Monday Memo: The 2026 Case for Weekend Talk Radio
By Holland Cooke
Consultant
Time Spent Listening to podcasts has now surpassed TSL with spoken word radio. And both are fraught.
Anyone can do a podcast, and everyone seems to be. How to get found/subscribed-to/shared?
- And in this listen-when-ever-you-want culture, basing Return On Investment in a brokered-time weekend ask-the-expert radio show that only reaches real-time listeners is increasingly dubious.
So, I’m helping podcasters I work with to do both. To amplify the impact of all the work you put into a podcast, make radio your content engine.
Yes, radio, for two big reasons:
- Credibility, because? Anyone can do a podcast. But being on broadcast radio makes you seem “real.” The station delivers you an existing audience that trusts its information, supports its advertisers, and listens habitually. You are live, interactive, and “car radio.” And interview guests will be easier to attract to your on-air show than to a podcast.
- As a podcaster, you are already an audio publisher – but you’re doing all the work yourself, reckoning what’s relevant to your listeners – a slow, lonely way to build an audience. Host a call-in radio show, and everything changes. Your callers and guests become the content pipeline that makes your podcast more than just you-talking. Their questions position you as an authority and offer proof of what your audience wants. No guesswork. No blind spots. Just nonstop relevance that keeps listeners leaning-in, coming back, and sharing your podcast with friends.
This 1 + 1 can = lots more than 2, when your show and podcast promote each other; and as this process repurposes content to social media, E-newsletters, video, and other online resources. Here’s the schematic: http://getonthenet.com/workflow.png
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
conservative or liberal – depending on the channel – all-news radio’s audience is almost perfectly balanced. Audacy adds that it matters when it comes to election season. “While most national news platforms reach consumers who already lean one way or another, all-news radio’s neutrality makes listeners more willing to hear a message – even from a candidate they might initially distrust. The Alter Agents study found that 77% of listeners considered all-news advertisers to be ‘trustworthy’ simply by running adjacent to the content.” 
“designed to help brands reach and engage multicultural audiences across today’s digital media landscape.” AURN CEO Chesley Maddox-Dorsey says, “AURN has always been committed to helping brands connect authentically with multicultural audiences. Our partnership with AdGrid allows us to expand that connection beyond audio and into the broader digital ecosystem, giving advertisers new ways to reach these influential audiences with scale, cultural relevance and measurable results.”
last 9 years. Being your voice, using my platform to speak up for you, to take on the powerful, the connected, the politicians, has been the greatest honor of my professional life. You have responded with incredible ratings and support of our advertisers that stood behind me. In the process we have formed an unbreakable bond. In the end, the show was always about us. In a battle together. I also want to thank those of you who have written letters in support of me the last 3 weeks. I was so moved by the outcry demanding this beautiful thing we’ve forged together keep going at the place we made it happen. If you want the answers why it will not occur, that’s a question for Urban One. We have some amazing things coming soon! Our bond is so much bigger than any singular platform or frequency. You have proven that in recent weeks. I can’t wait to tell you all about our new opportunities together in the near future. In the meantime, thank you for all YOU have given to me the last 9 years. Your loyalty and dedication allowed me to live out my boyhood dream. I will never be able to thank you enough.” Kendall hasn’t publicized his plans for the future but appears to be leaning toward a digital platform as he’s continuing to post Indiana and Indianapolis news via social media.
strategy, cross-platform partnerships, and digital growth to strengthen the company’s competitive position to ensure long-term success.” Beasley Media Group CEO Caroline Beasley comments, “Kevin’s deep experience across broadcast, digital, experiential, podcasting, and sports makes him uniquely qualified to lead our revenue strategy. His proven ability to scale platforms, grow teams, and deliver results on both a national and local level will be instrumental as we continue to evolve and innovate for our clients and communities.” LeGrett says, “I’m excited to join Beasley Media Group at such an exciting time. Beasley’s commitment to local communities, strong culture, and forward-thinking approach to media – especially its transformation across digital, streaming, and multiplatform platforms – aligns perfectly with my passion for building innovative, integrated solutions that drive real impact for advertisers and listeners alike. I’m excited to help lead the next chapter of growth.”
Podcast” joins SiriusXM’s The Megyn Kelly Channel for same-day distribution of Carolla’s daily show, Tuesdays through Fridays at 7:00 am – 9:00 am ET. PodcastOne co-founder Kit Gray states, “PodcastOne is thrilled to extend our relationship with Adam and his ‘The Adam Carolla Show.’ Adam has paved the way for podcasters around the globe and his podcast is continuously growing with audiences and with advertisers. We’re proud to be working alongside one of the greatest in the business as he sets the tone for success in the genre.”
dashboards and API access that support automated reporting and portfolio-level insights. The collaboration will also support select broadcast attribution initiatives within Audacy’s radio portfolio, complementing existing measurement partners. Audacy president of digital sales Michael Biemolt says, “Audacy consistently strives to deliver measurable results for advertisers, and our partnership with Podscribe further strengthens that promise. With enhanced attribution and transparency across our portfolio, we’re giving clients even greater confidence in how Audacy drives performance at scale.”
We sell advertisers the attention we earn, and earning it has never been tougher. When we design client stations’ billboards, we’re not “writing a 60” or “a 30,” or even “a 10.” It’s a one-second spot. At a glance, someone driving needs to understand what the station delivers, and why to listen.
their local market. Bonneville says, “The platform brings together Arizona Sports, Seattle Sports, Denver Sports, Sactown Sports, and KSL Sports in Salt Lake City, delivering more than 63 hours of live sports programming every day across audio, video, digital, and social channels.” Bonneville president and CEO Tanya Vea adds, “Bonneville Sports Network gives advertisers both flexibility and scale. Our network reaches fans wherever and whenever they engage with sports, across every platform. Advertisers can now leverage that strength in a way that aligns with their goals, whether they’re pursuing national reach or meaningful local impact.”
These aren’t just bulletin boards. They’re extensions of your station, where listeners expect to be acknowledged and advertisers expect to see results.
president and CEO John Rosso says, “Sharon has been instrumental in our continued success at Triton Digital, and her promotion to chief revenue officer is a reflection of her exceptional leadership, strategic thinking and proven ability to drive results. Her track record in scaling audio technology platforms and her deep understanding of the evolving digital landscape will be invaluable as we accelerate our global growth and deepen partnerships with audio publishers and advertisers.”
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
“creative quality is the number one sales driver” and this is often a surprise to advertisers and media agencies who think media tactics (targeting, reach, etc.) drive the most sales. It’s for good reason that everyone wants high brand awareness. A major study from TikTok reveals the greater a brand’s awareness, the greater the purchase conversion. Brands with high aided awareness have 2.86x greater conversion rates compared to low awareness brands. But not all categories operate similarly, Podscribe says that purchase conversion varies widely by advertising category and advises that it’s important to understand the purchase conversion benchmarks for your product category. 
The addition of these stations fits perfectly into our late founder, my father, Thomas H. Draper’s motto that it is our moral obligation to serve our audience and advertising partners.” In a press release, Draper says it currently operates WBOC-TV, FOX21, WRDE-TV, Telemundo Delmarva, Antenna TV, My Cozi TV, The DSN Sports Network, and multiple FM radio stations across the Delmarva Peninsula. Speaking for seller Forever Media, president Lynn Deppen comments, “We are proud of the legacy these stations have built in their communities and grateful to our dedicated teams who have served listeners with passion and professionalism. We are confident that Draper Media shares our commitment to local broadcasting and will continue to provide outstanding service to audiences and advertisers alike as these stations enter an exciting new chapter.” The transaction is expected to close in the third quarter of 2025, subject to approval by the FCC.
ad-supported media campaign. Among the findings is that in order to ensure that digital audio buys are effective, marketers should commit news/talk and sports stations because they represent 28% of all 25-54 AM/FM radio streaming audiences. Among 25-54s, spoken-word formats have a massive 28% streaming share, 2.4 times larger than the overall spoken word share of 12%. The news/talk format has a 6.7% share of total AM/FM radio listening. The streaming share for news/talk is 15.4% — more than double its total share. The sports format has a 12.5 share of the streaming audience, 2.5 times bigger than its overall 5 share. Further, the data indicates that for the 18-34 demographic, sports and news/talk streaming is a combined 19.6% share. 
Right now, dozens of well-suited, over-priced, unpleasant lawyers are fighting in Hollywood over the title credit their client should receive on a movie, TV show, or book cover. Placement within the credit roll at the end of a show is a battleground of egos and legalities. Part of the process of securing proper credit is governed by multiple union rules negotiated by multiple unions and corporate dictates of corporate masters. (You don’t get to be CEO of Paramount by being a nice guy.)
Radio sells advertisers our listeners’ attention. For a hundred years, our inventory has largely been commercials. Now, as our wandering audience leads us to more revenue channels, are we hooked on spots?
There has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.
Metrics and “Share of Ear” Report, MRI-Simmons, Screen Engine/ASI, Podscribe, and Magellan AI. Four of the key findings from this are: 1) Podcast ad campaigns are too light: No brand is coming close to “saturating” podcast audiences; Brands should allocate 5% of digital budgets to podcasting; 2) After five years with a median age of 33 to 34, podcast audiences finally age to 36, reflecting broader appeal with older audiences; 3) Screen Engine/ASI: Podcast audiences offer CTV advertisers significant incremental reach; and 4) Podcasts tighten their grip on audio audiences: Among podcast listeners, 35% of all audio time spent now goes to podcasts. 
success of our digital transformation strategy led to a 10.4% year-over-year increase in same-station second quarter digital revenue, partially offsetting ongoing challenges related to softness in the audio advertising spot market. Digital revenue accounted for nearly 22% of total second quarter revenue, in-line with our full-year 2024 goal of 20% to 25% of total revenue. On the new business front, our dedicated sales teams are leveraging the audience reach and engagement of our platform to attract new advertisers. We have and will continue to see the benefit of political revenue through the end of year, and at the same time, we are taking aggressive action to address near-term challenges through expense management initiatives, which drove approximately $2 million in expense savings compared to the prior year. We expect to achieve $10 million in annualized expense savings.”
When it comes to advertisers who cancel, Elon Musk said it loud and clear at the NY Times Dealbook Summit, “Go F-Yourself.” He claimed advertisers who objected to content on X were “blackmailing him with money” by canceling ad campaigns on his X platform.
Today, consultant Holland Cooke writes, “With 850-plus confirmed 2024 tornadoes – just halfway through the season – each night’s network TV newscast can make you “thankful that we don’t live THERE…” And with more gnarly weather on the way this week across much of the USA, he reckons that, “regardless of your format, your station can be the weather button that listeners will push, and advertisers can sponsor.” And he suggests a tactic proven over 80 years ago. 
says that key points for advertisers to know about podcast listeners include: 1) More people than ever are listening to podcasts: 67% of the 12+ population has ever listened to a podcast; 47% of the 12+ population are monthly podcast listeners and 34% are weekly listeners; 2) Listeners are spending more time than ever with podcasts: In 2014, out of the daily time spent listening to all audio by those age 13+, 2% was spent with podcasts. In 2024, that number more than quadrupled and podcasts now account for 11% of daily time with audio. Twenty-three percent of weekly podcast listeners spend 10 hours or more listening to the medium each week; and 3) Podcasts reach all generations: 29% of kids age 6-12, 59% of those age 12-34, 55% of those age 35-54, and 27% of those age 55+ are monthly podcast listeners. 
Actor Hugh Grant’s Tweet called it “The destruction of the human experience. Courtesy of Silicon Valley.” He was reacting to Apple’s 
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.”
Ratings – and advertisers’ results – reward what listeners remember, what sticks-out, not clichés that blend-in. So, avoid blah-blah-blah such as…
It’s complicated, this whole Federal Trade Commission ruling potentially banning the non-compete. Considering where you stand on the non-compete concept, it’s really all about evaluating the five “C” profile of your media business.
The media headlines are dizzying these days, yet they all share one common thread. See if you can solve this puzzle.
Will video save the radio star? I hope so.
Is that host read you are pitching “baked-in?”