Tag: advertisers

Industry Views

Monday Memo: Sell Yourself a Schedule

By Editor | by Editor

By Holland Cooke
Consultant

imI asked my pal, longtime radio seller, now retired: “How often were you asked, ‘How much would you charge for ONE commercial?’”

“Many times!” he guffawed. “I told ‘em ‘Keep your money! It won’t work!’” And he would explain to the prospect that repetition is the key to radio advertising.

Pitch like your happiest advertisers

Smart reps schedule commercial flights using the Radio Advertising Bureau’s Optimum Effective Scheduling formula (OES), because “message retention and recall begins after three exposures.”

Don’t stop there. I don’t know WHEN I’ll need to buy a tire, but when that next nail finds me, I know WHERE I will buy, because that retailer advertises enough to own “tires” in my mind. Purchasing a whole car is more foreseeable, and I’ve read that it takes many buyers 90 days to pull the trigger. So, if the copy is just right, always-on always works.

Programmers: Are you selling your station, on its own air, with the frequency we preach to clients? And – no matter how often you freshen your imaging – is the benefit statement as consistent as the many ways “Liberty-Liberty-Libbberty” assures us “you only pay for what you need?”

im

Sales 101: “Your best prospect is…”

Say it with me: “…an existing customer.”

To be clear: Nothing you say on-air will add cume, because the only people who hear your imaging are already listening.

Hey, who wouldn’t want a bigger budget for billboards over the Interstate? But it’s…the Interstate. Many who give it a glance (at most) don’t even live here. Some of those who do might give you a try. And whether they do or whether they don’t, there’s very little you can do to keep them sitting in a parked car, listening. So how can we invite them back more often?

Tip: On-hour news appointments, “a quick [name of network] update, throughout your busy day” as the world we live in has listeners wondering “What NEXT???” This is increasingly useful for music stations, with music now commoditized by non-broadcast competitors.

Rip me off

On-air promos accomplish three things:

— Defining the station, labeling your button in the listener’s mind.

— Asking for more occasions of listening, thus the newscast tip above.

— Listeners REMEMBER having-listened. Not just opportune in diary markets, where we want diarykeepers to round-up. 😉 In PPM markets, awareness drives use. So, in both cases, ratings are a memory test. And this matters even if you don’t subscribe to ratings, because advertisers need prospects to hear that tire commercial multiple times.

So, it’s worth your time to review all imaging and promos now airing. Of each piece, ask yourself: What does this accomplish? Does this convey why/when/how the listener should/can listen more often?

To hear 21 examples of imaging work I’ve done for client stations, click “DO listeners understand why to spend more time with you?” at HollandCooke.com

OK…ONE exception…

I asked my bud, who sold a lotta radio for a lotta years: “What if the request to buy ONE commercial was a pop-the-question surprise, to air when the hopeful groom knew she would be listening?”

“Ka-CHING!” he winked, “and I’d nick him good! You know what that ring cost?”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Your Trusted Voice: How to Attract New Clients More Efficiently than Competitors Who Spend a Fortune on Advertising.” Follow HC on Twitter @HollandCooke

Industry News

iHeartMedia: Study Reveals Disconnect Between Consumer and Marketers

By TALKERS | by TALKERS

iHeartMedia and Malcolm Gladwell’s Pushkin Industries release the results of a study conducted by Morning Consult and Advertiser Perceptions that explores the growing disparity between consumer values and behaviors and marketing priorities in the U.S. They say that the report “underscores the increasing urgency for marketers to reset and realign their marketing and media plans with American consumers to ensure the success of campaigns in an increasingly polarized post-COVID economy.” iHeartMedia chairman and CEO Bob Pittman comments, “This research is a reminder of how different we marketers are from today’s consumers, especially post-pandemic. Based on these results, we need to challenge ourselves as we build marketing and media plans to be sure we use real consumer data and not just trust our instincts and personal experiences. These personal biases are too detached from the consumers most marketers are trying to engage, and which are often behind major marketing misfires. This study aims to level-set the conversation to benefit both our audiences and advertisers.” Some of the key findings from the report include: 1) While 40% of consumers report that they’ve never heard of NFTs, that number drops to 0% for marketers; 2) 62% of consumers have never heard of the TV show “Succession,” while less than 5% of marketers have never heard of “Succession”; and 3) Almost one-third of consumers have never heard of pickleball, while all marketers [surveyed] have heard of pickleball. The findings were presented by iHeartMedia’s Conal Byrne, CEO of iHeartMedia’s Digital Audio Group, and author and podcaster Malcolm Gladwell at iHeartMedia’s AudioCon 2023 on Wednesday (9/13).

Industry Views

Pending Business: Pulling the Rug Out from Under

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

imWhen was the last time you went shopping for a quality living room rug? Not an oriental, because that is just too easy. We’re talking high quality living room rug that will blend in and stand the test of time… and the dog. Next to fighting with a credit card company, it’s the worst shopping experience ever.

Try this at home when you have nothing better to do. Chances are you want to find the rug of your dreams, so you check out the major department stores. Up the escalator, walk through home furnishings and an employee may or may not be available. Most likely not, so you head to an adjacent department, and someone sends someone who barely knows the product and selection.

This scenario is repeated at most major department stores today, so off we go to our favorite furniture store where rugs are an accessory, like belts in the men’s store. No go here. Time to head over to the carpet, tile, and rug store.

Employees here are a bit more available and knowledgeable, but the quality and selection are just not quite right. Time for the expensive specialty store where expertise and service are #1 and so is price. $10,000 for that!

Time for the online experience to take over with countless purchase options, reviews, and confusing virtual reality options. This is getting painful. The attempted purchase is frozen in frustration. What does this have to do with what we do? Live and learn.

— Are you always available for your advertisers? When business is soft you lob in a mandatory attempt and move on. When business is through the roof, are you quick to return a call or open a new door?

— Do you simply walk through the same motions, or reflect the energy and enthusiasm of an exciting program lineup? Think of the rug seller, flipping through those rugs. Boring!

— Do you earn the price or just blame the boss? Since day one, some sellers find it easier to blame the boss instead of earning the value proposition.

— Are your advertisers frozen in frustration? Feel free to use the phrase that pays. Defrost that frozen decision maker before your competitor does.

A great program director once told me, the best on-air talents observe life with a pad and pen. Their notes come to life when the mic goes on. The same is true for great sellers and managers. Every purchase experience can improve your next call.

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: We Have a Winner

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imTHE Best Bit I’ve Heard This Month was by Gene Valicenti, morning host, WPRO-AM/WEAN-FM, Providence.

Among advertisers he endorses: Pinnacle Discount Center, where TV prices are SO low ya wonder if the merch’ is hot. It was a hole-in-the-wall before Gene tripled its business… not a tough sell when every customer gets to “Spin the Wheel!” on the way out for even-deeper discounts or a FREE bonus TV.

“You’ve got an uncle in the TV business,” Gene says, and “Uncle Bill” gives him TVs to award listeners who chime-in on topic du jour each morning.

im

As Amazon Prime Days began, Gene spontaneously texted Uncle Bill – not a set-up, I’m told – challenging him to beat Amazon deals. ONE MINUTE later, Uncle Bill replied: “Yes! 15% less for any same-model TV Amazon is offering.” Even if nobody took him up on the offer, the gesture slam-dunks this retailer’s category ownership.

Even if you aren’t making a station advertiser a hero: How can YOU localize The Big Story?

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

Industry News

Greenville’s News/Talk 98.9 WORD Adds Erick Erickson Show

By TALKERS | by TALKERS

Audacy announces that WYRD-FM, Greenville, South Carolina “News/Talk 98.9 WORD” adds the WSB, Atlanta-based, syndicated Erick Erickson show to the 12:00 noon to 3:00 pm time slot, effective tomorrow (6/21). Audacy Greenville-Spartanburg SVP and market manager Steve Sinicropi says, “With the arrival ofim Erick Erickson as the new afternoon talk show host on WYRD-FM, an unsurpassed team of talent will serve the Upstate, north Georgia and western North Carolina. Erick’s thought-provoking discussions, unyielding insight and captivating presence will be a welcomed addition to our listeners and partners. Erick will complete News/Talk 98.9 WORD’s incredible lineup, allowing us to provide unmatched content for listeners and the largest and most effective platform for advertisers.” Erickson is syndicated via Compass Media Networks.

Industry News

IAB: 2022 Podcast Revenue Rises 26%

By TALKERS | by TALKERS

At this year’s IAB Podcast Upfront, the IAB released the results of its U.S. Podcast Advertising 2022 Revenue & 2023-2025 Growth Projections study and concludes that “podcasting continues to be one of the fastest growing digital channels, growing two times faster than digital advertising overall.” The report, byim PricewaterhouseCoopers LLP, “quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2025.” The study says the top revenue-generating content genres are Sports (15%), Society & Culture (14%), and Comedy (14%) and have taken the lead from News and Political Opinion content (down from 19% to 12%). IAB VP, media center Eric John says, “In-person sports, lifestyle events, and in-store shopping have come back in a big way, taking the lead from news which held the top revenue genre spot since 2018. Podcasting revenue naturally reflects that shift in consumer behavior and it will be interesting to watch how the balance changes going forward.” He adds, “Both mass and niche advertisers like the audiences, targeting, and ROI along with the brand-safe and suitable environments that podcasting offers.” See the complete report here.

Industry News

iHeartMedia Expands Branded Podcast Studio

By TALKERS | by TALKERS

iHeartMedia announces that it is launching Ruby, the first dedicated team of its kind from a major media company committed entirely to the production, sales and marketing of branded podcasts. The company says it has “built one of the fastest-growing slate of branded podcasts globally with 30 original series from major brands such as T-Mobile, IBM, Intuit QuickBooks and Mattress Firm,” and that the “launch of Rubyim represents an expanded commitment to one of iHeartMedia’s most premium products allowing advertisers to engage audiences with creative, longform native content.” iHeartMedia goes on to say, “Ruby’s branded podcasts allow advertisers and their brand partners to spend upwards of 30-45 minutes with their target audience in a unique environment, with opportunities for storytelling that are not possible anywhere else in their media mix including social video. With distribution across the iHeartRadio app and all other major platforms, native podcasts from Ruby connect brands to audiences by translating brand messaging, products and services into original and engaging stories that audiences love.” See more about Ruby here.

Industry News

Audacy Releases Fourth State of Audio Guide

By TALKERS | by TALKERS

Audacy releases its latest “State of Audio” guide. This fourth installment of the company’s bi-annual e-book explores audio’s impact throughout the brand funnel, from awareness and intention to action. Highlighting case studies from today’s biggest brands, the guide gives advertisers a look into how they can use radio, podcastsim and streaming for everything from brand awareness to consumer purchase. Audacy chief marketing officer Paul Suchman says, “Audio holds the title as the undisputed leader of brand-building channels – working its magic with the one-two punch of massive reach and beloved and trusted personalities. But if you’re thinking of Audio as just a top-of-funnel play – good for sparking a conversation but not driving conversion – think again. The truth is the game has expanded in recent years and audio is now a truly multi-purpose platform. Thanks to precision targeting, authentic influencers whose listeners follow them across channels, and advanced measurement, marketers are uncovering the best-kept secret in media – audio’s ability to drive impact at every funnel stage.” See the “State of Audio” guide here.

Industry News

Bill Frady Named Late Morning Host at 106.3 WORD, Greenville

By TALKERS | by TALKERS

Audacy’s Greenville, South Carolina news/talk WYRD-FM “106.3 WORD” names Bill Frady host of the 10:00 am to 12:00 noon program. Frady has been with the station hosting the Sunday program “LockNLoad” and serving as a fill-in host. He now expands his role with the station to the new daily program, “Straight Talk with Bill Frady.” Audacy Greenville-Spartanburg SVP and market manager Steve Sinicropi states, “Bill Frady has provided great content doing swing shifts on ‘106.3 WORD’ for years. Bill is a native Greenvillian, a recognized firearms expert, and a tremendous conservative voice that will complement WYRD-FM’s incredible news and talk talent lineup. Adding Bill Frady to our full-time, on-air team will provide great content for listeners and new opportunities for advertisers. I look forward to hearing Bill on the air and on the station’s expanded 100,000-watt signal.” Previously, Audacy announced the plan to move WORD’s talk programming to the 98.9 frequency in which the station will be branded “News/Talk 98.9 WORD.”

Industry Views

Monday Memo: Who? When?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Does anybody really know what time it is? Does anybody really care? YES.

— Myth: Call letters are less important in PPM markets than in diary markets, where that diary is a memory test.

— Fact: Call letters and timechecks are MORE important in metered markets, because there aren’t enough meters. Every…single…one…matters a LOT. And awareness drives use.

Sure, listeners wear watches, and tote smartphones, and there’s a clock in the dashboard. We’re not timechecking because they don’t know.

— Timechecks help make the station habit-forming. They teach listeners what-we-do-when.

— Timechecks imply that busy people (the ones advertisers want as customers) will be on-time if they listen. “WINS News Time…” on New York’s iconic All-News station sets a tempo.

— And timechecks are local information. Syndicated hosts forced to say “[minutes] before the hour” remind us that they’re somewhere else.

Graphics - Logo

In its 1960s Top 40 heyday, WABC’s promos boasted that more people listened every week “than any other station in North America!” And shortly before his untimely death, retired PD Rick Sklar told me the simple secret of his success.

— He compared the Arbitron ratings diary to “that little blue book you got in school when there was a quiz. There are two questions on the quiz: What did you listen to? And when did you listen?”

— Back then, most stations used turntables, but WABC already played music on carts. And right there, at the end of the song, there was a WABC jingle, and an ear-splitting “DING!” because timechecks were “WABC Chime-Time.”

— So “we gave them the answers to the quiz,” by DJ-proofing the station. Even if the jock was going song-to-song, he had to jump-in and timecheck.

And you are…?

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

iHeartMedia Debuts Podcast Brand Safety Tool

By TALKERS | by TALKERS

iHeartMedia is launching new brand safety technology for podcast advertising powered by Sounder. iHeartMedia says it is the first to go live with Sounder’s AI and Machine Learning (ML) technology, giving brands episode-specific safety assurance, a level of precision previously unavailable in podcast inventory, at scale. Sounder says its technology is the first to help advertisers deem if a podcast episode is brand safe before an ad runs, enabling advertisers to plan and execute campaigns with confidence. iHeartMedia chief data officer Brian Kaminsky says, “Audio had been without a truly operative brand safety tool that gave advertisers the ability to run without risk at a national scale. The process was labor intensive, fragmented, and often failed to deliver the level of protection brands truly needed. We looked at every potential solution in the industry, and Sounder’s technology is far ahead when it comes to brand safety and suitability. This new tool changes the future and opens up endless possibilities. Brands are now able to opt out of content they deem unsafe and inappropriate. Our partnership with Sounder has set a new benchmark for transparency in audio advertising that has been long overdue.”

Industry Views

Maximizing Impact for Sponsors

By TALKERS | by TALKERS

By Michael Berry
Host, The Michael Berry Show
KTRH, Houston – iHeartRadio
Independent Syndication

Growing up in a small town, “word of mouth” was the most powerful form of advertising. It could make – or break – a business.  Malcolm Gladwell’s important Tipping Point book explained that movements, pandemics, and other things that “catch on” do so because of the influence of “connectors” – people who are asked for their opinion. Today, the media world likes to call them “influencers.”

For 17 years, I’ve entertained listeners on the radio and on podcast. Our show has built what many in the industry tell me is an impressive business model. Like Gladwell, I created our own vocabulary and I am strident in enforcing the use of it. Because words matter. I explain to companies that they are our “sponsors,” not “advertisers.” I explain that they put their name behind our show, just as I do for them. In a commercial break stop-set that will be several “commercials” for “advertisers,” but only a couple of my “endorsements.” I don’t speak for a company unless I believe in what they do and how they do it. Likewise, I encourage listeners to send me feedback on their experience with my show’s sponsors. I forward those to the sponsors, either with a request that they address the shortcoming in the service or an attaboy for a job well done.

Listeners tune in to radio, particularly talk radio, to hear the opinions of the host. The host’s opinion matters. If he shares his opinion on movies he likes, foods he enjoys, political candidates he supports, that opinion can affect what the audience does. It is also true that – if his recommendation is trusted by the listener – it can affect the choices the audience makes when they buy something or hire someone to perform a service. But it has to be an “endorsement.”

The radio industry, for many, many years, failed to recognize the value and power of an endorsement. Sellers would sell advertising to clients and get the on-air talent to read the copy points the client (or agency) wrote. Often listlessly, just reading. That is not an endorsement. It is not a host suggesting to his audience where he would personally buy a new door for his home, or take his wife for dinner. If, however, the “read” (a term that reflects that the host is simply reading words someone else wrote) were instead an endorsement, he wouldn’t need all those details. Instead, with just the name of the company, and the owner, and the phone number, as well as what category they are in, he would be able to speak for 30 seconds about why that business is special, why he would (and hopefully has already) use them.

An endorsement is a stamp of approval. It says you believe in someone or something. If an endorsement is really an endorsement, it doesn’t need new copy points to be “freshened up.” It doesn’t include discount offers, seasonal sales, “get in quick before they run out” scares, or other silly tricks Americans long ago learned to ignore. Using that language kills credibility. If I ask you where I should buy my car, and you have a dealer you believe in, you’ll refer me to them, and, if you really like them, call them yourself and ask them to take care of me. “Hook me up” as the kids say. I’m not going anywhere else after an endorsement like that.

Radio (and podcast) has a big future, because of the connection audiences have with hosts. Why abuse that connection? Why cheapen it? Sales reps should understand that and make it part of their pitch. My best sales reps literally dial up companies in industries I identify and start with the question, “Do you listen to The Michael Berry Show?” If the answer is no, I don’t want them as sponsors. I want folks who understand why I’m controversial, why my audience listeners, what my values are.

Radio and podcast’s future is dependent on a sound business model that understands what makes us special, unique, and better than other forms of media.

Here is my list of suggestions to sellers and hosts, in hopes of facilitating better results for show sponsors:

— Sellers should never pitch a client without asking the talent first.

— Talent should not endorse a company without researching and approving them.

— Talent should tell sellers what sorts of things they WANT to endorse. Guns, cigars, home improvement, cars, medical. The best endorsement is something the talent will use himself. An avid gun owner is going to present a very compelling (and effective/profitable) endorsement for a gun range he visits once a week. Look at how weight loss sponsors have profited when the host follows their program and endorses it on air.

— If a sponsor isn’t committed to a yearlong relationship, don’t do it.  It ruins credibility to change the endorsement inside the same category. Again, credibility is everything.

— Talent should develop personal relationships with sponsors. They can help listeners this way and the sponsors become show content.

— The value of talent to the station is far more than just ratings. Half my audience is 55+, so the 18-34 or 25-54 rating is less useful to me.  But when show sponsors stay on air for 10 or more years, it is a ringing endorsement that what we do works. They vote with their dollars. The whole point of ratings was to show agencies how many people listened, in hopes that that vast listening audience would respond to the commercials they hear, thus monetizing the show, right? Why not go straight to the “dollars in (from the sponsor), dollars out (listeners spending money with sponsors)” model?  Show sponsors who get tangible results from their partnership with talent don’t cancel their buy.

— Openly discuss how much money a talent brings into the station. The programming side of radio loves to talk about things that don’t generate dollars, while the sales side is often disconnected from the actual product they are selling.  Fix that.

Michael Berry is a longtime, high-ranking member of the TALKERS Heavy Hundred. He’s heard daily on KTRH, Houston and across the country on his own independent network.  Michael Berry can be emailed at michael@michaelberryshow.com.

Industry Views

Pending Business: How Are We Doing?

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Talkers Magazine - Talk radioHow might we better serve you in the future? How would you rate our service?

These are two common questions you will see on many restaurant info cards as you pay for your meal. After all, the restaurant business is fundamentally based on great food and great service at a reasonable price. Think about this: If either of those two basic components, food (product) and service are missing, you are outta there!

Our radio/audio sales business is based on the same thing: great product and great service at a reasonable price. Yet, why is it you will never find yourself or a manager asking those questions as a part of your regular follow-up or follow-through routine? Oh sure, there is the ever-present pre-sell, “How can we help?” as your advertiser mutters, “lower rates,” under their breath. But seriously, no one above or below your pay grade can process or properly evaluate the answers to the two service questions posed, let alone act intelligently on the response. Could it be we still think our sales and management roles are rooted in show business and if we put on a great show delivering great ratings the advertisers will follow?

Some advertisers will show up, others need to be sold. With Zoom, Teams, programmatic, AI and other initiatives gaining more and more traction, the service improvements in salesmanship is becoming a lost art.

Time to hit the pause button, step back and learn from our friends in one of the oldest business categories on planet earth: hospitality. Let’s learn.

— Ask for feedback as you “serve.” Since my first meeting, my mantra for sellers and sales management was and still is, “How are we doing?” Go back to your winning and losing sales calls. Even managers should review meetings that did or did not move sales and ask, “How can I better serve______?”

— One step at a time. If you could improve just one thing to better serve an advertiser, what would it be? What could it be? Do you even know?

— Do you care? Ouch! Now that is a hard core, in-your-face question. Comfort zones are just so easy to occupy, we rarely push forward.

My real-world experience happened years ago when I asked our advertisers what we could do better to serve them. Many host-read advertisers wanted times sent to them in advance so they could hear the talent in real time. Every one of those advertisers became longterm fans. Do you send your advertisers host-read times in advance? Sometimes, it’s the little improvements that win big dollars when it counts.

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 News

PodcastOne Partners with VersusGame for Gamification

By TALKERS | by TALKERS

LiveOne subsidiary PodcastOne is partnering with VersusGame to offer its listeners “a fun and innovative way to engage with PodcastOne’s network of award-winning and top-ranked podcast hosts through gamification. Powered by VersusGame, PodcastOne has launched MiniGames on their platform, enabling their listeners to watch and answer prediction and opinion-based questions to win rewards.” The company says, “This endeavor marks an exciting introduction into gamification and monetization for PodcastOne, its host talent, and advertisers allowing them to create or sponsor relevant and topical content for fans that will reside on PodcastOne.com. MiniGames created by PodcastOne show hosts will also be distributed across the vast VersusGame MiniGames Network which includes over 900 verified hosts.” PodcastOne president Kit Gray says, “Our partnership with VersusGame is another way for us to capitalize on fan engagement. It’s a wonderful opportunity for us and for our hosts to engage with fans in an interactive way.  Offering users the chance to win financially, while also generating internal revenue is a win for everyone. Bringing gamification into the PodcastOne world brings our listeners into our shows in a whole new way. Now they get to engage directly with show hosts and participate in the conversation. It elevates the listener’s experience like never before.”

Industry Views

Pending Business: Your Trial Balloon

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

Talk radio - Talkers MagazineIf you float a trial balloon, expect it to be shot down.

And to make the story driving the news headlines a better metaphor for our sales world, it should be noted that gathering information is always part of our mission. Sellers and managers should be floating trial sales balloons all the time.

Consider how many times we talk to our best advertisers to float an idea, a package, picking up a known talent or play-by-play rights to a popular team. But here is where the news story and our sales world take different forks in the road. Although the woods are full of downed sales balloons, it’s a good thing. Because in our sales world downed trial balloons mean we’re trying new things, communicating with our advertisers and not rocking along in the comfort zone. It also means some of these trial balloons make it to reality and become innovative ideas and viable sales opportunities.

I have certainly floated my share. There is a strategy behind floating a trial sales balloon to help you get the result you need. How do you improve the odds of a trial balloon becoming a sales reality? Here are some field tested tips:

— Determine your goals before you start. It’s so important to know what you’re looking for. Pricing input? Viability? Excitement? Sometimes sellers are so excited they misread the advertiser’s enthusiasm level. The reverse is also true. Sellers can be lukewarm as they focus on the transaction ahead instead of the first stage advertiser input.

— Ask permission. This is very important yet most sellers and managers never think about the advertiser reaction. What if they just don’t want to be surveyed? Always ask first.

— Confirm the confidence. Be sure everyone in your loop understands the trust you show in seeking their input.

— Keep your “ask” simple. You are asking for input. The simpler the ask, the cleaner the input.

— No commitments. Be clear the conversation you are having is early-stage preliminary to test the waters only. You are not even close to asking for a commitment, just sharing ideas and looking for input.

— Who wants to know? Be ready with the right answer.

Sellers and managers have been in the trial balloon business since the first ad was sold. Be sure to review your pre-flight check list before launching that next trial balloon.

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: “Try this…”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Companies hire consultants to avoid experiments. We improve results by customizing and implementing Best Practices proven elsewhere. So, I’m about to break a rule, because advertisers in a super-opportune category have become a noisy blur.

Personal Injury: The gift that keeps-on-giving

Legal representation of purported victims of fender benders, slip-and-fall accidents, and other “injuries caused by the negligent, careless, or reckless actions of others” is an industry in which supply exceeds demand. Thus, all the outdoor and TV advertising. And too little radio.

In the Providence, RI TV market I watch at home, this category stands shoulder-to-shoulder with look-alike automotive spots in sheer dollars over-spent. And their message is the same on billboards:

— The attorney’s head shot (also a real estate agent cliché); and

— 6-figure settlements touted.

Because they’re all shouting the same thing, they resort to tactics:

— Attorney Rob Levine is “The Heavy Hitter,” and runs enough TV that viewers in Southern New England can sing the jingle: “The Heavy Hitter is the one for you. Call one-eight-hundred-law-one-two-two-two.” To his credit, it’s a different phone number than his web site offers, so he can track TV results.

— Easier to remember: Bottaro Law: 777-7777.

Watching local Las Vegas TV while at CES recently was a deep dive into Law advertising. The pitch from several I saw was we charge less, like a shameless radio competitor dropping-trou’ to get the entire buy.

If we don’t win, you don’t pay

 “What are your rights? What is your case worth?” Possibly a cash amount divisible-by-3, if that’s the attorney’s contingency.

Those expensive nationally syndicated TV spots (customized for the local firm) depict fearful insurance executives eager to settle. And the attorney may threaten that, “if they don’t, we’ll beat ‘em in court.” Baloney, that’s the last thing the lawyer wants. Too time-consuming and risking a losing verdict.

Like radio commercials, attorneys’ inventory is perishable

— We can’t sell yesterday’s empty spot avail; and lawyers’ closing opportunity is “B.I.S.,” Butts In Seats for that free, no-obligation consultation, in-person, where the seller goes for the close.

— If nobody was sitting in that chair today (“intake”), no sale.

— And that’s how attorneys are missing a bet not using radio.

“The lawyer is in, the meter is off”

 That’s the proposition when they field listener calls in brokered weekend talk radio shows.

— DONE RIGHT, these shows can run-rings-around TV and outdoor ROI.

— Forgive caps lock in that last sentence, but it’s a crying shame how – at too many stations – the audition for pay-for-play weekend talkers is the-check-didn’t-bounce. One of the things I do for client stations is coach-up weekend warriors — in hosting fundamentals that are second-nature to us — but not to non-career broadcasters. Results = renewals. Otherwise brokered hosts churn, a management distraction, and upsetting listening habits.

— Occasionally, in markets where I don’t even have a client station, I’m working with lawyers (and real estate agents, financial advisors, foodies, and other ask-the-expert hosts), because nobody at the station is doing airchecks with them.

— No billboard or tacky TV spot can humanize the attorney – and demonstrate the comforting counsel – like eavesdropping on a conversation with a caller’s relatable situation.

Think “sales funnel”


We know how to make the phone ring, specific dance steps. The more callers, the better.

— When lines are full, screeners can choose callers whose dilemma is in the attorney’s lane. If, for instance, the host specializes in Personal Injury (or “Family Law,” translation divorce; or another specialty), calls about real estate transactions are off-topic.

— Do this right, and – before the host can offer – callers will often ask “May I call you in the office on Monday?”

Admittedly, this is an experiment…

…because I am frustrated witnessing all this noisy me-too advertising.

Personal Injury cases are he-said-she-said. So try this, and tell me if it works.

— Sales 101: That first call is Needs Assessment, right? Know the prospect’s pain.

— Yet too many radio reps resemble Herb Tarlek, telling the station’s story. Amoeba-shaped coverage maps and ratings rankers and rate cards all look alike…like Law firm marketing.

— I’m telling any attorney willing to listen to make four words the centerpiece of the marketing message, and they’re the same four words that turn callers into clients for weekend talkers: “Tell me what happened.”

The Free Prize Inside: Podcasts

Lifting weekend calls to repurpose as on-demand audio is digital marketing value-added.

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

Clyde Bass to Lead iHeartMedia’s New Texas/Arkansas Area

By TALKERS | by TALKERS

iHeartMedia names Clyde Bass area president for its newly formed Texas/Arkansas Area. The region consists of more than 48 stations across 10 markets. Bass is responsible for all operations in Beaumont, Waco, Bryan, McAllen and Corpus Christi, Texas and Fayetteville, Fort Smith and Little Rock, Arkansas, along with Wichita, Kansas and Springfield, Missouri. iHeartMedia division president Nick Gnau says, “I am so excited to add Clyde’s leadership to an already strong cluster of markets in Texas. Clyde’s passion for our industry, his knowledge of our products and the success he has shown through many roles with iHeartMedia make him the perfect fit to lead this newly formed Area. I look forward to seeing these areas continue to succeed as one.” Bass most recently led the Arkansas Area. He comments, “It’s been my honor to be involved for the last 10 years with some of the legendary stations that I grew up listening to here in Arkansas, and now to be reunited as area president with the team in Texas makes me even more energized over what iHeartMedia provides to advertisers and listeners.”

Industry News

Edison Research to Present Boomer and Gen Z Podcast Reports

By TALKERS | by TALKERS

The company announces that it will present two podcast studies in the first quarter of this year. “Hit Play, Boomer: Podcasting’s 55+ Opportunity” from NPR and Edison Research focuses on podcast listeners age 55 and older. The study explores what Edison terms “this oft-overlooked but highly influential demo” and their podcast listening behaviors. “The Gen Z Podcast Listening Report” from SXM Media and Edison Research “provides an in-depth look at the podcast habits and motivations of the elusive and much-desired Gen Z listener.” Edison vice president Megan Lazovick says, “Everything we do at Edison Research works to drive the audio space forward with the highest quality data. We believe these two studies will help advertisers understand the opportunities for audio to reach these two important generations and of course help the media companies who can deliver these audiences.”

Advice

Monday Memo: #NABShowNY

By Editor | by Editor

By Holland Cooke
Consultant

 

NEW YORK — Lots of long-time-no-see hugs among 9,500 of us at the Javits Center as the National Association of Broadcasters resumed its October event – like much of life, interrupted by COVID – and increasingly pertinent to radio.

Though long-timers long for the days when the exhibit hall was populated by jingle gypsies, Hiney Wine, and bumpersticker and T-shirt vendors, we now find the teleprompters and studio lighting and cloud software that are becoming tools of the trade for radio broadcasters who leverage their transmitter brand to take content (and advertisers) everywhere consumers consume us.

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Advice

Monday Memo: #NABShowNY

By Editor | by Editor

By Holland Cooke
Consultant

 

NEW YORK — Lots of long-time-no-see hugs among 9,500 of us at the Javits Center as the National Association of Broadcasters resumed its October event – like much of life, interrupted by COVID – and increasingly pertinent to radio.

Though long-timers long for the days when the exhibit hall was populated by jingle gypsies, Hiney Wine, and bumpersticker and T-shirt vendors, we now find the teleprompters and studio lighting and cloud software that are becoming tools of the trade for radio broadcasters who leverage their transmitter brand to take content (and advertisers) everywhere consumers consume us.

(more…)

Front Page News Industry News

Monday, August 22, 2022

By Editor | by Editor

Saga Communications CEO Ed Christian Passes. The company announces that its founder, chairman, president and CEO Ed Christian passed away on Friday (8/19) after a short illness. Warren Lada, a member of Saga Communications’ board of directors and former COO, has been appointed by the board to serve as the Interim CEO. “The Board is confident that Warren’s vast experience in the broadcast industry as a sales representative, sales manager, general manager, vice president of operations and ultimately as COO of the company will fill the void that Ed leaves as the company prepares for the next chapter in ‘Saga’s ongoing adventure.’” Saga says that Christian founded the company in 1986 and has fostered its growth to owning 79 FM radio stations, 35 AM radio stations and 80 translator stations in 27 markets. Under his leadership the company became a publicly traded company in 1992 and continues to be traded under the ticker symbol “SGA” on the Nasdaq stock exchange. The company adds, “The broadcast industry has lost a pioneer and giant. Saga expresses its heartfelt condolences to the Christian family and Ed’s friends and colleagues. Ed will be missed but not forgotten. He is and was a true radio broadcaster that never lost sight of his ‘true north’ in an industry he loved.”

Monday Memo: “Stay Safe.” “Because these are NOT normal times,” consultant Holland Cooke follows-up last week’s column about leveraging the news half of the news/talk format, with specific imaging copy points. Read it here.

 

Pending Business: This Is Urgent. Radio sales pro Steve Lapa writes in today’s column Apple’s announcement it will soon sell approved advertisers space on the “Today” page of the App Store is a super-sized version of radio’s call-to-action ads. He says copywriting 101 and radio sales 101 intersect at the call-to-action and he offers six points to prove its efficacy. Read it here.

 

KWAM Celebrates 75 Years of Service to Memphis. News/talk radio station KWAM-AM, Memphis “The Mighty 990” – owned by Starnes Media led by talk media industry personality and best-selling author Todd Starnes – threw a bash to celebrate its 75 years of service to the Memphis market. Pictured above at right are some of the 300 people who attended the event.

FBI Raid/Documents Investigation, Midterms/2024 Presidential Race, The Economy, Russia-Ukraine War, CDC/COVID/Monkey Pox, and Extreme Weather Among Top News/Talk Stories Over the Weekend. The aftermath of the FBI raid on former President Donald Trump’s residence at Mar-a-Lago and the documents investigation; the November midterm elections and speculation about the nominees for the 2024 presidential race; inflation, the financial markets and the Inflation Reduction Act; a car bomb kills Darya Dugina, the daughter of Alexander Dugin, the “spiritual guide” to Russia’s invasion of Ukraine; the CDC’s announced overhaul, the rate of COVID cases and the concerns over Monkey Pox; and the nationwide drought & the Texas floods were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Advice

Monday Memo: News = Dog, Talk = Tail

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — This Civil War now so clearly unfolding around us was roiling long before it erupted on January 6. We’ve seen it coming on stilts. So – regardless of whether or how Donald Trump is held accountable in various predicaments now escalating – expect few minds to change.

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Sales

Pending Business: When Controversy Strikes

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Is someone out there in talk radio land ready to help us understand the new boundaries of controversy in talk radio?

A little help here, I’m getting lost.

Abortion laws will quickly become a leading topic again as states begin to weigh in on laws. Social media is already buzzing about Brittney Griner’s sentencing and what about her stance on honoring our National Anthem? The January 6 hearings continue to produce new fodder for talkers as the Russia-Ukraine-China-Taiwan storyline is on the radar — literally. Those topics don’t touch what’s happening in your neck of the woods. Somewhere along the way one of your local talent or nationally syndicated talent will say something that will offend listeners, sponsors, or both.

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Sales

Pending Business: Halftime

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Halftime is over.

July is here and Q3-Q4 is looking a little foggy. The crystal ball is clouded with recession, inflation and new competition.

The good news is by now you’ve met with your manager and second half adjustments are in place. You have agreed on the course correction expectations and the game plan that will help you power through the dynamics of a constantly changing business environment.

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Advice

Monday Memo: Inflation Hacks

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — If you’re old enough for Medicare,* you’ve seen this movie before. In the early 1970s, gasoline – adjusted for inflation – was more expensive; and in the 80s, interest rates hit 20%.

Younger? You feel like you’re witnessing history. Either way, Inflation is changing listeners,’ and advertisers,’ and OUR lives, in almost every way. Rather than joining the blame-game unison, I will be using this column for the entire month of July to offer solutions, dozens of ways you can share on-air, and use yourself.

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Advice

Monday Memo: Leapfrog Legacybox

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — National media does well selling products, most of which aren’t manufactured locally. Local media does best selling services, which are inherently local. National advertisers selling services are disadvantaged, because the Help Wanted sign is everywhere, the U.S. Postal Service is crippled by politics, and supply chain issues haunt every industry.

Example? One of network radio’s biggest advertisers, currently disappointing me and countless others. And I see opportunity.

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Front Page News Industry News

Tuesday, May 10, 2022

By Editor | by Editor

Townsquare Media Reports Q1 Net Revenue Up 13%; Tops Pre-COVID Net Revenue by 7%. For the first quarter of 2022, Townsquare Media is reporting net revenue of $100.2 million, an increase of 13% over the same period in 2021 and an increase of 7% over the same period in Q1 of 2019. Townsquare is also reporting net income of 2.74 million for Q1 of 2022 compared to the loss of $6.1 million it reported in the first quarter of last year. Townsquare reports in three segments: 1) Subscription Digital Marketing Solutions – including its subscription digital marketing solutions business, Townsquare Interactive. That segment reported revenue of $21.8 million, an increase of 15% over Q1 of 2021; 2) Digital Advertising – marketed externally as Townsquare Ignite that includes digital advertising on its owned and operated digital properties and its digital programmatic advertising platform. That segment reported revenue of $29.2 million, an increase of 16.6% over last year; and 3) Broadcast Advertising – including the company’s local, regional, and national advertising products and solutions delivered via terrestrial radio broadcast (plus other miscellaneous revenue associated with the broadcast advertising platform). That segment’s revenue was $48.1 million, an increase of 7.7% over the same period a year ago. Townsquare CEO Bill Wilson states, “I am proud to announce our strong start to 2022, with net revenue, Adjusted EBITDA and net income increasing year-over-year by +13%, +10%, and $8.9 million, respectively. In addition, net revenue and Adjusted EBITDA exceeded our previously issued guidance due to strong growth and strong margins. As a Digital First Local Media Company, our first quarter performance was driven by our digital platform and solutions, with total digital revenue increasing +16% year-over-year in the first quarter (representing 51% of our total Q1 net revenue) and total digital Adjusted Operating Income increasing +11% year-over year (representing 55% of our total Q1 Adjusted Operating Income). As we move forward, we expect double-digit digital net revenue growth to continue at strong margins, fueling our overall growth and subsequent debt reduction, from 4.66x net leverage today to 4.0x by year end. We are also pleased to re-affirm our 2022 guidance and our 2024 digital revenue target of at least $275 million. These results and confidence in our outlook are due, in part, to the fact that Townsquare is the only local media and digital marketing solutions company of scale focused principally on markets outside of the Top 50 in the United States, a vital differentiator for our company. Our new reporting segments highlight the profit characteristics of our digital platform, which is essentially equal to those of our broadcast platform, each with profit margins of approximately 30%. While we view local radio as an extremely valuable asset with significant and attractive cash flow properties, unparalleled consumer reach, and an important and trusted local connection to our audience and communities, it is not our primary growth driver. With approximately half of our total revenue and profit coming from digital today, we have a strong digital growth engine that will drive significant and consistent growth in the coming years. It is our belief that as a Digital First Local Media Company providing a detailed breakout of our digital revenue and digital profit, Townsquare should be afforded a sum-of-the-parts valuation that gives credit to our digital assets.”

 

MIW Launches State Broadcasters Partnership Program. The non-profit organization Mentoring and Inspiring Women in Radio, Inc., dedicated to the advancement of female leadership in radio broadcasting, announces a new national program designed to create mentorship opportunities in every state in the union. This three-to-five-year strategic plan exponentially expands the organization’s mentoring outreach across the United States. The first pilot program partners MIW with the Minnesota Broadcasters Association to create, “Mentoring and Inspiring Women in Minnesota.” MIW’s long term plan includes establishing close working relationships with leadership from all interested state broadcasters associations and broadcasters across the country to create mentorship curriculums for female professionals in radio broadcasting. With MIW’s guidance, these state-centered programs will be based on the tenets, structure, and best practices of MIWs broad array of successful and established mentoring opportunities. MIW Board president Ruth Presslaff says, “This program is designed to dramatically expand our mentorship outreach. We couldn’t ask for a better first partner than president Wendy Paulson and the Minnesota Broadcasters Association as we work toward a mentee in every state. Cheers to the first. Forty-nine to go!” Find out more here.

 

TALKERS News Notes. When the Radiodays Europe conference takes place in Malmö, Sweden May 15-17, Beasley Media Group CEO Caroline Beasley will take part in two sessions. She will participate in a special one-on-one session titled, “American Regional Radio in the Digital Age,” hosted by Benztown president Dave “Chachi” Denes. In addition, Beasley will take part in the “Audio Summit” panel, featuring Sibyle Veil (CEO Radio France), Linda Pamgren (CEO Bauer Media Sweden) and Cathinka Rondon (head of Radio-NRK). The session will be moderated by Folder Media creative director Matt Deegan…..The nationally syndicated, weekend shooting sports program “Tom Gresham’s Gun Talk” adds WBIN Media’s WTPL-FM, Hillsborough, New Hampshire and Berkshire Broadcasting Corp’s WLAD-AM/W231DJ, Danbury, Connecticut to its roster of affiliate stations. The program is syndicated by Talk Shows USA…..Chicago-based MediaTracks Incorporated sells “Radio Health Journal” and “Viewpoints Radio” to American Urban Radio Networks, LLC. The two weekly public affairs programs are syndicated on a total of nearly 1,500 stations in more than 200 U.S. markets. Bob Heymann of the Chicago office of Media Services Group served as the exclusive broker for the seller in this transaction…..Audio content, marketing, and advertising services firm Gemini XIII, joins forces with Diversion Podcasts through an investment that will grow Diversion’s offerings under a new premium podcast network called Diversion Audio. Diversion Audio will become Gemini XIII’s content division. The division will leverage sister company Diversion Books’ publishing assets and author relationships to offer a focused content model it says is unique to podcasting: expanding IP from books, authors, and personalities into the podcast medium as original audio content across both high-frequency episodic shows and engrossing narrative limited series. Gemini XIII co-founder and CEO Spencer Brown says, “Through Diversion Audio, we will build upon the successful franchises and proven track record that Scott [Waxman] and his talented team have created at Diversion Podcasts. Together with our recent acquisitions of Phantom Producer and The Infinite Agency, Gemini XIII is well-positioned to optimize these premium assets and capabilities to build and grow a new breed of audio company. The creation of Diversion Audio advances that strategy considerably. We think podcast listeners and readers alike will love what they hear as we launch new podcasts tied to Diversion’s expansive intellectual property library.”

 

The Economy, Russia-Ukraine War, Roe v Wade, Midterms/Trump & the GOP, COVID-19, Vicky White/Casey White Manhunt, and Western Drought/Texas Wildfire Among Top News/Talk Stories Yesterday (5/9). The falling Dow and NASDAQ, the high price of gas & food, and concerns about a full-blown recession; Russia’s invasion of Ukraine and concerns about Vladimir Putin’s health and willingness to use nuclear weapons; the aftermath of the leak of a draft of the Supreme Court’s ruling to overturn Roe v Wade; the November midterm elections and Donald Trump’s influence over the GOP; the rate of cases, hospitalizations & deaths from COVID-19; the manhunt for Alabama corrections officer Vicky White and convict Casey White ends; and the drought in the U.S. West and the Texas wildfires were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.

Sales

Pending Business: Howdy Partner

By Editor | by Editor

By Steve Lapa
Lapcom Communications Corp
President

 

PALM BEACH GARDENS, Fla. — Somewhere along the line someone changed the lyrics.
Our advertisers, our customers, became “partners.” Now that’s weird.

Do our advertisers (customers) really want a partnership in the true sense of the word? Or do our advertisers want what everyone else wants: maximum value at the best price?

Supermarkets don’t call shoppers partners, yet we are regular spenders seeking value for the dollar, same with the gas station. No partners at the produce section or the gas pump, just us regular customers.

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Front Page News Industry News

Monday, May 2, 2022

By Editor | by Editor

Monday Memo: R.I.P. Bill Balls. “He’s the Central Casting baritone, shouting or growling-through whatever promo copy the station sends.” And consultant Holland Cooke warns that “because radio ratings – and your advertisers’ results – are a memory test, conformity is detrimental to station imaging.” In this week’s column – and now that we’re a Month into the MLB season – HC points to baseball’s unlikeliest success story as a template for freshening station imaging. Read it here.

 

Pending Business: Drop These Excuses to Earn More. Radio sales pro Steve Lapa writes in today’s column about two tired old excuses that no seller should be uttering in today’s media landscape. When negotiating rates, are you still arguing with your client using the phrases, “We don’t give it away” and “We have hard costs?” If so, Steve explains why this is dated and is only harming your potential commission. Read more here.

 

Sarah van Mosel Named EVP of iHeart Audience Network. Digital audio revenue pro Sarah van Mosel is named executive vice president for iHeartMedia’s iHeart Audience Network. She was most recently chief revenue officer at Stitcher, where she led podcast revenue strategy across SiriusXM, Pandora and Stitcher. The iHeart Audience Network is iHM’s new audience-based buying service that provides advertisers with inventory “sourced from the expansive iHeartRadio database and other premium publishers across streaming and podcasting.” In her new role, van Mosel will assist with iAN sales operations, publisher development and podcast slate partnerships and will report to Conal Byrne, CEO of the iHeartMedia Digital Audio Group. Byrne says, “The iHeart Audience Network is the first and only audio marketplace that seamlessly unifies all forms of audio with one common set of audiences, and we’re thrilled Sarah is bringing her expertise, vision and talent to take these unique capabilities to their full potential for advertisers and publishers. She’s been at the forefront of innovation in podcasting from the very beginning and her unique perspective on the rapidly growing medium will ensure this venture becomes the premier service for all brands. The team is looking forward to seeing where she takes iAN next.”

 

Cumulus Media Ups Brian Philips to Chief Content Officer. Rising to chief content officer for Cumulus Media is Brian Philips, who has been serving the company as EVP of content and audience since 2019. Cumulus president and CEO Mary G. Berner says, “Brian Philips is an exceptional executive and the perfect choice to lead our programming efforts as we continue to execute our audio-first strategy, which is transforming the company from a traditional radio broadcaster into a multi-dimensional audio media company. This promotion reflects Brian’s tremendous contributions, and I have full confidence in his creative vision, operational expertise, and savvy leadership to guide us through this critical evolution.”

 

TALKERS TIP.  Excellent Correspondent Available for Interviews from War. News directors and talk show hosts take note. Gregg Stebben, who spent years being interviewed every month by talk stations all over the country as an editor for Men’s Health magazine, is now in Poland and Ukraine as a volunteer doing radio interviews about the Ukraine situation. He’s available to be “Your-Man-in-Poland/Ukraine.” In an interview, he can talk about the situation with refugees in Poland and all over Europe, his personal experiences with Ukrainian refugees, and the mood in Poland and Western Ukraine. Are the Polish overwhelmed by absorbing almost 3 million refugees and/or terrified they might be next on Putin’s list? He can also talk about his trip to the Ukraine border, and what he’s seen and heard in Poland that makes him fear this Russian invasion will turn into a global conflict if Putin is successful in Ukraine. To schedule an interview with him: Gregg@Stebben.com, 843.722.3100 (cell or text).

 

WBAP, Fort Worth/Dallas Celebrates 100 Years of Service. Fort Worth/Dallas news/talk station WBAP-AM begins celebrating its 100th year of service to the market today (5/2) from its Victory Park studios. Station program director Bruce Collins says, “We begin the celebration today and have exciting things planned throughout the year to celebrate. WBAP has meant so much to the DFW community. It is going to be a fun year.” The celebration was kicked off this morning as the “WBAP Morning News” team featuring Hal Jay and Brian Estridge welcomed back notable contributors, including former on-air talent and executives that “helped WBAP become a trusted leader in Dallas-Fort Worth.” The station plans to continue its centennial celebration with historical audio clips played on the station daily, the launch of a podcast series highlighting the key figures in the station’s 100 years, and a celebration in the fall. WBAP signed on for the first time under the direction of famed Fort Worth businessman Amon G. Carter on Tuesday, May 2, 1922, operating at 10 watts of power. Within the first six months, WBAP established itself as a service to the community, becoming the first station to air livestock market reports and weekly church services. As the station continued to evolve, WBAP would become the first to broadcast a rodeo, air remote broadcasts, and send a war correspondent to Europe in the early days of World War II. Additionally, WBAP was the first station with regularly scheduled newscasts. Today, WBAP operates as a 50,000-watt, clear-channel station operated by Cumulus Media.

 

Tom Webster to Leave EVP Role with Edison Research. Announced in his “I Hear Things” blog on Friday (4/29), Edison Research SVP Tom Webster will be stepping away from his role with the company next month. He outlines his new professional goals, saying, “…I want to continue to work to establish a podcast industry: a place where established networks and independent podcasters alike have fair access to information, revenue, and opportunity. I think there are some structural issues in podcasting, and some information arbitrage, as well. I want to work on both of these issues, and help to create the sandbox I wish to continue to play in for years to come.” You can read it here.

 

The Economy, White House Correspondents Dinner, Midterms/Trump & the GOP, Russia-Ukraine War/Pelosi Visit, Elon Musk & Twitter, COVID-19, NFL Draft, and Naomi Judd Dies Among Top News/Talk Stories Over the Weekend. The state of the U.S. economy, high gas & food prices, and threats of a recession; Saturday evening’s White House Correspondents Dinner; the primary races leading up to the November mid-term elections and Donald Trump’s influence over the GOP; Russia’s ongoing invasion of Ukraine and Nancy Pelosi’s visit with Volodymyr Zelensky; the controversy surrounding Elon Musk’s attempt to acquire Twitter; the rate of COVID-19 infections in the U.S., the debate over masks, and China’s zero-COVID policy; the weekend’s 2022 NFL Draft; and the death of country legend Naomi Judd after a long battle with mental illness were some of the most-talked-about stars on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Advice

Monday Memo: RIP Bill Balls

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — The 1970s-sounding “Star Wars” type lasers and WHOOSH that still plague sound-alike station imaging now seem as dated as those 1960s TV “Batman” fight-scene graphics: “POW!” And doggedly dodging them all is the Central Casting baritone, shouting or growling-through whatever copy the station sends.

“To stand out, take whatever you think is normal, and do the exact opposite.”

50 years ago, I was an English teacher; and I’ve been assigning reading ever since. And here’s a page-turner that will not only inform your station’s on-air marketing, it may inspire your career.

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Advice

Monday Memo: NAB, Long Time No See

By Editor | by Editor

By Holland Cooke
Consultant

 

LAS VEGAS — As we did for CES here in January, we were asked to submit vaccination details to an app to earn a QR entry code. Once inside, there are still some masks, and – after three years – lots of hugs. The National Association of Broadcasters wanted to mash-up what had been separate autumn Radio Shows and perennial April NAB Shows this past October…until the Omicron kibosh.

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Front Page News Industry News

Monday, April 4, 2022

By Editor | by Editor

Larry Elder Exits Salem Radio Network Talk Show. Longtime Salem Radio Network personality Larry Elder exits his role as host of his eponymous nationally syndicated talk program, effective immediately. Salem Media Group says that Elder has decided to move on from the Salem Radio Network after a six-year run hosting the 6:00 pm to 9:00 pm ET program and that it expects to announce a replacement for Elder in this slot very soon. Salem SVP of spoken word Phil Boyce says, “Larry is an icon as a radio talk show host and is a powerful voice as a leading black conservative, and we wish him all the best in his future endeavors. I hope there will be future opportunities for us to work together.” Boyce adds that this was “completely, 100% Larry’s decision.” Salem continues to be a major platform for Elder’s documentaries like Uncle Tom, released two years ago, and will be providing a platform for the sequel, Uncle Tom 2, coming out in a few months. SalemNow.Com will be hosting that movie, as it did in the past. During Elder’s three-month hiatus to run for governor California in the recall election of Gavin Newsom, Orlando-based personality Carl Jackson hosted Elder’s program. Jackson will resume hosting the show for the foreseeable future. Jackson says, “It was an honor for me to sit in Larry’s chair last summer for a few months, and it will be another honor to continue his tradition on the radio now.”

 

Monday Memo: Good News. Consultant Holland Cooke reckons that “pandemic/inflation/Ukraine-weary listeners NEED some” and, in his view, “many syndicated shows earn news/talk radio a reputation for negativity” which local content can balance, “something listeners will appreciate, and advertisers will notice.” In this week’s column, HC links to video examples that illustrate. Read more here.

 

Pending Business: The Talk Radio Metaverse. Radio sales pro Steve Lapa asks you to imagine a political debate game in the metaverse in which “players pick political parties, moderators, topics, questions, debaters, venue and media coverage.” Now imagine this town hall debate in the metaverse will include advertisers and sponsors. He says, “The gaming wizards are a new generation more comfortable with commercial integration and the flexibility of working towards content that is profitable at all levels. There is a lot to be learned here. If you can open your thinking to the future, you could be in for a fun and energetic exchange in your next sales meeting.” Read more here.

 

Andrea Darlas to Host Arts & Entertainment Podcast for WLS-AM, Chicago. Chicago media personality Andrea Darlas is hosting a new podcast for Cumulus Media’s news/talk WLS-AM called “Show and Tell with Andrea Darlas.” The weekly local arts and entertainment podcast will showcase the hottest cultural experiences in the Chicago area, including new plays, musicals, museum exhibits and more. Darlas is currently senior director of constituent engagement for the University of Illinois, Urbana-Champaign, based at the Illini Center in Chicago. She was a news anchor and reporter at WGN Radio for more than 22 years and a news reporter and weekend break/features reporter for WGN-TV for 10 years. She currently is a regular contributor to WGN-AM, WLS-AM, WCPT-AM, WCIU-TV, and the nationally syndicated home improvement TV show “House Smarts,” as well as other radio and TV shows/programs across Chicago. Cumulus Media says this new podcast will present “Chicago arts and entertainment news and information at its best, curated by one of the most trusted and well-known media figures in Chicagoland. Each week, listeners get a backstage pass to every experience and show Darlas covers, with insights and information typically reserved for arts and entertainment insiders. Darlas will interview actors and actresses, curators and docents, organizers and artists, producers, directors, stars – and everyone in between. Darlas comments, “I am so excited to bring my love for theatre, musicals, museums, arts and culture – and all things Chicago – to the legendary Big 89! I want the WLS listeners to have their very own immersive ‘backstage pass’ to the arts and entertainment community – in the greatest city in the world!”

 

 

Bill O’Reilly Appears at Live Event for Affiliate WLS-AM, Chicago. Nationally syndicated talk radio personality Bill O’Reilly – whose program “The Bill O’Reilly Update” is syndicated by Key Networks – appeared at the Genesee Theatre in suburban Waukegan, Illinois on March 31 for a live Q&A event produced by affiliate WLS-AM, Chicago. Pictured above at the event are (from l-r): Dennis Green, COO, Key Networks; Jeff Hill, director of sales, Cumulus Media Chicago; O’Reilly; Marv Nyren, vice president/market manager, Cumulus Chicago;  Stephanie Tichenor, program director, WLS-AM; and Bruce St. James, morning host, WLS-AM.

 

Midday Shows Flip at WMVP-AM, Chicago. Windy City media writer Robert Feder reports that sports talk WMVP-AM “ESPN 1000” is flipping its midday programs, effective today. The Good Karma Brands station is moving “Carmen & Jurko” – Carmen DeFalco and John “Jurko” Jurkovic to the 12:00 noon to 2:00 pm slot and the station will air Mike Greenberg’s ESPN Radio program “Greeny” from 10:00 am to 12:00 noon. WMVP program director Danny Zederman says, “We are very excited for the future and the new station lineup.”

 

Russia-Ukraine War, Hunter Biden Investigation, COVID-19, Gas Prices/Inflation, January 6 Committee, Deadly Sacramento Shooting, Jackson Confirmation Vote, and the Grammys Among Top News/Talk Stories Over the Weekend. Russia’s ongoing invasion of Ukraine and accusations of war crimes against Vladimir Putin’s military; the Department of Justice’s ongoing investigation into Hunter Biden’s international business ventures; relaxing mandates across the U.S. and concerns about new sub-variants sparking a new wave of cases; the still-high price of gas at the pump and the high cost of consumer retail goods; the January 6 committee’s recent testimony from Jared Kushner; the shooting in Sacramento that left six dead and 12 wounded and precipitated calls for gun control from President Joe Biden; this week’s confirmation vote for Supreme Court nominee Ketanji Brown Jackson; and Sunday evening’s Grammy Awards ceremony were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.