Industry News

Cumulus and Audacy Unveil Westwood One Sports

Cumulus Media’s Westwood One and Audacy announced the rebranding of the Infinity Sports Network as Westwood One Sports, effective December 29. The companies say “this strategic move solidifies both companies as recognized leaders in national sports audio. Westwood Oneimg Sports’ 24/7 network will continue to deliver unmatched live coverage, expert commentary, and real-time sports programming to millions of listeners nationwide. This extends a partnership between Westwood One and Audacy that first began with the launch of CBS Sports Radio in 2012.” Westwood One will assume programming imgand distribution for the majority of the lineup of syndicated sports programming, including “The Jim Rome Show,” anchoring the 3:00 pm to 6:00 pm ET daypart. Audacy will continue to produce BetMGM Network programs and additional weekend programming as part of the Westwood One Sports roster. The full programming lineup will be announced in the coming weeks. Audacy chief business officer Chris Oliviero comments, “Audacy and Westwood One have a long, storied history of collaboration,img and today’s evolution of our national sports partnership is that next chapter in our commitment to our hundreds of affiliates, their listeners, and our client partners. Be it local or national, broadcast or digital, opinion content or play by play, we continue to smartly look at ways to enhance our leadership position in sports content.”  Westwood One & EVP corporate strategy & development, Cumulus Media Collin Jones adds, “Westwood One Sports has always been synonymous with the biggest moments in sports audio. Launching Westwood One Sports 24/7 programming strengthens that legacy and positions us to deliver unmatched coverage and commentary to fans coast-to-coast. We’re excited to work with Audacy to make this transition seamless and impactful.”

Industry News

NAB Presents 2025 Marconi Winners

The NAB celebrated the 2025 NAB Marconi Radio Awards during a ceremony at the Edisonimg Ballroom on the eve of NAB Show New York. Some of the winners in spoken-word radio formats include: Premiere Networks’ Colin Cowherd for Network/Syndicated Personality of the Year; WJR, Detroit’s Mitch Albom for Large Market Personality of the Year; WHIO-AM/FM, Dayton’s Larry Hansgen for Medium Market Personality of the Year; WWNC, Asheville’s Mark Starling for Small Market Personality of the Year; WBAL-AM, Baltimore for News/Talk Station of the Year; and WXYT-FM, Detroit for Sports Station of the Year.

Industry News

77WABC Presents “Back The Blue” Tribute

img

77WABC’s “Back The Blue” daylong tribute held on Tuesday (10/21) dedicated its programming to honoring the brave men and women in law enforcement. During the opening press conference, WABC owners John and Margo Catsimatidis announced they will be donating $1 million in digital advertising across all Red Apple Group digital assets for a law enforcement recruitment campaign. Pictured above participating in the roundtable discussion are (from l-r): 77WABC air personality Dominic Carter, host of Red Apple Podcast Networks’ “Cop Talk” and retired NYPD detective Kevin Schroeder, Catsimatidis, 77WABC host Sid Rosenberg, and Red Apple Group chief of staff and former head of NY FBI George Venizelos.

Industry News

Cumulus Sues Nielsen Alleging Ratings Monopoly

Cumulus Media is suing Nielsen in federal court in New York alleging that the company is illegally leveraging its dominance over national and local radio audience data to stifle rivals andimg charge inflated prices, according to a report by Reuters. At the heart of the complaint is the charge that Nielsen is providing access to the national broadcast radio ratings only if the client spends a lot of extra money on imgthe separate local ratings. Cumulus argues that Nielsen’s policy forces them to buy ratings in U.S. markets where it doesn’t operate stations in order to have the complete national ratings data. Nielsen has stated that Cumulus’ suit is “entirely without merit” and “we will respond accordingly.” The complaint also says Nielsen is “degrading product quality, raising prices without justification and blocking competitors from gaining footholds in the industry.” See the Reuters story here.

Industry News

Joe Rogan Remains Atop Edison’s U.S. Q3 Podcast Ranker

Edison Research releases its Top 50 Podcasts in the U.S. ranker based on reach for Q3 2025 among weekly podcast consumers ages 13+ based on total audience reach from Edisonimg Podcast Metrics. “The Joe Rogan Experience” again claims the #1 spot, followed by audiochuck’s “Crime Junkie” at #2, and The New York Times’ “The Daily” at #3. Other shows with news/talk radio and cable ties include: “The Charlie Kirk Show” rising 32 places to #17 following his slaying (new episodes are still being produced); “The Tucker Carlson Show” ranked #18; SiriusXM’s “The Megyn Kelly Show” followed at #19; and Ramsey Network’s “The Ramsey Show” ranked #29.

Industry Views

Monday Memo: USA Facts

By Holland Cooke
Consultant

imgMicrosoft CEO Steve Ballmer retired with enough do-re-mi to indulge two passions. He bought the NBA Los Angeles Clippers (for a record $2 billion). And he built USAFacts: “a not-for-profit resource rooted in publicly available data, free from spin or politics.” From its mission statement:

— “Find the numbers: We tap into hundreds of databases at the federal, state, and local level. If it’s tracked, we’ll find it. If it’s not, we’ll tell you that, too.”
— “Put them in context: A stat without context is no better than an opinion. We analyze trends over time so you can see the whole story.”
— “Bring them to life: We turn the numbers into insights you can actually use. No jargon, no spin. Just charts, graphics, and data.”

im

With so much of talk radio and cable news and social media pandering with affirmation, actual actionable information can differentiate your show or podcast from others that merely entertain outrage. Well-worth a bookmark in your show prep routine.

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

Industry Views

SABO SEZ: MTV Closes?

By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”

imgThe world of blogs and vlogs has been loaded with largely erroneous news of MTV closing. New owner, Paramount Global, is searching for divisions showing no growth. If MTV is now a liability, it may be a target for a shutdown.

Yes, MTV is closing five of its music channels in the UK and Ireland: MTV Music, MTV 80s, MTV 90s, Club MTV, and MTV Live. The channels will cease broadcasting at the end of 2025, with the final day of transmission being December 31. This decision is due to shifting viewing habits towards streaming platforms and cost-cutting measures by the parent company, Paramount Global. MTV HD will remain on air but will shift focus from music videos to reality programming.

However, MTV U.S. is not closing. MTV in the United Kingdom IS. It is closing by December 31, 2025. They also run MTV HD in the UK, that channel remains open. Two missing letters, U and K, caused an explosion of misinformation.

Punctuation causes similar mistakes.

As a talk media person, you are well aware of Erich von Daniken. His stunning book, Chariotsimg of the Gods has powered thousands of hours of programming fun. Recently, I saw the latest edition of his book.

imgLike many of you, I love “Ancient Aliens” on the History Channel narrated by the formidable Robert Clotworthy. Robert is a great guest on my show, “Sterling Every Damn Night” and he puts up with whatever nonsense that gets tossed at him. Thank you, Robert.

Since von Daniken’s book is so vital to the “Ancient Alien” landscape, I’m curious when was the title of the book changed from the first edition? Next time he’s on the show I’ve got to ask Mr. Clotworthy when did a transporter beam carry away the question mark!?

Walter Sabo has been a C-Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.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

iHeartMedia Cleveland Launches Sports Station; Announces Deal with Rock Entertainment Group

iHeartMedia launches a new sports talk outlet in Cleveland on WMMS-HD2/W256BT as SportsRadio 99.1 and announces a broadcast partnership with Rock Entertainment Group that brings expanded coverage of the Cleveland Cavaliers, Cleveland Monsters and Clevelandimg Charge to listeners. Cavaliers games will air live on rock WMMS-FM and news/talk WTAM-AM/W295DE. The AHL’s Cleveland Monsters games will air on “SportsRadio 99.1” and NBA G league’s Charge games air on hip hop WAKS-HD2/W291BV “REAL 106.1.” iHeartMedia area president Keith Hotchkiss comments, “It’s an honor to continue our decades-long partnership with the Cavs Operating Company and we’re excited to bring this innovative new partnership to life with Rock Entertainment Group. Combining this coverage with iHeart’s unparalleled reach of more than 90% of our markets, we’re excited to give sports fans access to the great coverage Rock Entertainment Sports will provide.” The new station will also simulcast of select Rock Entertainment Sports Network programming and coverage of additional Ohio-based sporting events.

Industry News

Phil Hendrie Makes Off-Broadway Debut

img

Pictured above is the cast of the Off-Broadway play, The Pitch, in which Premiere Networks star Phil Hendrie (center) plays the intimidating IRS agent Mel. Premiere Networks and Hendrie recently announced reuniting and partnering on his long-running podcast, “The World of Phil Hendrie” that features a modern-day satirical view of the world through the eyes of Hendrie and his multiverse of characters.

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.”

im

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

Salem’s Pavlich Covering Trump in Israel

imgSalem Radio Network is providing coverage of President Donald Trump’s visit to Israel as headdresses the Israeli Knesset and personally greets Israeli hostages released as part of the Israel-Hamas peace plan he negotiated. Townhall.com editor Katie Pavlich is among six American media members in the out-of-town travel pool accompanying President Trump on Air Force One.  Pavlich will be filing reports as she follows Trump’s schedule.

Industry News

Mike Gallagher to Broadcast from Israel

img

In the aftermath of the Israel-Hamas cease-fire, Salem Radio Network host Mike Gallagher is announcing plans to broadcast his nationally syndicated talk show from Israel. “The Mike Gallagher Show” will originate from Jerusalem on October 29, 30 and 31. SRN says the programs will feature interviews with officials from the Israeli Defense Forces, the Netanyahu government, and U.S. Ambassador to Israel Mike Huckabee among others. Pictured above is Gallagher (right) interviewing International Fellowship of Christians and Jews president Yael Eckstein (left) and getting her reactions to the news of the impending release of the hostages.

Industry News

UPDATE: Conservative Media Factions Fighting Each Other Over Administration Approval

Since TALKERS ran the following story yesterday (10/9), we learned about another angle to this story and have updated it.

There is no unity for the various conservative media outlets fighting for both viewers/listeners and the approval of the Trump Administration. Since 2016 it’s been widely reported that President Donald Trump watches FOX News Channel constantly. But a recent interview with Donald Trump Jr. by Chris Salcedo on Newsmax TV indicates that, at least for the president’simg eldest son, FNC is in the doghouse. Newsmax published an account of the interview which quotes Trump Jr. saying, “Honestly, I don’t watch it anymore because it is so ridiculous. They try so hard to be unbiased that they’re actually biased against conservatives at this point. But this shouldn’t be surprising. These are networks that banned me for two-and-a-half. I’m barely on anymore. I know my father was banned.” However, TALKERS has learned that Donald Trump Jr. appeared on FOX News Channel four times recently – on August 13 and September 3, 11, and 12. He told Salcedo img“FOX’s approach has left conservatives silenced while Democrats and establishment figures get free rein.” The president recently complained about FNC in a post on Truth Social in which he singled out White House correspondent Peter Doocy for talking to Arizona Senator Mark Kelly about his healthcare agenda. He wrote, “Why is Fox News and Peter Doocy putting on Democrat Senator Mark Kelly to talk about, totally unabated or challenged, Healthcare?” SiriusXM’s Megyn Kelly recently complained about FOX News Channel’s coverage of Charlie Kirk’s slaying, saying, “It’s really bothering me how FOX News is talking about Charlie, like he was theirs — he wasn’t. It’s a lie. Just stop.”

Industry Views

When Satire Stands Its Ground

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

imgWhen we first covered this case, it felt like only 2024 could invent it – a disgraced congressman, George Santos, selling Cameos and a late-night host, Jimmy Kimmel, buying them under fake names to make a point about truth and ego. A year later, the Second Circuit turned that punchline into precedent. (Read story here: https://talkers.com/2024/12/19/jimmy-kimmels-fair-use-victory-what-it-means-for-content-creators/)

And just to clear the record: this has nothing to do with Jimmy Kimmel’s unrelated dust-up with FCC Commissioner Brendan Carr. Different story, different planet. This one’s about copyright and commentary – and it’s a clear win for both.

The Set-Up

After his expulsion from Congress, George Santos began offering paid video shout-outs on Cameo. Kimmel’s writers sent absurd requests under pseudonyms for a segment called “Will Santos Say It?” – and he did. The show aired those clips to highlight how easily a public figure would say anything for a fee.

(If you want a taste, look up “Jimmy Kimmel Pranks George Santos on Cameo” on YouTube. That’s the kind of transformative satire the court later called “sarcastic criticism and commentary.”)

Santos sued Kimmel, ABC, and Disney for copyright infringement, fraud, and breach of contract, claiming the videos were sold for “personal use.” The district court tossed it; Santos appealed.

The Ruling

On September 15, 2025, the Second Circuit unanimously affirmed the dismissal. The panel said Kimmel’s use was transformative: he turned Santos’s self-promotion into political satire. Even Santos’s complaint described the bit as sarcastic commentary.

Claims of “market harm” fell flat. Airing a few clips on network TV doesn’t compete with Cameo. Embarrassment isn’t economic loss.

And the supposed bad faith – using fake names to order the clips – didn’t undo fair use. The court stuck to the statutory factors: purpose, nature, amount, and effect. Mischief isn’t a fifth one.

The rest of the claims – fraud, contract, enrichment – stayed dismissed as pre-empted or too thin to matter.

Why It Matters

This decision lands as courts wrestle with whether AI’s use of copyrighted works can ever be “transformative.” Santos v. Kimmel shows what that word really means: a human taking existing material and using it to say something new.

Fair use protects meaning, not mimicry. That’s why satire, commentary, and criticism still stand when they have a point.

For media creators, the lesson is simple: transformation beats permission. If you use third-party material, make sure you’re adding perspective – not just recycling content. That, more than any fine print, is what keeps you on the right side of the line.

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 or read more at TALKERS.com.

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

Buck Sexton Interviews Taiwan President During Fact-Finding Mission

 

img

Premiere Networks nationally syndicated talk host Buck Sexton (above left) is seen here with Taiwan President Lai Ching-te (right) during his week-long fact-finding mission to the nation. As part of his trip, Sexton sat down for an exclusive interview with President Lai. The two discussed the rising tensions with China, including Xi Jinping’s expanding military presence in the Taiwan Strait and the South and East China Seas. President Lai also emphasized Taiwan’s growing importance in the global AI race and delivered a direct message to President Donald Trump, urging vigilance and strategic focus. Sexton co-hosts “The Clay Travis and Buck Sexton Show” for Premiere Networks.

Industry News

TALKERS News Notes

AURN Exec Honored with NAN Award. The CEO of American Urban Radio Networks parent company A Wonder Media Company, Chesley Maddox-Dorsey, received the President’s Award for her role in amplifying Black voices in media at the National Action Network’s 2025 Triumph Awards on October 6. at Jazz at Lincoln Center’s Frederick P. Rose Hall.

iHM Recognizes Five Years of The Black Effect Podcast Network. iHeartMedia and Charlamagne Tha God are celebrating five years of The Black Effect Podcast Network – a podcast publisher dedicated to Black listeners. Charlamagne Tha God says, “Our mission has always been to build a dedicated platform where Black voices can thrive. We have accomplished that mission and more. The past five years have been extraordinary, and the future of the Black Effect excites us. We will keep inspiring, empowering and creating culture and opportunities for all.”

Saga to Present at Noble Capital Markets Conference. Saga Communications executives Christopher S. Forgy, president and CEO, and Samuel D. Bush, EVP, chief financial officer and treasurer, will presenting at today’s Noble Capital Markets’ Emerging Growth Virtual Equity Conference at 4:00 pm ET. The presentation will feature a fireside style Q&A session with Michael Kupinski, director of research and senior media & entertainment analyst at Noble Capital Markets.

Industry News

Charlie Kirk Show Soars in Podtrac’s September Ranker

The Top Podcasts ranker from Podtrac based on U.S. unique monthly audience for the month of September saw Salem Podcast Network’s “Charlie Kirk Show” rise 28 places to #6 in theimg aftermath of his slaying in Utah on September 10. The top three podcasts remain in order from the August ranker with NPR’s “NPR News Now” at #1, followed by The New York Times’ “The Daily” at #2 and NPR’s “Up First” at #3. Other talk radio related shows include FOX Audio Network’s “FOX News Hourly Update” rising one place to #4 and DailyWire’s “The Ben Shapiro Show” falling four places to #12. See the complete ranker here.

Industry News

Rob Parker Press Box Dedicated at His Alma Mater

img

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 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.

im

  • 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

FCC Chair Agrees to Testify Before Senate Commerce Committee

Federal Communications Commission Chairman Brendan Carr is agreeing to testify before the Senate Commerce Committee about the issues surrounding ABC/Disney’s suspension of Jimmy Kimmel form comments about the death of Charlie Kirk. The date for Carr’s testimony is not setimg but sources tell Reuters that it would likely be sometime after November. Senate Commerce Committee Chair Ted Cruz criticized Carr for comments he made on the Benny Johnson podcast about late night talk host Jimmy Kimmel’s joke that appeared to threaten ABC/Disney and promise FCC action against the company if it didn’t take action on its own. On his Premiere Networks distributed podcast, “The Verdict with Ted Cruz,” Cruz said of Carr’s comments, “I got to say that’s right out of ‘Goodfellas.’ That’s right out of a Mafioso coming into a bar going, ‘Nice bar you have here. It would be a shame if something happened to it.’” Carr recently said that’s not what he meant and stated, “We don’t want to see weaponization of government by any administration against any perspective – and that’s certainly not what we’re doing here.”

Industry News

Audacy Debuts “UPSTATE RED” Trimulcast

Audacy launches “UPSTATE RED,” a new conservative outlet that is broadcasting on three signals in the Greenville, South Carolina market. They are WYRD-AM at 1330, WORD-AM at 950 and WYRD-HD2 at 98.9 FM. Audacy also broadcasts conservative talk in the market on its sister station WYRD-FM “News/Talk 98.9 WORD.” Audacy Greenville-Spartanburg SVP andimg market manager Steve Sinicropi says, “We are proud to launch UPSTATE RED and bring a new conservative voice to the Upstate region. ‘UPSTATE RED’ will be a premier destination for principled conversation, insightful news, and engaging talk with some of the biggest names in national talk radio, providing the most important news and information to the Upstate.” The programming lineup includes Premiere Networks’ Glenn Beck, Clay Travis & Buck Sexton, Sean Hannity, and Jesse Kelly, as well as Michael DelGiorno in mornings, Westwood One’s Rich Valdes in late nights and FOX News Radio’s Will Cain.

Industry Views

SABO SEZ: Learn the Habits of Power and Success

By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”

imgAs a media consultant, my team has had the privilege of being engaged extensively by members of the C-Suite. Becoming a member of the C-Suite is a common goal. To get into any group, acceptance often depends on acting and appearing like established members. Here are some of the actions observed of business masters whom we consulted:

Arrive First

Let’s start with Walter Anderson, CEO PARADE magazine. PARADE was then owned by Newhouse and was the most-read publication in the English language with 30-million-plus readers. Walter Anderson was a rock star. For years he was an award-winning editor and proud of his publication. He was a gifted leader. Smart writers and graphic designers want to work for Anderson. He’s that guy! It was an honor to have lunch with him… always at the Four Seasons.

Lunch at 12:30 pm. I’d arrive at 12:25 pm – Anderson was well seated. Lunch at 12:30, I’d arrive at 12:15 pm and Anderson was well seated. I had to arrive at 11:30 am to “beat” him to the 12:30 pm table. When I finally arrived at 11:30, he was startled that I arrived first. Score! I shared this story with the manager of the Four Seasons, Julian Niccolini. Julian smiled and said, “The most powerful person always arrives first.”

Arriving first is control, preemptive and, yes, powerful. Arrive first in all actions. The first one in a room can rearrange the chairs and name plates. Arriving first for a meeting gives a person a moral upper hand!

Answer Emails Fast

Our clients have included a long list of CEOs, presidents, and CBOs. Who answers their emails first? The most powerful: Bob Pittman, CEO, iHeartMedia; Julie Talbott, president, Premiere Networks; Kelli Turner, CEO, Audacy; Bob McAllan, CEO, Press Broadcasting; Joe Clayton (deceased), CEO Sirius; Scott Greenstein, president, SiriusXM; Kraig Kitchin, CEO, Soundmind; Tim McCarthy, CEO, Broadcasters Foundation; Alan Shaw, CEO, Centennial Broadcasting; and Chris Oliviero, CBO, Audacy all answer their email super fast. (There are other contacts who answer fast, but this is the CEO/president list.) Most of the other CEOs and presidents who answer late or not at all are bankrupt.

Thank You First

Powerful people send thank you notes – fast. After an event, they send thank you to the host before going to bed. Powerful execs study when people in their industry get an award or promotion and then write notes of congratulations – and stamp it. No emails. Those real letters are saved – forever. Thank you, Cathy Black!

 Know Thy Numbers

Powerful executives are never vague about numbers. Vagueness invites suspicion and erodes confidence. BUT, the powerful are not driven by the numbers. The numbers are not front and center in conversations.

RKO chairman Tom O’Neil hired my company to consult all of their radio stations. Tom was charming, in charge, and larger than life. RKO owned Frontier Airlines. Over lunch, he casually mentioned the passenger load on Frontier that day. He knew those numbers and the ratings for WOR midday. Pass the bread.

Once a year, PARADE and all Newhouse pubs presented their business plans to the Newhouse brothers directly. Participating in that meeting, I saw that the Newhouses expected the CEOs to know their numbers. The CEOs of their pubs presented the numbers. No CFOs, no accountants, and no business managers were allowed in the business plan meetings. CEO direct to owner.

C-Suite members show up first, answer emails fast, know their numbers cold and send thank you notes.

Walter Sabo has been a C-Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers.. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com.