Pending Business: In Car
By Steve Lapa
Lapcom Communications Corp
President
What happened to us? Unless we move quickly, the radio business stands to lose the final frontier: in-car listening.
The numbers tell a riveting story.
The good news is 92% of Americans listen to the radio every week.
The bad news, according to Edison Research, is only 68% of homes have a radio. All of us who were trained on the 90%-plus penetration of in-home radios are officially out of touch. The in-home radio listening experience is fading fast and there is no trend in sight to reverse it. Smart speakers aside, that bedside clock radio that helped millions wake up every morning is a silent reminder of days past. That 90%-plus penetration number will soon be the domain of Smart TV as 91% of homes have internet. That’s more homes than have radios.
The good news is 73% of drivers listen to the radio in the car.
Nearly three out of every four drivers tune in. The bad news is emerging retail media will soon be the final purchase influencer, online and on location. By 2025 more ad dollars (nearly $47 billion) are projected to be invested in retail media than TV. If you are still pitching, “in-car radio is the last purchase influence before the shopper steps into the store,” you are joining the growing group of outdated radio sellers. Let’s stop the head-in-the-sand approach and review what will have better sales power in the current landscape.
1. In-car listening is typically a shared attention experience. Adjust your commercials to work in the in-car environment. Simplify the messaging, repeat critical sales points, make the call to action easy to understand and implement.
2. Frequency sells. Forever the foundation of solid radio sales, repetition works, and compelling messaging can be commuter friendly.
3. Do your homework. If your community relies on several major industries, learn how the new remote workforce impacts in car listening. Different commute patterns may be in play. Know your marketplace before you suggest a schedule.
4. Seasonal trends. Summer is here. What changes are impacting your market?
Is there a go-to resource for advertiser info on your station website?
Some things will never change:
1. Auto is typically the #1 ad category. One of the best places to start the sales cycle of buying or leasing a new car is in the car of that money draining repair clunker and radio is right there!
2. Three out of four commuters drive alone and when you have someone one-on-one messaging will be heard.
3. In-car radio listening still is and always will be that uniquely personal experience.
Finally, owners and top-level management must learn to help sellers adjust to ever changing world of how to work with radio advertisers to meet the consumer where they are today.
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com
shows looking for syndication opportunities. With all the changes in our industry it was the natural progression to provide a full range of services to our clients and work with our partner Salem Radio Network. CRN’s new syndication effort will use the Westwood One Wegener system. CRN says this project came to fruition with the help of radio industry affiliate relations pro Jon Patch, who comments, “I’m proud to be working with Mike and the CRN team to offer the newest technology from Westwood One and Wegener. Most radio stations already have this technology in their racks, which brings the most success to our partners.” CRN currently syndicates “The Michael Medved Show,” “The Ron Cey Show,” “The Fred Dryer Show,” “The Conversation,” “Speaking Out America,” “What’s Cookin’ Today,” “What’s Cookin’ on Wine,” “The Lounge,” and more.
AI-generated content in political ads; 2) Proposing to apply the disclosure rules to both candidate and issue advertisements; 3) Requesting comment on a specific definition of AI-generated content, and 4) Proposing to apply the disclosure requirements to broadcasters and entities that engage in origination programming, including cable operators, satellite TV and radio providers and section 325(c) permittees. Chairwoman Jessica Rosenworcel says, “As 
artificial intelligence tools become more accessible, the Commission wants to make sure consumers are fully informed when the technology is used. Today, I’ve shared with my colleagues a proposal that makes clear consumers have a right to know when AI tools are being used in the political ads they see, and I hope they swiftly act on this issue.” However, Republican Commissioner Brendan
Carr opposes the move, saying, “There is no doubt that the increase in AI-generated political content presents complex questions, and there is bipartisan concern about the potential for misuse. But none of this vests the FCC with the authority it claims here. Indeed, the Federal Election Commission is actively considering these types of issues, and legislators in Congress are as well. But Congress has not given the FCC the type of freewheeling authority over these issues that would be necessary to turn this plan into law. And for good reason. The FCC can only muddy the waters. AI-generated political ads that run on broadcast TV will come with a government-mandated disclaimer but the exact same or similar ad that runs on a streaming service or social media site will not? Consumers don’t think about the content they consume through the lens of regulatory silos. They just view content on screens. Will they conclude that the absence of a government warning on an online ad means that the content must be real? I don’t see how this type of conflicting patchwork could end well. Unlike Congress, the FCC cannot adopt uniform rules.”
South Carolina morning host Randy “Steam” Stevens recently passed away after suffering injuries in a motorcycle crash that happened on May 10. WLBG says that Stevens recently celebrated the 30th anniversary of his talk show, “Good Morning, Up-Country.” In addition to his work in radio, Stevens was active with the Patriot Guard motorcycle riders and served on the board of directors of the Laurens County Humane Society. Stevens also appeared on the station’s “Morning News Magazine” and the station’s coverage of local elections across Laurens County. 
“Clay Travis & Buck Sexton Show.” Outkick SVP and managing editor Gary Schreier says, “OutKick continues to be authentic, unfiltered, and driven by common sense. We continue to feature topics that most sports sites refuse to cover. Our ability to stand out amongst the rest of the industry is reflected positively by the strength of our numbers every month.” The platform also recently expanded the “Tomi Lahren is Fearless” program from evenings three days per week to a daily show running live at 1:00 pm ET. 
stations, prominently acting as the morning show in both markets, offering a fresh and dynamic start to the day. This partnership marks a significant expansion of Podcast Radio’s format into the American radio landscape, promising to offer Missouri listeners a novel way to explore podcasting content through traditional radio. Listeners will hear top-quality podcast content from across North America and the world, while also giving airtime to local Missouri podcast content. Localized imaging and station IDs will feature across ‘Podcast Radio Missouri’ broadcast hours, which also include original interviews with podcasters. Gene ‘Bean’ Baxter acts as lead interviewer, delving deep into the methodology and personality of both local and national podcasts and their creators.” Alpha Media EVP of content Phil Becker says, “We’re excited to partner with Podcast Radio to bring this innovative format to our listeners in Missouri. This partnership underscores our commitment to delivering fresh, engaging content that resonates with our communities. While we are launching on one station in two Missouri markets, our goal is to expand the format to our other two Missouri markets.”
door. I sat down next to him. Seconds later an angry, half-drunk African American guy starts digging his finger into the Jewish man’s chest while yelling, ‘I aint gonna fight for you! I ain’t gonna fight for you! You genocide Jew mother*cker.’Needless to say the Jewish man was scared to death. Noticing that I stood up and proudly proclaimed, ‘I’m Jewish, too!’ I stood next to the Jewish man, arms folded, while the big-mouth bully walked to the end of the car. He continued to rant and holler but he was no longer a physical threat. The scumbag exited the train at the Brooklyn Bridge stop while I sat next to the Jewish man ‘til I got off at Wall Street. He was on his way home to Crown Heights for Shabbat. He said to me, ‘I have no doubt if you didn’t stand up that guy would’ve hurt me. I know who you are. I listen to you. I know you’re a lover of the Jews. I wish people could’ve seen this. Thank you for helping me get home safe for Shabbos. Am Yisrael Chai!’ I will fight for my people despite the potential physical harm to me. God Bless Israel and continue to protect my people!” Don’t miss Sid Rosenberg’s guest appearance on the new installment of the award-winning PodcastOne series, “The Michael Harrison Interview.” He and Harrison candidly discuss the incident and Rosenberg’s position on Israel, Hamas, Gen Z, and NYC crime. It posts tomorrow morning on Talkers.com.
Because you can? Because you aren’t doing AM/FM radio? Because you are on radio, but can’t-do-there what you can-do podcasting? Because you are making money podcasting?
Historically, the beginning of the Major League Baseball season has been good to radio stations that serve as flagships for play-by-play, often bringing new cume to their ratings. Today, TALKERS managing editor Mike Kinosian looks at how flagship stations performed during Nielsen Audio’s April PPM survey. He notes, “Generally speaking, Major League Baseball radio flagships enjoyed a solid first at bat in Nielsen Audio’s 2024 rating season (March 28 – April 24). There was a (6+) March 2024 – April 2024 uptick in approximately four of every five applicable flagship cases (81%); 15%dipped; and 4% were flat.” iHeartMedia’s news/talk WLW, Cincinnati (Reds) saw the biggest leap in AQH share rising from an 11.3 share in March to a 13.3 share in April (retaining its #1 rank as well). 
Duran And The Morning Show,” with a live performance from local singer/songwriter sensation Jackie Romeo, currently a contestant on “The Voice.” BFoA says the mixers serve a dual purpose: to bring together up-and-coming broadcast professionals with their peers and executives; and to increase awareness of the BFoA’s charitable mission. BFoA president Tim McCarthy states, “Our first two Media Mixers were a huge success for young professionals who mingled with executives, and we’re looking forward to another great event. We have an obligation to show young people in radio and television that broadcasting offers successful and fulfilling career opportunities. We also need to help them understand what the Broadcasters Foundation does, why it’s important, and how they can help.” The two-hour event is free, but space is limited, and advance registration is required. 
NBA veteran and current Houston Rockets color commentator Ryan Hollins will join Mike Harmon hosting the Sunday 9:00 am to 12:00 noon ET program, and 8-year NFL veteran and All-Pro safety Kerry Rhodes parnters with Dan Beyer hosting the Sunday 12:00 noon to 2:00 pm program. iHeartMedia EVP of sports programming Don Martin and FOX Sports Radio SVP Scott Shapiro comment, “Sports fans know that they can come to us live 24/7 for strong opinions, predictions and instant reaction to all of the drama taking place in the world of sports. We are fired up that our lineup of personalities continues to get stronger and stronger. FOX Sports Radio is here to provide entertainment and companionships to sports fans all day, every day.”
The second of four rounds of ratings data from Nielsen Audio’s April 2024 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey covered March 28 through April 24. Today, TALKERS managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM dips two-tenths to finish with a 4.6 share (weekly, 6+ AQH share) and slides back to the #6 rank, while Hubbard Broadcasting’s all-news WTOP-FM loses one-tenth to finish with a 7.8 share good for the #2 rank. In Boston, iHeartMedia’s news/talk WRKO declines one-tenth for a 3.3 share finish and holds steady at the #12 rank, while sister all-news WBZ-AM rises three-tenths to a 4.9 share, yet it falls one spot to the #7 rank. In Seattle, Bonneville’s news/talk KIRO-FM dips one-tenth to a 3.8 share and slides down to the #10 rank, while Lotus Communications’ all-news KNWN-AM/FM loses one-tenth to finish with a 2.4 share and remains ranked #18. 
personality Doug Gottlieb is the new head coach of the school’s men’s basketball team. In what is a first, Gottlieb will continue to host his daily, two-hour radio show for FSR while undertaking his new role with UW-GB Phoenix. Gottlieb was a standout point guard at Oklahoma State from 1997 – 2000. He’s coached AAU teams and coached at the Maccabiah Games in Israel. During time in the media, he’s been a studio and in-game commentator for college hoops over the years while serving with ESPN, CBS Sports and Fox Sports.