Monday Memo: Connie Welcomes the Stranger’s Call
By Holland Cooke
Consultant
She was the agent I enjoyed working with most over three decades I was an active real estate investor. We remain good friends, and her technique informs the work I do coaching agents – and attorneys and financial advisors and other professionals – who host ask-the-expert radio shows.
Understand the difference between “advertising” and “marketing”
Achievers like Connie do. Do you? Erroneously, these terms are often used interchangeably.
— Advertising asks shoppers to pick your product off a crowded shelf.
— Marketing makes them want to.
High-volume agents typically allocate 30% of net income to marketing, which produces leads. Lower-volume agents spend as much, or more, on advertising, which produces fewer leads. If you’re handing out mouse pads in the era of iPad, you’re late.
And you’re bucking human nature: Every…single…day, we are bombarded by SO many advertising pitches, that we lean-back-from commercials. But we lean-into storytelling, when the story hits home. One of the few things that can keep someone sitting in a parked car with the key on Accessories is the on-air attorney untangling the caller’s dilemma when it is REAL relatable.
“Can you recommend a plumber?”
The caller isn’t Connie’s client…yet. The stranger got her name from someone else Connie had helped. Reputation. Word-of-mouth. “Got a pen?” she asks. “I’m going to give you his cell number. And let me know if he can’t help you and I’ll recommend someone else who’s helped me lately.” THAT is marketing GOLD. Instant relationship.
As is the attorney whose weekend call-in show offers that “the lawyer is in, the meter is off.” One that I coached offers words-to-live-by: “If you want someone to think you can help them, help them.”
Expensive syndicated TV spots – or hokey locally produced ads – and look-alike billboards – all blur-together in a wall of noise. As do agents’ radio copy that “If I can’t sell your house, I’LL buy it!” and attorneys hedging that “If we don’t win, you don’t pay.”
Yes, advertise. But rather than squandering that airtime touting yourself, do a commercial disguised as an informative feature, snack-size how-to guidance. And offer more-about-that in a free download checklist or podcast or other asset on your memorable domain name website. Or “Ask me!” by calling your memorable phone number. Tell ‘em, rather than just trying to sell ‘em, and you’ll sell more of ‘em.
Big-spending competitors look alike. You can sound different.
It’s the oldest, most-proven concept in marketing: Free samples, of your expertise and comforting counsel. Your trusted voice can differentiate you. Done right, these shows have callers asking, “May I call you at the office on Monday?” even before the host invites them to. BUT…
In too many cases, that weekend show is a well-kept secret, under-promoted by the station, and only available in real-time…UNLESS…the radio show is just one element of a coordinated interactive multi-platform strategy, which harvests and addresses your prospects’ relatable concerns via podcast, social media, email, those commercials I describe above, and a voicemail tactic SO obvious that few spot the opportunity.
Lots of work? You bet! An organized production routine is key. Find a producer – a Robin to your Batman – who can keep that conveyor belt humming, and he or she is every bit the hero as Connie’s plumber.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke
“The Daily” ranked #1 (based on unique U.S. monthly audience). NBC News’ “Dateline NBC” came in #3 and NPR’s “NPR News Now” was #4. The lone talk radio personality whose podcast landed in Podtrac’s Top 20 was Dan Bongino. His Cumulus Podcast Network show ranked #11.
court under the COVID-19 Consumer Protection Act for peddling false information about the COVID pandemic in order to sell supplements and vitamins. The trial was set to begin on August 21 before Nepute and prosecutors agreed to pay an $80,000 fine and refrain from marketing his vitamin products as effective preventatives against COVID-19. Nepute and Quickwork LLC – a company in which he is part owner – were targeted by federal officials after Nepute claimed on his “Real Talk with Dr. Eric Nepute” program that vitamin D and zinc supplements could prevent or cure COVID-19. Nepute signed a consent order in 2021 agreeing not to disseminate information that his supplements could prevent COVID but in 2022 he caught the government’s attention for saying vitamins were more beneficial than the COVID vaccine. 
ongoing challenges related to the economy and softness in the national spot market, Beasley’s successful digital transformation, continued local audio leadership and revenue diversification initiatives, combined with our proactive initiatives to reduce expenses, resulted in net loss declining by more than $4 million in both the quarter and year-to-date periods, compared to the same periods in 2022, as well as quarterly adjusted 
EBITDA growth of 16.8% and 2023 year-to-date Adjusted EBITDA growth of 28.1%. During the quarter, we made additional progress with reducing leverage and strengthening our balance sheet as we repurchased another $3 million of our debt at a discount and lowered quarterly interest expense which support our goal to drive cash flow growth. We are generating cash from operations, and we expect to continue to generate positive cash flow for the full year. Our digital strategy delivered second quarter digital revenue growth of 14.8% year-over-year and accounted for 19.4% of total second quarter revenue. Our digital revenue is primarily derived from our owned and operated assets, with our proprietary content creation driving the largest increase with the best margins and third-party products that come with a higher cost. Our talented sales teams have been able to combine our over-the-air and digital platform offerings to create marketing campaigns and brand solutions that provide great results for our clients. Our continued strong digital revenue growth has moved us to within a few basis points of reaching the bottom end of our goal of digital revenue accounting for 20% to 30% of total revenue and we remain laser focused on this initiative as a means to diversify and complement revenue in a cash flow positive manner.” Beasley reports its total debt as of June 30, 2023 was $287 million. 
follows at #2 (71,573 AAS) and Audacy ranks #3 (68,414 AAS). Cumulus Streaming Network ranks #4 (40,785 AAS). Beasley Corporate lands at #7 (18,469 AAS), Hubbard Broadcasting is right behind at #8 (15,129 AAS), followed by Urban One at #9 (9,971 AAS). 
Congressman to support the AM Radio For Every Vehicle Act, Senate Bill 1669…stopping automakers from removing the AM band from new models they are manufacturing. SRN hosts Mike Gallagher, Charlie Kirk, Sebastian Gorka, Hugh Hewitt, Brandon Tatum and Dennis Prager are featured in the PSAs. SRN VP/news & talk programming Tom Tradup comments, “This action is one way the 80-million people who depend on AM radio for news, critical weather updates and vigorous debate on issues can peacefully and patriotically approach their lawmakers directly to share their views.”
reach from Edison Podcast Metrics. “The Joe Rogan Experience” is #1 for this period, followed by audiochuck’s “Crime Junkie” at #2, and The New York Times’ “The Daily” at #3. Podcasts hosted by commercial talk radio personalities that made the Top 50 include: Cumulus Podcast Network’s “The Ben Shapiro Show” (#8), Cumulus Podcast Network’s “The Dan Bongino Show” (#21), The Ramsey Network’s “The Ramsey Show” (#22), and Cumulus Podcast Network’s “The Matt Walsh Show” (#42). 
provides ongoing coaching and guidance to their mentee to grow their essential skills and techniques, making them an effective leader in radio. MIW board president Ruth Presslaff comments, “Witnessing the mission of MIW continue to expand and flourish across the country reinforces our commitment to women in the industry and demonstrates the ongoing need for support, guidance and mentorship. We’re delighted to welcome Jen and the Wisconsin Broadcasters Association into the MIW family and look forward to building this amazing network of women in broadcast!”
HALF of all radio stations in the United States lose money – at least they did back in 1991. The NAB used to put out an annual report revealing how many radio stations were profitable. Usually half the stations in America lost money. Since consolidation, the NAB stopped putting out that report. It is reasonable to believe that far, far fewer stations lose money today. Shared costs, real estate, technical economies due to digital equipment versus analog all indicate that there must be fewer money-losing properties.
being inducted into the New York State Broadcasters Association’s Hall of Fame this year. Matthews served as host of the WHAM-AM, Rochester evening sports talk show for 35 years. He was also a newspaper sports columnist and a regular contributor to the Gannett News Service. 
content, distribution and marketing its audio segment. Good Karma chief Craig Karmazin tells SBJ, “This is the culmination of what we’ve been working towards for the last 20-plus years. For us over the last 20 years, we’ve been focused on the medium and focused on the ESPN brand. Now for us to be able to run the sales operations of the entire network and the podcast business, it truly is like a culmination of everything we’ve been working towards in this partnership with them.” 
Fellow longtime, long-ago DJs: You know what I’m talking about. And it’s a life sentence, eh?
News Radio Network/FOX News Headlines 24/7 SiriusXM Channel 115. As the Freelance Radio Anchor, you will work under tight deadlines and deliver top-notch newscasts. You have a passion for breaking news and the flexibility to work on a day’s notice. 
Amazing fact: In ancient times, from 1962-1972, the highest-paid on-air talent in New York City was “an overnight guy.” He was paid salary plus sales response. I’m talking about Long John Nebel on WOR, WNBC, then WMCA. Long John’s live reads moved product because his audience was captive. One-to-one his listeners were attached to their radios in the truck cab, night watchman’s building lobby, parents pacing with their babies, students cramming. His background was not in radio; he was a skilled auctioneer. Obviously, the same listeners exist today – and are anxious for someone to talk to them. Check out this old clip of Nebel in action: 
talkers Boomer Esiason and Gregg Giannotti of Audacy’s WFAN, New York and George Dunham, Craig Miller and Gordon Keith of Cumulus Media’s KTCK, Dallas-Ft. Worth are finalists in the Major Market Personality of the Year category. WDBZ, Cincinnati’s Lincoln Ware is a finalist in the Large Market Personality of the Year category and Kayla Blakeslee of Pathfinder Communications’ news/talk WOW, Ft. Wayne and Kevin Miller of Townsquare Media’s KIDO-AM, Boise are finalists in the Medium Market Personality of the Year category. Winners will be announced on October 25 at the Marconi Radio Awards Dinner during NAB Show New York. 
“Real Talk Radio Network” on Missouri stations KRTK-FM, Hermann; KVMO-FM, Vandalia; and KTRE-FM, Steelville, is being sued by the feds under the COVID-19 Consumer Protection Act for peddling false information about the COVID pandemic in order to sell supplements and vitamins. The trial is set to begin on August 21 and as a result of the rulings, Nepute is not allowed to testify as a medical expert as the judge ruled he does not practice medicine and has no “experience treating infectious diseases, and more specifically, COVID-19.” The judge also ruled that Nepute’s program is a form of advertising and as such falls under the laws that regulate commercial speech. 
& activations. Recent Hofstra University graduate Kassandra Faber joins the company as associate director of affiliate sales. Recent Trinity College graduate Sydney Sperling joins as associate director of affiliate sales. Broadcast pro Jim Davison joins the company as project manager creative services subsidiary, Yamanair Creative. Four-year staffer Liane Sousa transitions from director of affiliate sales to account executive, advertising sales, and four-year employee Matt Wallach is promoted to accounting analyst.
world-famous architect and the mass murders that took place at his home; how bathing suits went from 30 pounds of wet wool to the thong; the original Olympics with athletes competing completely in the nude; and an iconic inventor who actually stole his masterpiece. Steele says, “My fascination with these kinds of stories is all about a fun peek behind the curtain of what we think we know about famous folks, events and lifestyles. When we discover these incredible backstories, it’s a blast worth repeating to friends! I look forward to helping listeners deepen their connection to the past, so we can understand how we got to the present, and how to better map out our future.”
THE Best Bit I’ve Heard This Month was by Gene Valicenti, morning host, WPRO-AM/WEAN-FM, Providence.
has not only enhanced our daily lineup, but it has elevated New York sports news and programming for a very loyal and passionate fan base.” Audacy New York market president Chris Oliviero comments, “The debut of ‘Evan & Tiki’ is the next chapter in our tremendous partnership with SNY. Together we will bring the very best in sports audio and video to New York fans daily, which is exactly what they have come to expect from WFAN on SNY.”
he plans to retire from the business in four years at the end of 2027. Patrick’s radio program is nationally syndicated via Premiere Networks and is simulcast via YouTube. The former ESPN personality responded to fans who questioned his decision by saying, “This is a young man’s game. I’m the oldest guy doing this. And I enjoy doing it, but by the end of 2027, that’ll be it. You have my word, so plan accordingly.”