NAB Show: Directing Real People on Camera
By Holland Cooke
Consultant
If you’re looking to jump-start – or optimize – your video interview technique, this session alone was worth the trip to Las Vegas. Washington-based video content strategist/producer/interviewer Amy DeLouise and cinematographer/gaffer Anne Saul delivered a soup-to-nuts “Boot Camp” session to an overflow crowd.
For the decks, hit AmyDeLouise.com, click Slide Decks then Real People Boot Camp, parts 1 and 2. You can devour an impressive tutorial of production techniques, including specifics about equipment and how-to-use-it.
Even if you’re just doing radio or podcast interviews, Amy offered some useful tips:
“Nervous Speaker Technique”: Before the interview, chat ‘em up, perhaps asking for a personal anecdote, i.e., “Why did you decide to become a _____?” If you are shooting video, do the B-roll and walk-and-talk shots first. Then, when they’ve gotten used to you and the set-up, start the interview. “Worst case: Let them take a break, ‘Go do some emails,’ then resume in 20 minutes.”
“The Contradict Me Technique”: Because “some speakers are very reserved, they won’t show emotion unless they feel they need to correct your misunderstanding.” So, bait them: “Isn’t A.I. just a gimmick?”
“The Shorter Answer Technique”: Some speakers have a LOT to say,’ so Amy says let them get it out of their system, THEN ask “How would I explain this to my children?”
“Two Do-Over Techniques”: If you want to re-ask a question, fib: “The part about X was really great. But we had a little bit of noise, do you mind if I ask you that one more time?” Or “lean in as if you didn’t quite hear the answer, and they will repeat it;” a ploy which “only works for the last part of what they said.”
“The Finish My Sentence Technique”: Amy says “When all else fails, ask ‘Finish this sentence: The biggest value we bring at ABC Company is…’”
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins,” and “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
purpose is to ensure Cruz’s reelection. The amount donated would exceed the $5,000 ceiling on solicitation of funds for a super PAC. The Texas Tribune reports that the terms of iHeartMedia’s payments are unclear because the company’s agreement with Cruz for distributing his podcast is not public, hence the complaint seeking an investigation. However, the complaint asserts “the payments were improperly reported as ‘other receipts’ rather than campaign contributions. ‘Other receipts’ is generally reserved for interest or income on assets already owned by a PAC.” The complaint continues, “By soliciting or directing $630,850.08 of iHeartMedia’s corporate funds to or on behalf of TCP in connection with his 2024 election, Cruz appears to have brazenly violated these federal campaign finance laws.” 
media budget, adding AM/FM radio to a digital/TV plan sharply builds reach. Via Nielsen Commspoint, the media allocation planning tool, a wide range of monthly digital/TV media plans were examined. Very small, light, medium, and heavy campaigns were examined. The lightest digital/TV campaign reached 10% of the market. The heaviest reached 60%. Then a 20% allocation of AM/FM radio was introduced. The results were stunning. Across the seven monthly campaigns, from the lightest to the heaviest, the addition of AM/FM radio generated significant lifts in reach. Shifting 20% of the lightest TV/digital campaign to AM/FM radio caused reach to double. Introducing the 20% allocation of AM/FM radio to medium-sized campaigns causes reach to soar by 36% to 55%. Even the heaviest TV and digital campaign saw reach grow 20% with the addition of AM/FM radio to the plan.” 
Having written thousands of commercials and promos, I’ve become a copy connoisseur. And, admittedly, a tough grader when it comes to delivery. Sell me and you’re good.
It seems every hour Nielsen and Pierre Bouvard of Cumulus fame (formerly of Westwood One) put out a release stating that radio is just fine, thank you. Radio is more persuasive than TV, direct mail, streaming and print. Radio is a proven success for over 100 years. Most of the buildings housing Procter & Gamble were built on radio – not TV – advertising success. Happily, P&G realized radio’s clout and is now a dominant radio advertiser – again!
the station. The piece notes that LaVicka said co-host Theo Dorsey will remain with the station hosting his own show beginning on Monday (4/8). The Post reports that GKB West Palm Beach general manager Stephanie Price issued the following statement: “LaVicka is still a teammate, and we are working with him on his future. We are always on the lookout for talent who can bring a new perspective to the market. We are putting more resources into both our radio and digital platforms to engage and reach the most fans, as consumption continues to evolve, as well as provide our partners more opportunities to reach those fans.” 
in population take place in the U.S. – with growth often seen in southern markets – the ratings giant adjusts its rankings. Among the notable changes are the Dallas-Fort Worth market leapfrogging San Francisco to the #4 market and San Francisco now at #5. Other markets moving up include Miami-Fort Lauderdale-Hollywood to #11 and San Diego to #18. 
Podcasting deserves a larger role in media plans as opposed to “test and learn” experimental buys. 135 million Americans, 47% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is in the low 60% range; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 reach performance is as big as TV; 3) The ratio of monthly audiences who also listen weekly is an excellent measure of podcast habituation. At present, 71% of the monthly female podcast audience also listen weekly. This is the strongest female podcast habituation in the last decade; and 4) Currently, podcasts only represent 1% of total national ad spend, per Guideline’s Standard Media Index reporting. At the dawn of cable TV, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to cable. 5% is enough of allocation to generate meaningful impact. Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today when it comes to podcasts. 
week’s installment of the award-winning PodcastOne series, “The Michael Harrison Interview.” The program includes an archived interview conducted with Lieberman in 2018 for the podcast which offers valuable insight into his perspective on the Electoral College and the presidency of Donald Trump among other historic issues. Harrison describes the late senator and former VP candidate as, “one of the last true American statesmen of the modern era.” 
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Pick a day, any day. At least one news item will have the little voice in your head hollering “TELL me you’re kidding!” After recent headlines, and as various plots thicken, that little voice might need a lozenge.
population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12+ population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly; 2) Growth in podcast reach is driven by large increases among the number of female listeners: 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%; 3) Online audio listening hits the highest mark ever: 76% of those in the U.S. age 12+ have listened to online audio in the last month, an estimated 218 million people, 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month; 4) 70% of those age 18+ who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts; and 5) 60% of those age 12+ have a traditional AM/FM radio set in their home. 
director Mark Garrison after he asked if President Joe Biden suffers from dementia. Garrison did ask Jean-Pierre that question and she responded, “Mark, I can’t even believe you’re asking me this question. That is an incredibly offensive question to ask.” Then, after presenting the president’s accomplishments, Jean-Pierre thanked Garrison and ended the call. The White House says WBT was given seven minutes as part of Jean-Pierre’s media schedule and that she ended the interview at that time. The White House also suggested that the station employed a bit of theater by adding a dial-tone sound effect to the end of the interview that its phones don’t make after a call ends. 
content, providing an accurate assessment of the audience’s attentiveness and engagement.” Some of the key findings include: 1) Despite lacking “sight, sound, and motion,” AM/FM radio programming was +13% more engaging than Mediaprobe’s norm for television in the U.S. For advertisers, this means the AM/FM radio context for their ads has greater engagement than the TV context; 2) Overall, AM/FM radio advertising’s Emotional Impact Score (EIS) outperformed TV advertising by +12%. These new findings validate the recently released Dentsu/Lumen study, which revealed audio ads outperform video for attention and brand recall; 3) AM/FM radio news was the most impactful genre, consistently measuring as a high-quality contextual environment for advertising (+14% greater than Mediaprobe TV News norms and +8% than total AM/FM radio); 4) Mediaprobe audio benchmarks reveal the sound contrast between AM/FM radio programming and the ads drives higher attention and brand recall. For example, ads with music and jingles perform very well in spoken word programming due to the contrast; and 5) Creative best practices: Use female voiceovers, jingles, and include five brand mentions. 
Before the bound copy arrived – at which point all work stopped – Arbitron would send “Advances.” Even those topline numbers ground things to a halt, and had some PDs doing cartwheels, others out on the ledge. ‘Seems quaint now.
The headlines haven’t been kind to journalism lately. That recent
Audacy Podcasts. The story notes that there are no staff reductions as a result of this. The goal of the change is to “streamline the brands for advertisers and to put a further emphasis on the Audacy brand.” The story also says that “Pineapple Street Studios, which primarily works with third-party partners such as HBO, Netflix and Spotify, will retain its branding as it moves under the Audacy Podcasts umbrella.” 
other platforms. Titled, Hendrie, and produced by Freestyle Digital Media and directed by Patrick Reynolds, the film features people like Hendrie’s one-time program director David Hall as well as comedians and Hollywood figures talking about the unique radio program Hendrie launched in 1990 in which he held kooky conversations with offbeat characters – all played by Hendrie himself – in real time. Hendrie tells KCAL-TV, “It was completely original… and it satirized something that I thought needed satirizing – talk radio.” 
1. Financial solvency laws. Consolidation is not the problem; it actually saved the radio industry. The problem is the 1986 rule change that dropped financial solvency requirements for station ownership. Prior to 1986, stations could not be purchased with debt. A potential owner had to prove that they could meet the expenses of a station through the duration of its license. Once the financial efficacy rule was dropped and stations could be purchased with debt, the industry was financially decimated. Prediction: Financial solvency laws will be re-instated.
writer Bob Cooney to middays. The question Tornoe asks is what about Mike Missanelli? “Rumors have been swirling in sports radio circles the past few days about the return of Missanelli, once the station’s biggest star, whose sudden exit from his afternoon show in 2022 after 15 years shocked listeners.” Tornoe says that Missanelli has been in contact with management but there’s nothing to report and Missanelli isn’t talking. PD Scott Masteller tells the paper, “Mike’s name has come up. He’s a great talent, and we’ll just have to wait and see what happens. A lot of people are interested in the radio station right now. So, I’ll leave it at that.” The current PM drive show is “The Best Show Ever?” hosted by Tyrone Johnson, Ricky Bottalico and Jenn Scordo. 
For spring break this year, Sarah and I revisited Sandals Grand Bahamian all-inclusive resort – NOT inexpensive, and very worth it. We’ve already booked same-week-next-year, and we think we know who we’ll see there then.
