Monday Memo: TV Synergies
By Holland Cooke
Consultant
I am always impressed when I see-and-hear radio and TV stations swapping product.
— The most obvious asset is weather. Many radio stations’ forecasts are voiced by local television meteorologists, often gratis because their boss assigned them to, as part of an information alliance. So, the radio station’s weather cred’ stands on the broad shoulders of the weather brand the TV station promotes so relentlessly.
— For some news/talk stations, simulcasting a television newscast is the only way they can air local news in the afternoon. Turn lemons into lemonade. Radio people who love to hate TV audio under-estimate how loyal viewers are; and how conspicuous and convenient this can make the radio station.
— Especially if the deal includes promos – on both stations – voiced by trusted local TV anchors, offering that “If you can’t be home in time to SEE us, you can HEAR us…”
— In every market where we have executed this strategy, the TV talent has remarked about how many compliments they get for being on radio.
— Deal point: During simulcast newscasts, the TV station supers “Heard live on WXXX 8:50 AM.”
How’s THIS for resourceful?
— A radio station’s afternoon drive newscast consists of a 60-second live shot (or prerecorded live-on-tape) from a local TV newsroom, voiced by the TV anchor who ticks-off “the stories we’re following” that will be seen on evening newscasts.
— The radio station wraps it into a four-minute package, including:
— that live headline package, at the end of which
— the TV anchor hands off to radio’s traffic reporter, then…
— the traffic reporter teases weather into a radio spot, and…
— after the commercial, the weather comes on.
— And here’s the kicker…that live shot from the TV newsroom is a commercial for the TV station! To the listener’s ear, it’s a free newscast from a credible, branded source. Possibly a trade for TV time to advertise the radio station?
Another win-win synergy: Reciprocal excerpting, with attribution
Translation: Each station gives blanket permission for the other to grab, from the air, whatever it wants, crediting the originating partner.
— There will be times when someone from the radio station is on-scene; or when radio scores a newsworthy interview that TV can use the audio of. More often, thinner-staffed radio will use TV sound more than vice-versa.
— When I programmed WTOP, Washington, WUSA9 let us help ourselves to their newscast audio (“And the mayor told Channel 9…”). Each day, our desk and theirs compared assignments, and we recorded every WUSA newscast.
— True story: The news director from NBC4 came to my office and said, “You can use OUR sound, and you don’t even have to say ‘Channel 4!’ Just STOP saying ‘Channel 9.’”
— It was a flattering offer, but we remained loyal to WUSA, the once-upon-a-time WTOP-TV. Decades later we were still getting mail addressed to “WTOP-TV.” And both stations being CBS affiliates contributed to the lingering impression that we were siblings, so the confusion was actually useful. Does your radio station have a long-lost TV brother?
Radio takes TV where it otherwise can’t go: in-car
Note how aggressively TV stations are programming their apps and websites. They want to be a news brand, not just a news station.
— A smart TV station should want to give radio a ROSR (Reporter On-Scene Report) during the day (when radio audience is high and TV audience is low), because doing so serves to promote the upcoming evening TV newscast.
— WARNING, based on experience: This can be a tough sell to over-protective TV news directors, who may fret that by going-live on radio they’re alerting other TV stations to the story. Stinkin’ thinkin.’ Other TV stations could show up anyway, and they wouldn’t be as-well-known for covering the story as the TV station that’s also already reporting it on radio.
Local TV news is a hungry critter…
…with a limited budget. Which is why some TV stations toss-live to their radio partner’s host: “Gene, what are your callers saying about the congressman’s abrupt resignation?” Arrangements like this were commonplace even decades ago, when TV had to equip the radio studio with equipment more elaborate than modern day video chat requires.
The calculus is simple
Radio + TV > Radio – TV or TV – Radio
(Radio PLUS television is greater-than Radio MINUS television or television MINUS Radio.)
Even if you’re a music station that doesn’t do much news at all, these opportunities are worth exploring. At least trade spots, because neither station can afford to promote as much as it should.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke
WRHU-FM, Hempstead, New York chief engineer Andy Gladding played a role in organizing the November 8 event when eight university and high school owned-and-operated stations broadcasting in the 88.1-88.9 segment of the FM band in the number one media market in the country join together to celebrate their love of college radio. Starting at 12:00 noon ET, “The Big 88” will become New York and New Jersey’s largest college radio station, covering an FM broadcast footprint of over 120 miles. In a story written for TALKERS magazine, Gladding says that despite the rash of American colleges selling their radio properties, the New York market has a vibrant college radio community. He says college radio stations have a special value. “I have spent 20 years working as a student volunteer and administrator at WRHU, ‘Radio Hofstra University,’ and have seen first-hand how college radio contributes to the growth and success of students looking to pursue a career in radio, television and digital media. Students and community volunteers who participate at college radio stations find themselves engaged in a diverse community of voices, opinions and music. While their approach and interests may be different, their practice at the college radio station unites them with one unified goal: to serve the listening audience by creating imaginative and alternative audio programming using the university’s FM transmission facility as their channel to the world. 
College radio is a special place on the FM dial. Listeners know it as the channel at the low end of the band where student and volunteer DJs have free reign to play music not usually heard from commercial operators. College students recognize it as a place where they can hone their broadcasting skills and put their passion and talents to work to prepare for a career in the industry. Hiring managers recognize it as a proving ground that provides quality pre-professional development and a destination to seek out qualified candidates to fill entry level media industry roles.
Ready to go back to the future?
Feel busy? Try keeping-up with these four:
the top sports morning shows in America and has won numerous national industry awards including a Marconi Award. Toucher was a foundational member of the launch of the station in August 2009. Prior to joining the ‘98.5 Sports Hub’ team, he worked at the former legendary rock station, WBCN.” Toucher comments, “I am thrilled to be able to work with my Beasley family over the coming years. I will continue my record of immense competence and brilliance.” Station PD Rick Radzik adds, “Fred has been entertaining ‘Sports Hub’ listeners each morning since 2009 with his compelling viewpoints and opinions on a wide range of topics. We are very pleased that he will continue on with us for years to come.” There’s no mention of morning drive co-host and Toucher’s longtime partner Rich Shertenlieb in the press release and the Boston Globe’s Chad Finn writes about the possibility Shertenlieb will exit the station soon. 
Chicago, Cleveland, Detroit, Madison, Milwaukee and Minneapolis markets. He has been serving the company as director of digital sales and strategy. Audacy regional president Rachel Williamson states, “Over the past four years, Ryan has played a pivotal role in developing our critical sales support team, and his invaluable contributions have been instrumental in building strong relationships with clients. We look forward to continued growth and innovation under his leadership across the region.”
together a panel of educators, behavioral specialists and policymakers to examine how best to deal with pandemic learning loss won first place and will be received by the leading team members behind the town halls: anchor Eric Scott, director of content Anne Gress, news director Annette Petriccione, managing editor Sergio Bichao, and operations specialist Dan Alexander. The station also won in the Broadcast – Best Breaking News Coverage category for its coverage of the mayhem that erupted in Long Branch at the start of the summer season at the Jersey Shore. Managing editor Sergio Bichao, reporter Dan Alexander and then-producer and weekend host Jordan Jansson worked late into the night to chronicle a developing story that had far-reaching impacts on public opinion and policy relating to law and order. Finally, the station won in the Best Use of Sound for Radio News Story for reporter Dino Flammia’s series of on-air and online reports marking the 10th anniversary of Superstorm Sandy.
money for the past 20 years, Gleason has built a massive online archive of broadcasting and cable trade publications, books, music magazines, technical manuals, directories, yearbooks, company and station publications, programming guides and more. The archive — www.worldradiohistory.com — now tops nine million pages. Because it is online, the pages are readily available to the public – and searchable.” LABF co-chairs Heidi Raphael and Jack Goodman say, “There is no stopping him. What David has accomplished – virtually single-handedly — is extraordinary. He’s made an unparalleled contribution not only to the history of broadcasting, but to the story of the modern world as reflected and shaped by the media.”
It may seem impossible, but you need to stay in your lane.
The History Channel calls it “The Most Dramatic Home Run in World Series History.” ESPN has often described it as the greatest home run of all time. To this day, it is the only World Series Game 7 walk-off home run.
As your friends get fired and on-air hosts are replaced with WideOrbit and Profitable Software, the mournful refrain is to unfairly blame consolidation. Consolidation has, in fact, made the medium financially viable and brought hundreds of individual stations from a river of red ink to the glow of black ink. Prior to consolidation, over half the radio stations in the U.S. lost money – year after year. Not a secret stat, those numbers were revealed annually by the NAB.
CBS Sports Radio in 2021. She’s also an analyst for SNY, appearing on “Baseball Night in New York.” Perloff joined CBS Sports Radio in 2022 after 13 years with “The Dan Patrick Show” where he earned the nickname “McLovin.” CBS Sports Radio brand manager Spike Eskin says, “Maggie and Perloff are going to be awesome in the morning. The way the show has grown and evolved over the last couple of years is so exciting, and we’re really looking forward to bringing their special mix of opinions, interviews and fun to the morning.”
Attention news/talk radio sellers! Get ready to meet your new best friend… and it is not who you think it is.
monthly, and 77% have ever listened to podcasts. “All of this podcast and AM/FM radio audience duplication means there are great cross-promotion opportunities.” Among the podcast audience, over half the ad-supported time spent goes to podcasts themselves at a 53% share. AM/FM radio follows with a 37% share. Distantly following are ad-supported SiriusXM (4%), ad-supported Spotify (3%), and ad-supported Pandora (3%). Additionally, MARU/Matchbox was commissioned to study Cumulus Media radio listeners who listened for at least an hour to stations in Dallas, Chicago, Detroit, San Francisco and Atlanta and were exposed to promos for eight Cumulus Podcast Network podcast titles. Overall, 54% of the Cumulus radio audience were aware of the eight Cumulus Podcast Network podcasts. A much larger promotion of heavy AM/FM radio listeners (67%) were aware of the podcast titles, and a whopping 75% of the heavy AM/FM radio streaming audience were aware of the podcast titles. 
Apple CEO John Catsimatidis and award-winning journalist Rita Cosby. Catsimatidis says, “Senator D’Amato is one of the smartest, most common sense, and knowledgeable people I know. From his many years in the U.S. Senate, Al has a deep understanding of the underpinnings of politics – local, national, and global – and will help 77WABC listeners discern the truth about what’s really going on in Washington and the world.” Senator D’Amato represented the state of New York in the U.S. Senate from 1981 to 1999. Following his departure from the Senate, he founded the lobbying firm Park Strategies. He says, “I am pleased to be part of the greatest news/talk programming in the nation. 77WABC is a station whose people call it the way it is and aren’t wed to a political party but are wed to doing what’s right in America.”
stations. He will continue to serve as brand manager for KRLD. Anderssen joined Audacy in May of 2022 after serving with Cox Media Group for 24 years in markets including Atlanta, Orlando and Tulsa. Audacy EVP and head of programming Jeff Sottolano states, “Drew is an experienced leader with bold ideas for the future of the news/talk format. With his proven expertise, we are confident that Drew will lead the way in shaping our brand and format strategy, delivering exceptional content and driving continued success for our local brands and our digital platforms.”
alumni and Washington, D.C. insider with L.A. street credibility promises a daily dose of what’s trending in national politics that goes beyond the headlines… now airing five days per week, ‘A More Perfect Union’ promises to deliver national news of consequence, informed opinion, and analysis beyond the headlines… This one-hour national public affairs program, executive produced by Tavis Smiley, will feature notable journalists, industry leaders, lawmakers, changemakers, tastemakers and ordinary people motivated to do their part to reach beyond today’s divisions, make sense out of news of the day, and offer us all a chance to build a more perfect union.”
Many news/talk stations broker weekend hours to professionals who host ask-the-expert shows to attract new clients.
Rosenworcel says, “Congratulations to Anna Gomez on her confirmation by the United States Senate. I look forward to welcoming her to the Commission. Anna brings with her a wealth of telecommunications experience, a substantial record of public service, and a history of working to ensure the United States stays on the cutting edge of keeping us all connected. Her international expertise will be a real asset to the agency. I look forward to working with her to advance the agency’s mission to ensure the benefits of modern communications reach everyone, everywhere and that the United States can continue to lead in the digital age.”