Tag: consultant

Industry Views

Monday Memo: Occasions, Not Duration

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgFor 100 years, radio programmers have tried to keep listeners listening longer. “Coming up next…”

Another few minutes? Yes! Ask! And do so as-seductively-as-possible, saying “you” and “your.” But there’s very little you can say to keep someone sitting in a parked car after they’ve turned the engine off.

A more realistic opportunity?

Life is fragmented. Audio is everywhere. Listeners move among broadcast radio, podcasts, streams, satellite, YouTube and whatever their phones serve up next. Oh, and off-air promotion – billboards, TV, direct mail – remember them – cost money.

Sales 101: Say it with me: “Your best prospect is…?”  An existing customer! Sell ‘em again, in this case inducing an existing listener to listen again later – specifically later-today, and same-time-tomorrow. You can’t win by earning TSL when they’re not listening. So, seem useful-enough that they’ll want to come back again.

  • First thing in the morning…
  • Before leaving home…
  • During the commute…
  • At lunch…
  • Before the drive home…
  • When weather threatens…
  • When big news breaks…
  • When the game will air…

All-news stations have understood this for decades. The very first one – 1010WINS/New York, to-this-day #1 in morning drive – said, “Give us 22 minutes and we’ll give you the world.” The product was designed for repeat use.

This also changes how we use digital tools 

Too many stations treat the app, stream, and social media as separate products. They should be pathways back to useful content. A push alert can invite immediate listening when something important happens. A social clip can preview what the morning show will develop tomorrow. A podcast can serve someone who missed the original conversation while promoting the next live one.

The objective is not to trap listeners. It is to accompany them. Try this…

  • Map your target listener’s day. Identify five moments when your station could be helpful, entertaining or reassuring. Then ask yourself…
  • Do we offer something worth returning for at each moment?
  • Do listeners know we offer it?
  • Do we remind them when to return?

And when they do return, do we deliver immediately? Or make them wait through clutter?

Duration still matters. Every unnecessary word still spends attention. So, program at-the-speed-of-life. But focusing only on longer listening per-occasion overlooks how people actually live. You can’t keep someone sitting in a parked car. You can earn more visits.  

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: Looking for Work?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgToo often, for too many in radio, it has been a Blue Christmas in recent years. If you have been displaced – or if you are working, and, shall we say, “assessing your options” – don’t underestimate what you have to offer.

  • The skill set you have accumulated doing-what-you-do can advantage you in other walks-of-life. Here are 18, from a previous TALKERS column: https://getonthenet.com/CareerAlternatives.html
  • Now try this: Paste that URL in ChatGPT or MS Copilot, and ask for “opportunities near [where you live].”

Artificial Intelligence has changed the rules for your resume

Its job isn’t to get you hired. It’s to get you the interview. In the 2026 update of her “Resumes for Dummies,” Laura DeCarlo has some advice that may surprise you:

  • A better resume may contain LESS of your experience. Keep what proves you fit THIS job.
  • A plainer resume can perform better than a prettier one. Clear headings and ordinary text help screening software find your qualifications.
  • Your most impressive achievement may not be your most useful one. Relevance to the opening wins.
  • Don’t describe everything you did. Describe what changed because you did it.
  • Claiming a skill isn’t proof that you have it. One concrete example can do more than a long keyword list.
  • Your opening lines aren’t an autobiography. They’re the answer to “Why should we interview this person?”

To read a generous free sample – how AI changes your job search — scroll-down to “Recommended Reading” on the home page at HollandCooke.com 

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: “So What?”

By Editor | by Editor

By Holland Cooke
Consultant

imgAbout those commercials… which pay for you. When a prospective client says, “We tried radio. It didn’t work,” I ask to hear the commercial. Within seconds I can tell why.

It opens with the business name. It lists products. It rattles off prices. It stuffs in an address, a website, a phone number, and a slogan. Then it ends. Nothing happened. Nothing memorable. Nothing emotional. Nothing that gave a listener a reason to care. Yet radio gets blamed. Like blaming a fishing rod because you cast with no bait.

The commercial has one job: Make someone care enough to take the next step

That’s it. Not explain everything. Not impress everyone with how many years you’ve been in business.

Its purpose is to create curiosity…confidence…desire…trust…urgency…hope. Any one of those emotions can motivate action. A list of merchandise almost never does.

The listener doesn’t wake up hoping to buy a water heater, or hire a lawyer, or replace a roof. People act when something in their lives creates a need. Good advertising connects with that moment.

A mattress store isn’t selling mattresses. It’s selling better mornings. A financial planner isn’t selling investments. She’s selling confidence. A heating contractor isn’t selling furnaces. He’s selling warmth on the coldest night of the year.

Translate Features into Benefits

Every advertiser has a product. Every customer has a problem. Say it with me: “Successful spots connect the dots.”

Here’s a simple exercise: Every time they mention a feature, ask, “So what?”

  • “We stock thousands of [item].” So what? “You won’t spend your weekend driving from store to store.”
  • “We’ve been serving this community since [year].” So what? “We’ve helped generations of local families buy homes, build businesses, and send kids to college.”
  • “We offer custom designs.” So what? “The ring she’ll wear forever will be unlike anyone else’s.”

If the answer explains how the listener’s life becomes:

  • easier
  • safer
  • faster
  • healthier
  • happier
  • less stressful
  • more convenient
  • more secure
  • more enjoyable

…you’ve found the benefit, and you get paid.

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: Prospect Retailers Who Are Podcasting

By TALKERS | by TALKERS

By Holland Cooke
Consultant

They’re low-hanging fruit. They “get” audio, and they crave the listeners radio can bring. We train station sales reps to ask, “If we don’t tell our listeners about your podcast, how will they know you’re doing one?” Incorporate sound bites from their podcasts into their spots.

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

Industry Views

Monday Memo: Radio’s New Fall Season

By TALKERS | by TALKERS

By Holland Cooke
Consultant

 

imgAs TV is touting its coming attractions, take a step back. We – inside the box – live-and-breathe radio.

Listeners have their hands full just living and breathing. Their day is time-crunched and financially-challenged, and we want to be its soundtrack. But listening is free, unlike umpteen other purchase decisions they agonize. So what’s high-stakes to us is low-stakes to them.

We only matter if we matter, and we’ve never had so much audio competition.

  • This month, as the school year begins in so many places, the listeners local retailers want as customers revert to “normal.” Their tempo changes, and builds to a holiday season climax. Do they know who you are and how you can help?
  • Off-air promotion (remember that?) merely says give-us-a-try. When they do, does what they hear deliver? Even with scant (or no) off-air promotion, much of what you can do to become more habit-forming costs nothing. As consultants do, I’m talking about “the fundamentals,” the blocking-and-tackling stuff. For starters, think: recognition and relevance.

Who are you?

  • Are call letters or station nickname delivered frequently? PPM myth: call letters matter less. Baloney. Awareness drives use. Ditto your dial position(s) and how to listen via smartphone, smart speaker, and streams. Name-and-address.
  • As your listeners cume 3 stations this week, help ’em remember yours more than the other 2 (not to mention streams and satellite radio and podcasts). And are you selling — or merely reciting — call letters, dial position, and slogans? This is often an issue with veteran talent, creatures of habit.

“Who cares?”

Or as my WTOP successor Jim Farley (RIP) asked: “W.G.A.S.?” He hung a sign in the newsroom there, meaning “Who Gives A Shit?”

  • Are topics relatable and useful? Enable listeners with helpful information, and they’ll keep coming back.
  • Do you say “you” and “your,” a lot? It’s a litmus test for relevance.
  • Do you keep setting the stage as audience tunes in? Someone JUST got in the car.
  • Are you teasing the next quarter hour? And what you’ll offer same-time-tomorrow?
  • Even with apps in the dashboard, weather and traffic are super-local and can be super-impactful.
  • Is your on-air imaging about the station? Or about listeners’ lives? “Because ONE traffic jam can jam-up your whole day…”

There’s more from radio’s right-now To-Do list at HollandCooke.com

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

Industry Views

Monday Memo: Trust is the New Currency

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Holland Cooke

It is now the ultimate competitive advantage, and for broadcasters it’s a survival strategy. In The Five-Year Century: Bold Leadership and Accelerated Outcomes in the Age of AI, Mihir Shukla and Nancy Hauge explain how—as artificial intelligence accelerates change and demographics reshape the audience—trust becomes the only durable asset radio and television can bank on.

The book describes a 2026 world where the “twin engines” of growth—population and productivity—have stalled. Birth rates are plunging, workforces are shrinking, and productivity has flatlined across most industries. Meanwhile, AI is compressing decades of innovation into months. This collision creates what the authors call “The Five-Year Century,” in which the pace of change overwhelms institutions built for slower times—broadcasting, for instance.

Radio and television were built on industrial-era assumptions: mass audiences, standardized programming, rigid schedules, and hierarchical decision-making. Those assumptions worked when the audience was broad, predictable, and captive. On February 9, 1964, the Beatles tripled Ed Sullivan’s ratings. Back to the future…

AI is rewriting the rules of content creation, distribution, and consumption. Personalized news feeds, customized ad loads, and algorithmic programming are expectations. Younger audiences don’t wait for a newscast; they expect a feed. They don’t tune in; they scroll. They don’t accept one-size-fits-all; they demand one-size-fits-me.

In this environment, trust becomes the new currency because it’s the one thing AI cannot manufacture.

Broadcasting’s advantage has always been credibility. When a storm hits, people still turn to local radio. When a shelter-in-place alert hits their phone, they still switch on local TV. That instinct is powerful, but it’s not permanent. Trust must be earned continuously, especially as AI-generated misinformation floods the ecosystem.

The book’s chapter on the “Trust Economy” makes a critical point: trust accelerates outcomes. High-trust organizations move faster, innovate more boldly, and adapt more effectively. For broadcasters, trust accelerates audience loyalty, advertiser confidence, and community relevance. But trust now requires new behaviors.

It requires transparency about how AI is used in newsrooms. It requires clarity about what is human judgment and what is machine assistance. It requires authenticity as AI-generated talent becomes increasingly commonplace—and increasingly convincing.

Trust requires broadcasters to lean into what humans do best: context, empathy, moral reasoning, and community connection. The book reminds us that “work worthy of human potential” is work that machines cannot replicate. For broadcasters, that means storytelling, accountability journalism, and the human presence that makes local media local.

By all means, assign AI the routine tasks: editing, logging, transcription, versioning, and production. Then reinvest the human time you save in the relationship between a station and its community. In The Five-Year Century, trust isn’t just a virtue. It’s a conspicuous differentiator. It’s the currency that will determine which broadcasters thrive and which fade into the noise of an algorithmic world. As our industry suffers workforce cutbacks, we risk downsizing trust.

To read two sample chapters and watch a short video interview with the authors, click here.

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

Industry Views

Monday Memo: Robot vs. Robot

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgRadio stations used to announce the present temperature at the end of the weather forecast, empowering listeners who are heading out to dress accordingly. It’s the ultimate live-N-local information.

 It was SO conspicuous that – in diary markets – competing stations would fib if the temperature was a competitor’s dial position. I was the 7-midnight DJ during WPRO’s 1970s Top 40 heyday — yep, a live voice at night, before the overnight guy took over. Our AM dial position was 63, a temperature never announced on WGNG (55) or WJAR (92). And vice-versa.

Back to the future: The forecast still airs on AM/FM radio, but often without a live temp’ at the end, because the station is robotic and the weather is canned. Common faux pas: At 4 pm, the forecast begins “Today will be…”

Listeners who want the temperature now get it – instantly – where Amazon Prime subscribers can also ask for 2 million songs…from a robot, Alexa.

In next week’s column here: How radio wins the future – not by becoming more like technology, but by becoming more human. 

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: Those Lazy, Hazy, Crazy Days

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgNo two summers have been alike since the pandemic upended listeners’ lives and retailers’ businesses. So, we’ve seen this movie before. To sound relevant and relatable and helpful, connect the dots:

Gas prices and pricier airfares are scortching summer getaways many hoped for. Are there family day trips and local attractions that locals might take for granted, or not know about?

Do “Fun-formation.” Inflation is pinching everyone in every way… including YOU. Notice how you yourself are coping and share on-air. And interview locals who can suggest money-saving life hacks. Including… advertisers you have made household names. Airing their advice will result in even more “I heard you on the radio.”

Start with financial advisors. Heavy AM/FM users are in the worry-about-IRA / 401K demographic.

It’s a safe bet that listeners have the talk radio gloom-N-doom script memorized. Stuff like the above HELPS them.

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: Because “Check-Out Our Website” Sounds SO 1995…

By TALKERS | by TALKERS

By Holland Cooke
Consultant

img…I’m sharing promo copy now airing on my client stations, which addresses listeners’ – and advertisers’ — 2026 apprehensions:

Voice1: Online safety and privacy were already a concern…

Voice2: …and that was BEFORE what we now see Artificial Intelligence doing.

Voice1: But digital media are now part of everyday life, and always will be.

Voice2: So WHERE you get your information matters more than ever.

Voice1: And your-only-local-news-radio also makes [domain name] a place you can visit with confidence…safely and securely.

Voice2: We don’t put spyware or junk on your browser. We don’t spy on you. We don’t violate your privacy.

Voice1: You can trust [domain name]

Here is a produced example, featuring our morning host and anchor: http://getonthenet.com/30-KTBB-Trust.mp3

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: Hungry for Some Summer Fun Next Month?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgIf you are doing talk radio, much of your programming is syndicated. If you do music radio, your most formidable competitors are robotic streams that live in the cloud. Either way, YOU, being local, can make friends — and money — if you plan now to exploit these occasions.

  • Monday, July 6: National Fried Chicken Day
  • Tuesday, July 7: World Chocolate Day
  • Friday, July 10: National French Fry Day
  • Tuesday, July 14: National Mac & Cheese Day
  • Sunday, July 19: National Ice Cream Day
  • Wednesday, July 29: National Chicken Wing Day

And after all that, may I suggest a National Alka-Seltzer Day? JUST kidding. Wash-it-all-down on Friday, July 24, National Tequila Day.

For more upcoming opportunities to mingle with listeners — and engage advertisers – download my FREE 2026 Events + Occasions Calendar. Scroll down the home page at HollandCooke.com

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: AI Side Hustles

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgJason Reddick’s The Complete Guide to AI Side Hustles is aimed at beginners trying to build passive income. But read it through a broadcaster’s lens and it suggests a blueprint for how radio talent and podcasters can leverage AI to expand their influence, diversify revenue, and stay indispensable in a media economy that rewards relevance and speed.

His central thesis is simple: AI doesn’t create talent – it amplifies it. And that’s especially advantageous if you are already a communicator.

AI Enhanced Audio Services: Your Voice, Supercharged

Reddick writes about “leveraged skills,” and the most leveraged skill you have is your voice. Consider exploiting AI tools to offer:

  • local tourism audio guides,
  • church or nonprofit announcements,
  • fundraising video narration,
  • audio newsletters for local businesses,
  • corporate training narration,
  • e-learning or product demonstration voiceovers.

Each of these is high-trust, high-value, and repeatable. Businesses want a real human voice, and if you’re on radio or have a popular podcast, local businesses already know and trust your voice. AI simply lets you scale it. 

Repurposing: Your Secret Weapon

Reddick emphasizes turning one idea into multiple assets. You already generate hours of content. With AI, that becomes:

  • a monologue turned into a newsletter or newspaper column,
  • a segment turned into a blog post,
  • a rant turned into a daily, shareable email.

You’re already doing the hard part. AI helps multiply the output.

“Small, Fast, Useful”

Reddick likes what he calls “microproducts” – simple digital items that solve a problem quickly. As a broadcaster or podcaster, you already know how to explain things clearly and in plain English.

Whether you are repackaging interviews you already do or advertisers you already have (or want), or exploring your own personal interests, or simply addressing the everyday issues you yourself confront as a consumer, what can AI help you produce?

  • “How to Explain Tech Problems to Customer Support”
  • “How to Write a Complaint That Gets Results”
  • “Explaining Big News Stories to Young Children”
  • “Talking to Teens About Online Safety”
  • “How to Cancel SiriusXM Without the Runaround”
  • “Welcome! Starter Kit if You’re New to the Area”
  • “How to Sound Confident on Conference Calls”
  • “Airport Survival Guide for Infrequent Flyers”

Why These Work: They’re “evergreen” (relevant today and a year from now), high-utility (solves a problem quickly, low-lift (AI drafts, you refine), and trust-based (your voice + clarity = credibility).

If AI can scale your talent, the only limit now is your imagination. You can read the first two chapters of “The Complete Guide to AI Side Hustles,” free, here.

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

NAB Show: Hot Digital Trends: What to Know About Video, Podcasts, AI

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgMy notes from a real useful session with Amazon’s Andy Slater, Audacy’s Michael Biemolt, and YouTube’s Neha Taleja, moderated by WTOP’S John Wardock.

Video trends: 

  • Internet Advertising Bureau: Digital video revenue is strong, +25.4% year-over-year.
  • “It’s an accelerant” to podcasting. “Multi-modal engagement finds your audience where they are.”
  • Adding video to audio work builds trust. When they see the-face-behind-the-voice, they know you more.
  • “You’ve likely created the bulk of the content.” Adding video, “you’re repurposing.”
  • Low cost of entry. “You have an iPhone, buy a tripod.”
  • 233 million Americans have at least one smart TV, another distribution channel.
  • To be smart TV-friendly: solid lighting, quality mic, upgrade camera, catchy graphics/colors, make-up.
  • What makes someone click? Thumbnails!
  • NOT doing video is “a lost opportunity.”

Podcasts:

  • Podcast Time Spent Listening recently eclipsed Spoken Word radio TSL.
  • 58% of Americans are monthly podcast consumers.
  • “Audio + Video = podcasting in 2026.”
  • Service used most for consumption: YouTube 39% — Spotify 20% — Apple Podcasts 11%
  • “YouTube [#2 search tool, second only to owner Google] is a podcast discovery engine.”
  • IAB: 2025 podcast revenue: $2.9 billion.
  • “If you’re a radio station, you’re already in the audio business.”
  • Cannibalizing radio listening? No. “Your audience wants to spend time with your talent. Make it more convenient.”
  • “Podcasting was in ‘the training mode.’ Now it’s ready to run a marathon.”

AI trends:

  • Check out new YouTube AI tools! Among features: A/B testing thumbnails.
  • See also: OpusClip, Headliner, Descript, VivIQ, Riverside.
  • AI apps can translate work to other languages.
  • “Use it to save manhours. You have a very smart [virtual] intern.”

During Q+A, I asked: “You’ve given us some real useful ‘Do’s.’ What are the ‘Don’t’s?”

  • “Nonauthentic content”
  • “Anything forced, unnatural”
  • “Not listening. Losing connection with your audience.”
  • “Be careful with sports betting content, which dates quickly, short shelf life.”

If you missed any of this week’s NAB Show updates, click here.

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 Future of Radio isn’t Radio, It’s Reach

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgAs a newly minted program director (remember them?), I found the 1980 “NAB Radio Programming Conference” downright enchanting. New-tech cart machines (remember them?) would FIND the splice! And after the cart played, a flashing light saved careless DJs from accidentally playing it again.

Back to The Future: Hello from fabulous Las Vegas, where radio has been folded-into what is now called The NAB Show. Among sessions I will be attending here this week:

  • “Improving the Listener Experience,” which has suffered from cutback-after-cutback;
  • And I will be the guy typing as fast as I can at “The Local Advertising Buying Landscape: Find Out What’s Driving Digital Sales, Revenue and Growth Opportunities.”

At the annual TALKERS conference 20+ years ago, publisher Michael Harrison coined the term “Media Station,” meaning: “Analog-rooted media such as radio stations, TV stations, and newspapers will have the digital capability of assuming each other’s roles in the multi-platform environment of the 21st century. No media brand will be limited to the AM/FM dial, the VHF/UHF TV set, the printed page delivered to the front porch, or even a specific channel. Every small AM radio station could be a sleeping SiriusXM Satellite Radio.”

This year’s NAB Show goes-there, with, among other sessions:

  • “Hot Digital Trends: What to Know About Video, Podcasts and AI;” and
  • “The Omni-Media Landscape: Mapping Reach, Affinity, and the Future of Media.

Recently, when CBS Legal wouldn’t let Stephen Colbert air his interview with surging Texas U.S. Senate candidate James Talarico (D), he posted it to YouTube, where it got roughly FIVE TIMES the views his TV show gets most nights. So… with technology now enabling individuals, I sure won’t miss:

  • “A Crew of One: Solo Storytelling Strategies,” where the NAB Show says we will “Learn how to manipulate space and time as a solo storyteller, getting set up for success, working with multiple cameras, and keeping the flow from start to finish.”
  • Ditto “The Ultimate Creator Studio Tips and Tricks;” and
  • “The Fandom Flywheel: Building Scalable Media Ecosystems in The Bravoverse.”

With Uncle Sam’s big birthday looming, there’s “America 250: Owning the Moment – How Radio and TV Will Drive Community, Culture and Revenue in 2026;” and “The First Amendment and Press Freedom in Today’s Media Landscape.”

If you are in ‘Vegas this week, look for me at all-of-the-above. Maybe we can grab a cuppa cawfee. And no matter WHAT the dealer is showing, always-always split Aces and 8s. If you aren’t here, look for my NAB Show report again here tomorrow.

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 2026 Case for Weekend Talk Radio

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imgTime Spent Listening to podcasts has now surpassed TSL with spoken word radio. And both are fraught.

Anyone can do a podcast, and everyone seems to be. How to get found/subscribed-to/shared?

  • And in this listen-when-ever-you-want culture, basing Return On Investment in a brokered-time weekend ask-the-expert radio show that only reaches real-time listeners is increasingly dubious.

So, I’m helping podcasters I work with to do both. To amplify the impact of all the work you put into a podcast, make radio your content engine.

Yes, radio, for two big reasons:

  • Credibility, because? Anyone can do a podcast. But being on broadcast radio makes you seem “real.” The station delivers you an existing audience that trusts its information, supports its advertisers, and listens habitually. You are live, interactive, and “car radio.” And interview guests will be easier to attract to your on-air show than to a podcast.
  • As a podcaster, you are already an audio publisher – but you’re doing all the work yourself, reckoning what’s relevant to your listeners – a slow, lonely way to build an audience. Host a call-in radio show, and everything changes. Your callers and guests become the content pipeline that makes your podcast more than just you-talking. Their questions position you as an authority and offer proof of what your audience wants. No guesswork. No blind spots. Just nonstop relevance that keeps listeners leaning-in, coming back, and sharing your podcast with friends.

This 1 + 1 can = lots more than 2, when your show and podcast promote each other; and as this process repurposes content to social media, E-newsletters, video, and other online resources. Here’s the schematic: http://getonthenet.com/workflow.png

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

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