Monday Memo: NAB Show 2023
By Holland Cooke
Consultant
The first thing we heard was an earful from NAB president & CEO Curtis LeGeyt regarding automakers dropping AM receivers from new cars: “This is an issue we consider to be absolutely existential.”
Quoting Nielsen’s Fall 2022 survey results, Cumulus/Westwood One chief insights officer Pierre Bouvard ticked-off what he called “82 million reasons to keep AM radio in cars”
— 82,346,800 Americans listen to AM radio monthly.
— One out of three American radio listeners are reached monthly by AM radio.
— 57% of the AM radio audience listens to news/talk stations, the very outlets that Americans turn to in times of crisis and breaking local news.
As he presented “The State of Media, Audio and Marketing,” attendees were screen-shooting every slide in Pierre’s deck, so he offered to share (PBouvard@WestwoodOne.com). This must-see data explains and validates what he calls “The Two Jobs of Marketing: Converting Existing Demand and Creating Future Demand,” powerful ammo station reps can use to nudge advertisers who only tout special sales to instead use radio on-an-ongoing-basis.
— “If an apple orchard represents a brand’s entire customer base, converting existing demand = picking ripe apples (customers that are ‘in market’).” Those are, for instance, what he called the “3% who are looking to buy a car right now,” who will respond to the dealer’s caricature sale spots. As for the other 97%…
“If an apple orchard represents a brand’s entire customer base, creating future demand = planting new trees. It takes time and patience for new trees to bear fruit.” Thus, the worth of “emotional messaging that is designed to stand out and be enjoyed by consumers, creating positive memories of our brand that will influence future purchase decisions.”
Help Wanted!
Two discussions I took part in during the Small-Medium Market Forum echoed a unison I’m hearing everywhere: Where do we find on-air talent and salespeople?
— In the talent roundtable Mike McVay led, participants tended to think-young, swapping ideas for identifying entry-level candidates, possibly now podcasting. Or think-older. One participant mentioned a retired schoolteacher, comfortably pensioned, now cheerfully on-air, working fewer than 40 hours.
— The part-timer’s opportunity also came up on the sales side, in a roundtable led by Midwest Communications’ president Peter Tanz. As with industry in general post-pandemic, flexible arrangements help. And Tanz urged “Use your air, with ‘more cowbell.’” Meaning not only advertise for sellers on-air (where you’ll be talking to people who know the station); and he also suggested airing Employee Recognition salutes, of off-air staffers, which make the station sound like an appreciative employer.
— I read attendees a Help Wanted-Sales spot that has been productive at client stations, which I’ll share with you too. Simply Email me at talkradio@hollandcooke.com
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke
vignettes that are offered to radio stations on a no-cost basis at this time. Emerson says, “‘The Making of America’ is original content programming from people who love America FOR people who love America. Paramount to us is the unwavering, steadfast support for America’s fundamentals such as the U.S. Constitution and the Bill of Rights. These are just some of the many principles that we as a people cherish as Americans.” In addition to work directing, writing and producing for film and television, Emerson was host of the “Face to Face” radio news program distributed by CBS. 
says, “During his tenure, Mike spearheaded our company’s foray into the rapidly growing sports betting space, including his work establishing record-breaking, multi-year partnerships with FanDuel and BetMGM, acquiring BetQL and the launch of the BetQL Network. Mike approached me in February about redefining his role within 
Audacy, where he could continue contributing but free up some bandwidth to pursue other professional interests.” Regarding Murphy, Field says, “Tim has been with Audacy for 15 years, playing a critical leadership role. Early in his tenure, he was the visionary behind WEEI.com, a landmark radio digital platform that blazed a new trail of innovation for its time… Tim has led corporate business development and provided outstanding leadership with key strategic, entrepreneurial, and industry partners and customers. Tim helped lead a number of important company business initiatives and technological, digital, and enterprise enhancements, including spearheading Audacy’s expansion into the podcasting space – developing strategy, and driving the acquisitions of Cadence13, Pineapple Street, and Podcorn. He has also played an important leadership role in working in collaboration with NAB and others on industry issues.”
“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.
content like additional news, interviews or songs, all while remaining in sync with the live broadcast.’… The survey asked Audacy listeners to choose how much they’d be willing to pay for commercial-free radio, with the prices starting at $1 per month and going as high as $11 a month, according to a copy of the survey reviewed by The Desk. A follow-up question presented a similar list of options, but asked users to weigh in on the maximum price they’d be willing to pay before they thought a premium radio subscription was too expensive.” 
“soon.” Elder challenged Gavin Newsom for governor of California in the 2021 recall election. Elder was the top Republican vote getter in that failed bid to unseat Newsom. Tradup says that Elder has visited Iowa and that his political action committee, Elder For America, is bringing in donations. Federal Elections Commission data indicates that the PAC raised nearly $1.7 million in 2022. Elder currently hosts a video talk program for The Epoch Times.
promotional opportunities by way of advertising campaigns and on-air interviews with the podcast host or contributors.” Company founder and CEO Gerry Edwards adds, “This is a natural extension of what we do. We’ve made our own Podcast Radio Originals for some time, but we now want to extend our extensive production skills to brand partners as well.” Podcast Radio intends to take podcast content to radio listeners. It plans to begin distributing a 24/7 American version of its programming to radio stations and groups across the US beginning soon. To that end, it has partnered with New York-based KMG Networks to syndicate the programming.
billion and overall revenues increased $20.4 billion YoY. Q1 saw the highest growth of 21.1% followed by Q2 at 11.8%, resulting in ad revenues for the first half of the year surpassing $100 billion for the first time. Revenues slowed in Q3 (8.4%) and Q4 (4.4%).” IAB CEO David Cohen comments, “After unprecedented growth in 2021, we expected more moderation in 2022. Economic uncertainty, geo-political unrest, a shifting regulatory environment and addressability changes have all contributed to revenue growing at a slower pace. Looking ahead, there is definitely still growth to be had, but it will be harder to achieve and likely less than we have become accustomed to.” 
network’s “Saturday Report” from early 2020 to 2022. He has also served as co-host of the network’s flagship “Wake Up America Weekend” for the past 15 months. Newsmax CEO Christopher Ruddy says, “Carl served his country for many years as a decorated Navy SEAL, and with his ‘Carl Higbie Frontline’ will continue to push for the issues and values that he and Americans care about.”
National TV advertising sells things, local radio advertising sells services. And in 
and play-by-play announcer for the University of Arizona. Kelly’s won five Associated Press first place honors for his work in radio. Cumulus Tucson operations manager Herb Crowe says, “I couldn’t be happier to welcome David to the Cumulus family. His experience covering all of the University of Arizona athletic programs for television, combined with his years of radio experience, make him the perfect person to lead ‘Wildcats Radio 1290.’” Kelly comments, “When I came here to Tucson 15 years ago, my hope was that I’d have the chance at some point to lead coverage of the high-profile collegiate sports program at UA. The opportunity to head programming for ‘Wildcats Radio 1290’ gives me the chance to do that, as well as set the pace for delivering the best sports, news and information to our listeners in Southern Arizona.”
order): Heather Cohen, SVP, The Weiss Agency; Steve Goldstein, CEO, Amplifi Media; Ron Hartenbaum, managing partner, WYD Media; Chris Oliviero, market president, Audacy New York; David Pakman, talk show host/commentator, The David Pakman Show; and Larry Young, talk show host, The Larry Young Podcast.
sales leadership and has produced consistent share growth and exceeded revenue goals across multiple CMG markets.” CMG Radio EVP Rob Babin comments, “Jodi is an outstanding leader and strategic thinker, and she’s passionate about delivering results for our clients. She has a deep understanding of our business and our clients, and I’m confident she’ll continue to deliver exceptional results while leading our national sales team.” Rainey says, “I’m honored to have the opportunity to work with an already successful team that includes talented and experienced leaders. We’ll continue to be laser-focused on delivering results for our clients, creating growth for CMG, and positively impacting the listeners and communities across our markets.”
In Dominion Voting Systems’ $1.6 billion lawsuit, testimony and internal communications demonstrate that FOX News management and talent privately doubted election fraud claims they were broadcasting. Tucker Carlson messaged Laura Ingraham: “Sidney Powell is lying by the way. I caught her. It’s insane.”
Sessions, followed by NPR Member Stations (77,381 AAS) at #2 and Audacy (54,141 AAS) at #3. Other commercial radio firms in the top 30 ranker this month include: Cumulus Streaming Network (40,953 AAS) at #4, Beasley Broadcasting Corporate (40,953 AAS) at #6, Hubbard Broadcasting (15,540 AAS) at #8, Urban One (10,281 AAS) at #10, and Salem Communications (8,533 AAS) at #12. 
news events as they happen, make it the ideal complement to WBAL’s live and local daytime talk lineup.” Noory comments, “It’s great to be back in the Charm City! As a young boy, I’d spend many days visiting family, and even took in a few Oriole games. I couldn’t be more excited to be heard on the legendary WBAL.” Noory marked his 20th year as host of the program in January of this year.
course of his career and we’re pleased to add him and his perspective to our weekday ‘BetQL Daily’ program alongside Joe and Erin. Through his wealth of experience in sports reporting and analysis, Ed will provide valuable insights to our listeners as they make their betting decisions, while using his expertise to break down games, analyze players and teams, and provide valuable betting tips, strategies and Wagertainment.”
will air from 10:00 am to 11:00 am ET. “FOX News Rundown” will “offer the previous week’s best stories, with a deep focus on the biggest stories emanating out of the nation’s capital.” It will be hosted by various FOX News political reporters including Jared Halpern and Chad Pergram. FOX says “The Bret Baier Show” provides listeners with the best of the week from “The Bret Baier Podcast.” 
says, “What began as a daily morning radio show over a decade ago in New York City has now become a cultural beacon across America. This new partnership with BET will expand the radio show’s reach to millions more watching on this iconic television network.” BET CEO Scott Mills, says, “We recognize the show’s influence and popularity, and we are confident that the partnership will be meaningful to our viewers and to our partners. Hosts Charlamagne and DJ Envy are long time members of the BET and Paramount family, so we couldn’t be more excited to welcome “The Breakfast Club” home to BET.”
and news in the growth and development of new original podcast content for podcast studio 2400Sports and across Audacy’s 28 local newsrooms in top U.S. markets. Audacy chief digital officer and president, podcast and streaming J.D. Crowley says, “As we commit to accelerating our digital growth and enhancing performance, we’re thrilled to expand Jenna’s role to further unify and streamline our content and business efforts across our leading podcast portfolio, enabling even more rapid development of new and original IP and better leveraging our talent across the entire Audacy portfolio. Jenna’s strong leadership and deep industry relationships will propel us forward on our mission to be a leading partner of audio creators, while super-serving listeners of all backgrounds and interests and enabling our sales teams to better serve our customers and partners with unique and compelling podcast opportunities.”