Monday Memo: Podcasting and Broadcasting
By Holland Cooke
Consultant
Listeners now expect what-they-want when-they-want-it. And advertisers want their attention wherever they can get it. So, yes, archiving on-air programming for on-demand consumption has value. Respecting how scarce attention is, this tip: In addition to whole-hour airchecks, offer short, single-topic show excerpts, and title them as obviously as possible. Don’t expect listeners to click-click-click through or sit-through an hour-long aircheck for three great minutes about “How to keep Alexa from spying on you.” So post-and-Tweet that. Otherwise, understand how broadcasting and podcasting are cousins, not siblings.
How podcasting is unlike radio: AM/FM broadcasters’ content is mass-appeal, and locally-oriented. But the best podcast topics are “narrowcast” stuff. And you’re on what we used to call “the Worldwide Web.” So going real narrow is opportune. Example?
Do a podcast about gardening, and you’ll get lost-in-the-weeds. Do one about growing vegetables year-round in a vertical hydroponic garden in a closet and you’ll click.
How successful podcasts are like radio: You’re asking for attention. And with so much competition for it now, that’s a big ask.
That’s where professional broadcasters have an advantage over amateurish podcasters. Best practices that radio has spent 100 years proving are techniques that can earn you habitual listening.
More, including what TALKERS publisher Michael Harrison considers the #1 success factor in podcasting, here: http://getonthenet.com/podcasting.html
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.
New York City on Friday, March 1 and Saturday, March 2. Harrison’s address titled, “The Next 10 Years of Media and Popular Culture is…?,” is scheduled to take place between 11:00 am and 12:00 noon on Saturday (3/2). Harrison states, “I have always believed that the future of broadcasting, for better or worse, brews on the campuses of America and this observation is truer now than ever before. I am very excited to bring an array of provocative and pertinent observations, predictions and possibilities, born of my perspective as a future-minded immigrant from the 20th century, to such a vital and dynamic group of young communicators.” 
“Martinez & Company” (6:00 pm to 8:00 pm ET), with the early afternoon daypart to be announced. The press release states, TBSN will debut October 30th with LIVE programming every weekday with sports talk radio from 7am to 8pm to start. Additional time slots and weekend programming will be added over the following months. TBSN is available to listeners nationwide online via LIVE365.com and on the ‘Tony Bruno Sports Network’ app for Android and iPhone.” Bruno adds, “I want to thank all of my fans who have followed and supported me through the years. I am grateful to everyone who has encouraged me to return and who still want to hear my daily fun approach to sports and current affairs, which has been my forté for over five decades in broadcasting; this time, I’m bringing friends! I hear over and over again that fans are tired of X’s & O’s sports radio. I plan to bring back exciting, sports talk radio again, with a Florida flair. What better place to launch a new nationwide sports network than in Florida, a true melting pot of fans from all over the nation.”
an NFL prospect who played football at the University of Virginia and Texas Southern University. Norfleet worked for the Houston Texans and the Houston Rockets before transitioning into broadcasting as a host, analyst, and sideline reporter. iHeartMedia Houston director of AM programming Bryan Erickson says, “Stan brings amazing passion to everything he does. He has strong local ties and we’re thrilled to add him to the team.” Norfleet comments, “It is a tremendous blessing and honor to join the renowned iHeartMedia Houston family. I have long been a fan and avid listener of ‘Sportstalk 790’ and respect the history and contributions of its personalities. My affinity for Space City spans nearly two decades and I look forward to connecting with old friends and new listeners in the market.”
