HC at the NAB: More Than Spots, Less Than Clutter
By Holland Cooke
Consultant
Radio sells advertisers our listeners’ attention. For a hundred years, our inventory has largely been commercials. Now, as our wandering audience leads us to more revenue channels, are we hooked on spots?
“We’re still in the same business. What’s changed is the tool box.”
Salem Media Group EVP, operations and revenue development Linnae Young was among panelists exploring “The Local Advertising Buying Landscape: What are Clients Buying, and how are Radio Sellers Succeeding or Missing Out?” Her laser-like focus is on the client’s need: “The HVAC company has two trucks and wants six.”
Ditto from session moderator Mike Hulvey, the Radio Advertising Bureau’s president & CEO. He called pitching a multi-store McDonald’s franchisee, who heard-him-out, then asked “Will that idea sell a hamburger?”
We sure have ideas. Researcher Gordon Borrell reckons that “the biggest mistake radio stations are making is underestimating the potential [of digital].” Many now sell video advertising. Prospects “don’t have any questions about radio, other than ‘Can you lower the price?’ They have lots of questions about digital.” Be their guide.
And obsess on outcomes. “Stop with the tactics,” urges Marketron senior director of digital strategy Dustin Wilson. “It’s all about solutions-based selling.”
“As radio has encountered increased pressure on revenue, it has often increased spot loads.”
Ad nauseam, in the view of Edison Research co-founder & president Larry Rosin, whose Ted Talk-type session “Considering Spot Loads” was plainspoken.
Radio has violated what Larry calls “The Commercial Broadcast Bargain” – the unspoken deal that content is worth the time spent listening to ads. “We’ve tilted the bargain in an unfair way,” he said, pointing to “fewer, but much longer breaks; and many, many [music] stations now loading all their spots into two interminable breaks per hour.”
Rosin’s team has long tracked listening habits through its Infinite Dial series, and the trend is clear: Radio’s “Share of Ear” never fully recovered after the pandemic; and commercial loads went up during that time.
“The real problem” is not understanding how ‘Infinite’ today’s ‘Dial’ is, “ignoring the fact that there are other things to listen to.” Ad loads tend to be shorter in podcasts and in non-paid streams. These ad-supported competitors never run more than two spots back-to-back. And increasingly, Americans are paying for ad-free content, via SiriusXM, Spotify, YouTube Premium, and others.
Solutions? Larry was clear: “What I’m NOT saying: ‘cut the load and charge more’ in today’s low-demand environment.”
— Even if you can’t lower total inventory, consider more shorter breaks. “Listeners have, or at least had, an internal clock: song (3 minutes) – song (3 minutes) – song (3 minutes) – break (3 minutes). When you ask music radio consumers, a break should be the length of a song. The two long breaks clock simply can’t be the best we can do for advertisers.”
— Bonus on Rating, not Share, which would “reorient radio programmers to consider ALL competitors, not just other local stations. Radio’s insular world hurts it.”
— Don’t demonize commercials – “a disservice to advertisers” – the way we seem to when we call the stop set “a break;” or tout commercial-free hours to pump-up a daypart (then overdose the load in adjacent hours).
— Improve the quality of commercials.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
Serious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN. 
NPR’s “NPR News Now” jumps The New York Times’ “The Daily” for the #1 spot. Other moves of note include FOX Audio Network’s “FOX News Hourly Update” rising two places to #5 and Silverloch’s “VINCE” (Vince Coglianese) debuting at #7. 
Hello from Las Vegas, ever-changing yet timeless. Here this week the NAB Show is “Powering the Next Era of Storytelling.” And it’s about time. While there is now a filibuster-proof U.S. Senate majority to require that cars include AM receivers, some AM stations are being shut off. Over the weekend millions took to the streets and this morning Wall Street braced for more. So, the vibe here is positively rejuvenating.
revenue operations. In this expanded leadership role, she will continue to oversee all digital operations while spearheading strategic initiatives to strengthen partnerships and drive revenue growth. AdLarge CEO Cathy Csukas says, “Ilwira has been an integral part of AdLarge’s growth and success. Her strategic vision, deep industry expertise, and relentless commitment to innovation have propelled our digital revenue and operations forward. As we expand, her continued leadership will be invaluable in shaping the future of our digital business.”
says, “I am going to hang up the microphone… not completely… this show will come to a screeching halt on May 30. After that going to dabble in world of podcasting… I feel fine, feel healthy, and want to go out on top. I’ve been doing radio for 45 years… how grateful I am for each and every one of you. It’s time to move down the road and take the microphone from radio to podcast.” Sullivan – a successful financial services advisor – began his radio career in 1980 on KFBK, Sacramento doing daily business news reports. He expanded to hosting a general topic talk show first as a fill-host before getting his own program. He would often fill in for Rush Limbaugh on his syndication show and Sullivan later became one of the original hosts on FOX Business Network. 
Carr of “illegally targeting broadcast networks and media companies perceived to be unfavorably covering the Trump Administration – wasting critical agency resources on bogus investigations in the process.” The lawmakers are also questioning Carr’s “commitment to his agency’s independence, given his frequent trips with the president to Mar-a-Lago and his targeting of entities that the president has criticized or sued in his personal capacity.” Committee Ranking Members says that “under Carr’s leadership, the FCC has harassed CBS for routine editing practices, reinstated lawfully denied complaints against ABC and NBC, launched a bogus investigation into KCBS-AM in San Jose simply for reporting publicly available information, and directed the FCC’s Enforcement Bureau to launch investigations into NPR and PBS based on false allegations.” The Committee is requesting documents and communications “related to its investigations of media entities,” “all communications between Carr and current White House officials and between Carr and other Trump Administration officials that relate to investigations,” as well as Carr’s travel records. 
ABX AM/FM radio creative study for RAB proves legendary marketing professor Mark Ritson was right; 2) Wear-out of AM/FM radio ads is virtually non-existent: Only two of 25,000 ads showed a decline in some creative effectiveness metrics. Two major creative effectiveness measures, branding and messaging, showed no wear-out; 3) The two ads showing differences were at the top end of cumulative spending and time in market: Two years in market and $8M+ of spend is where creativeness effectiveness might start to wane; 4) Repeat testing of 10 of the 12 longest running AM/FM radio ads reveals no statistically significant erosion; and 5) The giants of marketing effectiveness and creative testing conclude wear-out is non-existent: Take it from Les Binet/Sarah Carter, ABX, Kantar, System1, and Analytic Partners. 
Corporate cost cuts continue. In 
sideline reporters can use their smartphones to send and receive high-quality, low-delay audio using the Comrex FieldTap app. FieldLink has pro-grade audio I/O to deliver sideline audio and allow IFB back to reporters. Setup is simple. By scanning a QR code visible on FieldLink’s front panel display, users can easily set their phones to the secure private Wifi network attached to FieldLink and make connections back to the pressbox. An additional upgrade will be available to allow FieldLink to also be your connection back to the studio. Compatible with all Comrex IP codecs, FieldLink can send and receive audio to/from the public internet, while simultaneously handling sideline reporter audio. At this year’s NAB, Comrex will also highlight new offerings for Gagl, the company’s audio subscription service that allows contributors to connect to Comrex hardware IP audio codecs using equipment such as smartphones or laptops.
Thank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.
November after a fall in his home in which he suffered a spinal cord injury. Prager is going through extensive rehabilitation. Charlie Kirk has been hosting his show live in the same 12:00 noon to 3:00 pm ET daypart as Prager since October of 2020 and SRN says this will be an easy transition for most stations. Prager and 
Salem have agreed to his return for one hour a day, airing 2:00 pm to 3:00 pm ET, starting Tuesday, June 3. Salem SVP of spoken word Phil Boyce says, “Dennis may have some physical limitations at the moment, but his wit, wisdom, insights and passion are as strong and as clear as ever and we are delighted at his spirit and resolve to return to his audience. We want Dennis to remain a part of the Salem family and want his millions of loyal fans to continue to hear his voice. Affiliates of Charlie will continue to get the Kirk show with no interruption, and affiliates of Dennis will soon get Charlie Kirk as a strong and able replacement.”
“Up First” at #2. Remaining at #3 is Cumulus Podcast Network’s “The Dan Bongino Show.” Moves of note in February include iHeartRadio’s “The Daily Show: Ears Edition” rising five places to #20; Audacy’s “We Can Do Hard Things” falling six places to #25; and iHeartRadio’s “The Herd with Colin Cowherd” dropping eight places to #37. The Triton Digital U.S. Podcast Ranker is based on weekly average downloads. 
Pioneering work was submitted by radio stations, networks, prominent production companies, and independent producers worldwide.” Additionally, the 2025 National Press Club Award will go to the highest scoring entry in news program categories including: Coverage of Breaking News Story, Coverage of Ongoing News Story, Nonfiction Series, Investigative Journalism podcast, and News Podcast. The winner will be announced during the New York Festivals 2025 Storytellers Gala virtual event on May 22, 2025. 
presenting coverage of the NCAA Division I Men’s Basketball Championship. The network will present all of the games through the National Championship on Monday, April 7. The trio of Kevin Kugler, Robbie Hummel, and P.J. Carlesimo will announce all the action for the Final Four and the National Championship.
include Chris Oliviero rising from market president for New York to chief business officer; Bob Philips shifting from president of networks and multi-market sales to chief revenue officer; and deputy general counsel Mike Dash rising to EVP and general counsel. Audacy chairman and lead media investor in Soros Fund Management Michael Del Nin says, “On behalf of the Audacy board, we are delighted that Kelli Turner has agreed to take on the permanent president and CEO role and lead Audacy through its next phase of reinvention and growth. She is an exceptional media executive who, along with Chris Oliviero and the rest of the Audacy team, will ensure we continue to invest in high-quality content to engage our audiences and provide best-in-class solutions to our partners.”
engage listeners in meaningful and entertaining conversation make him a valuable addition to the WRVA team. We’re excited to welcome Rich and continue delivering the news that matters most to our community.” Herrera comments, “I am thrilled to join the WRVA team, a legendary station with a great lineup of hosts and shows. After meeting with Bennett Zier and Zach McHugh and getting the chance to host Richmond’s morning news, I fell in love with the station. My family is excited to make Richmond our home. I want to thank Chris Oliviero and Jeff Sottolano for their support and mentorship, as well as Drew Anderssen, our format vice president, who encouraged me a year ago to transition from sports talk to general news.”
KLIX-AM, Twin Falls, Idaho; and more. Premiere Networks EVP of affiliate sales Peter Tripi states, “We couldn’t be happier to celebrate this milestone with Clay and Buck. They’ve worked hard to develop a unique brand that stands out in the marketplace and delivers unparalleled results for our partners. In addition to producing the highest-quality program, their dedication to working directly with our affiliates to drive success in markets across the country is what sets them apart.”
There has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.
addition, net income (loss) improved $26.9 million year-over-year in the fourth quarter, and $32.1 million in the year, in large part due to a reduction in non-cash impairment charges… Our Broadcast Advertising net revenue declined in-line with our expectations for 2024 (mid-single digit ex-political decline) which aligns with our view that broadcast is a mature cash cow business that will continue to face headwinds going forward, as businesses will continue to share shift from traditional advertising to digital advertising. Thankfully, we are often the beneficiary in that case, as we frequently have the most comprehensive set of digital advertising solutions available in our markets. Digital is and will continue to be Townsquare’s growth engine, and we believe Townsquare’s ability to drive profitable, sustainable digital growth is a key differentiator for our company, and consistent with our strategy of being a Digital First Local Media Company.”
music stations and it Christian contemporary format. It sold a number of other assets during the year. While its broadcasting net revenue was $185.9 million, a decline of 6% from 2023, its digital net revenue was $45 million, an increase of 7.2%. Salem was also able to report net income of $16.2 million for 2024, compared to the net loss of $43.3 million it reported for 2023.
(pictured here) that aired on the program yesterday (3/13). TALKERS publisher Michael Harrison was among those interviewed for the eight-minute segment called Radio Diaries. Pyne began his career as a disc jockey but after injecting political commentary into his show was encouraged to do more talking and that eventually evolved into the Joe Pyne radio show that the NBC Radio Network put into syndication in 1966. Pyne enjoyed bringing controversial guests – including “hippies, women’s libbers, Scientologists, swingers, a snake charmer, members of the Ku Klux Klan and the John Birch Society.” He then segued to television in Los Angeles. Harrison is quoted in the segment saying, “There were a lot of people that didn’t like Pyne, but they watched him anyway because they thought it was — amusing? Entertaining? Sensational? Different? You know, not boring.” Photo: Everett Collection 
offering a format in which shows use the Rumble Raiding technology to follow one another and carry audiences seamlessly into the next show. Rumble chairman and CEO Chris Pavlovski says, “This is more proof that the content creator community at Rumble is the best place to be, because this new daily lineup will help everyone and be great programming for viewers. Creators in the lineup will build off each other’s audiences, and everyone on the platform will benefit by increased traffic across the board. Unlike the broadcast day on a television network, Rumble adheres to the principles of free speech and these are shows that people actually want to watch.” 
Thank you, TALKERS for having me on panels at the TALKERS Generations 2025 IBSNYC conference this past Saturday (3/8). Moderator and Philadelphia talk show god Dom Giordano asked us the inevitable: “What is the future of radio?”
networks, developing infrastructure, and offering innovative and advanced capabilities.” The Notice goes on to say, “The Communications Act directs the FCC to regularly review its rules to identify and eliminate those that are unnecessary in light of current circumstances, recognizing that in addition to imposing unnecessary burdens, unnecessary rules may stand in the way of deployment, expansion, competition, and technological innovation in communications that the Commission is directed to advance. Government-wide administrative law requires review of rules to ensure that unnecessary—or affirmatively detrimental—rules are not retained.” The public comment period runs through April 15 and the Commission encourages “commenters to consider certain policy factors including cost-benefit considerations, marketplace and technological changes, barrier to entry, and more, as well as statutory and regulatory retrospective review standards.” 
