Tag: consultant

Industry Views

Monday Memo: “Tell Me What Happened”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgGood News/Bad News: Fender‑benders, slip‑and‑falls, and other “injuries caused by the negligent, careless, or reckless actions of others” will always happen. That’s the good news…for personal injury attorneys. Their bad news is that supply WAY-exceeds demand, and their advertising reflects it.

It all looks the same. The billboards are interchangeable: a headshot and a promise of six-figure settlements. When everyone is saying the same thing, differentiate with gimmicks. TV spots are either goofy shtick or tough-guy talk. Where I live, “The Heavy Hitter” has a phone number jingle Southern New Englanders can sing from memory. Competitors’ numbers are even easier, 444-4444 and 777-7777.

If you will be in Las Vegas for the NAB Show, turn on local TV there. You will howl. Some firms pitch “we charge less,” like a radio station dropping trou’ on rate to grab the whole buy. And there are the nationally syndicated spots, customized for local firms, in which cartoonishly terrified insurance executives beg to settle. Or the hard-boiled attorney threatens to “beat them in court.” Baloney! A jury trial is the last thing most personal injury firms want. Too time consuming, too risky.

Like radio’s, a lawyer’s inventory is perishable. We can’t monetize yesterday’s unsold avail. And lawyers can’t add the client who didn’t come in yesterday for that free, no obligation consultation. No “intake,” no sale. Which is exactly why they should be using radio.

“The lawyer is in, the meter is off” is the proposition when attorneys host brokered weekend talk shows and take listener calls. No look-alike billboard or tacky TV spot can humanize the attorney – and demonstrate comforting counsel – like eavesdropping on a conversation with a caller’s relatable situation. So instead of slogans or shouting about settlements, build the client’s message around four words that are turning callers into clients on weekend talk radio: “Tell me what happened.”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Your Local Advantage

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgSmall businesses often underestimate their greatest competitive edge. It’s not price. It’s not selection.

It’s localness. Big companies spend millions trying to sound personal and relatable. Small businesses already are those things – yet they often fail to exploit their advantage.

Common small business marketing mistake: Trying to sound big, speaking in an unnatural tone, a kind of “corporate costume.” It sounds like: “We are committed to excellence” or “Our mission is to provide unparalleled service” or “We pride ourselves on quality and customer satisfaction.” That’s verbal Styrofoam. Nobody talks like this and nobody remembers this.

Local isn’t just location

It’s a feeling. When customers say they prefer to “shop local,” they don’t necessarily mean geographically close, independently owned/noncorporate. Those things do matter, but they’re not the heart of it.

What customers really mean is:

  • “I feel like these people understand me.”
  • “They get what matters here.”
  • “They’re part of this place.”
  • “They care about the same things I do.”

Local is emotional

It’s relational, human. Show that you understand the place your customers live by referencing familiar landmarks, acknowledging local quirks, using neighborhood names, mentioning local events, speaking the way locals speak. Explaining that the advertiser is “just off the rotary at the bridge” tells would-be customers: “We’re here. We get it.” Big brands can’t fake that.

Tout personal service: 

“You can buy the same shed from Lowe’s or Home Depot, cash-N-carry. Buy yours at Lorraine Lumber and Paul Jr. will set it up in your back yard.”

This is the second installment in a 3-part series about optimizing commercial copy, the fundamentals we’re covering in Sales meetings as I visit client stations this spring. If you missed last week’s column, here’s “If It Doesn’t Matter to the Customer, It Doesn’t Matter.”  Next week here: “Anatomy of a Results-Producing Spot.”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Spring-Forward Show Prep

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgUnless you live in Hawaii and Arizona (except the Navajo Nation) or American Samoa, Guam, the Northern Mariana Islands, Puerto Rico and the U.S. Virgin Islands, your clocks will change when we “Spring Forward” on Sunday 3/8.

Every year, that one missing hour becomes a big topic of conversation. So, it’s an opportunity to flex your local radio advantage. Plan now to empathize with the emotional and practical adjustments listeners are confronting, including…  

Darker Mornings
Positive:

  • Later sunrise can feel cozy, especially for people who enjoy easing into the day.
  • Early-morning workers may appreciate the quieter, calmer pre-dawn hours.

Negative:

  • For many, waking up in darkness can be jarring.
  • Kids heading to school and commuters on the road face reduced visibility.

Longer Evenings
Positive:

  • More daylight after work boosts mood, encourages outdoor activity, and feels like the unofficial start of spring.
  • Families get more time outside; businesses tied to recreation, dining, and retail see a lift.

Negative:

  • Evening routines shift, especially for parents managing homework, sports, and bedtime.
  • People who work late may feel the day stretching uncomfortably long.

Sleep Disruption
Positive:

  • Some listeners welcome the psychological “reset” of a seasonal shift.
  • A later sunset can help night owls feel more aligned with the clock.

Negative:

  • Losing an hour can hit hard.
  • Many experience grogginess, irritability, and a few days of circadian chaos.

Health and Mood
Positive:

  • More evening light is a proven mood-booster.
  • For those prone to Seasonal Affective Disorder, the extended daylight is a relief.

Negative:

  • The abrupt change can trigger fatigue, headaches, and short-term stress.
  • Sleep-deprived mornings can amplify anxiety.

Productivity and Daily Rhythm
Positive:

  • Longer evenings can inspire productivity, exercise, and social plans.
  • People feel like they “get their life back” after winter.

Negative:

  • Morning productivity tanks for a few days as bodies adjust.
  • Parents, shift workers, and early risers feel the strain most acutely.

Safety Considerations
Positive:

  • More daylight during high-traffic evening hours improves visibility and reduces accident risk.

Negative:

  • Darker mornings increase hazards for pedestrians, cyclists, and schoolchildren.
  • Sleep deprivation contributes to slower reaction times.

Energy Consumption
Positive:

  • Longer daylight in the evening can reduce lighting needs.
  • Outdoor activity replaces indoor energy use.

Negative:

  • Darker mornings mean more lights, heat, and coffee makers running earlier.
  • Any savings are inconsistent and vary by region.

Impact on Schedules
Positive:

  • The seasonal shift feels like a milestone — spring is coming.
  • People use the change as a cue to refresh routines.

Negative:

  • Parents, pet owners, and anyone with a rigid schedule face a tough adjustment.
  • “Losing an hour” becomes a shared gripe.

So, What’s a Radio Station To Do?
This is where local radio can shine – being human, helpful, and hyper-local.

  • Songs about time: Cyndi Lauper’s “Time After Time,” Cher’s “If I Could Turn Back Time,” etc.
  • Explain the history of Daylight Saving Time(NOTE: it’s “Saving,” not “Savings”).
  • Ask callers how they feel about DST. You’ll get strong opinions on both sides…and stories.
  • “What will you do with your longer evenings?”
  • Giveaways that fit the moment: Coffee cards, breakfast treats, outdoor gear, spring-cleaning kits.
  • Partner with advertisers: “Spring Ahead Specials,” etc.
  • Interview a local health pro about sleep.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: If it Doesn’t Matter to the Customer, it Doesn’t Matter

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgYour prospect – or, worse, an existing advertiser with cold feet – says “We tried radio. It didn’t work.” Often, the copy is the culprit, because it’s inside-out.

Customers don’t care about the client’s process, or equipment, how many years in business, or its “state-of-the-art” facility. They do care about their time, their money, their children and grandchildren, and their safety and comfort and convenience.

 So, flip-the-script. Rather than reciting the client’s repertoire, solve the listener’s problem:

 Instead of: “At Smith & Sons Plumbing, we are committed to providing quality service with over 25 years of experience. Our trained technicians are available for all your plumbing needs including leaks, clogs, installations, repairs, and more.”

Say: “Got a leak? Call now and we’re on our way.”

Instead of: “At BrightSmile Dental, we offer cleanings, whitening, implants, crowns, veneers, and family dentistry. Our friendly staff is committed to your oral health. Call today for all your dental needs.”

Ask: “Do you cover your mouth in pictures? Or when you laugh? Let us help you smile with confidence.”

Instead of: “At ClearView Auto Glass, we repair chips, replace windshields, fix power windows, and handle insurance claims. Our technicians are certified and experienced. Call today for all your auto glass needs.”

Try: “Cracked windshield? We’ll fix it before it spreads. C’mon in!”

 Instead of: “At Happy Paws Veterinary Clinic, we offer wellness exams, vaccinations, dental care, diagnostics, surgery, and emergency services. Our caring staff is here for all your pet’s needs.”

Say: “Is your dog just not-himself lately? Bring your buddy to us. We’ll have a look, and he gets a treat”

This is the first installment in a three-part series about optimizing commercial copy – the fundamentals we’re covering in sales meetings as I visit client stations this spring. Next week here: The Local Advantage.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: “What Matters Next” for Radio?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIf you work in radio, you’ve heard every flavor of AI anxiety. Some fear it will wipe out jobs. Others treat it like a super shortcut – cranking-out spots, promos, and proposals faster and cheaper. Kate O’Neill’s “What Matters Next” lands squarely in the middle of this tension, and its message is one radio people need to hear: AI isn’t the disruptor. Human behavior is. AI just accelerates the consequences.

The book’s central argument is blunt: The organizations that thrive in an AI-driven world are the ones that stay relentlessly human. Not sentimental – human. Curious. Adaptive. Willing to rethink habits that calcified long before the first smart speaker ever said, “Now playing.” That’s a mirror radio hasn’t always wanted to look into.

For decades, the industry has survived by optimizing the familiar: tighter clocks, leaner staffs, syndicated shows, templated production, and “good enough” digital. AI tempts some operators to double down on that instinct – to automate more, localize less, and hope listeners won’t notice. This book argues the opposite: AI punishes sameness and rewards originality. When every business has access to the same tools, the differentiator becomes the people who use them with imagination, empathy, and purpose. That should sound familiar. It’s what radio used to brag about.

O’Neill also warns against the other extreme, the fear-driven paralysis that keeps talented people from experimenting. AI isn’t a job eater; it’s a task eater. It clears the underbrush so humans can do the work only humans can do: judgment, storytelling, connection, and community presence. In radio terms: the stuff listeners actually remember.

Imagine a morning show that uses AI not to replace prep, but to deepen it, surfacing hyperlocal stories, analyzing listener sentiment, or generating alternate angles on a topic the hosts want to explore. Or a sales team that uses AI to tailor proposals to each client’s issues instead of reshuffling the same deck. How about a newsroom (remember those?) that uses AI to sift data so stations can spend more time delivering what’s special to listeners (and sponsors): helpful local news they can’t get anywhere else. None of that eliminates jobs. It elevates them.

This book’s most important warning is this: AI widens the gap between organizations that learn and organizations that cling. Radio has lived through this before – streaming, podcasting, social media, smart speakers. The winners weren’t the ones who panicked or the ones who ignored the shift. They were the ones who adapted early, experimented often, and stayed close to their audience.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Social Media That Clicks

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIf you’re on-air, it’s an important part of your job. Here’s what I see and hear working:

  • Daily Presence. Not just for-the-sake-of-posting, but to engage. Ask questions that spark conversation, reply to comments, repost listeners’ content (very flattering – they’ll repost you).
  • Share behind-the-scenes moments from the studio – inviting, insightful – not silly or self-amused. Watch how the cast of “This Morning with Gordon Deal” executes “When the Mic is Off.”
  • Tell stories. And at today’s blurry, attention-starved tempo, “word economy” is more imperative than ever. Make your point, without long setups, rambling, needless repetition or inside jokes… then get out. Like on-air breaks, every post has a purpose: entertain, inform, or connect. And a beginning, middle and end.
  • Stay in Your Lane. If the station doesn’t do politics, don’t do politics in social media. If the station is upbeat, you stay upbeat.
  • Done right, short video is powerful. Think: appetizer. 10- to 20-second clips can tease show content, or react to trending topics.
  • Consistency beats perfection. To differentiate you from soulless robotic new-tech audio competitors, raw beats polished, authentic beats staged, frequent beats flawless.
  • Close the loop on-air. Reward engagement with shout-outs. Superfans drive ratings.

As with on-air work:

  • Ask yourself: Why does this matter to listeners? How can I make this relatable? How can I make this interactive?
  • Avoid taking “lazy radio” habits online: reading long articles, bits with no payoff, inside jokes.

 Execute with intention and heart, and you’ll stand out in a world full of noise.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: TV Wants In – Welcome Them

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgLinear broadcast media have never been more challenged. Internet video now commands far more viewing time than over-the-air TV. And their own networks are hijacking viewers! Your local NBC station tells you to watch Peacock. ABC points you to Disney+. CBS pushes Paramount+. Affiliates are effectively forced to promote their own competition.

Music radio is – at best – holding the line against streaming. News/talk radio’s information staples are more-available on smartphones and smart speakers, and its monologue‑heavy style feels less inviting than social media dialogue. 

Radio has what TV envies. We’re in-car, and still #1 there.  

TV has what radio needs. With more local news HR, they’re in more places. 

Both need more promotion than they can afford.

  • Radio still delivers the most cost-efficient reach and frequency in the local market. When I programmed WTOP, Washington, we and what’s now WUSA9 (the former WTOP-TV) had a handshake deal to grab whatever we wanted from each other, with on-air credit. True story: The news director from NBC4 offered that “you can use OUR stuff and not even SAY it’s ours. Just STOP saying that so-and-so ‘told Channel 9…’”
  • And radio-using-local-TV-meteorologists is a win-win. Weather is the #1 reason people watch local news, so TV stations promote it heavily. Radio using their weather people underlines – and stands on the broad shoulders of – the TV station’s weather image and delivers radio habit-forming content with a pedigree.

Local TV and radio are the last two mass-reach media in town, with neither medium losing to the other. Resourceful collaboration makes all the sense in the world. Brainstorm.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Dogs Are Having a Moment

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgNotice how often you see one in TV commercials, even when the product has nothing to do with pets? I see spots for a local building supply outlet, in which the owner’s dog ambles through every shot, then plops down – seeming to smile – among employees in the closing shot.

I am disappointed not to hear local radio spots – with a bark toward the end – for that same business. Does a retailer in your area appear in TV commercials with his or her dog? Can radio – the #1 in-car media – can take that business for a “RIDE???”

Dogs appearing in national ads convey loyalty and adventure. Microsoft, Wells Fargo, Target, Volkswagen, and Subaru are among brands that have used dogs to soften their image and boost attention. Why? Research demonstrates that “harnessing the ​universal ​appeal of man’s‌ best friend, these advertisements ​have emerged as ‍a powerful ‌tool ​for marketers‍ seeking to resonate with consumers on a deeply ‍emotional level.” Dogs evoke warmth and joy. They refine a brand, ‌making it‌ more relatable and trustworthy. ‌

“If only radio had pictures,” you say? We do, in social media posts and on station websites and everywhere else we can take a local advertiser. And beyond dog copy, think: dog content.

  • A number of news/talk stations I’ve worked with broker weekend ask-the-expert hours to veterinarians whose investment ROI’s big-time. The lines are jammed and smart stations extend such weekend warriors by repurposing excerpts. “Pet Pro Dr. Donna Stone has tips for helping your critters keep-their-cool during this long, hot summer” links to an aircheck clip that you Tweet-out and post elsewhere online. Include a picture of an adorable puppy and you’ll click like crazy. Music stations: Sell the vet spots-disguised-as informative features that invite listeners to see/hear/learn more in podcasts or videos or other content on your or the doctor’s website.
  • One of my client stations boosts adoptions each holiday season by featuring “The 12 Strays of Christmas” from the local shelter, sponsored by, you guessed it, a vet.’
  • Tchotchke opportunity: a station-logo’d tennis “BALL!” Toss ‘em around at dog parks and give ‘em away at appearances.
  • Brainstorm other opportunities.

I live at the beach — dog nirvana. It’s a sensory symphony: the scent of salt air, warm sun, sand to dig and roll-around in… canine bliss. On the beach here, dogs don’t have to be leashed; and when you let ‘em romp they sure do, chasing waves, and plunging-in to retrieve “BALL!”

In that wonderful moment, they are living like they will never grow old. Sadly, we know better. Thus The Farmer’s Dog tag line “Making old dogs feel young again;” and Blue Buffalo’s “Love them like family. Feed them like family.”

That’s the emotional space radio can own: warmth, loyalty, companionship, trust. Let’s create messages – and moments – that honor the joy and spirit our buddies bring us.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Successful AI Product Creation

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgEvidence that your correspondent is a nerd: my airplane read for my CES back-N-forth was Successful AI Product Creation: A 9-Step Framework by Shub Agarwal (Wiley). If you haven’t got time for all 307 pages, here’s what I gleaned, pertinent to radio:

Strategic Philosophy

• AI succeeds only when it solves real business problems, not when used as a novelty.

• Begin every AI project with: “What measurable problem are we solving?”

• Align AI use with station strategy — audience growth, advertiser ROI, efficiency, or content quality.

Tactical Applications for Radio

• Show prep: summarize trending topics, generate local angles, suggest guests.

• Automate routine production (editing, scheduling, metadata tagging) to free creative staff.

• Voice tracking with guardrails — use AI to extend live talent, not replace it.

• News: Employ AI to summarize complex stories quickly for on-air and digital use.

• Sales: Personalize ad copy to make spots more relevant. Automate proposal and spec-spot creation to shorten turnaround time.

Think of AI as “augmentation, not automation.” AVOID making radio sound robotic. Use these tools to make radio smarter, faster, and more human. Enhance talent; don’t erase it. Protect authenticity and listener trust — radio’s enduring differentiator. Develop a station AI policy covering attribution, verification, and data privacy.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

CES2026: ICYMI

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgCars were some of the big stars at CES. Not flying cars, which were news there, years ago. But cars that drive themselves, and how the cars we still drive are safer and smarter — some smaller, very inexpensive — and electric cars that go longer between charges. Solar powered cars are coming, among other sustainability breakthroughs like farming with less chemicals and appliances that use lots less energy.

But the biggest buzz this year was Artificial Intelligence, the secret sauce in much, possibly most, of what’s new. There is angst about AI, forecast to eliminate as many as half of entry‑level white‑collar jobs within five years. In the session “Future-Ready: Shaping the Workforce in the AI Era,” employers were urged to “Reimagine, not adapt” workflows. “And put your employees at the center of reimagination.” It’s all happening quickly. One speaker quipped “ChatGPT is SO 2022.”

Watch/read/hear/download my week-long coverage from Las Vegas at HollandCooke.com. MUST-SEE: Video of the Caterpillar keynote.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

CES2026: Is Your Elevator Speech Too Long?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgWe 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.

Showcase events here are well-catered and open bar (Media Relations 101). So, as we roam exhibits, both hands are already full, a challenge for exhibitors hoping we’ll stop, take a tchotchke, and take-in what they’re rolling-out. So I’m struck by how well the large-font messages on their booth signage distills whassup. 

Examples: 

Komutr: “Finally, Earbuds Your Won’t Lose!”

Stelo by Dexcom: “Glucose tracking made easy”

“Too busy to cook? Let a robot do it,” 500 dishes Nosh can whip-up.

“So your days don’t end up on your face,” Baronbio offers “The 4-Day Slow-Aging Challenge.”

Eloquens: “Automated Email responses that feel human”

“Mist + Wind = Instant Cool” with Aecooly, “the world’s first high-speed cooling fan,” hand-held.

Narwal’s V50 Cube Cordless Vacuum is “light to hold” and will “deep-clean every surface.”

Yarbo’s Modular Yard Robot: not just a lawnmower. “All Seasons Solution” doubles as a snowblower.

Kamingo’s E-Bike Converter switches from bicycle to E-bike “in seconds.”

We have learned – and taught advertisers – to boil-it-down to the proverbial “elevator speech,” a pitch you could spit-out between floors. How quickly does yours convey value? 

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

CES2026: Come for the Gadgets, Stay for the Power Struggle

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgHello from Las Vegas, where 150,000+ of us – from around the world — are swarming. Think: hand sanitzer. And comfortable shoes.

To give you a sense of the scope of what’s up, here’s a PDF link to the slide deck from the Consumer Technology Association’s perennial “Tech Trends” research reveal: https://www.cta.tech/media/chwotebs/ces26_techtrendsdeck.pdf

They click “Buy,” then they click “Return.” 

Now, Artificial Intelligence is cracking-down on E-commerce return fraud. In 2025, scammers cost us consumers an estimated seventy-six-and-a-half billion dollars, by applying for a product refund, then sending back something else of less value, like a cheap knock-off that can’t be resold. 

“Happy Returns” is a UPS-owned company accepting no-box and no-label returns…which scammers LOVE, because it offers immediate refunds. So a new Artificial Intelligence tool called “Return Vision” will flag suspicious returns by analyzing patterns — early or frequent return requests, linked email addresses and past suspicious activity that could evade human detection. So, scammers, no matter how-quick-you-click, AI is watching.

When U.S. senators show up here, you know that CES isn’t just a gadget expo. 

Broadband access is the new oxygen, and Artificial Intelligence is quietly creeping into the background of almost everything we do. Washington now sees consumer technology as a policy issue, impacting jobs, national security, and the USA economy. So lawmakers and high-ranking government officials come to CES to get face‑to‑face with companies building the tools they may soon be regulating; and to talk about new rules for how AI is used in phones, cars, and workplaces. 

Tech companies want a say in those rules — so this is where the negotiations happen. Most CES coverage you see features shiny new gadgets, but the real action here is the growing partnership — and sometimes tension — between Big Tech and Big Government. 

Help yourself to my 60-second CES reports.

They’re updated daily, for air all this week. Simply download from HollandCooke.com. No charge, no paperwork, no spot.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

CES2026: Potholes to Pizza Ovens

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgCutting edge technology is on display — and on wheels — this week here in Las Vegas.  

Your car could join The Pothole Patrol

General Motors is developing technology that collects data from navigation systems, cameras, accelerometers and all your car’s other sensors to spot roads that need repair.

And automakers are trying to keep cars themselves from roughing-up roads. Massive batteries can make an EV sedan weigh as much as a heavy-duty pickup truck. Cadillac’s electric Escalade weighs 3000 pounds more than its gas-tank version. Engineers are working on solid-state batteries that will be smaller, lighter, faster-charging and longer-range. 

And here’s a U-turn: Volkswagen is bringing-back…buttons! According to surveys, drivers don’t want to use touchscreens to turn-up the radio or turn-on the defroster. And studies show that scrolling can impair reaction time more than alcohol.

Artificial Intelligence stampede!

AI from AT&T will spare you from spam calls and save you from phone fraud. I’ve already set my iPhone to send calls from anyone not in my Contacts straight to voicemail, and that has spared me lots of interruptions. And we know not to say “yes” to callers who could be recording you, and use that as permission to make an unwanted purchase. This new system will interact with callers. Yes, your robot can talk-to — and reject — other robots…disconnecting spammers, or providing real-time transcriptions you can interrupt if you want to take the call. 

“Future-Ready” is a CES session about “Shaping the Workforce in the AI Era.” And we’re hearing bullish predictions about “future-proofing the next-gen workforce.” Chipmaker Intel is here forecasting breakthroughs for what it calls “efficient factories.” Radio is already, shall-we-say, dabbling, in these so-called efficiencies. And Hollywood is on-its-heels. Soon, your favorite actor could be an algorithm, as cinematic AI is approaching what some here are calling “its Citizen Kane moment.”

AI is being shoehorned into almost everything. Ooni’s Volt 2 is an all-electric indoor pizza oven. 850 degrees Fahrenheit, perfect pie in 90 seconds.

Help yourself to my 60-second CES reports

They’re updated daily, for air all this week. Simply download from HollandCooke.com. No charge, no paperwork, no spot.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

“2025: Top Ten Findings”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIf you missed yesterday’s webinar, look for the replay which will be posted today at EdisonResearch.com and which explains these trends well.

If you’re in broadcast radio, reading this list – which presenters offered “in no particular order” – you might feel like you’ve missed a memo… or a decade:

  • #10: Video is redefining the podcast landscape.
  • #9: YouTube is the top platform for podcast consumption and discovery for Gen Z.
  • #8: TikTok is a platform for discovery for music, podcasts, and audiobooks.
  • #7: Podcast fandom goes beyond listening.
  • #6: Women’s voices matter in podcasts and music.
  • #5a: Majority of all daily listening time is spent with ad-supported audio.
  • #5b: Time spent with streaming music shifts from free to paid streaming music platforms.
  • #4: In-car audio shifts to digital.
  • #3: Shifting ad budget to podcasts can increase reach.
  • #2: Smart speaker adoption varies by country.
  • #1: Consumption of AI-narrating audio is increasing.
  • “Bonus Finding:” More than 30% of Americans are awake by 6:00 am.

Recommendation for radio broadcasters: Make #4 our Priority Number One, defending a hill radio still holds. Audit your station’s app experience. And consider that Bonus Finding evidence that morning drive survived the pandemic shutdown after all.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Subliminal Sleigh Bells

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgBy now, a music station in your market – hopefully in your cluster – is all-Christmas-music-all-the-time, a great perennial franchise.

How other stations can sound in-tune-with this special season: Hang a strip of jingle bells in the studio. Or set up a hotkey.

Associate that sound with your weather forecast, a hook valuable to a station of any format, especially news/talkers, which should own the market’s information images. In local hours, you might ring ‘em as you announce the present temperature at the end of the forecast. In non-local hours, have ‘em in the background under your standard forecast intro language.

HOW special is this time of year? People are singing “I’m dreaming of a white Christmas” in every country on Earth…except one. In Panama, it’s “I’m dreaming of a wide isthmus.”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: The Power of Pause in Local Radio

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIn an industry built on speed – breaking news, live liners, commercial deadlines – “pause” can feel like a luxury radio can’t afford. But Kevin Cashman’s The Pause Principle: Step Back to Lead Forward (Wiley) argues the opposite: pausing isn’t weakness, it’s a competitive advantage. For local radio leaders, the message couldn’t be timelier.

Cashman defines pause as the conscious act of stepping back to gain perspective before moving forward. Leaders who constantly react miss opportunities for growth and innovation. Those who pause, he argues, engage with more clarity, creativity, and authenticity.

Think about the daily grind in local radio. The PD is juggling ratings pressure, expense challenges, talent issues, and a half-dozen urgent emails from corporate. The sales manager is chasing month-end, writing copy on deadline, and fielding calls from advertisers. In that swirl, it’s tempting to equate motion with progress. Yet, as Cashman warns, constant motion without reflection leads to burnout, blind spots, and missed chances to connect.

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For broadcasters, pause can take many forms:

  • Programming: Instead of cranking out another promo, take time to ask if the message really resonates with the community. What do listeners need from us right now?
  • Sales: Before pitching another rate card, pause to explore the client’s true business challenge. That deeper understanding can unlock bigger, longer-term partnerships.
  • Leadership: In staff meetings, pause to let quieter voices contribute. The next big idea might come from someone who usually doesn’t speak up.

Cashman links pause to authenticity. When leaders slow down enough to be present, they foster trust. In local radio, where credibility is everything, that authenticity builds loyalty with both audiences and advertisers.

He also reminds us that pause is not about inaction. It’s about deliberate action. A well-timed pause before responding to a crisis on-air, before agreeing to a questionable promotion, or before rushing through a strategic decision can be the difference between a misstep and a breakthrough.

For local stations, the takeaway is clear: The pace isn’t going to slow down. The emails will keep coming, the ratings will keep posting, and the deadlines will keep looming. But leaders who carve out moments of pause will not only preserve their sanity – they’ll make better decisions, inspire their teams, and serve their communities more meaningfully.

Pause. Reflect. Then lead forward.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: “What NEXT???” is The New Normal

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIf you’re a news/talk station, be known-for-knowing what’s happening. My client stations routinely invite tune-in “for a quick [name of network] news update, every hour, throughout your busy day.”

Then, when The Big Story blocks-out-the-sun:

If you automate syndicated shows, who will get alerts and can take the story wall-to-wall joining continuing network coverage?

    • Got station news HR? What’s your plan for covering a major local event? Stations I work with are “news partners” with local TV stations. Radio simulcasts TV coverage…and takes them where TV otherwise isn’t, in-car. Win-win.

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  • If you’re a music station with a news/talk cluster mate, gauge whether an event warrants promoting that the brother station is on-the-story, or if you should simulcast.

Regardless of format, think car radio. People near TV will likely be watching.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Costs Are Criminal. And You’re on the Case.

By TALKERS | by TALKERS

By Holland Cooke
Consultant

The number of Americans asking Google for help with debt is way up. Delinquencies are surging. Credit scores are falling at the fastest pace since the Great Recession. Consumerimg Confidence is down. Costco is mobbed.

Gasoline, eggs, now coffee. What DOESN’T cost more? Seen beef prices? Hamburger Helper sales are up double-digits year-over-year.

A client station asked me for something to pitch to a local credit union. So, I called-in “The Deal Detective.” He’s a frugal flatfoot, the lieutenant of low prices, a savings sleuth with a barcode scanner. He reads receipts like rap sheets. And he’s a stack of 60-second features.

Special for TALKERS readers: Help yourself, here.

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They’re FREE, no paperwork, no national spot. Sell a local sponsorship and keep the money. It’s your license to bill. OK to use as stream cover-up spots, or on your station website (help yourself to the graphic). NOT “available wherever you get your podcasts.”

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Podcasting Pitfalls (and How to Avoid Them)

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThe most common mistake podcasters make is assuming the microphone alone creates an audience. Too many would-be hosts hit Record without a clear strategy for WHY they’re doing a show, WHO it’s for, and what makes it DIFFERENT from millions of other podcasts.

Here’s where radio people have an edge. They already understand what makes audio work, fundamentals instructive to pure-play podcasters:

Know your listener. The #1 podcasting error is failing to define the audience. A show that tries to appeal to “everyone” ends up resonating with no one. In radio, you wouldn’t program an AC station to please hard rock fans; the same logic applies here. Create a mental picture of your ideal listener and talk to that person… as an individual. A radio show might have thousands of listeners, but they’re listening one-at-a-time. Podcasting is even more intimate. It’s the opposite of “Hi everybody.”

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Prep like it matters. Many podcasters think conversation is enough. But even the loosest-sounding successful shows are tightly structured. Radio taught you this already: segments, clocks, and story arcs keep things moving. Format your podcast.

Edit ruthlessly. The average podcast listener has thousands of options. Rambling is death. Trimming, pacing interviews, and cutting inside jokes shows respect for your listener’s time. Walking-the-walk, TALKERS publisher Michael Harrison takes a mere 44 seconds to explain in this video.

Be consistent. If your show drops sporadically, you won’t build loyalty. Listeners want reliability, whether weekly, biweekly, or monthly. Radio wouldn’t move a morning show around the schedule; don’t do it with your podcast.

Think discoverability. A podcast isn’t a “Field of Dreams” (if you build it, they will come). Great audio needs marketing: social media clips, smart SEO in show notes, cross-promotion, and ideally, visibility on your broadcast platforms.

Make it about them, not you. This is the big one. Too many podcasts are self-indulgent — hosts talking about what interests them. Successful shows flip the script: What does my audience care about, and how can I deliver it in a way only I can?

The bottom line: Radio has invested 100 years doing what podcasting is just learning — creating focused, disciplined, listener-first audio. Bring those habits with you, and you’ll click, while others are still figuring it out.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Boo!

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgDon’t let Halloween sneak-up on you. The only holiday Americans spend more for is Christmas. So – to seem more in-touch than your robotic and/or non-local audio competitors – plan something spook-tacular.

DJs will play all the occasion-pertinent songs, good bumpers if you’re a talker. For you, the living, this mash was meant too.

— Do an event? A “safe space” parents can bring costumed kiddos? Maybe to benefit a local charity?

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— Or a grown-ups-only party? 😉Sell a sponsorship. Try a big-box liquor store; or if your bash is at a bar, they might line-up a booze brand from the distributor.
— Costume suggestions? In years past, this has been a productive call-in topic. With family budgets tight now, those pop-up costume stores are less-affordable to some; and many funsters are imagination-challenged. Back when we “went to the movies,” Harry Potter-level characters were more obvious.
— Sell Halloween Safety Tips, PSA-sounding commercials. It’s a low-price way to give new advertisers a taste, and another way for existing advertisers to show-up.

Copy points:

1. Make sure costume masks don’t block your kids’ vision.
2. Go out early, stay in groups.
3. Warn young boys & ghouls not to run into the street from between parked cars.
4. Stick with well-lit streets in your neighborhood.
5. Give young trick-or-treaters flashlights.
6. Stay on sidewalks or walk facing traffic.
7. Tell children not to eat anything before getting home, so you can inspect goodies.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Topics That Tune-Them-In

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgBaby Boomers (born 1946–1964) are some 20% of the U.S. population, but control more than 50% of all household wealth. They hold $70+ trillion in assets and spend an estimated $548 billion annually. They are lifelong AM/FM listeners, and they’re redefining what life after 60 looks like. Are you into what they’re up to?

Some are having the time of their lives. Others are confronting new realities. All are seeking relevance, respect, and real-world information. Consider these issues for call-in topics and guest interviews and podcasts. Possibly a sponsored series?

Lifestyle & Purpose

— “How to Make Your Bucket List Actually Happen”
— “Finding Purpose Beyond the 9 to 5”
— “Encore Careers That Start with a Volunteer Gig”

Health & Wellness

— “Sleep After 60: What Changes and What Helps”
— “The Foods That Fight Brain Fog”
— “Fitness Without the Injuries: Smarter Workouts After 50”

Financial Confidence

— “How Much is Enough? Retirement Planning Backwards”
— “Social Security Myths That Could Cost You”
— “Turning Your Home into Income” (downsizing, ADUs, Airbnb)
— “Helping Without Hurting: When Adult Kids Need Financial Help”

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Freedom & Adventure

— “How to Travel More for Less”
— “National Parks Over 60: Hidden Gems and Senior Pass Tips”
— “Cool Day Trips”

Home & Relationships

— “Downsize Without Drama”
— “Living With – or Near – Your Kids: Pros, Cons & Boundaries”
— “Home Safety Upgrades You’ll Be Glad You Made”
— “The Second Time-Around Marriage: Legal & Emotional Realities”
— “Grandparenting Without Overstepping”

Learning & Creativity

— “The Science of Lifelong Learning: Why Your Brain Craves It”
— “It’s Never Too Late to Learn an Instrument (or a Language)”
— “Turning Your Life Story Into a Book – Or a Podcast”
— “Digital Detox: How to Stay Connected Without Feeling Glued”

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry News

Monday Memo: We’re There, Too

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgHow obsolete does this sound? “Newsweek magazine.” News, gathered during most-of the week, had to be frozen by week’s-end, on deadline, to roll the presses in time for hard copy to be delivered in Monday’s snail mail. Back then – picture people dressed like “Mad Men” characters – enough subscribers felt informed-enough to deliver Return On Investment for the magazine’s advertisers. Seems antique. Now, news is reported moment-to-moment, on any device. And newsweek.com is there… along with everyone else competing for attention.

Also quaint: that “clock radio” on the nightstand, which accomplished two-of-many functions now on smartphones. And the “transistor radios” heard all along the beach this time of year in the 1960s? In Providence, the capital city here in The Ocean State, an AM 630 signal superior to its AM 1290 Top 40 competitor led WPRO to brand itself as “The Station That Reaches the Beaches.” Now, there are smart speakers on those beach blankets. I live at the beach and hear them playing Pandora and Spotify.

Good news, but…

Radio is still the #1 in-car audio; increasingly ported there via smartphone app, if stations have explained theirs well. And there’s plenty of other audio on those phones, and on the smart speakers that brought radio back in-home… unless we ask Alexa to instead “play hotel poolside music” or ask her for the weather or some other heretofore radio content.

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Repetition builds habit, and to best explain that we’re there too, you should audit the user’s experience consuming your stream. Does “Just say ‘Alexa, play 102.3 WXXX’” or “Hey Siri, play KXXX on TuneIn” get you there? Does the smartphone app instantly play your on-air programming, or are multiple clicks required?

More important than Where and How to listen: Why?

Radio’s real-time nature is still its superpower, and if your station has earned a news reputation, listeners will find you – however they listen – when the fit hits the shan. And between bombshells, diligent stations whose real-time audio seems helpful and relevant and uniquely local will be habit-forming and keep ‘em comin’ back for more. Adding push notifications, breaking news alerts, and other direct engagement can bridge the gap, prompting more live listening.

Beyond that “linear” delivery, our on-demand culture favors predictable utility. Smart stations repurpose their best moments into snackable content: a daily local news roundup, your morning show’s funniest bit, or the weather and event calendar for the weekend; all sponsorable. ICYMI, my recent TALKERS column: Feature The Moments That Matter.

Your over-the-air signal is still the beating heart of your operation. Your call letters are a family surname, these new platforms are siblings. They’re extensions, not threats; extra doors into your house. Make sure they’re open wide, easy to find, and lead to something welcoming. Ideally something they can’t hear anywhere else.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: X Marks the Spot – Radio’s Most Valuable Demo

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIpsos Generations Report 2025: “Right now, it’s Generation X who are the highest-earning generation in the US, surpassing both Boomers and Millennials.”

Born 1965 to 1980, they grew up with an AM/FM radio habit. And – as they are about to inherit a LOT of money from wealthy grandparent Silents and Boomer parents over the next few decades – which prospective advertisers want to meet them?

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Prospect banks, financial planners, real estate agents, and wellness and eldercare consultants and Elder Law and Trust attorneys.

Recommended commercial creative: advertorial. “Tell ‘em and you’ll sell ‘em,” with spots disguised as informative features. Sample topics:

— “5 Inheritance Mistakes to Avoid”
— “How to Talk to Your Parents About Their Will”
— “Downsizing Without Downgrading”
— “Kids, Parents, and Cash”

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Stepping-Up and Sounding Solid

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgWith so many of us taking vacation time soon, guest hosts are often local somebodies who are not career broadcasters and don’t share our second-nature performance routines. For their benefit, these tips, based on my experience on both sides of the mic:

Get right into it. When I used to fill-in for Jim Bohannon, I figured that – to his listeners – who-the-heck was I? Lacking the back-story of “a name,” I simply, succinctly, told the truth, “I’m Jim’s pal, Holland Cooke.” Skip the biographical blah-blah-blah that devalues a show by emphasizing that the familiar host is absent. Just tee-up what the show is about this hour… why it matters to those listening… how they will benefit from not wandering-off… and how to join-in.

Make the phone ring. When “FOX Across America” host Jimmy Failla is off, my client Paul Gleiser – owner of affiliate KTBB/Tyler-Longview TX – often fills-in. Paul asked Jimmy for advice. Ever in-character, Failla quipped, “Drive it like you stole it!” So Gleiser is all about call count, teeing-up TWO tempting propositions, one topical, the other a softer “Bonus Question.” As new employment numbers were announced, “The WORST job you ever had?” got callers telling great stories.

“Know what the show was about yesterday,” Paul urges, because political topics tend to change little day-to-day. Avoid this trap: The guest host’s outspoken narrative is a point that’s already been talked-to-death BUT this is HIS shot on a big show, so this is HIS turn to me-too the unison. Better approach: Come up with a new wrinkle.

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Invite participation multiple ways. Many listeners would rather text than call. Welcome them and you’ll sound accessible and at-the-speed-of-life. Note how effectively SiriusXM’s Michael Smerconish polls listeners via social media.

Establish a relationship with the producer “BEFORE the show” Gleiser advises: “Don’t just show up.” Ascertain who-does-what. In some cases, the producer will have booked guests and may suggest or assign call-in topics. Or if – in Jimmy Failla speak – you’re driving, the producer is simply call-screening and running-the-board… which you should NOT attempt if you’re not an experienced broadcaster or if you are unfamiliar with the station’s setup.

Keep re-setting – succinctly, “matter-of-factly,” introducing yourself and your guest-or-topic — going-into and coming-out-of breaks, and at the beginning of each hour. Listeners are constantly tuning-in.

Always and only announce the call-in number immediately after you tell them WHY to call. Most common mistake I hear, even from experienced hosts: They give-out the phone number at the very beginning of the show or hour or segment, then (eventually) they tell you why to call, possibly minutes later (an eternity in live radio). So, they’re haunted by those dreaded “regulars” who already have the number memorized. Make announcing the number your punch line, whether you’re asking opinions on topic du jour or offering access to a guest they’ll want to interact with. Seems like a little thing, but this can make a big difference in how popular you make the station sound.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Dear Old Dad

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThis coming Sunday, June 15, is Father’s Day. For that day – and the Friday before (hint-hint) – you might have already readied Harry Chapin’s “Cat’s In The Cradle” and The Winstons’ “Color Him Father” and Dan Fogelberg’s wistful “Leader of the Band.”

Regardless of your format – yes, news/talk stations – hear-me-now-and-believe-me-later: “The Men in My Little Girl’s Life” by Mike Douglas. Guaranteed Kleenex material. Don’t even intro it. Just hit it cold and play the whole thing. You’ll hear about it.

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GREAT call-in topic: “The best advice he ever gave you?” You will save the aircheck. Callers – some chuckling, others choking-back-tears – tell stories.

And if you still have your Dad, give the lug a hug. If he’s not still around, I suspect that you will find, as my brothers and sisters and I have, that he never really leaves you.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Writing News Copy

By TALKERS | by TALKERS

By Holland Cooke
Consultant

 Write news copy the way you would tell someone the story in person.

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 Avoid news-speak, such as:

  • “held talks…” Instead say “met.”
  • “slain….” Instead say “killed.”
  • “taken into custody…” Instead say “arrested.”

Visualize a listener – one person – and make eye contact. You’ll matter more.

 Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Produce Your YouTube Videos for Phone Consumption

By TALKERS | by TALKERS

By Holland Cooke
Consultant

70%+ of views are mobile, where the screen is small and attention spans are short.

— Aspect ratio: Use 9:16 (vertical) or 1:1 (square) so it fills the phone screen.
— The first 3 seconds are critical. Use a bold visual, a teaser question, or a surprising statement.
— Because many watch without sound, add text on-screen using auto-caption tools. Bold, color-coded, animated captions keep attention.

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— Use close-up shots & big graphics. Tiny text or wide shots get lost. Zoom in on faces or products. Make graphics large and clear.
— Ideal length: 15 to 90 seconds for Shorts, or under 3 minutes for mobile-friendly standard videos. Cut filler, pauses, and tangents. Every second should count.
— Keep titles short and clear, i.e., “How To…” or “You Won’t Believe…”  DON’T title it “Episode # ___.”
— Focus on One Idea Per Video. Mobile users are distracted and scrolling fast. Give them one clear takeaway, message, or call-to-action.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Matter, and Money Will Follow

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgThere has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.

Events impacting everyday life are unfolding around-the-corner, around-the-world, around-the-clock. The listeners our advertisers want as customers are in “What NEXT???” mode.

There have never been more places to get news. And the broadcasters that monetize information best have evolved what we used to call “a radio station” into a multiplatform source of content pertinent to its target listener. Trusted call letters are the surname shared by digital siblings.

Being known for helpful information is key. My client stations image relentlessly as “Your Only Local News Radio.” If you are too, rip me off, and burn-it-in.

But imaging merely talks-the-talk. All the promos in the world won’t walk-the-walk. We become habit-forming by delivering information that is relevant and useful and enabling and easily understood and seems up-to-date.

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Accordingly:

  • When we report information-given-to-us (press releases, etc.), rewrite to succinctly convey what the story means. Typically, press releases are about the sender. Our lead sentence needs to be about how-it-matters-to the listener.
  • Keep it fresh. The second and third time someone hears a story word-for-word, the little voice in his/her head says, “You already told me that.” Every effort we make to update copy is worth it.
  • Listen to your on-hour network, for three reasons: Emulate their crisp copy style, which conveys the consequence of items being reported. And emulate their delivery. Note how FOX News Radio morning anchor Dave Anthony sounds like he’s talking, not reading. And listen for opportunities to localize big national/international stories.

What is being reported by national media, how does it hit home, and who locally can comment or explain?

  • How is DOGE government downsizing impacting people in your state, in your city? Most of the federal workforce does not live in Washington/Maryland/Virginia.
  • We pray for ailing Pope Francis. When he passes, who from your diocese or parish can you interview? “The Conclave” won an Oscar and was nominated for eight.

Music radio is in the fight of its life with streams, and too much talk radio is an angry caricature. Matter most, and money will follow.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: Pronounce “T” in the Middle of Words

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Often, Millennials and GenZ-ers sound like they’ve replaced “T” with a soft “H.”

“Putin” comes out “Pooh’in.” “Groton” becomes “Groh’en.” “Dayton?” “Dayh’en.” Cold outside? Wear your “mih’ens.” Shark attack! Who got “bih’en?”

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It’s as though as the “T” was “forgoh’en.” It’s not the way the script is “wrih’en,” just the way they read it. The biggest retail advertising spenders are radio’s lifelong habitual users: adults. Sound grown-up.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

Radio Pro Kelly Orchard Publishes Suspense Novel in Radio Setting

By TALKERS | by TALKERS

Lifelong broadcaster and FCC consultant Kelly Orchard is publishing a suspense novel titled, Dead Air: Theimg Day the Music Died, that involves pirates hijacking 100 radio stations in five major U.S. cities and follows one company’s story over the course of 24 hours. Orchard was raised in a radio family that owned and operated stations in the 1980s and 1990s. Her family later launched a consulting business that conducted mock FCC inspections and she says the idea for her novel was born from those experiences.

Industry Views

Monday Memo: Podcasting? Don’t Tweet Like Trump

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imX – which most people I hear still call “Twitter” – is a great way to attract new ears.

Tips:

— Write a stack of Tweets for each episode, and post at intervals, so you’re not further-down readers’ feeds then they are scrolling.

— Use # and @ to attract those with affinity to your subject and/or guest.

 

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And don’t Tweet like Trump

4 reasons why:

— Relentless negativity gets old quickly. We all know, and seek to avoid, someone whose glass is ALWAYS half-empty. Don’t be him or her.

— Bellicose braggadocio gets old even quicker. And “I,” “I,” “I,” “me,” “me,” “me” emulates an unfortunate talk radio caricature podcasters want to avoid.

— Millennials – heavy podcast consumers — are repelled by acrimony and seek consensus.

— Once it’s out there, you can’t take it back… even if you delete-the-Tweet. The Library of Congress archives all Tweets, and they’re not the only ones. Those who don’t wish you well may have screen-grabbed what you posted… something politicians learn the hard way when their words show up on opponents’ campaign commercials. And we’ve all read radio trade press reports of DJs and talkers who’ve been fired for social media faux pas.

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

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“Money Pit” Host Publishes New Dummies Series Book

By TALKERS | by TALKERS

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 Pictured above are “Money Pit Home Improvement Show” host Tom Kraeutler (right) and consultant Holland Cooke (left) as Kraeutler hand-delivers the first autographed copy of Home Maintenance For Dummies to the Block Island, Rhode Island homeowner and “Money Pit” consultant.