Monday Memo: “So What?”
By Holland Cooke
Consultant
About those commercials… which pay for you. When a prospective client says, “We tried radio. It didn’t work,” I ask to hear the commercial. Within seconds I can tell why.
It opens with the business name. It lists products. It rattles off prices. It stuffs in an address, a website, a phone number, and a slogan. Then it ends. Nothing happened. Nothing memorable. Nothing emotional. Nothing that gave a listener a reason to care. Yet radio gets blamed. Like blaming a fishing rod because you cast with no bait.
The commercial has one job: Make someone care enough to take the next step
That’s it. Not explain everything. Not impress everyone with how many years you’ve been in business.
Its purpose is to create curiosity…confidence…desire…trust…urgency…hope. Any one of those emotions can motivate action. A list of merchandise almost never does.
The listener doesn’t wake up hoping to buy a water heater, or hire a lawyer, or replace a roof. People act when something in their lives creates a need. Good advertising connects with that moment.
A mattress store isn’t selling mattresses. It’s selling better mornings. A financial planner isn’t selling investments. She’s selling confidence. A heating contractor isn’t selling furnaces. He’s selling warmth on the coldest night of the year.
Translate Features into Benefits
Every advertiser has a product. Every customer has a problem. Say it with me: “Successful spots connect the dots.”
Here’s a simple exercise: Every time they mention a feature, ask, “So what?”
- “We stock thousands of [item].” So what? “You won’t spend your weekend driving from store to store.”
- “We’ve been serving this community since [year].” So what? “We’ve helped generations of local families buy homes, build businesses, and send kids to college.”
- “We offer custom designs.” So what? “The ring she’ll wear forever will be unlike anyone else’s.”
If the answer explains how the listener’s life becomes:
- easier
- safer
- faster
- healthier
- happier
- less stressful
- more convenient
- more secure
- more enjoyable
…you’ve found the benefit, and you get paid.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
Smith and afternoon host Angelette Aviles. Numerous reports, including from the blog DCRTV, indicate that several employees in the news department have been let go, as well. The talk shows are being replaced by Premiere Networks’ “The Glenn Beck Show” from 10:00 am to 12:00 noon and “The Clay Travis & Buck Sexton Show” from 12:00 noon to 3:00 pm. “The Sports Lounge” is now airing in the 3:00 pm to 5:00 pm slot, followed by the “WBAL News Now” from 5:00 pm to 7:00 pm. 
presidents of the New Hampshire Prostate Cancer Coalition to talk about awareness, early detection and getting men and their families to start talking about prostate health. Chidester says, “One of the reasons we created the ‘Morning Update Roundtable’ is to give important issues the time and attention they deserve. Prostate cancer is something that affects so many New Hampshire families, but it’s still a conversation many men are reluctant to have. If this discussion encourages even one listener to talk with his doctor, ask about a PSA test, or start a conversation with someone he loves, then we’ve done something worthwhile. I’m incredibly grateful to Kathy and Peter for being so open with our listeners and for the work the New Hampshire Prostate Cancer Coalition is doing across our state.”
Bill Gates has a useful term for something radio should be thinking about: “Human Reserved.” In an essay about a turbulent AI era, he sketches an unsettling future, and – for broadcasters – has a consequential warning… and an opportunity.
Management and Live Read Management software for the Aggies, while the Roadrunners join as a new client for AdView Inventory Management. San Jose State’s Spartans, meanwhile, are adding production services to round out their existing audio solutions lineup. Skyview COO Andrew Kalb states, “The addition of Texas A&M and UTSA to our NCAA portfolio along with the expansion of services for San Jose State demonstrates the trust our partners have in Skyview and how these partnerships often grow over time as existing clients look to us for additional services and support. Our team is focused on giving our partners the tools they need to run a first-class broadcast, while simultaneously providing valuable inventory opportunities to our sales team for continued revenue generation.”
TALKERS, “Last week, I announced I have been diagnosed with prostate cancer. I was going to wait until my treatment was finished, but I told my audience I needed them in this fight. I also told them I’m using my reach to educate, inspire and pray for them. We can turn the good of an audience inward on those who are suffering. I have a treatment plan, and I’m positive and motivated. I have helped many on the airwaves with cancer, now I face that fight.”
blend of breaking news, insightful commentary, and sharp analysis of the issues driving the national conversation.” The one-hour program is delivered Monday-Friday at 5:00 am ET. Westwood One president Collin Jones adds, “What’s better than Dan Bongino in the morning and afternoon? Twice a day with Dan Bongino coverage! On the heels of launching ‘The Bongino Report FM,’ we’re thrilled to now offer listeners Dan Bongino in the morning with The Bongino Report AM.” Westwood One says this program will be “comprised of edits from his podcast and other fresh content.”
“Rap” was senior vice president of rock promotion at Columbia Records where he served for 33-years during album rock’s golden era, playing a pivotal role in the careers of some of the biggest stars in the business. These included everyone from Bob Dylan to Bruce Springsteen, Pink Floyd to the Rolling Stones, Elvis Costello to Billy Joel, Judas Priest to Alice In Chains, Journey and many, many more.
thought my time at KNX would be the capper of my on-air career — that I’d retire from there, as so many other great broadcast journalists had. But it was not to be. I got caught in the churn of staff reductions in June 2025. I stayed busy over the next year. I focused on Archer’s Line and co-hosted podcasts with Jack Messenger and my KNX colleague Charles Feldman. I started a voiceover business and anchored for Remote News Service, providing local newscasts for small- and medium-market stations across the country. I applied for as many radio jobs as I could. But given the state of an industry that was letting far more people go than it was taking on, I didn’t have a lot of hope. But life, like Loki, loves messing with your plans. I awoke one morning to a message about an opportunity — and I grabbed it. I have accepted an anchor/reporter position at 95.5 WSB Atlanta. I’ll be working with my old KNX boss, Ken Charles, beginning next month. 
regained compliance with the Minimum Stockholders’ Equity Requirement for continued listing on The Nasdaq Capital Market and that the matter is now closed. Beasley continues, “As previously disclosed in the company’s Current Report on Form 8-K filed with the Securities and Exchange Commission on April 14, 2026, the company received written notice from Nasdaq on April 13, 2026 indicating that the company was not in compliance with Nasdaq Listing Rule 5550(b)(1), which requires companies listed on The Nasdaq Capital Market to maintain a minimum of $2,500,000 in stockholders’ equity.” The company’s common stock continues to be listed and traded on The Nasdaq Capital Market under the ticker symbol “BBGI.”
into the radio business. He first went on the air on WGSM, Long Island but is best known for his weekend talk show on WPLJ, New York. He was friendly with singer Harry Chapin with whom he founded World Hunger Year that later became WhyHunger and led to a series of Hungerthon broadcasts. Ayres left the priesthood in 1979 and married his wife Jeannine. 
generated a lot of buzz on YouTube and social media as the complete interview aired on Cohen’s WABC program at 5:00 pm on Sunday (8/23). Cohen was sentenced to three years in prison for lying to congress and failing to report millions in income and testified against Trump in congress and in court. 
since 2008, originally with Brian Hanley and most recently with David Haugh. Harris became a full-time co-host of the midday show with Leila Rahimi in 2024. The Chicago Sun-Times is reporting that former WGN-TV sports anchor Jarrett Payton – the son of Bears legend Walter Payton – will be announced as the new morning drive co-host sometime today. It appears Rahimi and Mark Grote will continue as hosts of the midday show. Audacy has not publicly commented on the changes but it’s reasonable to assume that there was a fiscal component to the moves. 
WIBX has been cancelled by corporate. As a result, my last day with Townsquare Media was today, although I was told I could apply for other positions that might be available with the company outside the market. Based on what I’ve seen happening throughout the radio industry nationwide, I knew a day like this could eventually come, although I certainly didn’t expect it to happen today. I’m extremely thankful for the nearly 13 years I’ve spent at the Marcy studios, and especially grateful for the people I’ve had the privilege of working with over the years. These are some of the most talented people in the industry, and many of them have become very close friends.” WIBX has not announced its longterm plans for the morning drive program.
race. Elci said he intended to not talk about his candidacy or issues relevant to the race but Marx says her request for equal time is in line with FCC regulations and that Elci has to either leave the air until after election day or she gets four hours of airtime to comply with the law. Elci tells CT Insider he’s not involved in the negotiations, “If it were up to me, it would be done a different way. Unfortunately, I don’t know what the final deal is and I guess it’s still a work in progress. Look, I don’t want to come off the air. That’s the last thing I want, and, you know, it’s killing me that I haven’t worked this week. I feel like I’ve let my listeners down. I feel like I let a lot of people down when it comes to this, and I’m getting pulled in a lot of directions for this.” WJJF-FM Saturday morning host Rocky is filling in for Elci. 
income testified against Trump in congress and in court. But Cohen says he’s spoken with Trump several times over the past year and the president agreed to do the interview. WABC says, “The coming-together of these two political heavyweights comes at a particularly intriguing time. Cohen and Trump have been publicly at odds for years, making this unexpected sit-down impossible to ignore. Whatever the answer, Cohen interviewing Trump is sure to generate attention and plenty of questions about what happened to one of the most complicated relationships in modern politics.”
Dallas, San Francisco, and Milwaukee. Former Audacy Buffalo general manager Tim Wenger posted his thoughts about Beach’s passing and wrote: “When I was asked about programming WBEN ‘back in the day’ and what I would do first, I quickly said I would go to Milwaukee and bring Sandy Beach back to Buffalo and talk radio, where he belongs. I got the job, I got Sandy, and I never looked back. Sandy quickly became an institution on WBEN and a co-worker so many cherished and loved off the microphone and respected for his unrivaled wit, intelligence, logic and even sometimes caustic sense of humor on the air. The most-asked question I get when I encounter WBEN listeners is, hands-down, ‘How is Sandy Beach?’ Susan and I had the privilege of continuing our close friendship with Sandy and I can assure you that his humor, personality and wit was with him until his brief illness took hold.”
growth include: SiriusXM’s “Megyn Kelly Show” – up 115% among weekly U.S. consumers 13+; Cumulus Podcast Network’s “Shawn Ryan Show” up 107%; “The Tucker Carlson Show” – up +13%; Premiere Networks’ “Glenn Beck Program – up 11%; and Premiere’s “Sean Hannity Show” – up +5%. Edison says its data indicates Cumulus Podcast Networks’ “Dan Bongino Show” lost the most audience – down 62% – but notes that Bongino’s leave from the business to serve as Deputy Director of the FBI is likely a factor. Elsewhere, podcasts shedding audience include The Daily Wire’s “Ben Shapiro Show” – down 19%; and Cumulus Podcast Network’s “Mark Levin Show” – down 16%. 
rights, including the Second Amendment, educate and inform Americans about firearms rights and legislation, and raise awareness of the issues impacting gun owners.” Further details regarding AAR content distribution and original programming will be announced as projects develop. Walters says, “I’m honored and thrilled to partner Armed American Radio and CCW Broadcast Media, LLC together with C3 Entertainment, Inc. These are historic times for our constitutional rights. We are excited to unite the important current events of the day together with history in an enlightening, entertaining, and educational format that will remind all Americans not only WHY we are the greatest nation the world has ever seen but HOW we got here and WHAT must be done going forward to preserve our uniquely American way of life!”
censorship and control against Disney’s ABC stations, using the threat of broadcast license revocations to punish a company for speech this administration doesn’t like. I have long called on companies to push back against this kind of government intimidation, and I’m glad Disney has shown courage and stepped up. This should be a welcome sign for every broadcaster who has felt the weight of this overreaching government pressure in silence.
broadcasters Jim Dunaway, Ryan Brown and Lance Taylor and will officially join “Sport & State” on August 24. “The Next Round” president and general manager Bo O’Neal states, “‘The Next Round’ has proven that a great live sports show doesn’t have to be confined by a radio signal or a geographic market. What Jim, Ryan and Lance have built is pretty remarkable. They’ve created independent, personality-driven sports content with an audience that reaches well beyond Alabama. What Clay is building with Sport & State aligns perfectly with who we are and feels like the natural next step for us. We’re not changing what The Next Round is. We’re giving it a much bigger stage. It’s an incredible opportunity for the guys, our team, our advertising partners and everyone who has played a part in making ‘The Next Round’ successful.”