Industry News

Former Corpus Christi Talk Host Jim Lago Dies

The Caller Times reports the passing of former KKTX-AM, Corpus Christi talk radio host Jim Lago at the age of 74. He hosted the “Lago in the Morning” program on the iHeartMedia news/talk station prior to his retirement in 2019. Lago’s daughter tells the paper that he’d been diagnosed with lung disease and was just beginning treatment. “He just took a turn for the worse.” The Caller Times obit says, “Lago worked in the oilfields as a young adult and returned to the job after Vietnam War service in the Marine Corps. Some of the oil company workers told him that he should try radio because he was entertaining and outspoken. In the mid-1970s he gave radio a try, first in Longview, near his hometown, before moving on to bigger cities.” Lago was inducted into the Texas Radio Hall of Fame in 2016. Read the full obituary here.

Industry Views

According to Research…

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

Oh, excuse me, hold on. Here it is! The hourly report from quasi research companies or real research companies like Nielsen declaring that radio is just fine, thank you! Massive surveys (choose one) reveal that radio works! Radio appeals to younger demos! Radio moves product! Radio has more listeners in AM drive than the “Tonight Show” has viewers! A landslide of data proves that after 100 years of success, radio is a viable medium.

Crazy stuff.

As both a radio executive and host, I don’t need to know that radio works. I see the sales results from your show and from “Sterling On Sunday.” No advertiser gives us money for the heck of it. The checks clear; there’s your proof. The research that is desperately needed would support innovative, disruptive programming. Radio will grow its place in American media by surprising listeners with new formats, new forms of presentation and things that are… new.

Radio exists today because of innovations like Top 40! Urban! Progressive Rock! AOR! Modern Country! FM Talk! and The Seven-Second Delay!

Today, however, there is nothing harder than selling a radio executive a new idea. Any new idea. It is hard for a very good reason. Radio stations are major investments and failure is expensive. In 1977, the most expensive radio stations in history sold for $11 million. (WMAL/WRQX-FM, Washington DC.) In absolute dollars, experimentation was a minor financial risk. Risk would be manageable if owners had sophisticated research tools to test new ideas.

State-of-the-art new product research is required to take radio safely onto the golden path to innovation. How’s your research and development budget? Oh.

Each television network invests about $100 million a year in developing and testing new shows. Those networks deploy stunning techniques to find and test new ideas. There will be new formats and techniques when the collective “we” is finally convinced that radio is a success. Then our research investments can be focused on cutting-edge product research tools that can guarantee a successful pilot season and future.

Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com. Meet Walter Sabo at TALKERS 2023 on June 2 at Hofstra University.

Industry News

iHeartMedia Presents 5th Annual iHeartPodcast Awards

Last night (3/14), the 5th annual iHeartPodcast Awards were presented virtually as the ceremony was hosted by actor and comedian Brian Baumgartner. The iHeartMedia-produced awards “brought together the most influential names in podcasting to honor the most entertaining and innovative podcasts of 2022, celebrating the incredible talent and wide variety of leaders across the podcasting industry.” The event was exclusively video streamed on iHeartRadio’s YouTube channel and Facebook page and broadcast across iHeartMedia radio stations nationwide and on the iHeartRadio app. The winners included: “Las Culturistas” honored with the Podcast of the Year Award presented by Autonomy; FOX Sports Radio personality Colin Cowherd presented the Best Sports Podcast of the Year Award to “The Draymond Green Show”; Angela Yee presented the Audible Audio Pioneer Icon Award to technology journalist and podcaster Kara Swisher;  The New York Times won Best News Podcast for “The Daily”; and “NPR Politics Podcast” was named the Best Politics Podcast.  See all the winners here.

Industry News

TALKERS News Notes

— Cumulus Media’s Westwood One –  the official network radio partner of the NCAA – is presenting the NCAA Division I Men’s Basketball Championship. Listeners will be able to hear play-by-play action from all 67 men’s basketball games including 32 first-round and second-round games, plus regional semifinals and finals. Westwood One is also broadcasting live coverage of NCAA Men’s Final Four on Saturday, April 2 and the National Championship Game on Monday, April 3 in both English and Spanish.

Using research from its “The Podcast Consumer: An Infinite Dial Report,” Edison Research is revealing which podcasts were tops in their genre based on weekly audience reach among weekly podcast listeners age 13+. The first report is for the categories Fiction, Music, and TV & Film. See the top podcasts in these categories here.

Industry Views

Monday Memo: Ditch the DJ Voice

By Holland Cooke
Consultant

Tip: If you’re auditioning for voiceover work, call yourself a “voice actor,” not an announcer.

The sound-alike DJ caricature delivery blends-into the blah-blah-blah that advertisers need to cut-through. Which explains why TV and movies actors are heard on so many national TV ads.

Listen carefully. You’ve heard George Clooney for Budweiser, Julia Roberts for Nationwide Insurance, Morgan Freeman for Visa. Tim Allen invites you to “Pure Michigan,” John Goodman pitches Dunkin, and Rashida Jones says fly Southwest. Not on-camera endorsements, unidentified voice-overs, with unaffected delivery. Network radio spots for The Home Depot? Actor John Lucas NAILS ‘em (pun intended).

Listen to the scene-setting voice-overs that “Magnum PI” star Jay Hernandez does within episodes, every bit as intimate as his predecessor Tom Selleck’s were in the 1980s version. Those Florida Orange Juice commercials Selleck V/O’d a while back sounded so effortless.

And maybe that’s the key. Don’t announce-AT-me, just tell me.

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

Brent Axe Axed from WTLA, Syracuse for SU Criticism

Syracuse.com’s Chris Carlson reports that Galaxy Media Partners president and CEO Ed Levine fired sports talk host Brent Axe for being “too negative toward Syracuse University sports.” The program “On the Block with Brent Axe” has been cancelled and Axe is no longer an employee of Galaxy. Levine is being straightforward about the reason for Axe’s dismissal. He says, “I had a problem with the content of the show. I’m an SU fan. I’m sorry, but I bleed Orange. I’m not going to apologize for that, and I think a fair reading of the Orange is appropriate. I understand [Galaxy has] a business relationship [with Syracuse], that Coach [Jim] Boeheim and I are personal friends and he’s an investor in my company. I understand and acknowledge all of that. We’ve called it pretty fair, and I would argue we’ve been tough on SU when the on-field or off-field events warrant it. I just think over the past six months it took a different tone and became overly dark and negative. I don’t think that’s what Syracuse fans want to hear.” For his part Axe tells Syracuse.com, “I had a responsibility to give an honest, fair and thorough opinion to my audience. I certainly wasn’t perfect, but I don’t regret anything about the approach of the show. We put listeners on the air, and we gave them the opportunity to say what they needed to say. I don’t have any regrets.” Read the full story here.

Industry News

Glenn Beck Buys Roe v Wade Historical Artifact

The Texas Tribune reports that Premiere Networks nationally syndicated talk host Glenn Beck has acquired the original receipt from the court filing from the last living attorney from the team that argued the Roe v Wade case in the U.S. Northern District Court of Texas. Beck bought the receipt from attorney Linda Coffee’s archives via an independent auction house and paid more than $600,000 for it. The Tribune quotes Beck saying on his radio show, “Roe vs. Wade is history, and now that history is in the hands of a pro-life conservative.” He also says “Coffee’s archives will debut this summer as part of an exhibit called ‘The Blueprints of Freedom,’ adding, “The Roe archives’ inclusion in the exhibit will underscore Coffee’s bloody legacy that has been undone in the service of life and the proper reading of the Constitution.” Read the story here.

Industry News

Monitor: Talk Radio Rises as a New Battleground for Latino Voters

A piece in the Christian Science Monitor by Simon Montlake takes a deep dive into the battle for Hispanic listeners – and voters – on the nation’s radio waves. The recent sale of Univision’s “Radio Mambi” (WAQI-AM, Miami) to George Soros-backed Latino Media Network and that company’s acquisition of other AM signals in Florida, New York, Illinois, Arizona, California, Texas, and Nevada created a stir and cries of “left-wing censorship” from conservatives. The rhetoric surrounding these deals is part and parcel of the politicized nature of media in the modern world. In the piece, Montlake observes, “The $60 million takeover – and the reactions it has sparked – is another flashpoint in the national battle to win over Latino voters, a fast-growing demographic that has long leaned Democratic but has lately grown more receptive to Republicans. So far, most Spanish-language radio in the U.S. has been focused on music and entertainment, not news or commentary. Which in the eyes of many makes it an untapped and lucrative means of political persuasion.” Read the Monitor story here.

Industry News

TALKERS News Notes

— NPR promotes Michel Martin to new a role as co-host of “Morning Edition.” Martin, who has been the host of the weekend edition of “All Things Considered” since 2015, takes over for Rachel Martin who is exiting to pursue other media opportunities. She begins working alongside Steve Inskeep, A Martínez and Leila Fadel on March 27.

The Los Angeles TimesJames Rainey writes a profile piece this week about Tavis Smiley, former PBS personality and current owner of KBLA, Los Angeles – a talk station targeting the Black community. The piece addresses Smiley’s legal battles with PBS after he was accused of sexually harassing multiple women, the court case he lost and one he’s still involved in. It also looks at his efforts to reach the Black community via KBLA and its talk hosts. Read the LA Times story here.

— Edison Research is presenting a four-part series through its Edison’s Weekly Insights exploring the “power of traditional AM/FM radio in the U.S. This week’s edition reports, based on Edison’s Share of Ear study, “Listeners age 13+ in the U.S. spend 59% of their daily, ad-supported audio time with AM/FM radio, more time than with all other ad-supported audio sources combined, including YouTube, podcasts, and ad-supported streaming services. AM/FM radio is the top ad-supported audio source for all ages in the U.S., including Gen Z (age 13-24) who spend 33% of their daily ad-supported audio time with AM/FM radio, more than for any other ad-supported platform.” Read the story here.

Industry Views

The Uniqueness of the American Radio Talk Show Host

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

Talk show talent, program directors, show producers and broadcast business decision-makers represent the core readership of this publication. Sometimes we are so close to something that we fail to see it for what it really is. That is the case of the “talk show host” in American radio. Michael Harrison refers to the often-shameless targeting of audiences as “the daily dance of affirmation.” I view the daily process of radio talk show hosting at its very core, as “the daily dance of freedom.”

Talk show hosts are a rare breed and endangered species who enjoy a unique freedom in American radio. Hosts can actually talk about whatever they want! Of course, they are subject to both the rewards and consequences of this freedom – but the process of doing a live talk show, sparked by opinion and controversy, is so spontaneous and uniquely dynamic that it cannot be controlled on a minute-to-minute level without losing the flavor that makes it so special and long-lived.

During a decade as a top-five market and network talk show host, no one has ever told me what to talk about. And for zillions of years as a programming executive prior to that, I never told a host what to talk about on their next show.

Talk hosts are granted remarkable radio freedom!  Music jocks haven’t had that freedom since the 1960s. Music jocks have to get up the courage to ask permission to merely change the order of songs on their play list. Talk show hosts “own” three or four hours a day on a significant station or stations to say whatever they wish. That’s amazing! At first that freedom was a daunting, humbling challenge for me. However, I have been guided by my experience in programming or having launched some of the world’s most successful talk stations.

Based on that experience from both sides of the mic, here’s what works: Talk can entertain a listener of any age and demographic if the host talks about the listener’s day. I talk about my day framed for a listener, one listener – water in the basement, trouble with the sister-in-law, the parent-teacher conference, more trouble with the sister-in-law, the check engine light in the car never wants to go out, life at Walmart. I talk from a place of trust.

Trust that events that poke the landscape of our lives are a very big deal. Trust that I will never find the “right” topic on any editorial page. Trust that you, dear listener, already know who you are going to vote for in any election and that this English major does not have the magic wand to change your mind. Trust that my on-air opinion must never waiver or we have no show.

Listen to talk shows and stations that reach demos under 50:  WMMS, Cleveland; KFI’s John and KenCasey Bartholomew at WBAP, Dallas; KMBZ, Kansas City; KFBK, Sacramento; the Elvis Duran Show; and streaming with Bubba the Love Sponge or Phil Hendrie. Those successful shows embrace the scope of conversation two best friends would have on the phone today. If two best friends would discuss a topic, why wouldn’t you share it on the air? If two best friends would never discuss it, why would you ever put it on the air?

Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com. 

Industry News

KOA, Denver Host Mandy Connell Guests on Harrison Podcast

Face - HeadMandy Connell, heard 12:00 noon – 3:00 pm daily on iHeartMedia powerhouse KOA, Denver, is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Connell, whom Michael Harrison describes as “one of the best local radio talk show hosts in America,” covers a wide array of subjects from local and national politics with an independent conservative perspective to her day-to-dayFace - Hair insights as a wife, a mom, a foodie, and a self-proclaimed “mediocre driver who never sees the speed traps until it’s too late.” At last year’s national TALKERS convention, she was awarded the prestigious honor – 2022 Talk Radio Industry Woman of the Year. As we are about to celebrate International Women’s Day, Harrison and Connell engage in a candid conversation about the current status of women in talk radio and her experiences being a female in the broadcasting business for more than a quarter century. They also discuss the impact of rapidly evolving 21st century communications technology and the challenges these dizzying changes are imposing on parenting. Listen to the podcast in its entirety here.

Industry News

NAB Crystal Finalists Revealed; KTAR-FM to Receive Heritage Award

The National Association of Broadcasters announces the finalists for the 36th annual NAB Crystal Radio Awards that recognize radio stations for their year-round commitment to community service. The finalists will be celebrated, and the winners announced during the We Are Broadcasters Awards ceremony at 10:00 am on April 18 on the Main Stage at NAB Show in Las Vegas. NAB will also present Bonneville International’s news/talk KTAR-FM, Phoenix with the esteemed Crystal Heritage Award during the ceremony. The Heritage Award recognizes radio stations that have won a total of five Crystal Radio Awards for exceptional year-round community service efforts. Only 10 other stations have received this honor. See the finalists for this year’s awards here.

Industry News

TALKERS News Notes

— Salem Media Group, Inc announces the acquisition of George Gilder’s investment newsletters Gilder’s Technology Report, Gilder’s Technology Report PRO, Gilder’s Moonshots, Gilder’s Private Reserve and Gilder’s Guideposts. It also launches a new website for Gilder at www.GilderReport.com. Salem says adding this content to Eagle Financial Publications’ portfolio of investment newsletters and trading services adds more depth to an already powerful mix of products.

— Hillsdale College student Elena Lanning won first place for Most Creative/Innovative Show at this year’s Intercollegiate Broadcasting System Conference held in New York from February 23 to 26. Lanning was awarded first place for her show, “Five Minute Myths.” This award was the sixth national first-place honor from is WFRH, Hillsdale, Michigan “Radio Free Hillsdale 101.7 FM” ’s sixth national first-place award from the National Intercollegiate Broadcasting System Awards. Additionally, WFRH’s Scot Bertram was named Best Faculty Advisor in radio. Bertram says, “I am thrilled for all the students whose hard work is being recognized. It’s always exciting and gratifying to have industry professionals acknowledge the outstanding content created by our students at WRFH. The station benefits greatly from the passion and commitment our students have for radio and audio.”

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 Views

NAB Out of Step on Non-Competes

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

It’s tough enough for radio talent to navigate stable careers in these days of consolidated station ownership, personnel cutbacks and drastic salary reductions – but the NAB’s newly stated stance on non-competes adds insult to injury and is out of step with the interests of beleaguered professionals still hanging on for dear life in the programming sector of this industry. I understand that the National Association of Broadcasters is at heart a lobbying group representing the interests of the medium’s ownership but, c’mon – non-competes really are of another era and egregiously unfair.

This week the NAB announced that they were not in favor of the FTC ruling to ban non-compete clauses that prevent radio talent from crossing the street. The FTC is proposing the ban on non-competes for a broad section of industries compelling dozens of industry lobbies to sign a letter to Congress in opposition to the ban.

The lobbyists’ letter says that the FTC’s rule would invalidate millions of contracts around the country that courts, scholars, and economists have found entirely reasonable and beneficial for both businesses and employees. “Accordingly, we ask you (Congress) to exercise your oversight and appropriations authority to closely examine the FTC’s proposed rule-making.”

Government interference with the practices of any industry, especially in the area of freedom of competition, is never a good idea. The NAB and other industries believe banning non-competes constitutes FTC overreach. And that is a solid argument. However, the NAB also suggests that broadcasters present a unique case for non-compete clauses due to the “substantial investments broadcasters make in promoting on-air talent.” That’s where they are grossly behind the times.

Maybe in TV. But it has been decades since any radio company has made any investment in promoting their on-air talent. Do you have a $500 “name” jingle? Where are the billboards? Whatever happened to TV and newspaper ads?

Non-competes are deployed in most industries to protect trade secrets. All of radio’s trade secrets are on the air!

Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com.

Industry News

Edison Presents 25th Edition of The Infinite Dial Study

Edison Research presented the result of its The Infinite Dial 2023 study during a webinar on Thursday (3/2). It represented the 25th anniversary of the study that Edison says is “the longest-running survey of digital media consumer behavior in America.” When the study debuted in 1998, 31% of Americans had internet access compared with 95% in 2023. In 1998, half of households had a computer, compared with 91% of Americans in 2023 who carry a computer – a smartphone – with them all the time. Other findings from this year’s edition of the study include: 1) 75% of Americans 12+ have listened to online audio in the last month; 2) Among U.S. adults age 18+ who have ridden in a car in the last month, 37% are listening to online audio in the car, up from 32% last year; 3) 42% of Americans 12+ have listened to a podcast in the last month, a new all-time high and up from 38% in 2022; and 4) 38% of U.S. adults age 18+ who have ridden in a car in the last month say they listen to podcasts in the car, up from 32% in 2022. Edison Research VP Megan Lazovick says, “After two previous annual studies that showed clear effects from the COVID-19 disruptions, the trends in audio and social media habits seem to be back on pattern. The growth of online audio and podcasting to record high levels is exciting to reveal.” See more about the study here.

Industry News Uncategorized

TheVerge: Why iHeartMedia’s Conal Byrne is Bullish on Podcasting

Conal Byrne, the CEO of iHeartMedia Digital Audio Group, spoke with Nilay Patel about the podcasting industry at TheVerge’s recent Hot Pod Summit. In the wide-ranging interview, Byrne says iHeartMedia’s structure with its radio group part of the Multiplatform Division and podcasting part of the Digital Audio Group does not limit how the two interact. “To be clear though, there’s a whole lot of fluidity between these segments. One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. We have this mantra at the company that ‘Any seller can sell anything any day of the week wherever they live and work,’ and that has rung pretty true. That’s driven most of our growth in podcasting over the last two, three, four years at the company.” He also credits iHeartMedia’s history as a radio company with educating him about how radio personalities have developed the art of conversation. “But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium.” Read the full story here.

Industry Views

Monday Memo: 5 Ws + $

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineLocal news sponsorship is an opportunity to “fish for whales,” institutional advertisers who can associate with something special. And, well-done, local news sure is special, because:

New-tech audio competitors don’t do it, and most AM/FM broadcast hours are now robotic.

Newspapers are in a tailspin swapping print dollars for digital dimes; and their – and TV stations’ – websites aren’t as portable as radio.

And it’s easier to add occasions of listening than to extend duration-per. Translation: There’s very little we do can keep someone in a parked car with the key on Accessories.

First things first: Plan NOW for The Big Story. In a recent column here I outlined the “break the glass” plan you should prep.

 As for day-to-day local news:

Who are you talking to? Habitual radio users – especially news/talk – are older-than-younger. Think Baby Boomers (born 1946-1964), who control most retail spending. And report information that matters to people with children of any age living at home (super-spenders) and people driving (what’s happening right now, and what threatens to block their path). Think “car radio” for busy people and you won’t turn-off anyone sitting-stiller.

What: INFLATION, health and safety, “survival information” (weather = news). Jim Farley, my successor managing WTOP, Washington, hung a sign in the newsroom: “WGAS,” his litmus test for relevance, “Who Gives A Shit?”

Where: What’s happening within your signal pattern? And when everyone’s buzzing about a big story elsewhere, localize by asking pertinent sources “if it happened here?” and Man-on-the-Street interviews (local accents) reacting.

When: What JUST happened…what’s happening right NOW…what happens NEXT. When you’re wall-to-wall, do frequent resets, because people believe your promos, and are tuning-in to know. Other times, specific goal: Each newscast sounds different than the last.

Why it matters to your listener: News people I coach will chisel this onto my tombstone: Report consequence, not process. Don’t give me the minutes of the City Council meeting, tell me how what-was-discussed will impact me. Rewrite press releases, which aren’t easy on the ear (“The public is asked…”), tend to be process-laden, and are often self-congratulatory.

Longtime ABC News executive Av Westin, one of two industry icons we lost in 2022: “I believe the audience at dinner time wants to know the answers to three very important questions: Is the world safe? Is my hometown and my home safe? If my wife and children are safe, what has happened in the past 24 hours to make them better off or to amuse them?”

Tips:

— Emulate your network’s writing style.

— HIGHLY recommended reading: “Writing Broadcast News: Shorter, Sharper, Stronger” by Mervin Block.

— Rewrite to favor The Magic Words “you” and “your” and avoid third-person-plural (words like “residents”). Instead of “Business owners interested in applying for these loans should contact…” say “If you’re a business owner…”

— Arrange with a local TV station (“our news partner NBC28”) to use their sound, in exchange for attribution (which will enhance their standing and serve to promote their newscasts).

I am encouraged by how much 2022 work sought me out, asking that I review stations’ local news copy, and work with the local newscasters whose work can habituate listeners and make money.

Make your work count twice.

— When you’re covering a meeting or event, ask people there something else too. “How are YOU feeling inflation?”

— Say WHERE you gathered comments. “We spoke to shoppers leaving Star Market in West Springfield.”

Al Primo, inventor of “Eyewitness News,” who also passed away last year: “People can tell their stories better than we can write them.”

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

The Power of Magical Contesting

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

Radio is good at contests. TV and print suck at contests. However, when listeners are asked why they tune to radio, contests are at the bottom of the list.

Contests are at the bottom because the question is not worded correctly. Dozens of focus groups reveal that nobody admits to entering radio contests. Wrong question. We changed the question: “Most people enter radio station contests, which ones have you entered?

Nine out of 10 hands shot up – all groups all demos. Every time.  That’s not the news. The news is that all participants STILL HAD THE PRIZE.  Yes, they kept it as a valued treasure.

The contesters remembered the station, the time they won and the DJ, even if they won 20 years ago. Why? Because it was their brush with show business magic. Radio makes magic. The more magic radio makes, the greater its engagement with listeners.

There is no magic awarding “$1,000 in our national contest.” Imagine following the $1,000 station promo with a news story about $2 billion Powerball drawings. Radio cannot compete for prize money, but radio can compete with magic. Yes, the research will show that most people want to win cash, but radio can’t give away enough cash to be memorable or emotional. Radio can make magic with creativity for very little money.

At the end of this column I’ll share with you the most magical contest ever produced by a radio station. To make magic first dive into the list of needs in a person’s mind. In 1974! I launched the first PAY YOUR RENT OR MORTGAGE contest. It was on WOR-FM in New York City.  Every winner came to the station to pick up their check and made the same statement, “I bet no one else had a bigger rent.” The rent or mortgage payment looms so large in our collective brain that it is overwhelming. What else looms large in your listener’s brain -solve the need, award the prize. Turn the $1,000 cash from corporate into something cool and top of mind.

For true engagement, award a specific element from your station or show. For example, Robert Clotworthy is the VO announcer on History Channel’s Ancient Aliens and The Curse of Oak Island. You know the voice. Clotworthy is a frequent guest on my show, “Sterling on Sunday.”  As a prize, we offer Robert to voice your voice mail greeting: “IS PETER A REMNANT FROM OUR DISTANT PAST? ANCIENT ALIEN THEORISTS SAY…LEAVE A MESSAGE.”

Every winner will be asked by their friends “How did you get that???”

Three keys to a successful contest: The prize, the prize, the prize. Very important: The magic of the right prize benefits the overall appeal of the station to every listener, not just contest players. That urgent suggestion is rooted in this astonishing fact first revealed by early PPM data: Contest players are primarily contest players. The PPM measures actual people and actual behaviors. Most contest players float to ANY station offering contest prizes. When the contest is over, the players migrate to the next station offering a contest prize.

This is the most magical contest ever produced, please listen to the whole, humbling aircheck. https://youtu.be/yt3io2nFlt4

 Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com.

Industry News

KNX-FM, Los Angeles Produces Town Hall on Post-Pandemic Learning

Audacy’s all-news KNX-FM, Los Angeles produced a live town hall on Tuesday (2/21) titled, “A Generation Lost,” that brought together students and experts to illuminate the unseen impacts of the Covid-19 pandemic on education and the workforce. The one-hour event was held in the Audacy SoundSpace on Los Angeles’s Miracle Mile. Mike Simpson, host of “LA’s Morning News” on KNX, and Charles Feldman, host of “KNX In Depth” and “LA’s Afternoon News” served as moderators. Audacy Southern California regional president Jeff Federman says, “There is no issue of more universal importance to our communities. It was important that we use our platform at KNX News to ensure parents and teens know they’re not alone in adjusting to a new reality.” Panelists included students Montserrat Hidalgo, Sarah Mian, and Alex Bielanski who discussed their first-hand experiences of how the pandemic shutdowns affected their education, social development, and mental health. Other panelists were Long Beach Unified School District superintendent Jill Baker, UCLA director of undergraduate admissions Gary Clark, Los Angeles Trade Tech College dean Chito Cajayon, and Stanford University professor Sean Reardon. You can see it on demand here.

Industry News

NPR Announces Workforce Cuts

As reported by NPR’s own David Folkenflik, the public radio corporation is announcing it will trim its workforce by about 10%. NPR CEO John Lansing revealed the plans to staffers in a memo. Folkenflik reports that the laying off of at least 100 staffers is due to “the erosion of advertising dollars, particularly for NPR podcasts, and the tough financial outlook for the media industry more generally.” Lansing writes, “When we say we are eliminating filled positions, we are talking about our colleagues – people whose skills, spirit and talents help make NPR what it is today. This will be a major loss.” The story goes on to state, “On an annual budget of roughly $300 million, Lansing says, revenues are likely to fall short by close to $30 million, although that gap could reach $32 million.” Folkenflik notes, “The layoffs are in keeping with an increasingly grim landscape for media companies over recent months. Vox Media cut jobs by 7%; Gannett and Spotify by 6%. The Washington Post, owned by Amazon founder Jeff Bezos, eliminated its Sunday magazine and a handful of other jobs. After becoming part of Warner Bros. Discovery, CNN cut hundreds of jobs and killed off its brand-new streaming service, CNN+.” Read Folkenflik’s piece here.

Industry News

Edison Research Releases Black Podcast Listener Report 2.0

According to the Black Podcast Listener Report 2.0 from Edison Research with SXM Media and Mindshare USA, 43% of the Black 18+ population in the U.S. has listened to a podcast in the last month. Edison says that percentage is larger than the percentage of the overall 18+ population that reports listening to a podcast in the last month, which is 38%. Other findings of note from the study include: 1) Black women podcast listeners are more likely to be monthly listeners and Black men podcast listeners are more likely to be weekly listeners: Among Black monthly podcast listeners, 55% are women, but among Black weekly podcast listeners 52% are men; 2) Many Black monthly podcast listeners have begun listening to podcasts recently: 48% have been listening to podcasts less than a year; 27% have been listening less than six months; 3) 34% of Black monthly podcast listeners have stopped listening to a podcast they used to listen to regularly, but creators can address some of the reasons why: 24% of those who stopped listening said it was because the show stopped producing new episodes, 20% said they forgot about the show between seasons, 12% said the host offended them; and 4) Black weekly podcast listeners are more likely to engage with podcast advertisers than the overall U.S. weekly podcast listener: After hearing an ad on a podcast they regularly listen to, 61% of Black weekly podcast listeners (compared with 49% of U.S. weekly podcast listeners) recommended a product to a friend or family member; 68% of Black weekly podcast listeners (compared with 63% of U.S. weekly podcast listeners) gathered more information about a company or product; 52% of Black weekly podcast listeners (compared with 44% of U.S. weekly podcast listeners) purchased a product or service. Find out more about the report here.

Industry News

WWO: New Data Shows Sports Listeners More Engaged

In a new blog post from the Cumulus Media | Westwood One Audio Active Group reveals data from new studies of the AM/FM radio audience for play-by-play sports. Westwood One says, “Two new studies reveal while NCAA March Madness games are available both on TV and AM/FM radio, each broadcast has a very different audience profile. The TV audience consists of casual sports fans. The AM/FM radio play-by-play audience is far more passionate and engaged. This distinction has a significant impact on advertising effectiveness.” Highlights of the analysis include: 1) NCAA Basketball AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and are younger than the average American; 2) The NCAA March Madness AM/FM radio audience is highly engaged with sports: MRI Simmons finds NCAA March Madness AM/FM radio listeners attend many sporting events, seek out sports information on their phones, and are likely to play fantasy sports. The high levels of engagement translate into greater advertising effectiveness; and 3) NCAA March Madness AM/FM radio listeners are likely to make purchases across key consumer categories: AM/FM radio delivers consumers who are likely to buy a new or used vehicle, switch insurance providers, move residence, and refinance their mortgage. See the complete study results here.

Industry News

Boston Sports Talker Tony Massarotti Apologizes for Racist Joke

Tony Massarotti – one half of the afternoon drive duo of “Felger and Mazz” on Beasley Media Group’s WBZ-FM, Boston “98.5 The Sports Hub” – apologized yesterday (2/20) for the racially “insensitive” and “hurtful” comments he made on Friday’s program. The Boston Herald reports that Massarotti’s co-host Mike Felger was broadcasting remotely from a business center in a New Orleans hotel in which two Black people were sitting behind him. Referencing a previous trip to New Orleans in which Felger’s vehicle was stolen, Massarotti asked Felger if the two could hear him and when Felger replied that they couldn’t, he said, “OK, so I would be careful if I were you because the last time you were around a couple of guys like that, they stole your car.” During his apology on Monday, Massarotti said he gets why the joke, intended to be poking fun at Felger, was wrong. “It didn’t come off that way. It came off as something far broader and ignorant, and I’m regretful of that… I sincerely apologize, and I will do my best to make sure it never happens again.”Read the story in the Boston Herald.

Industry News

Nashville Post: How Outkick Reshaped Nashville Sports Talk

Michael Gallagher of the Nashville Post writes about the sports talk trio of Jonathan Hutton, Chad Withrow and Paul Kuharsky – known as “Midday 180” while working at Cumulus Media’s sports talk WGFX-FM – their ultimate decision to join Clay TravisOutkick and the effect that had on the Nashville sports talk scene. Hutton says of their decision in 2021 to go with Outkick, “The timing was perfect, but we also had a chance to grow what we were already doing. We didn’t have to leave Nashville. We own our intellectual property; you don’t have that with radio companies. We’re able to form our own show company, so to speak, and we’re part of the much larger grand scheme of Clay’s vision.” Gallagher’s piece looks at the digital frontier the trio began exploring with Outkick and chronicles their return to the Nashville airwaves. Read his complete story here.

Industry Views

Pending Business: Being Realistic About Podcast Revenue

By Steve Lapa
Lapcom Communications Corp
President

It looks like the podcast business is hitting those ever-present speedbumps.

No, I am not predicting a demise. I’m just asking why there weren’t a few more hardball questions.

If you sell or manage with eyes wide open, you’ve already read what the February 15 New York Times article chronicled. The cutbacks, drops, and hiring freezes hitting the double-digit-growth podcast business has some in the radio business saying, “Told ya so.”

Who has the chutzpah to say that to Tom Brady and Michael Strahan of Religion of Sports, or Michelle Obama of “The Michelle Obama Podcast?” When your bank account is on fumes, you speak the economic truth. The formula of star power driving unique audio content didn’t instantly convert to super-sized audience levels attracting super-sized revenue. What did VOX, Spotify, Amazon, NPR and other well-respected players miss?

— Never assume, (because assuming…) An out-of-the-box assumption listeners would pay for content to create a separate income stream, didn’t really take. Even the most aggressive marketer would think twice before assuming that listeners generating millions of downloads of free podcasts would suddenly pay to listen. Maybe a select few passionate followers would, but could you change the historic perceived value of the masses? When it comes to paywalls for play, be sure to test, adjust, and re-test before you project income.

— Ad sales sell out levels. A typical podcast has about a quarter of the inventory available in a typical hour of most news/talk and sports talk programs. Yet despite podcasts with limited inventory and higher CPM for host-read ads inside the podcasts, the projections from those well-respected companies tanked. The reason is elegantly simple. Too much podcast inventory chasing too few dollars.

— It’s the economy, stupid. Thank you, political strategist James Carville. The story goes the phrase was on a sign in Bill Clinton’s campaign headquarters and helped Clinton beat Geroge Bush in 1992. Did any of the gurus consider the economy?

— Who would have thought print newspaper sales have something in common with podcasts? Did anyone consider the impact of endless ad inventory becoming a commodity despite celebrity content? Never easy to predict which celebs will convert from the big screen or TV to podcast audio.

I had the privilege of producing cast members of Discovery’s “American Chopper” in a 39-episode podcast series. Even those crazy motorcycle dudes were challenged bringing their millions of TV and online fans to the podcast world. Hindsight is 20/20. Let’s never stop learning so we can always aim for higher earnings.

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: Sound Popular

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineWeekend ask-the-expert shows can be a powerful marketing tool. In a recent column, I outlined how attorneys – an industry where supply exceeds demand – can differentiate from competitors’ look-alike billboards and often-tacky TV spots.

And, well-coached, brokered weekend hours can drum up lots of business for financial advisors, and how-to hosts fielding calls on a variety of other topics. For years, an EXTERMINATOR has done Saturday mornings on WPRO-AM, Providence, and the guy’s a rock star.

Tip for weekend warriors: Record every call you take. Build a library.

— With a trove of pre-recorded calls, you can recycle previous live calls, to get-the-ball-rolling, and steer the conversation into your lane. And sounding so popular implies your authority.

— With all we do to make your weekend show “appointment listening,” you don’t want to disappear when you’re on vacation.

— When you assemble the show that airs in your absence, do include the appropriate disclaimer, but avoid the “Best of” cliché that screams “re-run.” Instead of simply repeating a previous show intact, make it a true best-of, with calls that were on-topic and particularly helpful.

— And rather than repeatedly saying “Don’t’ call,” let the board op thank those who do call (off-air); or if calls ring-through to voicemail, use it to collect callbacks, deepening your collection.

— You can also repurpose calls into topical FAQ podcasts, to-which you Tweet links, and promote on-air and to your email database.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “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.” Follow HC on Twitter @HollandCooke

Industry News

White Sox Pitcher Threatens Audacy’s “670 The Score”

In a story being reported by numerous sources, including by FOX News here, Chicago White Sox pitcher Mike Clevinger – who is being investigated by Major League Baseball after allegations of domestic abuse – is threatening legal action against Audacy’s sports talk WSCR, Chicago “670 The Score” after his accuser appeared on the “Parkins & Spiegel” show. Olivia Finestead is the mother of Clevinger’s 10-month-old who went on the radio show to discuss the allegations against Clevinger, a move he called “really trashy of them. That was some lowlife material right there.” He was also quoted saying, “My lawyers are paying attention. My lawyers are getting in contact with them, and they probably already sent a cease-and-desist for defamation. So [they] just got themselves involved in this, too, so good for them.”

Industry News

Cumulus to Pay $1 Million to Settle ERISA Suit

The publication Pensions & Investments reports that Cumulus Media Inc., is agreeing to pay $1 million to settle a lawsuit filed by seven former employees whose complaint alleged that the fee practices and investment selections of Cumulus Media’s 401(k) plan violated ERISA. The settlement document states, “Defendants specifically deny any such liability and wrongdoing and state that they are entering into this settlement agreement to eliminate the burden and expense of further litigation.” It also says, “The plaintiffs believe that all claims ‘have merit,’ but they decided to settle due to ‘the inherent risks, difficulties and delays in complex ERISA litigation such as this.’” The settlement requires court approval. The Pensions & Investments report says, “The plaintiffs sued in December 2022, alleging that the defendants ‘did not try to reduce the plan’s expenses or exercise appropriate judgment to scrutinize each investment option that was offered in the plan to ensure it was prudent.’…The Cumulus Media 401(k) Plan, Atlanta, had $260 million in assets as of Dec. 31, 2021, according to the company’s most recent Form 5500 filing.” Read the full story here.

Industry News

Top News/Talk Media Stories for Week of February 13-17

The recent incidents of unmanned “objects” and potential “spycrafts” flying over North America and the U.S.’s shooting down of several was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the state of U.S.-China relations in the aftermath of the U.S.’s shooting down of a likely Chinese spy balloon, followed by former South Carolina Governor Nikki Haley’s entrance into the 2024 presidential race, tied with the numerous legal issues facing former President Donald Trump at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed on news/talk radio during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Axios: Talk Radio Landscape Two Years After Limbaugh’s Passing

A piece by Sara Fischer in Axios looks at the state of conservative talk radio two years after the genre’s putative founding father Rush Limbaugh passed away, leaving a literal and figurative void in the industry. Talk media practitioners are aware that the occasion of Limbaugh’s passing gave rise to a number of conservative talk personalities as they battled to fill the midday radio time slot occupied for so many years on more than 600 stations. In the bigger picture, Fischer writes, “Today, no one radio host commands the same level of power and influence that Limbaugh did, but a number of new voices are emerging — blending the reach of traditional and digital platforms — and collectively proving to be more powerful in shaping conservative opinion for younger audiences.” TALKERS magazine publisher Michael Harrison is quoted in the piece saying, “The world is changing and there are questions as to how Limbaugh, had he lived and remained healthy — based upon his mindset and his approach to the business — would have remained as pertinent as he was. He was not as flexible when it came to social media and some of the other forms that it takes right now to be a media presence as opposed to just a radio presence.” Read the entire article here.