longterm strength of the relationships that will continue to drive our business forward.” Stillman comments, “Network audio still does something no other medium does, putting a brand in front of a national audience at scale, in an environment people trust. Skyview has the reach, station partnerships and technology to deliver that, and I am looking forward to opening those conversations and building programs that deliver measurable results.”
About those commercials… which pay for you. When a prospective client says, “We tried radio. It didn’t work,” I ask to hear the commercial. Within seconds I can tell why.
Smith and afternoon host Angelette Aviles. Numerous reports, including from the blog DCRTV, indicate that several employees in the news department have been let go, as well. The talk shows are being replaced by Premiere Networks’ “The Glenn Beck Show” from 10:00 am to 12:00 noon and “The Clay Travis & Buck Sexton Show” from 12:00 noon to 3:00 pm. “The Sports Lounge” is now airing in the 3:00 pm to 5:00 pm slot, followed by the “WBAL News Now” from 5:00 pm to 7:00 pm. 
Bill Gates has a useful term for something radio should be thinking about: “Human Reserved.” In an essay about a turbulent AI era, he sketches an unsettling future, and – for broadcasters – has a consequential warning… and an opportunity.
Management and Live Read Management software for the Aggies, while the Roadrunners join as a new client for AdView Inventory Management. San Jose State’s Spartans, meanwhile, are adding production services to round out their existing audio solutions lineup. Skyview COO Andrew Kalb states, “The addition of Texas A&M and UTSA to our NCAA portfolio along with the expansion of services for San Jose State demonstrates the trust our partners have in Skyview and how these partnerships often grow over time as existing clients look to us for additional services and support. Our team is focused on giving our partners the tools they need to run a first-class broadcast, while simultaneously providing valuable inventory opportunities to our sales team for continued revenue generation.”
Show,” Salem Media’s Hugh Hewitt, Westwood One’s Mark Levin, Radio America’s “The Dana Show,” Talk Media Network’s Dr. Daliah Wachs, and Red Apple Media Networks’ “The Other Side of Midnight” with Walter Sterling. Kemp EVP Marty Basch says, “Kemp Broadcasting is excited to bring something different and compelling to the Las Vegas radio market. 106.9 FM KVGQ combines an outstanding lineup of nationally recognized talk personalities and local voices with the strength and reach of FM radio. We believe Las Vegas listeners deserve a talk station of this caliber.” Kemp adds, “The new station complements 670 AM KMZQ, Kemp’s local talk outlet, which has served the market for nearly a decade. Together, the two stations give the company a talk franchise spanning both national and hometown programming – and give Southern Nevada advertisers a broader platform for reaching engaged, habitual listeners.”
that a final Trafalgar Group poll – released early this morning – shows South Carolina’s Republican Senate runoff in a virtual dead heat with Senator Graham with 47.9% support and U.S. Rep. Norman at 47.8%, with 4.4% undecided. Gallagher’s guests will include Norman and Trafalgar Group founder Robert Cahaly. SRN says Graham was invited “multiple times to appear on ‘The Mike Gallagher Show’ in recent days but neither she nor her staff responded to those invitations.”