Industry Views

Kim Komando is This Week’s Guest on Harrison Podcast

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Syndicated talk radio star, newspaper columnist, and internationally renowned technology expert Kim Komando is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Known to her millions of listeners and readers as “America’s Digital Goddess,” Komando has been burning up the news and talk radio airwaves as a leading authority on the evolving technology and sociological impact of the digital era for the past three decades. Among her numerous honors, she is a Radio Hall of Fame inductee and past recipient of the TALKERS magazine Woman of the Year award. This outstanding broadcaster and modern-day thinker produces, hosts, and distributes a weekend radio talk show, a couple of new daily shows and a number of short-form features about computers and digital technology from her studio at WestStar TalkRadio Network in Phoenix, Arizona along with her husband Barry Young, a legendary radio personality in his own right and an extremely adept businessman. Together they built a multi-million-dollar empire based on her keen intelligence, outstanding personality and extraordinary understanding of the new era. Harrison and Komando engage in an illuminating conversation about the benefits and dangers of artificial intelligence and other technological developments that are changing the world at lightning speed, including the two-pronged threat of Big Tech’s growing domestic power and China’s push for international hegemony. Don’t miss this! Listen to the podcast in its entirety here.

Industry Views

ENOUGH! The Selling Culture Has Failed Radio

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling On Sunday
Talk Media Network

The creeping culture of sales-determines-all has brought the industry to this moment of despair. The selling culture has failed the medium. It is time to, once again, segregate the sales and programming departments. Take the budgets away from the program directors and inspire them to create exciting UNPREDICTABLE programming.

Earnings calls for most radio companies were held this week. Not pretty. Declarations of the demise of radio are constant, emotional, and desperate. Bleak conditions in the radio industry have occurred before. A review of past crises and how they were overcome is constructive, urgent, and essential.

For example, in 1952, network TV was launched and showed signs of success. NBCABC, and CBS moved their money from radio to TV. Longform radio shows were cancelled leaving stations across the country with a problem. At the time, most radio stations were small shops, usually family-owned, therefore the need to add hours of local programming was a financial challenge. The solution was presented by a programmer.

Todd Storz’ family owned stations in Omaha, Kansas City, Minneapolis, New Orleans, St Louis and Oklahoma City. He was young and obsessed with radio. His stations were losing money and the future, without network show blocks, was uncertain. Todd ate at a diner daily and noticed that even after it closed, the waitresses put their own money in the jukebox to hear the same songs they had heard all day. Hit after hit. Todd created a list of the top 40 songs, built a production sound and put it on his Omaha station. The station was #1 overnight. His top 40 format was aired on his owned stations with the same results.

Ruth Meyer was the program director of WMCA, New York where she established the GOOD GUYS dynasty. Before WMCA Ruth was the PD of Storz’s station in Kansas City. I asked her who did what at Storz and she said, “It was all Todd.” Todd was a programmer who never spent a day in sales. Storz’s programming idea changed and, yes, saved the industry.

When Todd died at 38 years of age his father – a businessman – took over the company. After Todd’s death, the stations died too. Why? Storz station manager Deane Johnson explained, “Todd’s death [and the control of the radio stations falling to Todd’s father] brought about a shift from a ‘programming company’ to a ‘money company.’”

Radio’s next challenge was FM. It is a popular myth that the shift from AM listening to FM was driven by the higher quality of the FM signal. FM’s signal had been available since 1948. No one listened.

You don’t go to iMAX to watch the huge, superior white screen. You go to watch a movie on the huge superior white screen. When the FCC mandated an end to AM/FM simulcasts, the general managers had no idea what to do and isn’t it time for golf?

Obsessed, very young radio fanboy programmers such as Michael Harrison and Allen Shaw joined with frustrated senior programmers like B. Mitchel ReedScott MuniMurray the K and Tom Donahue to EXPERIMENT with new programming techniques. They imagined and implemented progressive rock, free-form, album rock. THEN the crowds came to FM to hear exciting UNPREDICTABLE programming.

In 1966, Tom O’Neil, the founder/chairman of RKO General owned many money-losing, major market stations. The solution? Better sellers? Better sales training? A sales master course? No. The answer was Bill Drake. O’Neil hired Bill Drake and allowed him to create exciting UNPREDICABLE programming. Drake’s programming saved many RKO stations and was copied by hundreds of stations across the country. Drake’s programming saved them, too.

ALL of radio’s challenges today can be solved with programming invented by programmers free to program. Enough with “it’s not in the budget.” Enough with “it will bring in money.” Enough with “it’s good for sales.” Enough with talent having to generate half their salary in billing to be retained. Enough!

Unleash today’s program directors to follow their instincts, their facts and no more having to check with corporate. Why? Because checking with corporate hasn’t worked. Checking with corporate stops the flow of ideas, it freezes them in time. Radio is live, in the moment. When radio programming is frozen in time it MUST failGive up corporate engagement. Let programmers surprise you.

To quote a mentor, ABC Radio Network’s VP Dick McCauley (a sales guy), “A great salesperson is one who has a great product.” He said it a lot.

Walter Sabo was the youngest executive vice president in the history of NBC. He was the programming consultant to RKO General longer than Bill Drake. According to a Sirius corporate EVP, “Sirius exists because of what Walter Sabo did.”  He hosts a Talk Media Network radio show as Walter M. Sterling, “Sterling on Sunday.” Find out more here: www.waltersterlingshow.com  Contact him at walter@sabomedia.com or 646.678.1110

Industry News

OpenAI Seeks Dismissal of Defamation Suit

Artificial Intelligence firm OpenAI has filed a Motion to Dismiss the defamation suit filed against it by talk show host Mark Walters, who hosts radio programs produced by his CCW Broadcast Media company. TALKERS reported the suit by Walters back on June 9 in which Walters claims the use of OpenAI’s ChatGPT by journalist Fred Riehl that created content stating the Walters was accused of embezzling funds from the Secondim Amendment Foundation defamed him. No such accusation ever actually took place. In its Motion to Dismiss, Open AI argues several points, including that Georgia is not the proper jurisdiction, but it summarizes its argument that Walters’ claims don’t meet the burden of defamation when it says, “Even more fundamentally, Riehl’s use of ChatGPT did not cause a ‘publication’ of the outputs. OpenAI’s Terms of Use make clear that ChatGPT is a tool that assists the user in the writing or creation of draft content and that the user owns the content they generate with ChatGPT. Riehl agreed to abide by these Terms of Use, including the requirement that users ‘verify’ and ‘take ultimate responsibility for the content being published.’ As a matter of law, this creation of draft content for the user’s internal benefit is not ‘publication.’”

Industry News

On-Air Schedule Tweaks at “97.1 The Freak” in Dallas

According to a report in the Dallas Morning News, new program director Dominic “Zakk” Zaccagnini has put into effect some changes to the program lineup at iHeartMedia‘s sports/hot talk KEGL-FM, Dallas “91.7 The Freak,” effective today (7/24). Personalities Danny Balis and Mike Sirois move from the afternoon drive show to the morningim drive program alongside Kevin “KT” Turner and takes on “The Downbeat” as its name. Jeff Cavanaugh and Julie Dobbs move from the morning daypart to afternoons alongside Mike Rhyner for “The Speakeasy” program. The show times are altered by an hour with the morning program airing from 6:00 am to 10:00 am, the midday “Ben and Skin” show airing from 10:00 am to 2:00 pm, followed by the afternoon show airing from 2:00 pm to 6:00 pm. Zaccagnini tells the Dallas Morning News, “The catalyst for this change was to make a better fit for our same staff to further excel in a weekday lineup that best suits their professional and personal lifestyles.” Read the full story here.

Industry News

McDowell & Kemp Exit KTCK, Dallas

According to the Dallas Morning News, the early afternoon duo of Dan McDowell and Jake Kemp have resigned their positions with Cumulus Media sports talk outlet KTCK-AM/FM, Dallas after being unable to come to termsim on new contracts to continue “The Hang Zone” show. The report indicates that Cumulus and the two hosts had been negotiating for the better part of seven months on new, long term deals but McDowell & Kemp and the company were split over digital media projects that the two wanted to pursue beyond their work with “The Ticket.” They resigned on Tuesday (7/17). Cumulus has not officially named a new host or hosts for the 12:00 noon to 3:00 pm daypart.

Industry Views

Pending Business: Shorter and Faster is Better

By Steve Lapa
Lapcom Communications Corp
President

Looks like Major League Baseball is about to show the radio business how to score the winning run. Major League Baseball decided it was time to reverse the aging fan base, declining gameday gates, and shorten three-plus-hours of in-game boredom.

Despite the downhome storytellers doing play-by-play on radio and innovations of TV coverage, the game was getting tedious, and it was time for Major League Baseball to change or slowly but surely face the fate of the dinosaur.

Sound familiar? Yes, there are some baseball innovations that entertained people like the infamous mascots of yesteryear, but MLB is about the hallowed Hall of Fame heritage of pinstripes, red socks, and Dodger blue. Change means risk and in baseball swinging for the fences is a 1 in 18 shot.

Getting a little too close for comfort? Fans and sponsors needed a new spark to ignite baseball fever, so MLB responded with a pitch clock to speed up the game and bigger bases to bring back one of the most exciting plays in sports. Guess what? Games are being played faster, gameday attendance is up 8%, TV viewership is up 14% and according to the Insider, social media views are up 67% as under-35 demographics are up 14%. Let us start connecting the dots to our business.

— News/talk radio relies on a 55+ audience. Nothing wrong with the “money demo.” But talk radio needs to look ahead to what happens AFTER the election cycle.

— Most daily talk shows are three hours long. So were most MLB games… until this year. Shorter became better as attendance and viewership shot up. Wake up radio programmers, hosts, managers! Do we have the courage and budget to program and sell shorter, faster moving programs? Radio is so stuck in an outdated model; the low growth is about to make another appearance in bankruptcy court.

— Fans got excited and social media exploded. Last time I checked, Savannah, Georgia was Nielsen radio market #145. No news/talk radio station in the top 100 U.S. radio markets has as many Facebook followers as the Savannah Bananas baseball team.

— Fans and sponsors needed a new spark. What has your radio station offered lately that is new, exciting and lights the fuse for sponsors and listeners?

Recently, a 21-year-old baseball star stole two bases then decided to steal home and the fans went crazy. Through the years we have seen the play. But every time it happens the fans in the stands are on their feet, cheering, high fiving, and re-living every detail of the excitement. Baseball is back, bigger and better than ever. All of us can learn from today’s changes in America’s Pastime.

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.

Industry Views

Monday Memo: Does Your Station Sound “On-Vacation?”

By Holland Cooke
Consultant

imBy 2009, I had been making my living consulting and coaching talk hosts for 14 years, but I myself had not yet hosted a talk show. Like Rush Limbaugh before he went-talk, I had lots of on-air time under my belt as a music DJ. And that same skill set contributes to talk radio success: “Play the hits” (topics) and convert Cume to AQH (technique).

This month and next, when so many take vacation time, guest-hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:

My hosting debut was “The Jim Bohannon Show.” And Jimbo told me I was only the third person to ever guest-host, after Joan Rivers and Chris Matthews jump-started their broadcast careers there. But, to these listeners, who-the-heck was I? Lacking the back-story of an A-list comedian or former presidential speechwriter, I simply told the truth, saying, “I’m Jim’s pal, Holland Cooke” as I quickly invited callers into the hour’s topic or teed up the guest. I had promised myself I would avoid “The Sitting-In For Rush Syndrome:” unscripted monologue about myself and blah-blah-blah until the first break. TALKERS publisher Michael Harrison – himself a well-traveled guest host – recommends nonchalance and warns against, “It’s such an honor to be here!”

So, if you’re filling-in, that’s Tip #1: Cut to the chase. Don’t devalue the show by committing lots of time explaining that the familiar host is away and who you are. Tee-up what the show is about this hour… why it matters to those listening… how they will benefit from not wandering-off when they hear a stranger… and how to join-in.

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Demonstrating this technique when “FOX Across America” host Jimmy Failla is off: my long-suffering client Paul Gleiser. His day job is owning KTBB, Tyler-Longview, Texas; and his side hustle is guest-hosting Jimmy’s show, which he’s done a half-dozen times this month. Understanding Tip #2: You’re a guest in someone’s home, Paul asked Jimmy for advice. Always in-character, Failla quipped “Drive it like you stole it!” So Gleiser is all about call count, teeing-up TWO tempting propositions, one topical, the other a softer “Bonus Question.” As I write this, he’s asking, “Which Democrat do we [Republicans] want to run-against in 2024?” and – as new employment numbers are announced – “The WORST job you ever had?” Callers are telling stories.

That’s Tip #3: Invite callers. Admittedly, my debut was a snap, with Jimbo’s show on 500-plus stations. But later, when then-PD Bill White had me do three nights on WBT, Charlotte, he texted me after my first hour to say that I had taken more calls that hour than other hosts get-around-to in a week. In a recession, I asked if callers were “Seeing ‘green shoots’ of recovery?” and “The best car you ever owned?” They all told stories about both. “DON’T beg for callers,” Harrison says. And bring more than just your voice, i.e., guests and sound bites from news feeds. Gleiser: “Prep like the phone is broken.”

 Tip #4: Invite participation multiple ways. Many listeners would rather text than call. Do so and you’ll sound accessible and at-the-speed-of-life. And follow @smerconish to see how (effectively) he polls listeners via social media.

Tip #5: “Know what the show was about yesterday,” Gleiser urges, because political topics tend to change little day-to-day. Avoid this trap: The guest host’s outspoken narrative is a point that’s already been talked-to-death BUT this is HIS shot on a big show, so this is HIS turn to me-too the unison. Better approach: Come up with a new wrinkle; like Paul’s aforementioned “Who [Democrat] do we [Republicans] have the best chance of beating in 2024?”

 Tip #6: Empower callers, by asking their FEELINGS, rather than asking for facts or their expertise. They’re not experts. Instead, use The Magic Words (“you” and “your”): “Should you be fined for installing or replacing your gas stove?” Or empower them with access to a guest they can Q+A about matters that matter to their lives. When the fill-in host is “a somebody” – the mayor or an athlete or an expert – the host him/herself is an opportune topic. As we say when inviting calls to hosts who broker weekend airtime: “The lawyer is in, the meter is off.”

Tip #7: Establish a relationship with the producer “BEFORE the show” Gleiser advises: “Don’t just show up.” Ascertain who-does-what. In some cases, the producer will have booked guests and may suggest or assign call-in topics. Or – in Jimmy Failla speak – you’re driving, if the producer is simply call-screening and running-the-board (which you should NOT attempt if you’re not an experienced broadcaster or if you are unfamiliar with this particular station’s set-up).

Tip #8: Keep re-setting – succinctly, “matter-of-factly” as Michael Harrison puts it — introducing yourself and your guest-or-topic — when you’re going-into and coming-out-of breaks, and at the beginning of each hour. Why: Listeners are constantly tuning-in.

Tip #9: Always and only announce the call-in number immediately after you tell them WHY to call. Most common mistake I hear, even from experienced hosts: They give-out the phone number at the very beginning of the show or hour or segment, then (eventually) they tell you why to call, possibly minutes later (an eternity in live radio). So, they’re haunted by those dreaded “regulars” who already have the number memorized. Make announcing the number the punch line, whether you’re asking opinions on topic du jour or offering access to a guest they’ll want to interact with. ‘Seems like a little thing, but this can make a big difference in how popular you make the station sound.

Tip #10: “Be a convenience to the station,” not high maintenance. Harrison: “If you’re a diva they won’t ask you back.”

Tip #11: Afterward, give it a listen. If you do this for a living, wait a week, so you hear your work with fresh ears. Not a broadcaster? Was there a segment worth sharing on your blog or via social media? Did you or a guest explain something real useful? On Twitter, link to an audio clip of “Pet Pro Dr. Donna Johnson’s tips for helping your critters keep their cool during a long, hot summer,” so you’re useful to those who weren’t listening live. For LOTS of clicks and shares, include pictures of cuddly kittens and puppies.

Tip #12: If you are a career broadcaster, “always be available (and prepared) on short notice,” Michael Harrison recommends. 😉

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 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

Industry Views

Lessons from Rush

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday

Rush Limbaugh’s initial success spawned a nation of imitators.  Throughout the country hosts and executives heard Rush and concluded that the key to success was bashing liberals for three hour – or all day!

Oddly that wasn’t Rush’s mission.  When Ed McLaughlin launched Rush’s show an article appeared quoting Rush and his role.

Rush said, “I’m here to inform, inform, inform.”  Ed was the founding GM of KGO, he ran the ABC Radio Networks for about 20 years. He knew how to make great radio because that’s all he knew how to do.  I was in his office the day the article quoting Rush appeared.

Ed said to me, “I will have to talk to Rush about that. His job is to entertain.”  Following Ed’s conversation with him, Rush carried out his mission, he entertained.

Rush did not get ratings and cash for espousing conservative views. There were other spokespeople who did that very well such as William F Buckley – an erudite conservative who never got ratings.

Listening hard to Rush airchecks, he was mostly entertaining. How did he do that?  First, he never offered duplicate arguments for his opinions. Every single day he presented brand new evidence and facts and stories to support his point of view. Secondly, he riffed. There were long periods featuring funny, human stories. Cat stories!  Third, Rush understood radio to a pristine point of science. When he had nothing to say, he used the medium’s most powerful tool… silence!

He understood the essential bond with the listener and therefore we never heard his producer on talkback, rarely, rarely, rarely a guest interview.  Phone calls were extremely well screened, coached and ready for air. Sharp produced bits were designed to drive the conversation.  The show was a show not a lecture.

Rush understood that the biggest mistake he could make would be to change his position on anything. Regardless of a caller’s absolute facts, Rush would say, “So what of it sir, I’m right.”  His battle against facts made the show work. Radio wrestling.

Today’s winning hosts don’t waste time forming political opinions, they invest their time in building an entertaining show.

Walter Sabo was the youngest Executive Vice President in the history of NBC. The youngest VP in the history of ABC. He was a consultant to RKO General longer than Bill Drake. Walter was the in-house consultant to Sirius for eight years. He has never written a resume. Contact him at walter@sabomedia.com. or mobile 646-678-1110. Hear Walter Sterling at www.waltersterlingshow.com.

Industry News

Townsquare Media Cuts Three at “New Jersey 101.5”

Townsquare Media cuts three positions at news/talk WKXW-FM, Trenton “New Jersey 101.5.” The company lets night talk personality Steve Trevelise go, along with news staffers David Matthau and Vin Ebenau. Station program director Anne Gress tells TALKERS magazine that the evening show will remain live andim dedicated to talk (Monday through Thursday as Friday nights belong to Big Joe Henry). Gress adds the evening show will feature various hosts including Eric Potts, Michele Pilenza, and Jeff Edelstein plus some new voices to cover the night daypart for the time being.

 

Industry News

“98.5 The Sports Hub” Announces New Lineup Additions

Beasley Media Group’s Boston sports talker WBZ-FM “98.5 The Sports Hub” reveals three changes to its program lineup. The company says longtime staffer Joe Murray takes over the night hosting duties, which will include anchoring the stations coverage of Bruins and Celtics broadcasts. Beasley says Murray has spent more than a decade contributing to each daypart at the station.  In addition to serving as a regular on-air fill in-host,im he’s also co-hosted “The Over/Under Show,” the station’s dedicated gambling show and podcast that launched four years ago. He also currently co-hosts the New England Patriots post-game show following the game broadcasts on The Sports Hub Patriots Radio Network. Leroy Irvin expands his role on the station as he’ll continue to serve as ima regular weekend co-host and will add on-air duties for New England Patriots broadcasts on the station, co-hosting the postgame show after each game. Irvin also serves as part of the “Get Up Crew” on Beasley’s sister urban contemporary WBQT-FM “HOT 96.9.” Finally, Cerrone Battle, formerly of the “Play Action Sports Podcast” and “That 617 Life” on NBCSB, joins the staff in which he’ll contribute to the station’s nighttime and weekend programming. Station program director Rick Radzik comments, “Joe, Leroy and Cerrone all grew up in Boston and, like our listeners, have an engrained passion for sports. It’s nice to see Joe’s many years of dedication pay off, have Leroy’s role at the station elevated, and hear Cerrone once again in his hometown. I’m happy for all three of them!”

Industry Views

Pending Business: Thank You, Mr. President

By Steve Lapa
Lapcom Communications Corp
President

imHow about a collective “thank you” to the 45th president of the United States for keeping your talk radio programming relevant, timely, unpredictable and most of all engaging?

The interpretation, speculation and compilation of facts, opinions and reporting will be non-stop until this chapter of the news cycle meets the next chapter. This is a never-ending saga that keeps the dial locked into your talk radio frequency. This is the content that keeps the electronic water cooler crowded with listeners who can’t get enough.

Whatever comes next in this chapter of history unfolding in front of our collective ears and eyes is the oxygen that keeps the talk radio world alive and well every day. By the way, the 45th president of the United States just may have pulled your typically soft talk radio summer sales out of the basement and pushed you into an express elevator to the penthouse.

Are you still feeling the drumbeat of the naysayers predicting how talk radio will age out? Or better yet, run its course? My prediction is talk radio is about enter a phase previously unmatched in American broadcast history. Seriously. When was the last time a former president of the United States owned the headlines and collective headspace of talk radio hosts and listeners worldwide for so many years? Never.

Let’s get ready to refresh our summer vacation schedules, seasonal sales packages, rates, and most of all strategies. Start here:

— Sell the concept. Leave the opinions and banter about indictments, politics and the law to your on-air talent. Focus instead on the unique value of the engaged audience.

— Experts are important. Chances are your talk radio hosts will be smart enough to break down the issues and lean on experts to help the audience understand the ramifications. Credibility and consistency can make your coverage stand apart. Show your advertiser what makes your coverage different and better.

— Talk radio goes where TV and video can’t – the car, the beach, even the backyard. Sell the need to know on the go.

— Unfolding the unpredictable. Your listeners want the “inside scoop” on what the next chapter of this saga looks like. Your on-air talent look for every opportunity to give their listeners a peek behind the opinion curtain. The seller’s job is to bring the value of that connection to life on every sales call.

Talk radio is alive and well every day. It’s up to you to show your advertisers the value of instant access to a trusted voice.

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.

Industry Views

Passion Versus AI

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday

imLast week I had the privilege of moderating a panel at the TALKERS conference. Confession: I listen to speech patterns and tones more than words.

The prestigious panel featured Dan Mandis, program director and host, WTN-FM, Nashville; Ross Kaminsky, host KOA, Denver; Phil Boyce, SVP, spoken word format, Salem Media Group/ops VP, New York region/WMCA/AM 970; Josh Leng, CEO, Talk Media Network; and Matt Meany, program director, WABC, New York/Red Apple Media.

Yes, their collective knowledge and experience is unbeatable. They answered questions of great interest: How does iHeart measure social media accomplishments? Should one be fired for social media or podcast content or just for their air work? Establishing a syndication base, how does that happen? Where are the women – kudos to Salem’s Phil Boyce for celebrating their women hosts. What do programmers really look for in hosts? All valuable answers.  See the video of this session here.

Their words aren’t the “win.” The win is the fact that each of these pros has passion, passion and more passion. Their knowledge results in caring, heartfelt, supportive shares. They care about the future; they care about their craft. Programmers have to be optimistic about radio’s positive impact in order for them to do their jobs. Their descriptive tones make radio appealing.

The panel represents radio’s caretakers, gardeners, guides. The executives on the stage reveal qualities and qualifications that become overwhelmingly apparent in their demeanor and speech patterns. That’s what I hear.

Radio does not have to compete or fret over AI.  AI coders have to fret over their inevitable failure to capture or even coldly mimic the depth of emotion and confidence expressed by Matt, Josh, Phil, Ross and Dan. Good luck with that algorithm …losers.

Walter Sabo was the youngest Executive Vice President in the history of NBC. The youngest VP in the history of ABC. He was a consultant to RKO General longer than Bill Drake. Walter was the in-house consultant to Sirius for eight years. He has never written a resume. Contact him at walter@sabomedia.com. or mobile 646-678-1110. Hear Walter Sterling at www.waltersterlingshow.com.

Industry News

Bob Kevoian Returns to Bob & Tom; Promotes Cancer Podcast

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Pictured above is Bob Kevoian (second from left), former co-host of “The BOB & TOM Show,” reunited with Tom Griswold (third from left) and the rest of the nationally syndicated program’s cast. Kevoian retired from the show in 2015 and returned to share his experiences in the wake of a gastric cancer diagnosis and his new podcast, “The Bob and Cancer Show.” In the podcast’s first episodes, Bob and co-hosts Becky Kevoian and Whit Grayson discuss the initial shock and numbness that came with the diagnosis, and then follow up with ways to stay positive and fight cancer with food, as they discuss the importance of setting goals and working to achieve them, while embracing uncertainty.

Industry News

KIDO, Boise Adds CT & BS, Clears Hannity Live

Townsquare Media’s KIDO, Boise “Talk Radio 107.5 FM & 580 AM” announces the addition of Premiere Networks’ “The Clay Travis & Buck Sexton Show” to its program lineup in the 10:00 am to 1:00 pm daypart. At the same time, the station moves Premiere’s “The Sean Hannityim Show” to a live clearance from 1:00 pm to 4:00 pm. KIDO brand manager Kevin Miller states, “In the world that we live in today, with the possibilities of world war and an upcoming presidential election, the addition of Clay and Buck along with Sean Hannity live will allow Idahoans to hear the news and talk about it as it happens. It’s great having all three talented hosts with Idaho connections and values in the Treasure Valley.”

Industry News

WJR, Detroit Unveils New All Local Lineup

Cumulus Media’s Detroit news/talk 760 WJR announces a series of lineup changes that will take effect on June 20 in which all of the daytime hosts will be live and local. One of the biggest changes is longtime station morning host Paul W. Smith moving to the newly created 12:00 noon to 2:00 pm daypart as host of “Focus.” Smith replaces the Westwood One-syndicated “Dan Bongino Show.” WJR says that Smith’s hosting the “Focus” show “will expand theim community’s access to Michigan’s most influential political, civic, and business newsmakers.”  Moving to mornings is current early afternoon host Guy Gordon, who becomes host of  “JR Morning” from 6:00 am to 9:00 am. “All Talk” with Tom Jordan and Kevin Dietz airs from 9:00 am to 12:00 noon. Following “Focus” will be the imnewly created “JR Afternoon” show with host Chris Renwick from 2:00pm-4:00pm, followed by “The Mitch Albom Show” from 4:00 pm to 6:00 pm. Additionally, WJR is bringing back “SportsWrap” with host Sean Baligian airing from 6:00 pm to 7:00 pm. Cumulus Detroit VP and market manager Steve Finateri says, “Launching the ‘Focus’ show will give Paul W. Smith the opportunity to expand, on and off the air, his unmatched relationships with Michigan’s most influential newsmakers, for the benefit of our audience and our advertising partners. WJR is ‘The Great Voice of the Great Lakes’ and going 100% local is a big win for all Michiganders who count on WJR to inform and educate us about everything happening here in our state!” WJR program director Mike Wheeler adds, “What a lineup! Each of our talent is a brand unto themselves and have a unique vision and take on the events that shape the news. We are absolutely living up to our claim that WJR is where Michigan comes to talk.”

Industry News

Westwood One: Audio Personalities Highly Effective Connection to Listeners

This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group reveals data from studies indicating that audio personalities – both AM/FM and podcast hosts – are highly effective in connecting listeners to advertisers. According to Jacobs Media Techsurvey 2023, DJs/hosts/shows are the main reasonim for listening for 60% of consumers. According to a study by MARU/Matchbox, there are a number of reasons listeners gravitate to AM/FM. First is comedic relief: 90% strongly or somewhat agree that their favorite DJs make them laugh. Second is local feel: 73% say personalities understand what makes my city/town unique. And third is thought-provoking: 64% agree that they make them think.  Additionally, Magna and Vox Media surveyed 2,028 weekly podcast listeners and asked, “Whose influence matters most?” A stunning 75% cited podcast hosts while only 15% named social media influencers or TV/movie celebrities (10%). See the complete blog post here.

Industry News

PodcastOne to Host Adam Carolla Pay-Per-View Event

PodcastOne is producing a live, pay-per-view event starring its leading podcast talent Adam Carolla. The June 4 show titled, “Adam Carolla & Friends,” airs at 9:30 pm ET from the Belly Up Tavern outside of San Diego and features Carolla plus comics Brad Williams, Kimbles Hume and other special guests. PodcastOneim says that in 2020, “Carolla made history when he partnered with LiveOne and PodcastOne for a livestream event that garnered an impressive 1.1 million views.”  PodcastOne president Kit Gray comments, “We are excited that PodcastOne and LiveOne have partnered with Adam to produce and distribute Adam’s very first headlining pay-per-view event. Very few comedians are as entertaining in an intimate club environment as Adam. Each show he performs is unique and tailored and to be able to bring this to a worldwide audience exemplifies how we’re able to create opportunities for our podcast hosts outside of the traditional audio driven mediums.”

Industry News

WSCR, Chicago Producer Expected to Return After Suspension

According to several reports, Shane Riordan, producer for the “Parks & Spiegel” show on Audacy’s sports talk WSCR, Chicago “670 The Score,” is expected back in the studios today after serving a suspension for comments he made on the air last Friday. The matter began with a Twitter spat between Riordan and FOXim Sports gambling analyst Jason McIntyre in which crosstown news/talk WIND-AM, Chicago personality Dan Proft soon became involved. In the course of this being discussed by hosts on both WIND and WSCR, Riordan said, directing his words to Proft, “Dan, I’ll have sex with your mother,” and then adding, “Dan Proft, you bring your mother over here, and I’ll bone her.” When Audacy was asked for a comment by the Chicago Sun-Times, it declined to comment. Read the New York Post’s coverage here.

Industry News

Fred Toucher Could Return to WBZ-FM, Boston Soon

According to a story by Brandon Contes in Awful Announcing, WBZ-FM, Boston “98.5 The Sports Hub” morning drive co-host Fred Toucher says he may get his doctor’s permission to go back on the air after anim extended absence for a chronic throat condition that led to a cancer scare. Toucher, who co-hosts the morning show with Rich Shertenlieb, says in a video he posted to Twitter, “I feel my voice is getting stronger. I think that if I go to the doctor on Monday, he is going to give me permission to go back on the air. So, what turned out as a big, big cancer scare, where I was given assurances that it was cancer in my throat, might turn out to be that I needed not to talk for a very long time.” Read the Awful Announcing piece here.

Industry Views

Monday Memo: Weekend 101

By Holland Cooke
Consultant

imIt’s the most effective tactic in marketing: Free samples. And the attorneys, financial advisors, real estate agents, veterinarians, and other ask-the-expert hosts who broker time for weekend call-in shows can drum up lots of new business…IF they execute well.

It’s a big “if,” because they’re not career broadcasters. So, technique that’s second nature to us is news to them. And because, at too many stations, there’s little or no coaching. Here are some of the fundamentals I convey to weekenders at client stations, and brokering hosts elsewhere who aren’t getting aircheck support:

— Plan each show. Re-write any news-about-your-topic or other material you will read, rather than reading verbatim paragraph-length excerpts from newspaper clippings or other source material you found on the Internet or elsewhere. That stuff wasn’t written for the ear. Put it into your own words. Practice aloud, to yourself, before the show.

— Remember: YOU are the expert. It’s Greek to them. So, avoid lingo and acronyms. Instead of percentages (“36%”) use fractions (“just over a third”).

— Listen carefully to the caller’s question. Don’t interrupt unduly…but don’t let ‘em ramble either. Once they’ve asked a question or described their situation, recommend what they should do.  Listeners in similar situations will relate.

im

Do’s and Don’ts:

— DON’T squander time at the beginning of the show with long hellos, or small talk about the weather (which aired at the end of the newscast just before your show began), or other off-topic blah-blah-blah.

— DO introduce yourself, and succinctly explain how you can help the listener. I tell weekenders I coach to begin with their elevator speech: “I’m Chuck Thompson, from Chuck’s Auto Repair, and I’m here to help you get more miles out of the-car-you’ve-already-paid-for.” If your business has a slogan, that should also be the mantra for your radio show, to keep your on-air message consistent with your other marketing.

— DON’T wait! Give out the call-in number right-off-the-top, even if your first segment is an interview or you tee-up a topic by reading news/product reviews/etc. During that segment, your call screener can be lining-up callers.

— DO solicit calls overtly. And announce the phone number real slowly, like you’re reading the winning lottery number. Say “call me right now.” And at the end of each call (unless all the lines are lit), offer that “that opens up a line for you,” and re-announce the phone number.

— DO get to the phones ASAP, best caller first. Callers call when they hear other callers, so nothing explains that it’s a call-in advice show like you answering callers’ questions with helpful advice.

— DON’T assume that anyone but you hears your whole show. Listeners constantly tune-in. So DO re-set throughout the hour. Come out of each commercial break as though the show was just beginning. “Welcome back to ‘Larry Explains the Law.’ I’m attorney Larry Jamieson, answering your legal questions right now on WXXX. So, call me! [phone number, nice and slowly, twice].”

All of the above is host technique. And there’s another character, behind the scenes, whose method is critical to brokered hosts’ return on investment: the call screener. Share with yours my 6-minute video at SolidGoldWeekend.com, where I also explain how to warm-up slow phones.

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

Industry News

WRKO, Boston Adds “The Gambler with Adam Kaufman” to Lineup

iHeartMedia news/talk outlet WRKO, Boston adds the local sports betting program “The Gambler with Adam Kaufman” in the 10:00 pm to 12:00 midnight – Monday through Thursday – slot beginning this evening (5/1). Adam Kaufman – sports director at iHeartMedia Boston – hosts the show with contributions from Dan Watkinsim and Brian Antonelli. iHeartMedia Boston director of operations, news, talk and sports Bill Flaherty says, “Everyone I talk to is now betting on sports. With the interest at a fever pitch, I can’t think of a better time to launch this show.” Kaufman adds, “There’s no greater platform than live sports talk radio and, since January, there’s no greater obsession in and around Massachusetts than sports betting. I’ve been fortunate to spend many years of my career working in both areas and I couldn’t be more thrilled to have them intersect now. Boston is ready for a nightly gambling show. I’m honored to host it and can’t wait to sweat bets with listeners, industry experts, and our incredible team starting May 1.”

Industry News

AZ Supreme Court Dismisses Suit Against KFYI’s James T. Harris

As reported by Tucson.com, the defamation suit filed against KFYI-AM, Phoenix talk host James T. Harris by failed Republican U.S. Senate candidate Daniel McCarthy has been dismissed by the Arizona Supreme Court. Harris hosts “The Conservative Circus” program on the iHeartMedia news/talk station. Harris was critical of McCarthy on his radio program in the wake of a local State Capitol rally that took place after the 2020 elections. McCarthy claimed that Harris uttered nine statements that qualified as slander in a suit first allowed to go forward by a Phoenix trial court judge. Harris and iHeartMedia appealed, arguing the case should be dismissed as Harris’ statements “were rhetorical hyperbole incapable of being proved false and protected by the First Amendment, and were therefore not actionable.” The State Supreme Court agreed unanimously. Justice William Montgomery wrote, “Under the First Amendment, apparently factual statements must be considered in light of the nature in which the speaker uttered them and the relationship of the statements to the overall context. Here, the nature of the words is colored by the context of an overtly political talk show.” But he also stated, “We do not suggest that the First Amendment provides categorical protection to anything that may be said on a political talk show,” adding a ruling from another case saying, “Candidates cannot make defamatory assertions they hope voters will believe, then, when sued for defamation, seek refuge in the defense that no one believes what politicians say.” Read the full story here.

Industry News

NYPost: Could Carton Be Leaving WFAN for TV Gig?

Andrew Marchand’s New York Post column on Thursday (4/6) looks at the status of sports talk personality Craig Carton with Audacy’s WFAN, New York as his sources say management at cable TV’s FS1 – where Carton hosts a daily morning program – “are looking to own his exclusive rights.” Carton has been hosting “The Carton Show” weekdays from 7:00 am to 9:30 am on FS1 since September of last year in addition to the daily WFAN afternoon drive show he does alongside Evan Roberts. As Marchand writes, doing both shows is time consuming. Carton is up in the middle of the night to get to Midtown for the FS1 show, then does the WFAN show and gets home around 8:30 in the evening. Marchand also speculates that FS1 might believe that Carton’s TV show would draw more viewers if he wasn’t also on “The Fan.” It’s reported that Carton’s contract with Audacy expires later this year so WFAN would like to know what Carton’s plans are sooner rather than later.

Industry News

Audacy Names Ed Egros to Co-Host of “BetQL Daily”

Audacy adds Ed Egros as co-host of “BetQL Daily” on the company’s BetQL Network. Egros joins co-hosts Joe Ostrowski and Erin Hawksworth on the 9:00 am to 12:00 noon ET show beginning April 3. BetQL Network VP Mitch Rosen says, “Ed has become a leading voice on sports betting and analytics over the 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.”

Industry Views

Monday Memo: Avoid Sounding Like a Medical Examiner

By Holland Cooke
Consultant

We’ve seen autopsies depicted on various cop shows. As the doctor dispassionately probes the deceased, he or she is dictating into an audio recorder: “I’m opening up the chest cavity…”

That’s how some talk hosts sound, narrating their own process, rather than projecting the listener’s stake in topic du jour.

— Instead of: “This gas stove ban is something I want to talk about.”

— Ask: “Should you be fined for installing – or replacing – your gas stove? Let’s talk about it! (phone number)”

— Instead of: “We’ll be talking about the fiscal impact of immigration.”

— Say: “How much money are illegal immigrants taking out of your pocket?  More than you think, according to our guest…”

Said another way: Less “I,” “me.” More “you,” and “your,” The Magic Words.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features Inflation Hacks: Save Those Benjamins;” and “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

Industry Views

Monday Memo: Who? When?

By Holland Cooke
Consultant

Does anybody really know what time it is? Does anybody really care? YES.

— Myth: Call letters are less important in PPM markets than in diary markets, where that diary is a memory test.

— Fact: Call letters and timechecks are MORE important in metered markets, because there aren’t enough meters. Every…single…one…matters a LOT. And awareness drives use.

Sure, listeners wear watches, and tote smartphones, and there’s a clock in the dashboard. We’re not timechecking because they don’t know.

— Timechecks help make the station habit-forming. They teach listeners what-we-do-when.

— Timechecks imply that busy people (the ones advertisers want as customers) will be on-time if they listen. “WINS News Time…” on New York’s iconic All-News station sets a tempo.

— And timechecks are local information. Syndicated hosts forced to say “[minutes] before the hour” remind us that they’re somewhere else.

Graphics - Logo

In its 1960s Top 40 heyday, WABC’s promos boasted that more people listened every week “than any other station in North America!” And shortly before his untimely death, retired PD Rick Sklar told me the simple secret of his success.

— He compared the Arbitron ratings diary to “that little blue book you got in school when there was a quiz. There are two questions on the quiz: What did you listen to? And when did you listen?”

— Back then, most stations used turntables, but WABC already played music on carts. And right there, at the end of the song, there was a WABC jingle, and an ear-splitting “DING!” because timechecks were “WABC Chime-Time.”

— So “we gave them the answers to the quiz,” by DJ-proofing the station. Even if the jock was going song-to-song, he had to jump-in and timecheck.

And you are…?

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features Inflation Hacks: Save Those Benjamins;” and “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

Industry News

Audacy Announces BetQL Countdown to Tip-Off

Audacy announces the return of “BetQL Countdown to Tip-Off,” a three-episode series of special men’s college basketball tournament programming. The series airs on March 18, March 25 and April 1 from 8:00 am to 10:00 am ET on BetQL Network, Audacy’s network of sports betting content heard across its broadcast portfolio and digital platforms. The program is hosted by Nick Kostos and Ken Barkley, co-hosts of “You Better You Bet.” The show on March 18 will broadcast live from the BetMGM Sportsbook at Mandalay Bay Resort and Casino in Las Vegas as part of Audacy’s exclusive partnership with BetMGM. Audacy president of sports Mike Dee says, “The men’s college basketball tournament is the premier playoff tournament in American sports, and we’re excited to bring back this informative and entertaining program. Whether you’re trying to win your office pool or cash in on this year’s bracket, ‘Countdown to Tip-Off,’ with Nick and Ken will have you covered with their expert analysis of all the madness this March.”

Industry News

iHeartPodcast Network to Present Influencer Summit

The iHeartPodcast Network announces what it is calling “an industry-first Influencer Summit where some of the most successful podcast creators will open the mic and teach marketers the art of podcast advertising” on Wednesday, April 26, at the iHeartMedia executive offices in New York City. The company says, “The hands-on educational event will feature diverse podcast authorities such as the wildly popular media personality and founder of The Black Effect Podcast Network, Charlamagne tha God; the woman behind the successful ‘Stuff You Missed in History Class’ podcast, Holly Frey; and esteemed journalist, author and co-founder of Pushkin Industries, Malcolm Gladwell, joined with today’s biggest marketers to explain why podcasting is growing rapidly and how brands need to adapt, invest and create audio advertising that resonates with podcast fans.” iHeartMedia Digital Audio Group CEO Conal Byrne says, “Podcasters are the most creative, fastest-growing, diverse wave of influencers to hit content and marketing in years – just as influencer marketing more generally was becoming a key new way to reach audiences. This event came together because our podcast creators are deeply invested in the brands and advertising that become part of their shows, that they asked us to give them a chance to sit down with marketers at scale and talk about what makes host-read creative work. What really differentiates podcasting and our iHeartPodcast Network from other mediums is that creators and fans expect the advertising to be endemic to the shows, often voiced by the hosts and authentic to the listening experience. This is a chance to roll up our sleeves and co-create, collaborate and showcase the simplicity, speed and creative potential of podcasting.”

Industry Views

Monday Memo: The Conscious Shopper

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineWhenever possible, USA consumers will pay cash, and they’re paying-down credit card balances, per recently released Ipsos polling data.

Already coping with inflation and wary of a 2023 recession, consumers are in “need” vs “want” mode. They’re choosing generics and store brands and favoring purchases “made of high-quality and longer-lasting materials.”

One conspicuous exception to this growing frugality jumps-off the page…

Americans have a yen for vacation, if little else

“Alongside declining consumer confidence levels in the U.S., Ipsos online community members believe most of their cost-saving behaviors from the summer will continue, aside from cutting back on travel. Specifically, compared to the summer of 2022, they feel they are less likely to hold back on taking trips outside the home or making travel plans. After living through years of lockdowns and restrictions, they say travel isn’t something they are willing to give up in 2023.”

Sales lead: Local travel agents

Local radio is still local businesses’ best friend defending against e-commerce competitors, and personal service is the silver bullet. Travel is an Internet DYI remorse category, after disappointing experiences squandered bargain shoppers’ precious vacation time and money.

Hear the copy? Travel agents who have taken tour wholesalers’ junkets can recommend in a seductive anecdotal fashion. They describe meals in mouth-watering detail. “After all we’ve been through the last couple years, you’ve earned it! And I will personally see to all the details.”

And brainstorm which other local businesses sell the “experiences” that consumers, increasingly, choose over “things?” It’s a clear trend that cuts-across all demographics.

DJs, talk hosts, remaining promotion people and local newscasters: Read the room.

This IPSOS report is a free PDF download that takes listeners’ temperature.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features Inflation Hacks: Save Those Benjamins;” and “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

Industry News

Noam Laden Returns to WABC, New York as News Director

New York City news pro Noam Laden joins Red Apple Media Group’s 77 WABC as news director. He was most recently serving with iHeartMedia’s crosstown news/talk WOR as morning news anchor. In his new role with WABC, Laden will host the daily 5:00 am “WABC News Hour with Noam Laden” and will anchor the top-of-the-hour news during the “Sid & Friends Morning Show.” He’ll also be responsible for all WABC news content and distribution, on-air and online. Laden served with WABC from 2003 to 2018 in which he was news director, news anchor on the “Imus In the Morning” show, and co-host on the Geraldo Rivera show. Laden says, “I’m very excited to join the new 77 WABC. The station has a terrific lineup of hosts and the ratings are soaring. It’s great to be part of a winning team with passionate owners. We’ve got lots of exciting plans for distribution of our news.” Red Apple Media president Chad Lopez says, “New Yorkers need to be in-the-know first thing in the morning and throughout their busy day. Our goal at WABC Radio is not only to deliver the news but to include all sides of the story.”

Industry Views

The Daily Dance of Affirmation

By Michael Harrison
Publisher
TALKERS

Talkers Magazine - Talk radioThe embarrassing situation and accompanying financial vulnerability being faced by our colleagues at FOX News is a high-profile example of the consequences of audience “targeting” that has become the common positioning strategy in today’s competitive media marketplace.  The process is simple: You give the specifically targeted audience what it wants, not necessarily what it needs, even if what it wants is of dubious quality or unhealthy and – in the case of political talk media – untrue. It is a problematic, unsavory practice that has been brewing in our industry for years and, in the case of FOX, the proverbial toxicity has just hit the fan.

However, those in both the talk and print media, who are sanctimoniously gloating over FOX’s self-imposed misfortune, had better take a real hard look at themselves in the mirror. The strategy of serving up red meat to highly defined core audiences is practiced almost religiously by both the left and the right (not to mention purveyors of sports talk, specialty subjects and even music) – and the tolerance for talent deviation from this course by management has dwindled to almost zero. Today’s overworked and fear-driven managers have no stomach for audience complaints or ratings dips resulting from hosts saying things that do not resonate with the almighty “core.”

Smart programmers over the decades (and I’ve known some) understand that doggedly super-serving the low-hanging fruit of the core eventually yields diminishing returns. You wind up with a happier-but-shrinking audience of increasingly off-kilter zealots who eventually viciously turn on you when you stop feeding them the red meat they crave in what I call the daily dance of affirmation. It is that philosophical gray area between flat out lying or simply being wrong. What it comes down to is this inconvenient truth: programming for ratings, sponsorship support and audience approval isn’t simple.

Heaven help the progressive host who finds fault with Saint Biden or the conservative host who goes against the insidiously pervasive Trump factor. Or the sports talk show host who complains about the downside of betting. Or the music jock who actually engages in music criticism. This is the industry’s elephant in the room.

It’s time to acknowledge the beast.

Michael Harrison is the publisher of TALKERS.  He can be reached by email at michael@talkers.com.

Industry Views

Maximizing Impact for Sponsors

By Michael Berry
Host, The Michael Berry Show
KTRH, Houston – iHeartRadio
Independent Syndication

Growing up in a small town, “word of mouth” was the most powerful form of advertising. It could make – or break – a business.  Malcolm Gladwell’s important Tipping Point book explained that movements, pandemics, and other things that “catch on” do so because of the influence of “connectors” – people who are asked for their opinion. Today, the media world likes to call them “influencers.”

For 17 years, I’ve entertained listeners on the radio and on podcast. Our show has built what many in the industry tell me is an impressive business model. Like Gladwell, I created our own vocabulary and I am strident in enforcing the use of it. Because words matter. I explain to companies that they are our “sponsors,” not “advertisers.” I explain that they put their name behind our show, just as I do for them. In a commercial break stop-set that will be several “commercials” for “advertisers,” but only a couple of my “endorsements.” I don’t speak for a company unless I believe in what they do and how they do it. Likewise, I encourage listeners to send me feedback on their experience with my show’s sponsors. I forward those to the sponsors, either with a request that they address the shortcoming in the service or an attaboy for a job well done.

Listeners tune in to radio, particularly talk radio, to hear the opinions of the host. The host’s opinion matters. If he shares his opinion on movies he likes, foods he enjoys, political candidates he supports, that opinion can affect what the audience does. It is also true that – if his recommendation is trusted by the listener – it can affect the choices the audience makes when they buy something or hire someone to perform a service. But it has to be an “endorsement.”

The radio industry, for many, many years, failed to recognize the value and power of an endorsement. Sellers would sell advertising to clients and get the on-air talent to read the copy points the client (or agency) wrote. Often listlessly, just reading. That is not an endorsement. It is not a host suggesting to his audience where he would personally buy a new door for his home, or take his wife for dinner. If, however, the “read” (a term that reflects that the host is simply reading words someone else wrote) were instead an endorsement, he wouldn’t need all those details. Instead, with just the name of the company, and the owner, and the phone number, as well as what category they are in, he would be able to speak for 30 seconds about why that business is special, why he would (and hopefully has already) use them.

An endorsement is a stamp of approval. It says you believe in someone or something. If an endorsement is really an endorsement, it doesn’t need new copy points to be “freshened up.” It doesn’t include discount offers, seasonal sales, “get in quick before they run out” scares, or other silly tricks Americans long ago learned to ignore. Using that language kills credibility. If I ask you where I should buy my car, and you have a dealer you believe in, you’ll refer me to them, and, if you really like them, call them yourself and ask them to take care of me. “Hook me up” as the kids say. I’m not going anywhere else after an endorsement like that.

Radio (and podcast) has a big future, because of the connection audiences have with hosts. Why abuse that connection? Why cheapen it? Sales reps should understand that and make it part of their pitch. My best sales reps literally dial up companies in industries I identify and start with the question, “Do you listen to The Michael Berry Show?” If the answer is no, I don’t want them as sponsors. I want folks who understand why I’m controversial, why my audience listeners, what my values are.

Radio and podcast’s future is dependent on a sound business model that understands what makes us special, unique, and better than other forms of media.

Here is my list of suggestions to sellers and hosts, in hopes of facilitating better results for show sponsors:

— Sellers should never pitch a client without asking the talent first.

— Talent should not endorse a company without researching and approving them.

— Talent should tell sellers what sorts of things they WANT to endorse. Guns, cigars, home improvement, cars, medical. The best endorsement is something the talent will use himself. An avid gun owner is going to present a very compelling (and effective/profitable) endorsement for a gun range he visits once a week. Look at how weight loss sponsors have profited when the host follows their program and endorses it on air.

— If a sponsor isn’t committed to a yearlong relationship, don’t do it.  It ruins credibility to change the endorsement inside the same category. Again, credibility is everything.

— Talent should develop personal relationships with sponsors. They can help listeners this way and the sponsors become show content.

— The value of talent to the station is far more than just ratings. Half my audience is 55+, so the 18-34 or 25-54 rating is less useful to me.  But when show sponsors stay on air for 10 or more years, it is a ringing endorsement that what we do works. They vote with their dollars. The whole point of ratings was to show agencies how many people listened, in hopes that that vast listening audience would respond to the commercials they hear, thus monetizing the show, right? Why not go straight to the “dollars in (from the sponsor), dollars out (listeners spending money with sponsors)” model?  Show sponsors who get tangible results from their partnership with talent don’t cancel their buy.

— Openly discuss how much money a talent brings into the station. The programming side of radio loves to talk about things that don’t generate dollars, while the sales side is often disconnected from the actual product they are selling.  Fix that.

Michael Berry is a longtime, high-ranking member of the TALKERS Heavy Hundred. He’s heard daily on KTRH, Houston and across the country on his own independent network.  Michael Berry can be emailed at michael@michaelberryshow.com.