Commercial Copy for Careworn Consumers
By Holland Cooke
Constulant
Why I love going on sales calls with station reps: Meeting retailers, who have SUCH a feel for their customers’ (our listeners’) mindset. Following-up last week’s column exploring the societal angst we are living through, this week’s will recommend technique for scripting in what psychologists call the Age of Outrage Fatigue.
Emotional bandwidth is down. Skepticism is up. And the old tricks – hyperbole, urgency, shouty headlines – are backfiring. People aren’t just tuning-out content they disagree with; they’re tuning-out tone. They crave calm. Clarity. Credibility.
To cut-through:
— Clear beats clever. Instead of “Don’t sweat it – we’ve got your ducts in a row!” Try “Get your AC fixed today, and sleep comfortably tonight.”
— Ditch the drama. Instead of: “Drowning in debt?” Try: “Make a fresh start.”
— Frame your offer as an upgrade, not a fix for failure. Instead of: “Will you EVER be able to retire?” Try: “Plan your next chapter, on your terms.”
— Empathize, don’t exaggerate. People trust what feels human. Empty hype gets filtered out fast. “There’s never been a better time to buy a car!” goes in-one-ear-and-out-the-other.
— Earn attention quickly. The first sentence matters more than ever. Make it a question that includes “you” and/or “your” which describes the consumer situation that your advertiser can cure. “Is your money doing what you want it to?”
— Use specifics, not superlatives. “Best ever!” means nothing. Numbers and proof points build confidence.
— If you’re scripting with AI, rewrite to weed-out clichés. Restaurant spots that tout “a relaxing atmosphere” are verbal Styrofoam.
— Respect their time. Use short sentences. Bullet points. Clear next steps. Happy outcomes.
Today’s most effective copywriting calms the reader. It offers clarity in a crowded, chaotic world.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
best known for hosting the afternoon drive show on WLW from 1981 through his retirement in 2007. He created numerous voice characters on his program, the most famous of which was Earl Pitts Uhmerikun – which took the form of a nationally syndicated commentary during his time at WLW. He also worked at stations including, WMPS, Memphis; WNOE, New Orleans; WAKY and WHAS in Louisville; and CKLW, Windsor/Detroit during his career. 
Imagine an AI trained on millions of books – and a federal judge saying that’s fair use. That’s exactly what happened this summer in Bartz v. Anthropic, a case now shaping how creators, publishers, and tech giants fight over the limits of copyright.
election. About returning, Spadea says, “I’m excited to be returning to the airwaves with ‘New Jersey 101.5’ and the largest audience in the state. I’m looking forward to continuing our mission of fighting for common-sense solutions to save New Jersey. Our show has always been about the listeners, and I’m ready to keep amplifying the voices of small business owners, parents, teachers, first responders, nurses, and everyone else committed to digging in and staying in New Jersey. Stay tuned – there’s more to come!” Townsquare Media regional VP Brian Lang says, “Bill’s audience and the team at ‘New Jersey 101.5’ are looking forward to his return. There’s no doubt he’ll have great stories to share. I also want to thank Eric Scott and the entire morning show team for doing an outstanding job while Bill was away.”
“Longtimers” and notes that 77% of “First-Years” are consuming podcasts while actually watching the video compared to 69% of “Longtimers” doing the same. Edison says that most new consumers and established podcast fans are actively watching while listening to video podcasts but that video is even more important for engaging with new audiences. While “Longtimers” currently have an affinity for audio only podcasts, that may change over time. Edison concludes that although podcasting is an audio-first platform, “many creators and marketers are likely missing an audience acquisition and engagement opportunity by not considering how to fit video content and video platforms into their strategic planning.”
pm ET. The Saturday program is called “College Football Tailgate” hosted by Wilson and Zaslow and airs at 10:00 am ET. ESPN VP of digital & audio production Justin Craig says, “College football is all about passion, tradition, and community. We’re thrilled to bring that energy directly to fans every weekend with ESPN Radio’s College Football Tailgate. Amber and Jonathan are the perfect voices to capture the excitement on campus, and this tour allows us to not only showcase the games, but also connect with the next generation of fans and broadcasters in a truly meaningful way.”
host city for FIFA World Cup 2026. “Ready, Set, Grow” happens on September 5 at the Barnes Foundation. Through the end of 2025 and into 2026, WURD will feature on-air programming, live panel discussions, and multimedia storytelling to provide entrepreneurs and neighborhood business corridors with the tools they need to thrive. WURD president and CEO Sara M. Lomax says, “Ready, Set, Grow is crafted specifically for small business owners and entrepreneurs from across the region who are seeking strategies to leverage the historic momentum of America’s 250th anniversary. We are convening a panel of the experts and decision-makers who are best positioned to share how the small business community can make the most of this moment.” Ready, Set Grow’s panel discussion will feature executives from business and tourism organizations.
“Around The NFL” podcast. As “Heed the Call NFL Podcast” moves to Audacy on September 1, four new episodes will continue to be released weekly during the NFL season on YouTube and everywhere podcasts are available. Audacy head of podcasts Leah Reis-Dennis says, “Dan and Marc are pioneers in sports podcasting and two of the most respected voices in the NFL media landscape. Their compelling mix of expertise, authenticity, and humor has built a passionate following and we’re proud to bring ‘Heed the Call NFL Podcast’ into the Audacy family as we continue to expand our industry-leading sports audio lineup.”
Ninety seconds. That’s all it took. One of the interviews on the TALKERS Media Channel – shot, edited, and published by us – appeared elsewhere online, chopped into jumpy cuts, overlaid with AI-generated video game clips, and slapped with a clickbait title. The credit? A link. The essence of the interview? Repurposed for someone else’s traffic.
women’s basketball games this season and a total of 28 episodes of the “Bruin Insider Show” on Thursdays at 7:00 pm. KABC program director Luis Segura comments, “With KABC’s powerhouse signal and UCLA’s legacy teams, Southern Californians will get some of the best in sports programming starting Fall 2025! We are tremendously excited to partner with UCLA as the new official broadcast home of Bruins football and men’s basketball and look forward to turning up the volume on Bruins coverage for our passionate 790 KABC listeners and Southern California sports fans.”
with a spotlight on alumni pride and community connection.” The station is featuring the syndicated “Miller and Moulton Morning Show” starring Mark Miller and David Moulton. Beasley Tampa VP and market manager Ron deCastro says, “Florida Alumni Radio is more than a station – it’s a destination for Florida sports fans and alumni to come together and celebrate the teams and traditions they love. We’re proud to provide a platform that not only delivers great sports content, but also connects alumni, students, and fans across the Tampa Bay community in a meaningful way.” The station will also serve as the exclusive home for USF Athletics content.
ESPN Radio’s “Unsportsmanlike” starring Evan Cohen, Chris Canty and Michelle Smallmon from 5:00 am to 6:00 am; “Kap and J. Hood” from 6:00 am to 9:00 am; “Carmen and Jurko” from 9:00 am to 12:00 noon; Rich Eisen from 12:00 noon to 2:00 pm; “Bleck and Abdalla” from 2:00 pm to 3:00 pm; and “Waddle and Silvy” from 3:00 pm to 6:00 pm. ESPN Chicago director of content Danny Zederman states, “Our lineup has never been stronger. Adding a powerhouse like Rich Eisen to our midday slot not only gives our fans one of the most respected voices in sports, but we’ve also expanded our local content with an uninterrupted hour of ‘Bleck and Abdalla.’ This combination of national and local perspectives makes us the go-to station for sports fans in Chicago.”
ministry – has died at age 89. Dobson launched a radio program titled, “Focus on the Family” and, after leaving Focus on the Family to his successor Jim Daly in 2010, Dobson founded Family Talk and a new radio program. He later founded the James Dobson Family Institute and the Alliance Defending Freedom, a Christian legal defense firm.
deal, KPOJ-AM “Rip City Radio 620 AM” continues as the flagship station. Travis Demers enters his seventh full season as the team’s radio play-by-play announcer with Michael Holton as color commentator and Rip City Radio’s Chad Doing hosting both pre- and post-game shows.
says, “Tommy’s deep roots in the Los Angeles media landscape, combined with his passion for building brands and connecting with the community, make him the ideal leader for ‘ESPN LA.’ He has excelled at leading teammates across sales, marketing, and support, serving as a strong conduit between those areas and the content team. His proven track record of innovation and results will continue to elevate the brand’s reach and impact with fans and partners.” Lam comments, “I am honored to take on this role and continue building on ESPN LA’s momentum. Los Angeles is one of the most dynamic sports markets in the world, and I’m excited to work with our talent team to deliver outstanding experiences for our fans, partners and teammates.”
An annual physical is a wise idea. Doc asks, “How are you doing?”. Then he or she asks some detailed questions based on your medical history. Then “how have you been feeling? Any issues?” Doc always orders blood draws to see what might be lurking. Is the statin drug keeping your cholesterol in check? Are you getting plenty of exercise, plenty of sleep? How’s your diet? Over the years, I’ve visited about my health with at least a dozen different doctors. I’m convinced that the good ones always ask good questions and then listen carefully. Good questioner – good listener. That’s the doc I can respect and put my trust in.
U.S. Other takeaways include: Listeners aged 18-34 spend 32% of their daily ad-supported audio time with podcasts; and podcasts consistently drive top funnel advertising impact. Nielsen says its Podcast Brand Impact Database draws on nearly 2,000 case studies and shows that podcast ads continue to drive strong brand awareness, motivate listeners to learn more, and purchase products. 
6:00 am to 9:00 am slot. DelGiorno comments, “I love every listener and city equally, but I’d place Poughkeepsie in the memorable class alongside Nashville (my first affiliate), Detroit (my 50th), and now Poughkeepsie (100th). I’ll always remember this moment! I’m thrilled to be on the Hudson River, serving this great audience, and I look forward to seeing where the river leads me in the months and years ahead.”
his program’s 20th anniversary with a live broadcast on SiriusXM (Channel 380), Big Sports TV, and the BOXTOROW YouTube channel. The event is tomorrow (8/20) in Raleigh at North Hills Main District and will feature appearances by legendary college football coach Bill Hayes, Raleigh sports talk host Adam Gold, Raleigh Mayor Pro Tempore Corey Branch and Durham Mayor Leo Williams.
Newsmax were defamatory. However, Newsmax is not admitting guilt; just the opposite. “Newsmax believed it was critically important for the American people to hear both sides of the election disputes that arose in 2020. We stand by our coverage as fair, balanced, and conducted within professional standards of journalism.” The company says Delaware Court Judge Eric Davis would not provide a fair trial wherein the company could present standard libel defenses to a jury. Newsmax CEO Christopher Ruddy says, “The Delaware Court under Judge Davis effectively enforced a confiscation of our property because our reporting was not always sympathetic to Joe Biden. The actions taken against Newsmax, and earlier against FOX News, represent a direct attack on free speech and a free press.”
As TV touts its perennial New Fall Season, our DVR is already set to “record series” so we can pick-up where the “Matlock” sequel left-us-hanging; and for a third season of quirky “Elsbeth” (a closet reboot, the female “Columbo”). And where I live – where everyone seems to know everyone – we are salivating for “The Real Housewives of Rhode Island.”
Murrow Awards for Television, Radio and Digital news operations at the network, large market and small market levels. Radio Network winners include ABC News, NPR and Canada’s CBC. Radio station winners include: KMOX, St. Louis; WSB, Atlanta; WTOP, Washington; and WWNC, Asheville. The presentation of the awards will take place on October 13 at Gotham Hall in New York City. 
anchor of the agriculture report. McCary also taught high school locally and served as a substitute teach until his retirement in 2018. KMJ says, “McCary’s background as an English teacher gave him a solid foundation as a reporter. KMJ staff could turn to him for his historical knowledge, a valuable asset and vital to a newsroom. His command of the English language was equally impressive and he often corrected bemused coworkers and hosts for any grammatical infractions.” 
Rams. ESPN LA VP and market manager Sam Pines says, “The Los Angeles Rams are one of the most exciting and dynamic franchises in the NFL, and we are proud to be their partner and the radio home. This partnership allows us to deliver unmatched access, exclusive content, and the passionate game-day energy Rams fans deserve on the radio, online, on our app, and everywhere else they connect with us and our talent.”