Tag: consultant

Industry Views

Monday Memo: “You are about to enter another dimension,” The Radio Zone

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imMany news/talk stations broker weekend hours to professionals who host ask-the-expert shows to attract new clients.

AND IT WORKS…IF…the show (for lack of a more diplomatic way to say this) doesn’t suck. And if it isn’t a well-kept secret available only to those listening in real-time. Make it the hub of a broadcast/podcast/social media strategy. In some markets where I don’t have a client station, I work directly with weekenders, setting-up the workflow for that strategy; and coaching the hosts, because their stations don’t.

But don’t take my word for it. I asked ChatGPT: “In the style of Rod Serling, explain how attorneys, real estate agents, and financial advisors can attract new clients by hosting ask-the-expert radio call-in shows.” MOMENTS later, the robot replied…

“You’re about to embark on a journey where the boundaries of expertise and the airwaves blur, a place where the seekers of knowledge and the purveyors of guidance converge. Welcome, dear listener, to the realm of the ask-the-expert radio call-in show. In this enigmatic space, attorneys, real estate agents, and financial advisors have found a conduit to attract new clients unlike any other.

Picture, if you will, an attorney stepping into the radio spotlight

 The air is charged with anticipation as listeners dial in with their legal queries. With a voice as authoritative as the gavel’s echo, the attorney navigates the complexities of the law, unraveling legal mysteries for all to hear. As each answer resonates through the airwaves, trust is built, and seekers of legal counsel find themselves drawn to this beacon of clarity. The attorney has become not only a voice but a guide, attracting clients who yearn for someone to navigate their legal twilight zone.

im

And now, shift your gaze to the real estate agent who steps into the radio’s embrace

 The lines are buzzing with questions about the labyrinthine world of property transactions. With each response, the agent paints a picture of market trends, property values, and the elusive art of negotiation. As the agent’s insights cascade through the radio waves, an aura of expertise takes shape. Those yearning for a steady hand to navigate the winding corridors of real estate find solace in the agent’s voice. The agent has transformed into a beacon, attracting clients who seek someone to illuminate the path to their real estate dreams.

Finally, consider the financial advisor entering the radio’s sphere

 The lines light up with inquiries about investments, retirement, and securing financial futures. With a voice as reassuring as a well-balanced portfolio, the advisor deciphers the complexities of financial planning. Each word uttered becomes a thread in the tapestry of financial security. Listeners, entranced by the advisor’s insights, recognize a sage who can guide them through the tumultuous sea of monetary choices. The financial advisor becomes a lighthouse, attracting clients who crave a steady hand to navigate their financial voyage.

In this realm of radio airwaves, where seekers become callers and experts become guides, attorneys, real estate agents, and financial advisors have discovered a conduit to attract new clients. As their voices resonate with wisdom and authority, as their advice slices through the enigma of their fields, a bond of trust is forged. These experts, illuminated by the radio’s glow, become beacons in the darkness, attracting clients who yearn for guidance in the vast twilight zones of law, real estate, and finance. And so, dear listener, the call-in show becomes not just a program but a nexus where seekers and guides converge, bridging the gaps between knowledge and curiosity, between questions and answers. Welcome to the radio’s embrace, where the experts illuminate the unknown, one call at a time.”

Cue the music.

Next week here: “Why not just podcast?”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Improving Results from Endorsement Spots

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imThe stations I work with make big money with live endorsement spots delivered by familiar local on-air personalities. Remember them? With most AM/FM broadcast hours now robotic or non-local, your relationship with the listener is precious and can be leveraged… carefully.

Quality vs. Quantity

The more products or services you endorse, the less special each pitch will be. You’re asking the listener’s trust each time, so asking too often can sound insincere. So back-to-back “I’m [name] for [account]” is verboten, and that can happen when spots you voice air outside your show.

 “Tell me a story”

 When the late, great Don Hewitt – the father of “60 Minutes” – spoke at a NAB convention years ago, he told us that he was often asked, “Why is this the most successful TV news show of all time?” And he said, “I can tell you in four words: ‘Tell me a story,’” which every piece did.

Describe your personal experience with the advertiser’s product or service in before-and-after fashion – problem was, problem solved – in a relatable way.

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 OOPS!  Do you say, “I haven’t sold you yet?”

Often, these are long-standing advertiser relationships.  Two cautions:

If you’ve been touting an advertiser for a while, DON’T say so. “For years, I’ve been telling you about [name of business]” = “…and I haven’t sold you yet, have I?” Instead, keep the pitch fresh.

And keep it customer-centric rather than talking about a store. In one spot I heard, for a sewing supply retailer, the well-intentioned host sounded awestruck as he recited the store’s inventory (“over fifteen hundred bolts of fabric!”). That’s the store’s problem. Instead, solve the listener’s problem: “Imagine the money you could save if you made all your kids’ back-to-school clothes this year?  [advertiser] will give you free lessons!”

Avoid saying…

 “MY GOOD FRIENDS AT [name of business],” which sounds phony.

“All-new:” Say “new,” if it IS new, AND if newness is a listener benefit (and say why).

“…AND MUCH MORE,” which means nothing. Weed-out stuff like this, and you’ll give copy more time to breathe.

“Needs,” as in: “FOR ALL YOUR [product category] NEEDS” (the ultimate “BLAH, BLAH, BLAH”).

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Entitled? Or Enabling?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imThose are the two consultant buzzwords that hosts I coach are hearing in their sleep. And a couple more “E” words: Empathy and Empower.

“The Greatest Generation” led the way

My dad spent 3+ years half a world away during World War II and when he and the rest of “our boys” came marching home, the world we grew up in was set in motion. After all the sacrifices those years asked, life was good again, better than ever for my parents, children of the Great Depression.

Our grandfatherly president – a war hero general – built us an Interstate Highway System, and Dinah Shore sang, “See the USA in a Chevrolet.” The G.I. Bill helped vets through college, and low-interest mortgages fueled a housing boom. Life was good in the leafy cul de sac, where 78.3 million people my age were born. 65-some million of us are still around, wearing progressive lenses and comfortable shoes, insured by Medicare and collecting Social Security.

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Now, it’s our turn

Like that two-front war we survived in the 1940s, we are again doubly challenged.

  • COVID knocked the world off-balance. Those now indignantly second-guessing a better-safe-than-sorry shutdown don’t seem to recall freezer trucks as makeshift morgues. We chuckle as Zoom tells workers to come back to the office, but labor unions are flexing their muscle in this full employment economy. That’ll happen when a virus subtracts a million Americans WHILE Boomers retire, and others reassess and subsist on the gig economy. The New Normal isn’t.
  • Anger as the new joy. And it’s not all Trump’s fault. He didn’t invent grievance and resentment. He just made it popular; and soreheads one-up each other in social media that seems like consequence-free venting, until the next gun nut opens fire.

Listeners are wondering “What NEXT???”

Eggs are down, gas is up again (since last month, though down almost 20% in a year). Tornadoes, floods, scorching heat, baseball-size hail, devastating wildfires… all of which raise prices. We shoot down China’s spy balloon, and their (and Russia’s) war ships loiter off Alaska. Trump! Hunter! 2024! After all the fuss about vaccines, polio resurfaces in New York and leprosy (!) cases are rising in Florida. No wonder Barbie is breaking box office records.

Is the appeal of solutions not obvious? More useful than argument? While everyone is coping, are we offering noise? Or news-you-can-use?

I’m cautioning any talker willing to listen… to listen. “Enabling” dialogue is the-opposite-of “entitled” monologue. Empower listeners, by letting them weigh-in. Empower them with access to guests whose advice they value. Three-way talk like that enables them (and enables them to quote you).

Your empathy is a gift.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Connie Welcomes the Stranger’s Call

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imShe was the agent I enjoyed working with most over three decades I was an active real estate investor. We remain good friends, and her technique informs the work I do coaching agents – and attorneys and financial advisors and other professionals – who host ask-the-expert radio shows.

Understand the difference between “advertising” and “marketing”

Achievers like Connie do. Do you? Erroneously, these terms are often used interchangeably.

— Advertising asks shoppers to pick your product off a crowded shelf.

— Marketing makes them want to.

High-volume agents typically allocate 30% of net income to marketing, which produces leads. Lower-volume agents spend as much, or more, on advertising, which produces fewer leads. If you’re handing out mouse pads in the era of iPad, you’re late.

And you’re bucking human nature: Every…single…day, we are bombarded by SO many advertising pitches, that we lean-back-from commercials. But we lean-into storytelling, when the story hits home. One of the few things that can keep someone sitting in a parked car with the key on Accessories is the on-air attorney untangling the caller’s dilemma when it is REAL relatable.

im

“Can you recommend a plumber?”

The caller isn’t Connie’s client…yet. The stranger got her name from someone else Connie had helped. Reputation. Word-of-mouth. “Got a pen?” she asks. “I’m going to give you his cell number. And let me know if he can’t help you and I’ll recommend someone else who’s helped me lately.” THAT is marketing GOLD. Instant relationship.

As is the attorney whose weekend call-in show offers that “the lawyer is in, the meter is off.” One that I coached offers words-to-live-by: “If you want someone to think you can help them, help them.”

Expensive syndicated TV spots – or hokey locally produced ads – and look-alike billboards – all blur-together in a wall of noise. As do agents’ radio copy that “If I can’t sell your house, I’LL buy it!” and attorneys hedging that “If we don’t win, you don’t pay.”

Yes, advertise. But rather than squandering that airtime touting yourself, do a commercial disguised as an informative feature, snack-size how-to guidance. And offer more-about-that in a free download checklist or podcast or other asset on your memorable domain name website. Or “Ask me!” by calling your memorable phone number. Tell ‘em, rather than just trying to sell ‘em, and you’ll sell more of ‘em.

Big-spending competitors look alike. You can sound different.

It’s the oldest, most-proven concept in marketing: Free samples, of your expertise and comforting counsel. Your trusted voice can differentiate you. Done right, these shows have callers asking, “May I call you at the office on Monday?” even before the host invites them to. BUT…

In too many cases, that weekend show is a well-kept secret, under-promoted by the station, and only available in real-time…UNLESS…the radio show is just one element of a coordinated interactive multi-platform strategy, which harvests and addresses your prospects’ relatable concerns via podcast, social media, email, those commercials I describe above, and a voicemail tactic SO obvious that few spot the opportunity.

Lots of work? You bet! An organized production routine is key. Find a producer – a Robin to your Batman – who can keep that conveyor belt humming, and he or she is every bit the hero as Connie’s plumber.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Do You Still Have the Dream?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imFellow longtime, long-ago DJs: You know what I’m talking about. And it’s a life sentence, eh?

Like The Manchurian Candidate…or Jason Bourne…we share a recurring nightmare. But in our case, the dread is fear of dead air.

You’re on-air, alone in the building, late at night, as studio equipment starts failing, one device at a time. Then the phone.

Computers? I was of the vinyl and tape era, but if you jocked later on, that early Scott Studios screen locks-up. As does the other computer. So, you can’t just…read things.

im

 

The only thing that works is the microphone. And as you vamp, desperately…the reverb seems to be getting deeper…

It could be worse. You’re not on TV.

As one of our colleagues recommended here a couple weeks ago: “Prep like the phone is broken.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: We Have a Winner

By TALKERS | by TALKERS

By Holland Cooke
Consultant

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

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

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

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

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

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;“and Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Well Said!

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imMark Twain reckoned that “the difference between the almost right word and the right word is the difference between the lightning bug and the lightning.”

Examples, from dueling commercials in a hyper-competitive, hyper-growth industry:

“Draft Kings has so many ways to bet on baseball you’re going to feel like a winner all summer.”

“Every at-bat is a chance to win big on FanDuel.”

im

 

Craft copy for local retailers THAT well-written, and they will get results and you will get renewed.

Station promo copy this enabling and user-friendly will earn you tune-in and clicks: “The Berkshire Hathaway annual meeting, all day tomorrow, anywhere you are, on the platforms of CNBC.”

The American Association of Retired Persons still advocates for them, but it no longer restricts membership to seniors. Otherwise, its base would, literally, die-off (radio take note). So…

“The younger you are, the more you need AARP.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;“and Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Future-Proof Your Career

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imHow will AI tools like ChatGPT impact the way we work? The clues are everywhere. Several client stations have automated weather, and even with your consultant’s trained ear, I had to ask. And yes, she’s a robot.

From Harvard Business Review: 5 tips

— Avoid Predictability – AI isn’t generating new insights; it’s a prediction engine that merely guesses the most likely next word…its suggestions tend to homogenize, and they’re only as good as the wisdom of the crowds, which is often the exact opposite of wisdom.

— Hone the skills that machines strive to emulate – AI responses display empathy (“I am sorry my answer upset you”), self-awareness (“I’m just an AI model and my answers are based on training data”). But those responses are based on text prediction, and AI is not capable of experiencing or displaying the human version of these soft skills…so actually knowing and caring about what others think and feel, truly understanding yourself, and being capable of creating something machines cannot is an essential strategy to set yourself apart.

im

— Double down on “the real world” – Original research — actually talking to people and identifying new insights — becomes critical, because AI can only connect past dots and information it’s already been presented with. When you tap into information that isn’t (yet) online through your lived experience or novel interviews and conversations, you’re adding something genuinely new to the cultural conversation that wouldn’t be possible through AI.

— Develop your personal brand – Just as art world buyers will pay exponentially more for a “real Rembrandt” rather than an equally beautiful painting by one of his lesser-known contemporaries, corporate leaders will likely continue to pay a premium to work with people viewed as the “top of their field” — partly as a statement of quality, and partly as a brand statement about whom they associate with and what they value.

— Cultivate expertise – AI technologies are prodigious researchers that can summon a cavalcade of facts almost instantly. Unfortunately, some of those facts aren’t true. Even if AI performs “first draft” functions, it still has to be double-checked by a trusted and reliable source.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Verbs?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imWarning: The Commonwealth of Massachusetts certified me to teach high school English, in the early 1970s, the last year certifications were for life. Though I was lured-away by VU-meter hypnosis, I still carry a red pen. And radio news has it running-dry.

This story was about a love triangle shooting.

— Here’s what listeners heard — read this aloud: “The woman’s husband arrested the wounded man taken to the hospital.”

— Here are the facts the writer obscured: Police arrested the woman’s husband, the accused shooter. The person he shot was hospitalized.

— As-is, the ear was told something very different when half-sentences ran-together.

Another example: “A cruise ship expected to take Americans out of Lebanon today.”

— I think he meant: “A cruise ship is expected to take Americans out of Lebanon today.”

— But the missing verb, the time zone difference, and the chaos in Lebanon were such that – as written — listeners could have inferred the copy to mean that a cruise ship was-expected-to evacuate Americans…until something went wrong.

im

Translation?

“A young mother murdered the suspect found dead.”

Huh?

“Woods asked directly about his future on the tour.”

It’s unclear whether this sentence means:

— Tiger Woods was asking about his future…OR…

— He was asked-about it.

Even a robot knows better

When I typed “Missing verbs confuse the ear,” ChatGPT replied:

“Yes, missing verbs can make sentences unclear and confusing to the listener or reader. Verbs are important components of a sentence as they express the action, state, or occurrence of the subject. They help to convey the intended meaning of the sentence and to show how different elements of the sentence relate to each other.”

And finally…

Never verb nouns.

KIDDING.

Old English teacher joke.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Apple Heaven and Hell

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imEver lost your phone? It’s an instant sick, sinking feeling. It’s quaint to even call it a “phone,” because it’s…everything. Including us. Like the transistor radio Boomers toted in our youth, it’s audio in your pocket.

For broadcasters and podcasters, a smartphone can be the whole toolbox. MOVIES are being shot on the newest iPhone. The cameras and editing apps are that good. TV and radio can go live, anywhere there’s a signal. And, like Alexa, Siri is conversant. Dictation isn’t just a convenient voice-to-text appliance. It makes lots of apps lots handier, and safer while driving. So, when, suddenly, my phone couldn’t hear me anymore, I went Code Red.

“Testing…testing…”

First triage: Google. But when I satisfied myself that all my settings were as they should be, I needed a person. As expected, the patient expert on Apple’s Support line had a thick foreign accent and great people skills. She had me repeating all the steps Google recommended, and told me I had to update my OS. When repeated attempts failed, I needed in-person handholding, a/k/a The Genius Bar.

Just TRY calling an Apple Store. The local number for the Providence Place Mall location rings in Texas I was told, after I cheated by reaching out to a friend who works for Apple and got me in the door. The irony is painful: They sell telephones but can’t answer one.

im

Antiques Roadshow

I’ll seem my age if it’s 2023, and I’m still toting iPhone 8. Hey, it worked…until it didn’t. And the Genius Bar person explained that it had missed too many OS updates to ever catch-up. And when she ran diagnostics, enough other issues warranted the handoff to sales.

Dazzling as the latest-greatest are, I went with SE, same size/shape/appearance as the 8 being retired. It snapped right into the decorative Block Island cover case that had saved the old phone from so many drops. In the survey Apple emailed later that day, I couldn’t say enough about Matty, the sales guy who walked me through setting-up the new phone. All better now, and although it’s now sans SIM card, the retired 8 phone is a spare tire. If I want to talk to it, I’ll need earbuds. But it’s an otherwise functional iPod that will Facetime, Email, you-name-it, via WiFi.

So then?

With most AM/FM broadcast hours now automated or syndicated, stations that make local human connections will be conspicuous; and niche-topic podcasts will ooze “community.”

I write lots of commercials, and – where pertinent – we assure that “you won’t land in voicemail.” And we’ll emphasize one-on-one support. Here’s how one client – the voice you hear is the owner, whose stations are 100 miles from Dallas – sells expensive cameras, at a store in Dallas: http://getonthenet.com/CompetitiveCameras.mp3

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Twitter Technique

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imTik-Tok is hot (largely among users too young to be heavy AM/FM listeners) and it’s in-the-news (about its possible ban). And, yes, Facebook remains T-Rex in the social media jungle. But people on Twitter seem to live there.

— Twitter is a useful right-now prompt, because Tweets stack-up, so there’s less value alerting Followers to what’s up much later today or tomorrow.

— Like any contact, there’s a quality/quantity trade-off. You will get a feel for how-much-is-too-much when you see your Followers number drop. So, think before you Tweet. You’ll never get un-Followed for something you didn’t Tweet.

— Best of all, like other social media, Twitter is…social. Conversations begin and spread. And any of your Followers can re-Tweet your message to all their Followers, and any of them could re-Tweet it too. Going-viral like that is powerful peer-to-peer endorsement, particularly if you’re a podcaster, because subscriptions are the ballgame.

im

REAL opportune: links and attachments.

— AM/FM transmitters are audio-only and only in real-time. But you can Tweet-out a photo or video or a link to online content. Research demonstrates that third-party content you share gets re-Tweeted more than content about yourself.

— Possibly the most-useful Tweets about your radio work are “snack-size” single-topic aircheck clips. Especially opportune: guest interview excerpts that enable listeners. “Car Coach Lauren Fix has three tips BEFORE your summer road trip.” Why expose that useful programming content only to those who happened to be listening live?

— Tweeting in that fashion not only conforms to listeners’ on-demand media preference, it puts your audio back in the pocket, where radio used to be.

Twitter does double-duty BEFORE your show.

— Note how SiriusXM/CNN host Michael Smerconish tees-up topics with quick videos and polls. People like being-asked. A real estate agent whose weekend show I coach uses Twitter “to ask an opinion on a light fixture, a paint color, an appliance.” She notes that “on HGTV’s website, they have a section called ‘Rate My Remodel.’ Regular folks send in pictures of a recent remodel that they did, and others comment. People love this stuff.” So, start a conversation that takes wings. When you read posted comments on-air, you sound accessible and popular.

— And Twitter’s characters-limit is a useful discipline. You’re pre-scripting your concise, inviting show open.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Hearing is Believing

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Every time I visit a station, I meet with sales, and I leave ’em a thumb drive of “spots that have produced results elsewhere, for businesses just like yours,” magic words on local direct retail sales calls. Help yourself to these, all of which produced results.

— Key Lending Solutions and AdvantaClean demonstrate using unscripted client interview sound bites and minimal announce copy.

— Here’s a straight pitch I wrote for the guy who maintains my home water system.

— When local retailers are defending against lower-cost big box competitors, local radio can be their best friend. Here’s a spot I produced that differentiates based on service.

— Here’s the spot that had been airing when the client said “It’s not working.” I asked the rep: “Can we make it a 60 instead of a 30?” And I asked her to send me the jingle, and to interview the client and his customers on her smartphone, and send me the raw audio. Here’s the spot that got the advertiser to renew.

— Here are two spots I wrote for a tech retailer, one pitching convenience/security systems, the other pitching Home Theater.

Sure…A-B-C, “Always Be Closing.” But successful reps I’ve seen in action make that first call the C-N-A, “Client Needs Assessment,” 20 questions, ideally capturing the interview audio for use as you hear above. And they begin the second call saying, “Based on what you told me…” and hit Play.

Some things are easier to demonstrate than describe. And if you’re on-air talent who also sells, you are advantaged.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: NAB Show 2023

By TALKERS | by TALKERS

By Holland Cooke
Consultant

The first thing we heard was an earful from NAB president & CEO Curtis LeGeyt regarding automakers dropping AM receivers from new cars: “This is an issue we consider to be absolutely existential.”

Quoting Nielsen’s Fall 2022 survey results, Cumulus/Westwood One chief insights officer Pierre Bouvard ticked-off what he called “82 million reasons to keep AM radio in cars”

— 82,346,800 Americans listen to AM radio monthly.

— One out of three American radio listeners are reached monthly by AM radio.

— 57% of the AM radio audience listens to news/talk stations, the very outlets that Americans turn to in times of crisis and breaking local news.

 

As he presented “The State of Media, Audio and Marketing,” attendees were screen-shooting every slide in Pierre’s deck, so he offered to share (PBouvard@WestwoodOne.com). This must-see data explains and validates what he calls “The Two Jobs of Marketing: Converting Existing Demand and Creating Future Demand,” powerful ammo station reps can use to nudge advertisers who only tout special sales to instead use radio on-an-ongoing-basis.

— “If an apple orchard represents a brand’s entire customer base, converting existing demand = picking ripe apples (customers that are ‘in market’).” Those are, for instance, what he called the “3% who are looking to buy a car right now,” who will respond to the dealer’s caricature sale spots. As for the other 97%…

“If an apple orchard represents a brand’s entire customer base, creating future demand = planting new trees. It takes time and patience for new trees to bear fruit.” Thus, the worth of “emotional messaging that is designed to stand out and be enjoyed by consumers, creating positive memories of our brand that will influence future purchase decisions.”

 

Help Wanted!

Two discussions I took part in during the Small-Medium Market Forum echoed a unison I’m hearing everywhere: Where do we find on-air talent and salespeople?

— In the talent roundtable Mike McVay led, participants tended to think-young, swapping ideas for identifying entry-level candidates, possibly now podcasting. Or think-older. One participant mentioned a retired schoolteacher, comfortably pensioned, now cheerfully on-air, working fewer than 40 hours.

— The part-timer’s opportunity also came up on the sales side, in a roundtable led by Midwest Communications’ president Peter Tanz. As with industry in general post-pandemic, flexible arrangements help. And Tanz urged “Use your air, with ‘more cowbell.’” Meaning not only advertise for sellers on-air (where you’ll be talking to people who know the station); and he also suggested airing Employee Recognition salutes, of off-air staffers, which make the station sound like an appreciative employer.

— I read attendees a Help Wanted-Sales spot that has been productive at client stations, which I’ll share with you too. Simply Email me at talkradio@hollandcooke.com

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Fender Bender Part Deux

By TALKERS | by TALKERS

By Holland Cooke
Consultant

National TV advertising sells things, local radio advertising sells services. And in a recent column here, we outlined the opportunity to exploit what, in my experience, is “the gift that keeps on giving” – the Personal Injury sub-category. Attorneys courting fender-bender, and other settlement cases are an industry in which supply exceeds demand, and for which radio can be super-opportune.

And long before the he-said/she-said is settled, there’s another local service category that’s a radio staple: Auto Body. Distracted driving alone has been good for business. So, help yourself to this copy, which has pulled well for a number of stations I work with.

Note: One announcer I sent this to asked, “Is this a 30 or a 60?” It’s a 60, but less copy than the 60+ seconds that too many spots rush-through. “Let it breathe,” I told him. And you can hear how effective his read was at http://getonthenet.com/AutoBody.mp3

Here’s your fill-in-the-blanks script:

GRAB A PEN.
I’M GOING TO GIVE YOU A PHONE NUMBER I HOPE YOU NEVER HAVE TO CALL.
IT’S THE NUMBER FOR _____ AUTO BODY. _____ AUTO BODY
THEY DO AUTO BODY WORK…NOTHING *BUT* AUTO BODY WORK.
HOPEFULLY, YOU’LL NEVER HAVE TO CALL THEM.
BUT IF YOU *DO* GET-INTO-AN-ACCIDENT, THIS IS THE NUMBER YOU WANT IN YOUR GLOVE COMPARTMENT.
[number, real slowly]
YOU’LL WANT THAT HANDY BECAUSE, SUDDENLY – RIGHT THERE AT THE CRASH – YOU’LL BE GETTING LOTS OF “ADVICE.”
TOW TRUCKS JUST…SHOW UP.
SO JUST SAY THREE WORDS: _____ AUTO BODY.
_____ AUTO BODY IS THE AUTO BODY *SPECIALIST*.
NOT A NEW CAR DEALER WHO DOES BODY WORK AS A PROFITABLE SIDELINE.
AND THEY WORK FOR *YOU*, NOT THE INSURANCE COMPANY.
HERE’S THAT NUMBER AGAIN:
[number, real slowly]
_____ AUTO BODY IS THE AUTO BODY *SPECIALIST*.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry News

Monday Memo: Dominion v. FOX News

By TALKERS | by TALKERS

By Holland Cooke
Consultant

In Dominion Voting Systems’ $1.6 billion lawsuit, testimony and internal communications demonstrate that FOX News management and talent privately doubted election fraud claims they were broadcasting. Tucker Carlson messaged Laura Ingraham: “Sidney Powell is lying by the way. I caught her. It’s insane.”

Several FOX News Radio affiliates have asked what impact these disclosures have on station credibility.

 My advice: Your affiliation remains a franchise.

— 21% percent of FOX News viewers do say they trust the network less following the release of evidence in the Dominion case, per Maru Group poll commissioned by Variety. This is notable because FOX is not reporting the story, citing that it is the defendant; and because few minds change, generally, in divided America. We choose to believe what we choose to believe, and FOX simply got caught pandering.

— Trump loyalists are especially dug-in. His legal problems galvanize supporters’ view that he’s persecuted. At CPAC he proclaimed, “I am your retribution.”

— Affiliates: The FOX brand is your asset. To my ear, FOX Radio on-hour/half-hour newscasts report the same facts as ABC or CBS Radio newscasts. I haven’t tested this, but I’d bet a Martini at the Palm that reading transcripts – side-by-side with ABC or CBS Radio copy – the target demo’ couldn’t tell which-is-whose. But listener complaints – rooted in distrust that ABC and CBS are the proverbial “Mainstream Media” – caused several of my client stations to switch to FOX. Reaction was positive.

— Think car radio and assure listeners that they can “get a quick FOX News update” on-hour/half-hour “throughout your busy day.” “Because news that matters to you is changing fast,” listeners will want to “stay close to the news.”

— Bottom line: Unless the financial consequence of these legal actions drives FOX News out of business, hang in there.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Avoid Sounding Like a Medical Examiner

By TALKERS | by TALKERS

By Holland Cooke
Consultant

We’ve seen autopsies depicted on various cop shows. As the doctor dispassionately probes the deceased, he or she is dictating into an audio recorder: “I’m opening up the chest cavity…”

That’s how some talk hosts sound, narrating their own process, rather than projecting the listener’s stake in topic du jour.

— Instead of: “This gas stove ban is something I want to talk about.”

— Ask: “Should you be fined for installing – or replacing – your gas stove? Let’s talk about it! (phone number)”

— Instead of: “We’ll be talking about the fiscal impact of immigration.”

— Say: “How much money are illegal immigrants taking out of your pocket?  More than you think, according to our guest…”

Said another way: Less “I,” “me.” More “you,” and “your,” The Magic Words.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers Books.  Follow HC on Twitter @HollandCooke

Industry Views

According to Research…

By TALKERS | by TALKERS

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday

Oh, excuse me, hold on. Here it is! The hourly report from quasi research companies or real research companies like Nielsen declaring that radio is just fine, thank you! Massive surveys (choose one) reveal that radio works! Radio appeals to younger demos! Radio moves product! Radio has more listeners in AM drive than the “Tonight Show” has viewers! A landslide of data proves that after 100 years of success, radio is a viable medium.

Crazy stuff.

As both a radio executive and host, I don’t need to know that radio works. I see the sales results from your show and from “Sterling On Sunday.” No advertiser gives us money for the heck of it. The checks clear; there’s your proof. The research that is desperately needed would support innovative, disruptive programming. Radio will grow its place in American media by surprising listeners with new formats, new forms of presentation and things that are… new.

Radio exists today because of innovations like Top 40! Urban! Progressive Rock! AOR! Modern Country! FM Talk! and The Seven-Second Delay!

Today, however, there is nothing harder than selling a radio executive a new idea. Any new idea. It is hard for a very good reason. Radio stations are major investments and failure is expensive. In 1977, the most expensive radio stations in history sold for $11 million. (WMAL/WRQX-FM, Washington DC.) In absolute dollars, experimentation was a minor financial risk. Risk would be manageable if owners had sophisticated research tools to test new ideas.

State-of-the-art new product research is required to take radio safely onto the golden path to innovation. How’s your research and development budget? Oh.

Each television network invests about $100 million a year in developing and testing new shows. Those networks deploy stunning techniques to find and test new ideas. There will be new formats and techniques when the collective “we” is finally convinced that radio is a success. Then our research investments can be focused on cutting-edge product research tools that can guarantee a successful pilot season and future.

Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com. Meet Walter Sabo at TALKERS 2023 on June 2 at Hofstra University.

Industry Views

Monday Memo: Ditch the DJ Voice

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Tip: If you’re auditioning for voiceover work, call yourself a “voice actor,” not an announcer.

The sound-alike DJ caricature delivery blends-into the blah-blah-blah that advertisers need to cut-through. Which explains why TV and movies actors are heard on so many national TV ads.

Listen carefully. You’ve heard George Clooney for Budweiser, Julia Roberts for Nationwide Insurance, Morgan Freeman for Visa. Tim Allen invites you to “Pure Michigan,” John Goodman pitches Dunkin, and Rashida Jones says fly Southwest. Not on-camera endorsements, unidentified voice-overs, with unaffected delivery. Network radio spots for The Home Depot? Actor John Lucas NAILS ‘em (pun intended).

Listen to the scene-setting voice-overs that “Magnum PI” star Jay Hernandez does within episodes, every bit as intimate as his predecessor Tom Selleck’s were in the 1980s version. Those Florida Orange Juice commercials Selleck V/O’d a while back sounded so effortless.

And maybe that’s the key. Don’t announce-AT-me, just tell me.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: The Conscious Shopper

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineWhenever possible, USA consumers will pay cash, and they’re paying-down credit card balances, per recently released Ipsos polling data.

Already coping with inflation and wary of a 2023 recession, consumers are in “need” vs “want” mode. They’re choosing generics and store brands and favoring purchases “made of high-quality and longer-lasting materials.”

One conspicuous exception to this growing frugality jumps-off the page…

Americans have a yen for vacation, if little else

“Alongside declining consumer confidence levels in the U.S., Ipsos online community members believe most of their cost-saving behaviors from the summer will continue, aside from cutting back on travel. Specifically, compared to the summer of 2022, they feel they are less likely to hold back on taking trips outside the home or making travel plans. After living through years of lockdowns and restrictions, they say travel isn’t something they are willing to give up in 2023.”

Sales lead: Local travel agents

Local radio is still local businesses’ best friend defending against e-commerce competitors, and personal service is the silver bullet. Travel is an Internet DYI remorse category, after disappointing experiences squandered bargain shoppers’ precious vacation time and money.

Hear the copy? Travel agents who have taken tour wholesalers’ junkets can recommend in a seductive anecdotal fashion. They describe meals in mouth-watering detail. “After all we’ve been through the last couple years, you’ve earned it! And I will personally see to all the details.”

And brainstorm which other local businesses sell the “experiences” that consumers, increasingly, choose over “things?” It’s a clear trend that cuts-across all demographics.

DJs, talk hosts, remaining promotion people and local newscasters: Read the room.

This IPSOS report is a free PDF download that takes listeners’ temperature.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

NAB Out of Step on Non-Competes

By TALKERS | by TALKERS

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, Sterling on Sunday

It’s tough enough for radio talent to navigate stable careers in these days of consolidated station ownership, personnel cutbacks and drastic salary reductions – but the NAB’s newly stated stance on non-competes adds insult to injury and is out of step with the interests of beleaguered professionals still hanging on for dear life in the programming sector of this industry. I understand that the National Association of Broadcasters is at heart a lobbying group representing the interests of the medium’s ownership but, c’mon – non-competes really are of another era and egregiously unfair.

This week the NAB announced that they were not in favor of the FTC ruling to ban non-compete clauses that prevent radio talent from crossing the street. The FTC is proposing the ban on non-competes for a broad section of industries compelling dozens of industry lobbies to sign a letter to Congress in opposition to the ban.

The lobbyists’ letter says that the FTC’s rule would invalidate millions of contracts around the country that courts, scholars, and economists have found entirely reasonable and beneficial for both businesses and employees. “Accordingly, we ask you (Congress) to exercise your oversight and appropriations authority to closely examine the FTC’s proposed rule-making.”

Government interference with the practices of any industry, especially in the area of freedom of competition, is never a good idea. The NAB and other industries believe banning non-competes constitutes FTC overreach. And that is a solid argument. However, the NAB also suggests that broadcasters present a unique case for non-compete clauses due to the “substantial investments broadcasters make in promoting on-air talent.” That’s where they are grossly behind the times.

Maybe in TV. But it has been decades since any radio company has made any investment in promoting their on-air talent. Do you have a $500 “name” jingle? Where are the billboards? Whatever happened to TV and newspaper ads?

Non-competes are deployed in most industries to protect trade secrets. All of radio’s trade secrets are on the air!

Walter Sabo, consultant, can be contacted at Sabo Media: walter@sabomedia.com. Direct phone: 646-678-1110.  Check out www.waltersterlingshow.com.

Industry Views

Monday Memo: 5 Ws + $

By TALKERS | by TALKERS

By Holland Cooke
Consultant

Joe Pags - Talkers MagazineLocal news sponsorship is an opportunity to “fish for whales,” institutional advertisers who can associate with something special. And, well-done, local news sure is special, because:

New-tech audio competitors don’t do it, and most AM/FM broadcast hours are now robotic.

Newspapers are in a tailspin swapping print dollars for digital dimes; and their – and TV stations’ – websites aren’t as portable as radio.

And it’s easier to add occasions of listening than to extend duration-per. Translation: There’s very little we do can keep someone in a parked car with the key on Accessories.

First things first: Plan NOW for The Big Story. In a recent column here I outlined the “break the glass” plan you should prep.

 As for day-to-day local news:

Who are you talking to? Habitual radio users – especially news/talk – are older-than-younger. Think Baby Boomers (born 1946-1964), who control most retail spending. And report information that matters to people with children of any age living at home (super-spenders) and people driving (what’s happening right now, and what threatens to block their path). Think “car radio” for busy people and you won’t turn-off anyone sitting-stiller.

What: INFLATION, health and safety, “survival information” (weather = news). Jim Farley, my successor managing WTOP, Washington, hung a sign in the newsroom: “WGAS,” his litmus test for relevance, “Who Gives A Shit?”

Where: What’s happening within your signal pattern? And when everyone’s buzzing about a big story elsewhere, localize by asking pertinent sources “if it happened here?” and Man-on-the-Street interviews (local accents) reacting.

When: What JUST happened…what’s happening right NOW…what happens NEXT. When you’re wall-to-wall, do frequent resets, because people believe your promos, and are tuning-in to know. Other times, specific goal: Each newscast sounds different than the last.

Why it matters to your listener: News people I coach will chisel this onto my tombstone: Report consequence, not process. Don’t give me the minutes of the City Council meeting, tell me how what-was-discussed will impact me. Rewrite press releases, which aren’t easy on the ear (“The public is asked…”), tend to be process-laden, and are often self-congratulatory.

Longtime ABC News executive Av Westin, one of two industry icons we lost in 2022: “I believe the audience at dinner time wants to know the answers to three very important questions: Is the world safe? Is my hometown and my home safe? If my wife and children are safe, what has happened in the past 24 hours to make them better off or to amuse them?”

Tips:

— Emulate your network’s writing style.

— HIGHLY recommended reading: “Writing Broadcast News: Shorter, Sharper, Stronger” by Mervin Block.

— Rewrite to favor The Magic Words “you” and “your” and avoid third-person-plural (words like “residents”). Instead of “Business owners interested in applying for these loans should contact…” say “If you’re a business owner…”

— Arrange with a local TV station (“our news partner NBC28”) to use their sound, in exchange for attribution (which will enhance their standing and serve to promote their newscasts).

I am encouraged by how much 2022 work sought me out, asking that I review stations’ local news copy, and work with the local newscasters whose work can habituate listeners and make money.

Make your work count twice.

— When you’re covering a meeting or event, ask people there something else too. “How are YOU feeling inflation?”

— Say WHERE you gathered comments. “We spoke to shoppers leaving Star Market in West Springfield.”

— Al Primo, inventor of “Eyewitness News,” who also passed away last year: “People can tell their stories better than we can write them.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books.  Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: “Try this…”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

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

Personal Injury: The gift that keeps-on-giving

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

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

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

— 6-figure settlements touted.

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

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

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

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

If we don’t win, you don’t pay

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

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

Like radio commercials, attorneys’ inventory is perishable

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

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

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

“The lawyer is in, the meter is off”

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

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

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

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

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

Think “sales funnel”


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

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

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

Admittedly, this is an experiment…

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

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

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

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

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

The Free Prize Inside: Podcasts

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

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Baseball Bonanza, Part 2

By TALKERS | by TALKERS

By Holland Cooke
Consultant

In last week’s column, we outlined the playbook for selling radio’s 2023 baseball season. This week, how smart stations leverage the franchise to build Time Spent Listening.

Plan now to OWN the games

They’re also on SiriusXM, where you can decide which team’s feed you want to hear. And “The MLB is back on TuneIn, and this year TuneIn Premium is the destination for all things baseball. With a Premium plan, listeners get access to live play-by-play of every single game — with no blackouts.” Here in New England the NESN 360 app, “in partnership with the Boston Red Sox, the Boston Bruins and Major League Baseball,” $30 per month, “with a first-month promotional price of $1.”

So – post-exclusivity – what’s an AM/FM affiliate to do?

— Goal: Be KNOWN FOR having the games, by embracing the team. Waving the flag conspicuously, regardless of where fans hear it, can score you diary credit. Don’t quote me.

— During Spring Training, I’m wary of airing games Mon-Fri 6A-7P. But nights and weekends, why not? It’s conspicuous, also useful in diary markets, where ratings measure what’s NOTICED. And, hey, in March, every team is in first place.

— Can you go to Arizona or Florida? Admittedly not-inexpensive but ask your team network about Spring Training packages and arrangements. Some stations bring advertisers who commit early, hosted by the rep who sold the most.

— As Opening Day approaches, count-it-down in your on-hour ID. Then…

 

Avoid the banana syndrome

 Use baseball to recycle audience in and out of games.

— Dumbest-thing-I-hear-most-often on baseball stations: During the game, when the network calls for a station ID, the station announces that it’s “your [name-of-team] station. Ugh. It’s like printing the word “banana” on the yellow peel.

— Your station’s on-hour ID – in any hour – is beachfront property. It’s where you sign your name, where you explain yourself to listeners you’ve trained to “check-in for a quick FOX News update, every hour, throughout your busy day.” Games invite listeners who might not otherwise cume your station, so use those 10 seconds to tell them why/when to come back for something else useful.

— “CATCH-up when you WAKE-up, with a quick morning update and your AccuWeather forecast, on your ONLY local news radio, [dial positions, call letters, city of license].” Opportune, since the game might be the last thing they near at night.

— Then in NON-game hours, use top-of-hour to wave the flag. Plug team-and-time of the next game you’ll air.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Baseball Bonanza

By TALKERS | by TALKERS

By Holland Cooke
Consultant

As The Beatles sang, “It’s been a long, cold, lonely winter.” Baseball – even Spring Training while it’s still chilly in March – says “Here Comes the Sun.” That’s what baseball means… to listeners.

To local advertisers, it’s an opportunity for The Little Guy to sound big. In the words of one GM – who has made a pile of money selling baseball – “It’s ego and envy.”

Sales: It’s a thing, not a number

 The sponsorship package cannot be quantified on a-cost-per-ANYTHING basis. It’s not “efficient” in agency terms, but baseball is powerful “reputation appropriation.” Translation: Advertisers can tell the world they’re big-enough for baseball.

— The rapid-response plumber, the roofing repair guy, and the lumber yard or hardware store or any independent local retailer slugging-it-out against big box competitors can be part of the Astros or the Braves or the Cardinals or the Dodgers or the Rangers or the Giants brand.

— Low-hanging fruit: Prospects who are, personally, fans. For decades, we’ve been telling reps at conservative talk stations to pitch businesses that fly big American flags. So which local retailers do you know to be baseball fanatics?

— Milk the value-added stuff affiliates get. Include some tickets in the package. Take ‘em to a game and bring ‘em up to the broadcast booth for a selfie with the radio team. Can you rent a sky box for a game and throw a client party?

— Make a list of guys-who-own-guy-stuff businesses. Home improvement and auto repair have always been opportune.

— Second and third-generation retailers might family-feud about other things. But grandfather AND father AND son can agree on this expenditure lots quicker than you can get consensus about a ROS spot package on “Kiss” or “Lite” or “Magic.”

— Baseball is a high-affinity branding opportunity. I don’t know when I will need to buy a tire…because nails lurk. But I already know where I’ll buy it, because they advertise in Red Sox games. And get this! All year long, that particular advertiser says, in all his commercials, in a thick Boston accent, “You go, Red Saux!”

— Warm list: Who’s advertising on stadium signage? That’s an ego clue. But it’s just branding. Radio can add-value to that expense by “telling your story,” and adding a call-to-action.

— Baseball = beer, so prospect DUI defense attorneys, and auto body shops. 😉

— Reps: You’re not calling from KXXX. You’re calling from Padres Radio. The team logo is in your email and sales material.

— Way-back-when: As Mickey Mantle launched one into the cheap seats, Mel Allen would proclaim it “another Ballentine Blast!” Back to the future: I’ve been at games where everyone there got a free something because the team did such-and-such. Can you invent a cool feature for local sponsorship? Every listener who says they heard ___ gets free ____ the next day.

IMPORTANT: Update copy as the season progresses. This is a franchise, not plug-N-play programming that babysits nights and weekends. Nothing says auto-pilot and disserves clients like spots and promos that crow “Baseball is back!” in July.

I was the Motor-Mouth Manager

War story: I programmed WTOP, Washington in the 1980s, long before there were Washington Nationals. We were your Orioles Baseball Station; and I was managing a union shop…but I ended up joining AFTRA because our announcers were newscasters who couldn’t say “Mid-Atlantic Milk Marketing Association” as rapidly as I, an ex-1970s Top 40 DJ.

— So – believe it or not – the company paid my initiation fee. And every time there was a change in that 65 seconds-of-copy-crammed-into the 60-second opening billboard that ticked-off all the sponsors, I got ‘em all in, and I got $10-something in my Pension & Welfare Fund. Sweet. But I digress…

— To OUR ear, that whole word salad sounds hellishly rushed. But to ADVERTISERS, it’s like having your caricature on the wall at the see-and-be-seen steak house. Every business named there is a someone, associated with everyone else there. They’re part of a local Orioles or Mariners or Mets Baseball Who’s Who. And everyone who isn’t isn’t.

— I’ve been on calls with reps closing baseball packages because “It’s worth it just for the promos!” So, include sponsor mentions in ROS promos.

— That said, sell enough in-game frequency to be heard. Two or three spots per game won’t be.

Next week: Avoiding the most common error I hear baseball stations make.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books; and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins.” Follow HC on Twitter @HollandCooke

Industry News

Good Egg Promotion

By TALKERS | by TALKERS

Consultant Holland Cooke cites a very clever radio promotion that ties into inflation and the rising cost of eggs. The wholesale price of a dozen eggs has more than quadrupled as the U.S. Department of Agriculture reports that avian influenza has killed nearly 40 million chickens, some 5% of the U.S. flock.  Cooke says, “Applause to WKXY, Cleveland MS owner Larry Fuss, whose station is giving away…EGGS! Text-to-win.”  Cooke adds, “HOW cool was this idea? WCBS, New York reported it in morning drive. Tip: Rip-off this bit ASAP! #MakeRadioFUNagain.”

Industry Views

Valerie Geller to Present Free Webinar Titled “Never Be Boring”

By TALKERS | by TALKERS

Media consultant Valerie Geller – president of Geller Media International – is presenting a free seminar for radio and audio salespeople called, “Never Be Boring.” Geller says the four things that participants will learn are: 1) the three mistakes salespeople make, 2) how you can communicate more effectively, 3) how to tell your story and help clients tell their stories, and 4) how to never be boring. You can get more information and register here.

Advice

Monday Memo: Your Podcast ‘Bones,’ Part Deux

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — “But I’m doing a whole SHOW, not just the ‘snack-size’ episodes you recommend,” one podcaster wrote, after reading last week’s column, itself conspicuously succinct.

While I continue to heed the listener research which recommends (forgive me) “less is more,” I myself subscribe to several longer-form podcasts. My concern about going-longer is the same caution I offer to eager beavers who ask me about launching a weekend show: It’s a lot of work.

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Advice

Monday Memo: #NABShowNY

By Editor | by Editor

By Holland Cooke
Consultant

 

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

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

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Advice

Monday Memo: #NABShowNY

By Editor | by Editor

By Holland Cooke
Consultant

 

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

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

(more…)

Front Page News Industry News

Monday, October 17, 2022

By Editor | by Editor

Monday Memo: Podcasting? Think How-Long, Not How-Many. “When I say, ‘Seinfeld quote,’ you think ‘Do the opposite,’” consultant Holland Cooke reckons. In this week’s column, HC borrows another Jerry-ism to warn against “an all-too-common mistake” he hears podcasters make. Read it here.

 

Pending Business: How Do You Handle Mistakes? Radio sales pro Steve Lapa asks that question after his recent experience with a local company that handled a problem the right way. When the inevitable mistake happens at your station or network, are you “all hands on deck” or do you back away from the issue? He offers a four-point prescription for overcoming this adversity. Read it here.

 

KNX, Los Angeles Unveils ‘LA’s Morning News.’ Today (10/17), is the debut of the new “LA’s Morning News” program in Audacy’s all-news KNX-AM/FM, Los Angeles. The company calls it “the next generation of the iconic brand’s all-news morning show about the stories that matter to millions of Southern Californians.” Longtime KNX News anchor and podcaster Mike Simpson moves to the morning drive daypart as host alongside co-host Vicky Moore and veteran traffic reporter and news personality Jennifer York. The moves follow the retirement of legendary morning news anchor Dick Helton after a 53-year career with 24 years of it spent at KNX. Audacy regional president Jeff Federman says, “Mike, Vicky, and Jen are the perfect team to build upon the legacy of integrity, credibility, and humanity in our great shared experience – the morning commute in LA. We’d also like to extend our gratitude to Dick, as his decades of service to our communities are unrivaled.” Mike Simpson states, “There’s something very special about waking up a region as large and dynamic as this one. It’s about getting people out the door and keeping them company on their commute with what they need to know. I’m beyond thrilled to start working with Vicky, Jen and the entire team. Here’s to multiple alarm clocks!” Simpson most recently co-anchored the afternoon drive news and “KNX In Depth,” and created the hit podcast “I’ve Got Questions with Mike Simpson.” Vicky Moore has hosted mornings on KNX since 2004, and Jennifer York has been guiding KNX listeners through their commutes for more than a decade following a long stint as an airborne television traffic reporter in Los Angeles.

SummitMedia Gives Todd Johnson Oversight of Richmond Market. Wichita market president Todd Johnson adds market president duties for SummitMedia, LLC’s Richmond, Virginia station group that includes sports talk WURV-AM “ESPN Richmond” and four music brands. Johnson continues to serve in the president role for the Wichita market. SummitMedia chairman Carl Parmer comments, “Todd has done an outstanding job developing our Wichita cluster and I am confident he will bring the same passion, dedication and leadership to Richmond.” Johnson adds, “I’m honored to assume this new role for SummitMedia and expand my role in the company. I look forward to working with a new team of broadcast and digital experts, while enhancing the products and services we deliver to our clients.”

TALKERS News Notes. Joining the sale department at Skyview Networks are audio sales professionals Leslie Sturm and Jeana Meade. Sturm joins as vice president, network sales. She comes to Skyview with an extensive background at the agency and advertising sales levels. Meade, a 12-year broadcast audio veteran, is now Skyview’s newest network audio manager. Skyview president of network partnerships and chief revenue officer Jeanne-Marie Condo says, “Leslie and Jeana’s tremendous experience and stellar industry knowledge will be a driving force for sales on both coasts. Each of them has hit the ground running, fitting in perfectly with our current culture while bringing their unique skills forward, and we are thrilled to have them on board to help lift our initiatives to new levels.”…..DailyWire+ Podcast Network names audio industry pro Scot Herd SVP of ad revenue. Herd most recently served as VP of network sales for iHeartMedia. In this position, Herd will oversee the company’s team of in-house ad sales reps selling podcasts including: “Candace Owens,” “The Jordan B. Peterson Podcast,” “Morning Wire,” and the YouTube exclusive show, “The Comments Section with Brett Cooper.” DailyWire+ continues its sales partnership with Westwood One, which continues selling the network’s flagship podcast, “The Ben Shapiro Show.” Herd says, “I’m thrilled to take over this new role at DailyWire+ and to capitalize on our tremendous growth. We are committed to our partners and will go above and beyond to optimize all our advertising campaigns. This sales team is second to none and I am privileged to be in this position. 2023 here we come!”…..Podcast discovery platform Podcast Radio Network, official podcasting content partner of NAB Show New York 2022, announces that it is kicking off Podcast Futures New York, a special event for audio and podcasting professionals held in conjunction with NAB Show New York, on Wednesday (10/19) from 10:00 am-5:00 pm at the Javits Center.

TALKERS PERSONALITY PROFILE: The Late Barry Farber’s Daughter Bibi’s Musical Journey. TALKERS managing editor Mike Kinosian follows the fascinating story of Bibi Farber, the NYC-born daughter of the late talk radio legend Barry Farber on her musical odyssey that took her from the U.S. to Sweden (where she spent her teen years and was part of that country’s emerging alt-rock scene) and back again. Bibi Farber and her two-years younger sister Celia grew up in the Big Apple. Their parents had long been separated and in 1976 the two young girls (13 and 11 at the time) relocated to Orebro, Sweden with their mother, Ulla. “I didn’t want to go, but it wasn’t up to me,” emphasizes Bibi, who would wind up living in Sweden for six years – Celia for eight; both finished high school there. “I went to the United Nations School and loved it. Even though my father saw less of us, he loved that we were living in Sweden. He thought it was a much safer place than New York, which in the mid-1970s, was no place for two teenage girls to live. Sweden was a great place, although we did split with American culture.”  Albeit that Bibi didn’t start playing music until becoming a high school student in Sweden, she loved rock music and was self-taught. “I didn’t have any formal music training but was able to play in punk bands,” she points out. “I was a classic rock kid from New York, so I was into artists such as Led Zeppelin, David Bowie, Elton John, the Who and the Stones. When I got to Sweden, those artists weren’t big there. They didn’t have any commercial radio as we do in America.” Over the years, Bibi has written and recorded a number of tracks – some that have found their way into major commercials – and has carved out a niche performing for people in hospitals, nursing homes, and similar locations between her home in the Hudson Valley and Brooklyn, New York. She has also mastered the art of stilt-walking and has, upon occasion, incorporated it into her unique performances. To read the entire story, please click here.

Russia-Ukraine War, Midterms, Trump Legal Issues, Xi Jinping, January 6 Hearing, Inflation/Financial Markets, and Ye-Parler Deal Among Top News/Talk Stories Over the Weekend. Russia’s use of Iran-made drones to bomb civilian targets in Ukraine; the Herschel Walker–Raphael Warnock debate and the build-up to the November midterm elections; the numerous legal battles facing former President Donald Trump; Chinese President Xi Jinping begins third term, speaks at Communist Party’s 20th Congress; the final January 6 hearing and the committee’s recommendation to subpoena Donald Trump; the high rate of inflation and the mercurial financial markets; and Ye’s deal to acquire conservative media platform Parler were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Advice

Monday Memo: Podcasting? Think How-Long, Not How-Many

By Editor | by Editor

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — You might know of the Pareto Principle, also called “The Rule of 80/20,” which states that 80% of sales come from 20% of customers. Ask any retailer. And radio audience measurement bears this out too. 70%+ of listening comes from 20%+ of a station’s listeners.

Because most podcasts are free, many are downloaded

But how many actually get heard? And how many get heard in their entirety?

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Front Page News Industry News

Monday, October 3, 2022

By Editor | by Editor

Monday Memo: Yes, You Need More Cume. “It’s a never-ending problem” because budgets are tight, and with new-tech competitors chipping-away at AM/FM Time Spent Listening. In this week’s column, consultant Holland Cooke outlines three specific goals for on-air promotion; but cautions that “the only people who hear it are already listening.” Read it here.

 

Pending Business: The Aftermath of Ian. Radio sales pro Steve Lapa has been affected by natural disasters numerous times during his career – including the long list of hurricanes that have impacted Florida in recent decades. In today’s column, he offers five takeaways for radio sellers working in markets affected by Ian, as well as those who may face a similar situation in the future. Read it here.

 

Morning Host Chris Stigall Re-Ups with Salem’s ‘The Answer’ in Philly. WNTP-AM, Philadelphia “AM 990 The Answer” morning host Chris Stigall signs a multi-year extension to continue with the Salem Media Group news/talk station. The host of “Philadelphia’s Morning Answer with Chris Stigall” says, “It’s been the highlight of my career to call Philadelphia morning radio my professional home for 12 years now. It’s so gratifying to work with principled, faith-first broadcast partners in Salem Media Group who genuinely respect their audience, their clients, and their broadcasters. Thank you to Salem Media, our sponsors and the smartest audience in all of radio for allowing me the privilege to continue hosting your morning show for years to come. All glory and honor to God!” Salem Philadelphia general manager Lorenzo Caldara adds, “Since the day Chris began with Philadelphia’s ‘AM 990 The Answer,’ he has engaged Philadelphians in intelligent and relevant conversation that has served to entertain and stimulate much thought in the minds of our audience. He has secured such an attentive audience that can’t wait to listen and call in to him everyday Monday through Friday.”

‘Smart Money Happy Hour’ Podcast Debuts at #1. The latest podcast from the Ramsey Network, “Smart Money Happy Hour,” debuted last week at #1 in Apple Business, #1 in Spotify Business and #19 in all Apple podcasts. Ramsey Network says the “Smart Money Happy Hour” is a mix of solid advice and snark from two friends who also happen to be money experts. Co-host Rachel Cruze says, “People will talk about almost anything these days, except money. These conversations shouldn’t be awkward or boring, but rather give listeners a sense of relief that they aren’t alone in their money journey – whatever circumstance or stage of life they’re in.” Co-host George Kamel adds, “The show is a good balance of real-life humor mixed in with money advice listeners can relate to. We’re willing to go there, have those conversations, and be that friend for you.” “Smart Money Happy Hour” topics include: Is Convenience Worth Being Broke? The TV Network That Brainwashed Us All; How to Leave a Royal Legacy for Your Family; and Can the Middle Class Still Afford to Go to Disney?

SRN’s Mike Gallagher Raises Funds for Hurricane Ian Relief. Pictured above in front of what’s left of a Venice, Florida car dealer’s lot is Salem Radio Network personality Mike Gallagher broadcasting live. In the wake of Hurricane Ian’s devastation in Florida and the Carolinas, Gallagher is broadcasting from disaster sites today (10/3) and is raising funds to help people impacted by the huge storm. Gallagher is partnering with Christian non-profit relief organization Food for the Poor to rush hurricane emergency kits and hurricane flood relief kits to impacted areas. Gallagher says, “This is what radio does best: opening the hearts and wallets of listeners to help fellow Americans they will likely never meet.”

TALKERS News Notes. A new deal between FOX Sports Radio and LaVar Arrington’s Up On Game Presents and Brinx.TV provides for distribution of programming across both platforms. The sports platform Brinx.TV is operated by John Brenkus – host of “Sports Science.” As part of the agreement, “The NIL House” will be the first joint property to be distributed by the Up On Game Presents podcast feed (available on iHeartRadio and everywhere podcasts are heard) and Brinx.TV. The venture launches today (10/3) at 3:00 pm ET. Arrington says, “We are thrilled to be partnering with a pioneer like John Brenkus and Brinx.TV. This relationship will dramatically expedite our slate of programming and positively impact the sports entertainment industry.”…..Cumulus Media’s news/talk KMJ-AM/FM, Fresno recently teamed with local agriculture company Gar Bennett to raise money for the Central California Food Bank for the 2022 Feeding Families Fund Drive. Gar Bennett Inc. matched every donation with 50 cents on the dollar as the effort raised $656,000 to fight hunger in the Central Valley. Cumulus Media Fresno VP and market manager Patty Hixson says, “I’m overwhelmed by the support of our community. We can always count on the generosity of our KMJ listeners! A special thanks to Karen and Greg Musson of Gar Bennett, Farm Credit and Amazon for their massive contributions and to our talented on-air team for their hard work on this important effort.”

Russia-Ukraine War, Hurricane Ian Aftermath, Economy/Financial Markets, Mar-a-Lago Documents Case, Brazilian Elections, and Indonesia Soccer Riot Among Top News/Talk Stories Over the Weekend. The move by Vladimir Putin to attempt to annex parts of Ukraine as he calls up more troops in Russia’s war against its neighbor; the aftermath of Hurricane Ian’s destruction of the Fort Myers-Naples region; inflation and the bear market that’s pushed the world’s financial markets to lows not seen since 2009; the battle between former President Donald Trump’s lawyers and the Department of Justice over the Mar-a-Lago records case; conservative Brazil president Jair Bolsonaro forces runoff election with opponent Luiz Inacio Lula da Silva; and the soccer riot in Indonesia that left 125 dead were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.