Industry News

TALKERS News Notes

“The Candy Valentino Show” joins the Cumulus Podcast Network. Cumulus says, “Entrepreneur and bestselling author Candy Valentino talks with some of the world’s most successful minds, including Tony Robbins, Daymond John, Ed Mylett, and Heidi Zak, while offering valuable insights drawn directly from her 26 years of expertise launching and selling her own businesses. She discusses wealth habits, business models, profit plans, real estate investing, and much more to help listeners achieve security and wealth.”

Audacy Podcasts launches “Women Talkin’ ‘Bout Murder,” an improvised comedy podcast series starring writers, producers, and actresses Liz Cackowski and Emily Spivey as true crime podcast hosts Donna and Jobeth. The podcast launches today (5/9) and new episodes drop weekly through July 11, 2024.

The Pittsburgh Pirates and Audacy Pittsburgh announce an extension of their radio broadcast agreement that will ensure KDKA-FM “93.7 The Fan” continues as the Pirates flagship radio station through the 2027 season. Audacy Pittsburgh will also continue to leverage the Pirates brand and game programming on its sister station KDKA-AM “News Radio” which is simulcast on 100.1 FM and 1020 AM, including the airing of all Pirates weekday afternoon games.

Industry News

Bonneville Cuts Staffers at KIRO-FM and KTTH in Seattle

According to a report from FOX 13 Seattle, Bonneville has dismissed “at least seven” people from its operations in the market. The company let news/talk KIRO-FM afternoon drive co-host Shari Elliker go,im as well as conservative talk KTTH-AM morning drive host Bryan Suits. The report indicates that evening host Jake Skorheim moves to PM drive to co-host the 3:00 pm to 7:00 pm “John & Jake” show with John Curley. The evening daypart will be filled by CBS Audio’s “John Batchelor Show.” Taking over the KTTH-AM morning drive daypart from Suits is the syndicated “Armstrong & Getty” show.  See the FOX 13 report here.

Industry News

Beasley Broadcast Group Reports Q1 Net Revenue Down 5.9%

The company says that net revenue for the first quarter of 2024 was $54.4 million, a decline of 5.9% from the same period in 2023, saying this was “primarily reflecting a year-over-year decline in audio advertising and other revenue due to Beasley’s Wilmington station and esports divestitures as well as ongoing softness in the commercial advertising business, partially offset by growth in digital and political advertising revenue.” Beasley reports net income of approximately $8,000 in Q1, compared to a net lossim of $3.5 million for the same period in 2023, “primarily due to the $6 million gain on the sale of an investment in BMI holdings and lower interest expense.” Company CEO Caroline Beasley states, “Beasley continues to advance our core initiatives, which are focused on driving revenue and cash flow, including our digital transformation, revenue diversification and expense management initiatives. We expect digital to account for between 20% and 25% of total revenue in 2024, driven by the ongoing growth and success of our premium content creation and digital services. On the new business front, our dedicated sales teams are leveraging the tremendous audience reach and engagement of our platform to attract new advertisers. In summary, Beasley’s underlying fundamentals – mainly, our local audio and digital platforms and audience engagement – remain strong. We are proud of our teams’ steadfast commitment to delivering exceptional content and services to our listeners, advertisers, online users and sports fans, and remain confident that the actions we are taking to transform our company and strengthen our balance sheet, are laying the foundation for future growth and success.”

Industry News

ESPN Radio Debuts “Hammer & Emmett” Weekend Show

Good Karma Brands and sports talk WKNR-AM “ESPN Cleveland” announce the debut of “Hammer & Emmett,” a new Saturday morning show that will air nationally on the ESPN Radio network featuring Cleveland personalities Aaron Goldhammer and Emmett Golden. The program launches Saturdayim (5/11) airing from 10:00 am to 1:00 pm ET. Good Karma Brands founder Craig Karmazin comments, “We are so proud of the work Aaron and Emmett have put in to earn the opportunity for a new national show. Fans are familiar with their voices locally in Cleveland and nationally with their fill-in hosting work. They are a great representation of Good Karma Brands and Cleveland, and their contributions will continue to put the city on the national stage.” The program will also air on “ESPN Cleveland,” ESPNCleveland.com, TheLandOnDemand.com, and the ESPN and The Land on Demand apps.

Industry News

NBCUniversal and iHeartMedia Partner for Paris Olympics Audio

NBCUniversal chooses iHeartMedia as its exclusive audio partner for the Olympic Games Paris 2024. As part of the agreement, iHeartRadio will provide 24/7 play-by-play audio channels of select coverage of the Games in addition to creating an original Olympic iHeartPodcast hosted by Bowen Yang and Mattim Rogers and producing Olympic-specific episodes from some of iHeart’s existing podcasts. NBCU’s coverage on iHeartRadio’s channels is expected to include Team USA men’s and women’s basketball, soccer, and volleyball, as well as swimming, gymnastics, track & field, and more. iHeartMedia president of business development and strategic partnerships Michael Biondo comments, “We are thrilled to partner with NBCU on coverage of the Paris Olympics this summer and heighten the excitement around this year’s games. As the leading sports audio destination, it’s an honor to be able to provide our platform and our massive reach to bring further awareness and up-to-the minute coverage of NBCU’s broadcast of this year’s Olympics.”

Industry News

Podtrac Releases April Podcast Ranker

There was a change at the #1 spot on Podtrac’s podcast ranker for April 2024 as The New York Times’ “The Daily” unseats NPR’s “NPR News Now” and the two shows are #1 and #2, respectively.  Otherim moves of note for radio-related shows include FOX Audio Network’s “FOX News Hourly Update” rising four places to the #8 rank; The Daily Wire’s “The Ben Shapiro Show” falls two places to the #9 rank, and Cumulus Podcast Network’s “The Dan Bongino Show” steady at #10. See Podtrac’s complete rankers here.

Industry News

WPHT, Philadelphia Adds “Walter Sterling at Night”

Audacy news/talk WPHT, Philadelphia is adding a new live and local evening program to its program schedule starring Walter Sterling. “Walter Sterling at Night” will air weeknights from 9:00 pm to 12:00 midnight beginning May 13. Audacy Philadelphia SVP and market manager David Yadgaroff states,im “Walter has demonstrated the importance of the late-night talk radio with his Sunday night nationally syndicated program and has welcomed his listeners, who he refers to as ‘friends on the radio,’ to unpack their day-to-day lives. He’s made strides at ‘Talk Radio 1210 WPHT’ for a decade, and we’re ecstatic to finally bring his entertaining brand to the Delaware Valley five nights a week.” Sterling, who as Walter Sabo operates the Sabo Media Partners consultancy, comments, “Late-night radio is golden media time for a live program. It’s a one-on-one stage for lighter conversations, serving as morning drive for late-shift doctors, nurses, bus drivers, hotel managers, security staff and more. Thank you, David Yadgaroff, Greg Stocker, Jeff Sottolano and the incredible programming and engineering teams at Audacy. Over the years, I’ve made strong connections with Talk Radio 1210 WPHT listeners and look forward to building them as I join weeknights!”

Industry Views

Monday Memo: Cliché Alert!

By Holland Cooke
Consultant

imRatings – and advertisers’ results – reward what listeners remember, what sticks-out, not clichés that blend-in. So, avoid blah-blah-blah such as…

“on tap for…”

Instead of “…and more sunshine on tap for Sunday,” say “…and more sunshine Sunday!” 

“The best _____ around” or “the best _____ in town.”

Commercial copy Styrofoam. “The best wings?” Say WHY, in a way that makes the listener salivate.

“conveniently located”

Zzzz… 

“weaponized”

The word itself has been weaponized. It’s talking-about-talking.

“spot-on”

Translation: What you expressed affirms my predisposition. Talk radio is more interesting, and habit-forming, when sparks fly. So, pique curiosity. Have your screener move callers who disagree to the head of the line.

im

“Too clever by half.”

Measured how? Not self-explanatory, this is distracting. And it always sounds condescending. 

“all-important”

As in “let’s check that all-important forecast,” often heard when weather is severe or changing quickly. Rookie stuff. If it’s important, get right to it.

“In this day and age…”

‘Makes you sound like an immigrant from the 20th Century, speaking with an accent. 

“THAT’S the $64,000 question.”

From a TV show in the 1950s, when $64K was big money. 

“shuttered.”

If something closed, say “closed.”  Listeners don’t say “shuttered” in conversation…which is where we want to end up.

“unmitigated gall”

“in any way, shape, or form”

And on THAT note…kidding…

“Period, full-stop.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.

Job Opportunity

Cumulus Seeks OM/PD for Albuquerque

CUMULUS MEDIA | Albuquerque is looking for a dynamic operations manager/program director. Our staff takes pride in our community and value teamwork. If you can deliver lifestyle headlines, be focused, creative and multi-task and most of all… love radio, we should talk.  Board work, remotes, production,im and podcasts are all a part of what we do, so show us what you’ve got. The successful candidate will be responsible for all aspects of programming including scheduling content, coaching on-air staff, station and AM/FM cluster strategy, development of on-air/online promotions and generating associated revenue, oversight and content creation for digital extensions (including streams, websites and podcasts), and have a strong customer service approach towards listeners, staff, & sales. Additionally, the candidate will act as the program director for Legendary News Radio KKOB and KNML The Sports Animal. Find out more and apply here. Cumulus is an Equal Opportunity Employer.

Industry News

Cumulus Completes Successful Debt Exchange

As Cumulus Media Group announces its 2024 first quarter operating results today (5/3), it also reveals that it has refinanced its capital structure. Cumulus CEO Mary Berner states, “We are thrilled to have refinanced our capital structure to secure five-year maturities with favorable terms through a successfulim debt exchange and ABL Facility upsize and extension. This is an excellent outcome for the company especially given the generally difficult financing environment for legacy media companies. Specifically, we extended maturities to 2029, reduced the principal amount of outstanding debt by approximately $33 million, obtained attractive interest rates, maintained a structure free of financial maintenance covenants, and increased capacity on our ABL Facility by 25%.” The Exchange Offer means approximately $325.7 million aggregate principal amount of the Issuer’s 6.750% Senior Secured First-Lien Notes due 2026 (the “Old Notes”) were tendered for new 8.000% Senior Secured First-Lien Notes due 2029 (the “New Notes”) issued by the Issuer. Following the expiration of the Exchange Offer and Term Loan Exchange Offer, approximately 96.8% of the aggregate principal amount of outstanding Old Notes and Old Term Loans on a combined basis, were tendered for exchange of New Notes and New Term Loans, respectively.

Industry News

Cumulus Reports Q1 Net Revenue Declines 2.7%

The company reports net revenue of $200.1 million in the first quarter of 2024, a decrease of 2.7% from the same period in 2023. Cumulus CEO Mary Berner states, “While our Q1 revenue was in line with guidance and a marked improvement from 2023 trends, it is also reflective of the uncertainty thatim continues to weigh on advertisers. With the advertising environment still unsettled, these new terms (spelled out in the preceding story) provide us additional time and flexibility to execute against our key business priorities – accelerating digital growth, reducing fixed costs, and continuing to de-lever our balance sheet – each of which is foundational to our ability to build long-term shareholder value.” The company took a net loss of $14.2 million in Q1, but it was far less than the net loss of $21.5 million it reported in Q1 of 2023. Cumulus breaks out its revenue in segments and the total broadcast revenue for Q1 of 2024 was $139.7 million, down 5.6% from Q1 of 2023. Spot revenue was $90.5 million (down 7.3%) and network revenue was $49.2 million (down 2.3%). The company’s digital segment reports revenue of $34.5 million, up 7.3% over the first quarter of 2023.

Industry News

Shareholders Advise Cumulus Board Against Executive Compensation

On Thursday (5/2), Cumulus Media shareholders voted overwhelmingly not to approve compensation for executive officers. More than 6.7 million shareholders cast “no” votes while more than 3.6 million cast “yes” votes and more than 16,000 abstained. The proposal is only advisory and the executive compensation committee can do as it wishes, but with the number of shareholders voting against current executive compensation, it looks like Cumulus execs are going to be taking a pay cut.

Industry News

Powerful Agenda Being Set for TALKERS 2024: Radio and Beyond

imThe forthcoming 27th annual installment of the talk media industry’s longest-running and most important national gathering will be meticulously documented on video for posterity. TALKERS publisher Michael Harrison states, “Because the entire agenda of this year’s event will take place on the state of the art television soundstage ‘A’ at Hofstra University’s Lawrence Herbert School of Communication and a special staging area for individual interviews will be set up on the adjacent TV soundstage ‘B,’ the opportunity to create an in-depth video time capsule of this remarkably transitional moment in talk media history will be unprecedented.” Harrison adds, “The number of heavyweight players from all ends of the business gathered in one place for one day on a television soundstage will be of tremendous historical significance. We will grab the opportunity to save everything we can for posterity. This conference will be more than just another industry ‘convention.’ It will be a ‘symposium’ for the ages reflecting and preserving a remarkably colorful and historic era in American media and culture. People all over the world and for years to come will bear witness to this ‘happening.’” This power-packed, one-day event will again be presented by TALKERS in association with the prestigious university’s multi-award-winning station WRHU Radio and the school’s Lawrence Herbert School of Communication. To register for TALKERS 2024 or to obtain sponsorship information, call Barbara Kurland at 413-565-5413. For a look at the full list of speakers, stories about key panel discussions & presentations, as well as a list of nearby hotels, click here.

Industry Views

Doug Stephan is This Week’s Guest on Harrison Podcast

Nationally syndicated talk radio host Doug Stephan is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” After starting out as a music DJ more than a half century ago, Stephan has chalked up a remarkable career as a pioneering syndicated talk show host heard on hundreds of stations weekday mornings with his general-appeal program titled, “Good Day.” After 36 consecutive years on the air, the durable show, currently co-hosted by Jai Kershner, recently surpassed the late Rush Limbaugh’s mark as the longest running Monday thru Friday syndicated talk property in the business. Stephan is now in the process of reconfiguring “Good Day” to suit the demands of the digital era and radio economics to ensure further longevity by transitioning it into a fresh weekend news/talk entity with modular application to weekday broadcasts. Stephan’s firm, Stephan Multimedia, is also a major radio producer/syndicator of several specialty radio programs hosted by Stephan and others including, “Good Day Health,” the “Talk Radio Countdown Show,” and a program that is achieving notable traction in the world of agriculture called the “American Family Farmer.” The latter taps directly into his qualifications to tackle the challenges facing independent 21st century farmers and champion their causes. In addition to his work in radio, the indefatigable Stephan is the longtime owner/operator of a well-known dairy farm located just outside of Boston in Framingham, Massachusetts. Harrison and Stephan talk about the state of radio, syndication, media entrepreneurism, food, health, and agriculture including his educated take on the current bird flu/cow issue. Listen to the podcast in its entirety here.

Industry News

Mike Gallagher Joins “98.9 WORD” as Part of Lineup Changes

As a part of some programming changes at Audacy’s Greenville, South Carolina news talk WYRD-FM “News/Talk 98.9 WORD,” the Salem Radio Network nationally syndicated “Mike Gallagher Show” will air from 10:00 am to 12:00 noon, effective Monday (5/6). Additionally, Joey Hudson – who formerly produced Gallagher’s show and most recently hosted the morning show at WGTK-AM, Greenville – will host the new program, “Sunrise Carolina with Joey Hudson,” from 5:00 am to 6:00 am daily as well asim the new magazine-style show, “The WORD on the Street,” on Saturdays from 12:00 noon to 1:00 pm. Audacy Greenville SVP and market manager Steve Sinicropi says, “I am thrilled to have Mike return to ‘News/Talk 98.9 WORD.’ Mike is part of the fabric of Greenville; he connects with our audience and will be a terrific advocate for our advertisers. Having Mike and Joey onboard will enhance our incredible lineup and offer listeners live, locally connected talent.” Gallagher comments, “To return to the same station where I started my radio career 35 years ago is mind-blowing. I’m excited to reconnect with Upstate audiences and advertisers on this powerhouse brand. Having my dear friend Joey play a significant role in the show is the icing on the cake. Everyone knows the Upstate is home to me. So, who says you can’t go home again?” Hudson adds, “I’m ecstatic to join the team at this heritage station. It’s especially gratifying to join my longtime friend and mentor Mike as he makes his triumphant return to the Upstate. As a lifelong resident of the area, I’m fortunate to continue serving the community I love as part of The Voice of the Carolinas. Thank you to Steve Sinicropi, Mark Hendrix and the 98.9 WORD family for welcoming me back to the airwaves.” As part of the changes, “Straight Talk with Bill Frady,” now airs from 12:00 pm to 3:00 pm.

Industry News

Audacy Observes Mental Health Awareness Month

May is Mental Health Awareness Month and Audacy announces its plans for this time dedicated to raising awareness and promoting understanding of mental health conditions. The month-long observance aims to reduce the stigma surrounding mental illness, increase access to mental healthim resources, and encourage people to prioritize their mental well-being. “I’m Listening,” Audacy’s flagship program created on the belief that the power of talk saves lives, is continuously committed to delivering more mental health conversations, resources, and pathways to help over 200 million listeners. The company says, “We are trusted companions and loyal friends to our listeners. We know the power of talk saves lives. We meet people where they are and assure them it’s okay to not be okay. Each year, Audacy activates ‘I’m Listening’ through national campaigns featuring artists, celebrities, and athletes who share their experiences with mental health. Partnering with the American Foundation for Suicide Prevention (AFSP), these events help raise awareness and support of issues that we all face in our daily lives. This year’s broadcast will air on Wednesday, September 25 from 7:00 pm to 9:00 pm.”

Industry News

TALKERS News Notes

FOX News Media and the National Merit Scholarship Program select Diana Jachman and Nathaniel King as the recipients of the fifth annual Dr. Charles Krauthammer Memorial Scholarship (awarded annually to eligible children of network employees). Jachman, the daughter of FNC Atlanta bureau ENG field photographer Thomas Jachman, will attend the Georgia Institute of Technology in the fall and plans to major in journalism. King, the son of FNC’s Dallas bureau ENG field photographer Scott King, intends to attend Utah State University this fall where he will major in physics. FOX News Media president Suzanne Scott says, “We are pleased to name Diana and Nathaniel as the recipients of the fifth annual Dr. Charles Krauthammer Memorial Scholarship. Their thirst for knowledge and academic curiosity perfectly embody the spirit of Dr. Krauthammer, whose storied legacy we are proud to honor through this scholarship.”

PodcastOne announces that it has acquired the exclusive sales and distribution rights to the “Dumb Gay Podcast” hosted by Bravo stars and comedians Julie Goldman and Brandy Howard. PodcastOne president and co-founder Kit Gray states, “Julie and Brandy are the comedic voices of a generation and we’re excited to have them join our roster of smart, outspoken and headline-making podcasters at PodcastOne. ‘Dumb Gay Podcast’ is the perfect blend of reverence and irreverence delivering hot takes on the most topical subjects from breaking news to reality tv breakups. Our hands-on team is looking forward to growing this podcast with both listeners and advertisers.”

Industry News

Spann-Cooper Testifies on Behalf of AM Radio Bill; Shapiro Argues Against

During testimony on Tuesday (4/30) before the House Energy and Commerce Subcommittee on Innovation, Data and Commerce titled, “Preserving Americans’ Access to AM Radio,” Midway Broadcasting Corporation chairwoman and CEO Melody Spann-Cooper testified on behalf of theim National Association of Broadcasters. She said, “AM Radio is important to communities across the country not only because it is a cultural, news and sports oasis that educates the public, but also because it is a resilient lifeline during public safety emergencies. To put it as simply as I can, the foremost reason that Congress should care about AM radio is that it is a lifesaver. No other communications medium has the reach or resiliency of AM radio. A single station can be heard as far as 700 miles away. The signal cuts through buildings and mountains. In remote areas where no cell signal or FM station can be found, AM imis there. When the power goes out, radio stations can still be found on battery or crank radios, or in your car.” She argued that cell phone notifications alone in emergency situations are unreliable as power outages can affect cell service. Read her full statement here. Consumer Technology Association CEO Gary Shapiro testified against the AM radio legislation saying, “The power to determine what entertainment technologies belong in their cars should rest with American consumers, not with radio broadcasters.” He added, “On principle, we do not ask the U.S. or any other government to fund our industry, to mandate our products, or require consumers to spend extra money to buy them. We believe that marketplace competition, not dictates from the federal government, should determine which technologies thrive and grow. Absent a compelling reason for government to interfere in the marketplace, we believe that the appropriate government role is to let consumers decide what products and services they want.”  Read Shapiro’s full statement here.

Industry News

SiriusXM Reports Q1 Financial Results

Satellite and internet broadcaster SiriusXM reports its 2024 first quarter financial results and reveals revenue of $1.68 billion, a decrease of less than 1% from the same period in 2023. The company reports net income of $265 million, an increase of almost 14% over Q1 of 2023. However, the figure getting the most notice from industry watchers is the loss of 359,000 self-pay subscribers. Additionally, self-payim subscriptions to Pandora Plus and Pandora Premium services fell by 64,000. During the analyst conference call, SiriusXM CEO Jennifer Witz admitted that the focus on the company’s new streaming app has been disruptive, but she says they feel good about their goal of getting new, younger subscribers for the streaming-only service. “We are confident that our app platform relaunch and the product improvements coming in the car are putting us on the right path.” She says in a press release, “We have significantly stepped-up the pace of experimentation and innovation, a critical lever in our mission to deliver improved subscriber performance while maintaining a disciplined approach to spending in our focus on profitability.”

Industry News

RHoF Announces 2024 Nominees

The Museum of Broadcast Communications announces the nominees for the Radio Hall of Fame class of 2024. These nominees were chosen by the Radio Hall of Fame nominating committee, with input fromim the radio industry and listeners. Voting for inductees begins May 20 and runs through June 3. The top six vote recipients from the more than 900 industry members receiving ballots will gain induction as part of the 2024 Radio Hall of Fame Induction class. The two additional inductees that will make up the eight-person induction class will be selected by the Radio Hall of Fame nominating committee. Spoken-word format personalities nominated include: John & Ken, Larry Elder, Lee Harris, Lincoln Ware, and Phil Hendrie. See the complete list of nominees here.

Industry News

TALKERS News Notes

Beginning, May 5, the nationally syndicated “Dr. Daliah Show,” hosted by Daliah Wachs M.D., will be syndicated by Talk Media Network. The program is distributed daily from 9:00 am to 11:00 am ET. Wachs says, “I am forever grateful to Genesis Communications Network and all Ted Anderson and the team at GCN did for my radio career and wish them love and luck on their next chapters. Working with Josh Leng and Talk Media Network will be amazing, and I am thrilled to see what this new partnership brings.”

The “Bar Fights” podcast celebrates its three-year anniversary with 70 episodes and half a million listens. The podcast, led by advocate, survivor, and renowned sexual abuse attorney Sarah Klein, takes on issues surrounding sexual abuse and adversity, through engaging conversations with survivors and influential figures advocating for change. Klein says, “As we celebrate our three-year anniversary, I’m humbled by the impact ‘Bar Fights’ has had and the community we’ve cultivated. Together, we’re not only raising awareness but also advocating for solutions and reforms to combat sexual abuse and protect vulnerable individuals.”

FOX Business Network ended the month of April beating its competition across business day and total day hours, according to Nielsen Media Research. This is the first month FBN has led CNBC with total day viewers since October 2023. For the 26th consecutive month, the network delivered the top two business programs, including “Kudlow,” which outranked CNBC’s “Closing Bell” for the 31st consecutive month and “Varney & Co.,” which soared past “Squawk on the Street”/”Money Movers” for the 26th straight month.

The Nebraska Broadcasters Association has made a $25,000 contribution to the United Way of the Midlands Nebraska & Iowa Tornado Relief Fund. NBA chairperson of the board Shannon Booth, vice president/general manager of the Gray Media Group, Inc., television stations in Lincoln, Hastings and North Platte, says, “Our hearts ache for the families directly in the path of the devastating storms. These funds will stay local and benefit our neighbors and friends in eastern Nebraska and western Iowa as they begin to rebuild their lives. Local broadcasters care deeply about the communities we serve.”

Industry Views

Sabo Sez: More from the Book of Secrets

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

imTo be an expert in marketing requires expertise in how memory works. Early in my consultant practice, I studied and read every book I could find on the processes of memory. The best book is Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Put simply, how many times does a consumer have to hear a message before it has impact? The book, a collection of studies, is the foundation for every qualitative study in the field today.

Knowing the foundation studies of frequency’s impact facilitates sales, promo scheduling, topic rotation and external station marketing. No marketing budget? Mistake. The most efficient investment in a radio station’s growth is external advertising. Heightened awareness of a station increases cume, key for direct response advertisers, and makes sales calls shorter because the station is familiar to buyers, improves morale, and minimizes competition.

Key take aways from this book of secrets:

The Law of Six: For a message to have impact, it must be heard by the target six times during the length of the campaign.

The Law of Seven: Why are there seven (7) digits in phone numbers? Over a hundred years ago the phone company had to determine how many digits we could handle. They researched how many items we could remember in any product category. How many brand name soaps, tires, shampoos, deodorants. etc. Try it. Write down all the shampoo brands or tire brands you can think of. I’ve performed this magic act with large audiences around the country.

Almost no one can write down more than seven shampoo, deodorant, cereal, or tire brands. The exception is if the question asks you to write down brands of an industry in which you work. Memory activity applies to the use of presets on car radios. Analog car radios rarely fill all five or six pre-set buttons. In your digital car, even though you’re in radio, I bet the most you’ve programmed is four.

Flight or Dose? A $5,000,000 national campaign was tested for flight effectiveness. What works best? Two weeks on, two weeks off or continuous spots. Same number of spots, same budget but continuous or flighted? Two surprising answers: The flighted campaign resulted in more sales. But the continuous run actually hurt sales and after an initial positive impact, sales declined to pre-campaign levels.

Youth Matters: The younger the customer, the more often they must be exposed to the message. A young person has more distractions than an older person.

People Forget: This is the key takeaway: If a product is not advertised for nine months, customers have no memory of the message. None. They might remember that the product exists, but they have no recall of what the product does for them or why they should buy it… or listen to it. A tragic, industry-wide mistake has been made to cease advertising radio stations. Obviously not advertising is hypocritical for a medium that survives on ad dollars. The no-marketing argument is that with the PPM there is no need to remind listeners of a station’s name because the listener no longer has to write it down in a diary. How much has your city changed in nine months? How many new streams, websites, podcasts have distracted your listener from your station? External marketing of a station protects the investment made in its operation.

Walter Sabo has been a C Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General and many other leading media outlets. His company HITVIEWS, in 2007, was the first to identify and monetize video influencers. HITVIEWS clients included Pepsi, FOX TV, Timberland, Microsoft, and CBS Television. He can be reached at walter@sabomedia.com and www.waltersterlingshow.com. “Sterling On Sunday,” from Talk Media Network airs 10:00 pm-1:00 ET, now in its 10th year of success.

Industry News

Nielsen and Edison Research Partner for Quarterly Audio Listening Report

Nielsen and Edison Research are working together to offer a quarterly report called, The Record, that tracks the share of daily time spent with ad-supported audio. Nielsen says, “Marketers need to stay onim top of these trends when developing cross-channel media strategies. That’s why we created The Record – a quarterly look at how U.S. audiences spend their time with audio. An important tool imfor advertisers, artists, broadcasters, and podcasters alike, The Record offers a unique view of time spent with ad-supported content. The total use of audio is significant – Americans spend more than four hours with audio every day – and it’s important to view it from multiple lenses. Consumers give nearly 70% of their daily ad-supported audio time to radio, 20% to podcasts and the rest to streaming audio (music services) or satellite radio (select channels). Data from the first quarter of 2024 indicates that (for over-the-air and streaming combined), by format news/talk was tops with the 35+ demographic with a 12.3 share of total audience and was also first in persons 18+ with a 10.8 share of total audience.

Industry News

Jeff Katz Drops Puck for Special Needs Community

im

Pictured above dropping the puck is WRVA, Richmond afternoon host Jeff Katz who “put on the foil” to help Virginia’s Law Enforcement Patriots hockey team this past Saturday (4/27). The Patriots hockey team is comprised of Central Virginia law enforcement officers who compete in charity games to raise awareness of, and funds for, a variety of special needs organizations. After Katz dropped the first puck for this week’s Autism Awareness game, he was presented with a custom jersey as he was named “Honorary Captain” of the team to salute him for his longstanding support of the team, law enforcement officers and the special needs community. The game was a huge success, raising more than $12,000.