Holland Cooke – Page 5 – TALKERS magazine

Monday Memo: Does Your Station Sound “On-Vacation?”

By TALKERS | July 17, 2023 by TALKERS

By Holland Cooke
Consultant

By 2009, I had been making my living consulting and coaching talk hosts for 14 years, but I myself had not yet hosted a talk show. Like Rush Limbaugh before he went-talk, I had lots of on-air time under my belt as a music DJ. And that same skill set contributes to talk radio success: “Play the hits” (topics) and convert Cume to AQH (technique).

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

My hosting debut was “The Jim Bohannon Show.” And Jimbo told me I was only the third person to ever guest-host, after Joan Rivers and Chris Matthews jump-started their broadcast careers there. But, to these listeners, who-the-heck was I? Lacking the back-story of an A-list comedian or former presidential speechwriter, I simply told the truth, saying, “I’m Jim’s pal, Holland Cooke” as I quickly invited callers into the hour’s topic or teed up the guest. I had promised myself I would avoid “The Sitting-In For Rush Syndrome:” unscripted monologue about myself and blah-blah-blah until the first break. TALKERS publisher Michael Harrison – himself a well-traveled guest host – recommends nonchalance and warns against, “It’s such an honor to be here!”

So, if you’re filling-in, that’s Tip #1: Cut to the chase. Don’t devalue the show by committing lots of time explaining that the familiar host is away and who you are. Tee-up what the show is about this hour… why it matters to those listening… how they will benefit from not wandering-off when they hear a stranger… and how to join-in.

Demonstrating this technique when “FOX Across America” host Jimmy Failla is off: my long-suffering client Paul Gleiser. His day job is owning KTBB, Tyler-Longview, Texas; and his side hustle is guest-hosting Jimmy’s show, which he’s done a half-dozen times this month. Understanding Tip #2: You’re a guest in someone’s home, Paul asked Jimmy for advice. Always in-character, Failla quipped “Drive it like you stole it!” So Gleiser is all about call count, teeing-up TWO tempting propositions, one topical, the other a softer “Bonus Question.” As I write this, he’s asking, “Which Democrat do we [Republicans] want to run-against in 2024?” and – as new employment numbers are announced – “The WORST job you ever had?” Callers are telling stories.

That’s Tip #3: Invite callers. Admittedly, my debut was a snap, with Jimbo’s show on 500-plus stations. But later, when then-PD Bill White had me do three nights on WBT, Charlotte, he texted me after my first hour to say that I had taken more calls that hour than other hosts get-around-to in a week. In a recession, I asked if callers were “Seeing ‘green shoots’ of recovery?” and “The best car you ever owned?” They all told stories about both. “DON’T beg for callers,” Harrison says. And bring more than just your voice, i.e., guests and sound bites from news feeds. Gleiser: “Prep like the phone is broken.”

Tip #4: Invite participation multiple ways. Many listeners would rather text than call. Do so and you’ll sound accessible and at-the-speed-of-life. And follow @smerconish to see how (effectively) he polls listeners via social media.

Tip #5: “Know what the show was about yesterday,” Gleiser urges, because political topics tend to change little day-to-day. Avoid this trap: The guest host’s outspoken narrative is a point that’s already been talked-to-death BUT this is HIS shot on a big show, so this is HIS turn to me-too the unison. Better approach: Come up with a new wrinkle; like Paul’s aforementioned “Who [Democrat] do we [Republicans] have the best chance of beating in 2024?”

Tip #6: Empower callers, by asking their FEELINGS, rather than asking for facts or their expertise. They’re not experts. Instead, use The Magic Words (“you” and “your”): “Should you be fined for installing or replacing your gas stove?” Or empower them with access to a guest they can Q+A about matters that matter to their lives. When the fill-in host is “a somebody” – the mayor or an athlete or an expert – the host him/herself is an opportune topic. As we say when inviting calls to hosts who broker weekend airtime: “The lawyer is in, the meter is off.”

Tip #7: Establish a relationship with the producer “BEFORE the show” Gleiser advises: “Don’t just show up.” Ascertain who-does-what. In some cases, the producer will have booked guests and may suggest or assign call-in topics. Or – in Jimmy Failla speak – you’re driving, if the producer is simply call-screening and running-the-board (which you should NOT attempt if you’re not an experienced broadcaster or if you are unfamiliar with this particular station’s set-up).

Tip #8: Keep re-setting – succinctly, “matter-of-factly” as Michael Harrison puts it — introducing yourself and your guest-or-topic — when you’re going-into and coming-out-of breaks, and at the beginning of each hour. Why: Listeners are constantly tuning-in.

Tip #9: Always and only announce the call-in number immediately after you tell them WHY to call. Most common mistake I hear, even from experienced hosts: They give-out the phone number at the very beginning of the show or hour or segment, then (eventually) they tell you why to call, possibly minutes later (an eternity in live radio). So, they’re haunted by those dreaded “regulars” who already have the number memorized. Make announcing the number the punch line, whether you’re asking opinions on topic du jour or offering access to a guest they’ll want to interact with. ‘Seems like a little thing, but this can make a big difference in how popular you make the station sound.

Tip #10: “Be a convenience to the station,” not high maintenance. Harrison: “If you’re a diva they won’t ask you back.”

Tip #11: Afterward, give it a listen. If you do this for a living, wait a week, so you hear your work with fresh ears. Not a broadcaster? Was there a segment worth sharing on your blog or via social media? Did you or a guest explain something real useful? On Twitter, link to an audio clip of “Pet Pro Dr. Donna Johnson’s tips for helping your critters keep their cool during a long, hot summer,” so you’re useful to those who weren’t listening live. For LOTS of clicks and shares, include pictures of cuddly kittens and puppies.

Tip #12: If you are a career broadcaster, “always be available (and prepared) on short notice,” Michael Harrison recommends. 😉

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: Be Known for Knowing

By TALKERS | July 10, 2023July 10, 2023 by TALKERS

By Holland Cooke
Consultant

“STIMULATING TALK.” Like much of radio’s imaging wallpaper, this frayed 1990s promo cliché was station-centric, rather than a benefit statement explaining and assuring how habitual use is… useful.

“Stimulating” was an immeasurable claim. And won’t THEY be the judge of that? If our talkers – of any political stripe – are stimulating, their work speaks for itself.

“Talk” itself has baggage. Say “talk radio” at a backyard cookout populated by non-radio people, and someone will roll their eyes. Rush Limbaugh personified that “crazy uncle at Thanksgiving” who became the format caricature.

And when what’s-talked-about sounds too much like yesterday, and the day before, and the day before that, it works against what ratings people call horizontal maintenance (same-time day-to-day tune-in). No names, but his first six words when I tuned in were “…and it will only get worse!” Stimulating?

Commercial Copy 101: Sell benefits, not features. Almost any station can sound instantly more-user-friendly by simply projecting “you” and “your” early and often in promo copy. “Because ONE traffic jam can jam-up your WHOLE day…”

News will save news/talk. Mass shootings du jour, deadly severe weather, inflation, Trump, Hunter’s laptop, and what-next has listeners wondering, “What NEXT?” Be known for knowing, and you will stimulate more tune-ins.

Industry Views

Monday Memo: “A Pepper & Egg Sandwich on American Bread”

By TALKERS | June 26, 2023 by TALKERS

By Holland Cooke
Consultant

Recommended interview: The author is retired radio host and newsman Joe Taylor, a voice you might remember from KDKA and elsewhere.

His story is the sort of interview Jim Bohannon used to love, a reminiscence of growing up in the 1950s, what life was really like in that “Great” America that Donald Trump romanticizes.

Joe recalls a time when many people still considered Italians “not-quite-real Americans, traversing two very different worlds, attending school with kids whose last name didn’t end in a vowel.”

Joe writes – and speaks – with affection, respect, humor, and humanity, and new relevance. Contact joetaylor43@comcast.net

Industry Views

Monday Memo: I’m Sorry, You Are…?

By TALKERS | June 19, 2023June 19, 2023 by TALKERS

By Holland Cooke
Consultant

Has this happened to you? Moments after you have met someone, you forget his or her name? OOPS.

How to avoid this faux pas? Even a robot knows! I asked ChatGPT:

— Pay attention: When you are introduced to someone, make a conscious effort to pay attention to their name. Focus on the pronunciation and any unique aspects of their name.

— Repeat the name: After hearing the person’s name, repeat it back to them. This not only helps you reinforce the name in your memory but also confirms that you heard it correctly.

— Use association techniques: Associate the person’s name with something familiar or memorable. It could be a visual image, a rhyme, or a word that sounds similar. For example, if you meet someone named Mark, imagine them leaving a mark on something or wearing a specific item that reminds you of their name.

— Create mental connections: Connect the person’s name with something you already know or someone you know who has the same name. This association can help trigger your memory when you see the person again.

— Use name repetition: In the course of the conversation, try to use the person’s name naturally in your interactions. This repetition can reinforce the memory of their name in your mind.

— Visualize the name: Visualize the person’s name written out in your mind or imagine it spelled out in a particular font or color. This mental image can help solidify the memory.

— Practice active listening: Engage in active listening by asking questions and using the person’s name in conversation. Actively engaging with the person helps create stronger connections in your memory.

— Review and reinforce: After the initial introduction, take a moment to review the person’s name in your mind. If possible, use it when saying goodbye or when addressing them in subsequent interactions. The more you reinforce the name, the better chance you have of remembering it.

Excerpted from the E-book “Even a Robot Knows How to Sell Radio Advertising,” a free download at http://getonthenet.com/EvenARobotKnowsRadioSales.pdf

Industry Views

Monday Memo: Future-Proof Your Career

By TALKERS | June 5, 2023 by TALKERS

By Holland Cooke
Consultant

How 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.

— 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 | May 22, 2023 by TALKERS

By Holland Cooke
Consultant

Warning: 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.

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 | May 15, 2023May 15, 2023 by TALKERS

By Holland Cooke
Consultant

Ever 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.

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

Industry Views

Monday Memo: Twitter Technique

By TALKERS | May 8, 2023 by TALKERS

By Holland Cooke
Consultant

Tik-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.

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: Weekend 101

By TALKERS | May 1, 2023 by TALKERS

By Holland Cooke
Consultant

It’s the most effective tactic in marketing: Free samples. And the attorneys, financial advisors, real estate agents, veterinarians, and other ask-the-expert hosts who broker time for weekend call-in shows can drum up lots of new business…IF they execute well.

It’s a big “if,” because they’re not career broadcasters. So, technique that’s second nature to us is news to them. And because, at too many stations, there’s little or no coaching. Here are some of the fundamentals I convey to weekenders at client stations, and brokering hosts elsewhere who aren’t getting aircheck support:

— Plan each show. Re-write any news-about-your-topic or other material you will read, rather than reading verbatim paragraph-length excerpts from newspaper clippings or other source material you found on the Internet or elsewhere. That stuff wasn’t written for the ear. Put it into your own words. Practice aloud, to yourself, before the show.

— Remember: YOU are the expert. It’s Greek to them. So, avoid lingo and acronyms. Instead of percentages (“36%”) use fractions (“just over a third”).

— Listen carefully to the caller’s question. Don’t interrupt unduly…but don’t let ‘em ramble either. Once they’ve asked a question or described their situation, recommend what they should do. Listeners in similar situations will relate.

Do’s and Don’ts:

— DON’T squander time at the beginning of the show with long hellos, or small talk about the weather (which aired at the end of the newscast just before your show began), or other off-topic blah-blah-blah.

— DO introduce yourself, and succinctly explain how you can help the listener. I tell weekenders I coach to begin with their elevator speech: “I’m Chuck Thompson, from Chuck’s Auto Repair, and I’m here to help you get more miles out of the-car-you’ve-already-paid-for.” If your business has a slogan, that should also be the mantra for your radio show, to keep your on-air message consistent with your other marketing.

— DON’T wait! Give out the call-in number right-off-the-top, even if your first segment is an interview or you tee-up a topic by reading news/product reviews/etc. During that segment, your call screener can be lining-up callers.

— DO solicit calls overtly. And announce the phone number real slowly, like you’re reading the winning lottery number. Say “call me right now.” And at the end of each call (unless all the lines are lit), offer that “that opens up a line for you,” and re-announce the phone number.

— DO get to the phones ASAP, best caller first. Callers call when they hear other callers, so nothing explains that it’s a call-in advice show like you answering callers’ questions with helpful advice.

— DON’T assume that anyone but you hears your whole show. Listeners constantly tune-in. So DO re-set throughout the hour. Come out of each commercial break as though the show was just beginning. “Welcome back to ‘Larry Explains the Law.’ I’m attorney Larry Jamieson, answering your legal questions right now on WXXX. So, call me! [phone number, nice and slowly, twice].”

All of the above is host technique. And there’s another character, behind the scenes, whose method is critical to brokered hosts’ return on investment: the call screener. Share with yours my 6-minute video at SolidGoldWeekend.com, where I also explain how to warm-up slow phones.

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: Hearing is Believing

By TALKERS | April 24, 2023April 24, 2023 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.

Industry Views

Monday Memo: NAB Show 2023

By TALKERS | April 17, 2023April 18, 2023 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

Industry News

Edison Research & NPR: “Hit Play, Boomer!”

By TALKERS | April 14, 2023 by TALKERS

By Holland Cooke
Consultant

“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.

Baby Boomers – born between 1946 and 1964 – are now age 59-77. Those 55+ comprise 30% of total USA population.

Per Edison’s ongoing “Infinite Dial” research, and with data and listener videos captured for this study done with NPR:

— 55+ consume more than 3 hours and 39 minutes of audio PER DAY. And 78% own a smartphone. And “Boomers listen to way more radio than do their children and grandchildren.” And they’re “adopting online audio.”

— Nearly 2/3 of Boomers’ audio is consumed at home. “Only about a third of that group is still working…they have the time to listen to podcasts.” And home is the #1 podcast listening location.

— But compared to 25-54s, they’re podcast consumer laggards. Rosin sees opportunity: “They’ve entered the top of the sales funnel.”

Compared to 25-54s, Boomers are podcasting laggards.

— Many Boomers think podcasting is a time-shifted radio show.

— “Overwhelmingly,” 55+ podcast listeners prefer news-related podcasts.

— We need to explain how-to-listen better than “available as a podcast” and wherever-you-get-yours.

Broadcasters and podcasters: Know how busy you are, I don’t make this recommendation casually. It’s well-worth your time to see the on-demand replay of this informative webinar.

Now I’m off to fabulous, fabulous Las Vegas for the 2023 NAB Show. Look for my convention notes here next week.

Talkers contributor 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,” and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Fender Bender Part Deux

By TALKERS | April 10, 2023 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*.

Industry News

Monday Memo: Dominion v. FOX News

By TALKERS | April 3, 2023 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 | March 27, 2023March 27, 2023 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

Monday Memo: Who? When?

By TALKERS | March 20, 2023 by TALKERS

By Holland Cooke
Consultant

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

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

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

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

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

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

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

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

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

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

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

And you are…?

Industry Views

Monday Memo: Ditch the DJ Voice

By TALKERS | March 13, 2023March 13, 2023 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.

Industry Views

Monday Memo: The Conscious Shopper

By TALKERS | March 6, 2023March 6, 2023 by TALKERS

By Holland Cooke
Consultant

Whenever 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.

Industry Views

Monday Memo: 5 Ws + $

By TALKERS | February 27, 2023February 27, 2023 by TALKERS

By Holland Cooke
Consultant

Local 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.”

Industry Views

Monday Memo: Sound Popular

By TALKERS | February 20, 2023February 20, 2023 by TALKERS

By Holland Cooke
Consultant

Weekend ask-the-expert shows can be a powerful marketing tool. In a recent column, I outlined how attorneys – an industry where supply exceeds demand – can differentiate from competitors’ look-alike billboards and often-tacky TV spots.

And, well-coached, brokered weekend hours can drum up lots of business for financial advisors, and how-to hosts fielding calls on a variety of other topics. For years, an EXTERMINATOR has done Saturday mornings on WPRO-AM, Providence, and the guy’s a rock star.

Tip for weekend warriors: Record every call you take. Build a library.

— With a trove of pre-recorded calls, you can recycle previous live calls, to get-the-ball-rolling, and steer the conversation into your lane. And sounding so popular implies your authority.

— With all we do to make your weekend show “appointment listening,” you don’t want to disappear when you’re on vacation.

— When you assemble the show that airs in your absence, do include the appropriate disclaimer, but avoid the “Best of” cliché that screams “re-run.” Instead of simply repeating a previous show intact, make it a true best-of, with calls that were on-topic and particularly helpful.

— And rather than repeatedly saying “Don’t’ call,” let the board op thank those who do call (off-air); or if calls ring-through to voicemail, use it to collect callbacks, deepening your collection.

— You can also repurpose calls into topical FAQ podcasts, to-which you Tweet links, and promote on-air and to your email database.

Industry Views

Monday Memo: Even a Robot Knows!

By TALKERS | February 13, 2023February 13, 2023 by TALKERS

By Holland Cooke
Consultant

I asked ChatGPT, “What IS ChatGPT?”

Instant reply: “ChatGPT is a pre-trained language model developed by OpenAI. It uses advanced natural language processing techniques to generate human-like text responses to questions and prompts, based on patterns it learned from a massive amount of text data. It is designed to assist with a wide range of tasks, including answering questions, generating creative writing, and translating text between languages. ChatGPT is built using the GPT (Generative Pre-trained Transformer) architecture, which has been state-of-the-art in many NLP tasks.”

If ever there was an elevator speech that sounded robotic, that’s it. But pick almost any other topic, and – quicker than you’re expecting, ChatGPT scours the Internet – and most of what it spits-back can seem eerily conversational. Including my question about conversation itself: “What DJ or talk show host habits do listeners find most annoying?” Mere moments later…

“Here are some habits that listeners may find annoying in DJs or talk show hosts:

— Interrupting guests or co-hosts: Listening to a conversation that is constantly being cut off can be frustrating for listeners.

— Talking over music: A DJ who talks over the music can detract from the listening experience for music lovers.

— Shouting or excessive enthusiasm: An over-the-top delivery style can come across as insincere or artificial to listeners.

— Unnecessary repetition: Repeating the same jokes, phrases, or segments repeatedly can quickly become tiresome for listeners.

— Lack of preparation: A lack of research or preparation can lead to awkward silences, missed opportunities, or inaccurate information.

— Poor phone manners: Rude or abrupt treatment of callers can be off-putting to listeners and impact the overall tone of the show.

— Ignoring listener feedback: Failing to respond to listener feedback or questions can make listeners feel unvalued and disengaged.

— Being too political: Focusing exclusively on political topics or taking a one-sided approach can alienate listeners with differing opinions.

— Playing too many commercials: Excessive commercial breaks can make the listening experience feel repetitive or disjointed.”

With most AM/FM broadcast hours now automated, syndicated, and voice-tracked, even a robot knows what it takes to keep our fellow humans from wandering-off to less-cluttered music streams and greater topical variety that podcasts offer.

Industry Views

Monday Memo: “Try this…”

By TALKERS | February 6, 2023February 6, 2023 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.

Industry Views

Monday Memo: Baseball Bonanza, Part 2

By TALKERS | January 30, 2023January 30, 2023 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.

Industry Views

Monday Memo: Baseball Bonanza

By TALKERS | January 23, 2023January 23, 2023 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.

Industry News

Good Egg Promotion

By TALKERS | January 17, 2023January 17, 2023 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.”

Front Page News Industry News

Monday, November 14, 2022

By Editor | November 14, 2022 by Editor

Industry Mourns Jim Bohannon. Veteran talk radio host Jim Bohannon has died at age 78, at the Prisma Health Cottingham Hospice House in South Carolina after losing a hard fought battle with esophageal cancer. He was born January 7, 1944 in Corvallis, OR, where his father was stationed in the U.S. Army during WWII. After the war, the family moved back to their home town to Lebanon, MO, where Jim grew up and graduated from Lebanon High School in 1962. He attended Missouri State University in Springfield, MO, before joining the military. His service in the U.S. Army Security Agency with the 199^th Light Infantry Brigade included a tour of duty in Vietnam in 1967-68. Jim’s radio career began in high school working at KLWT, and in college at KICK, and KWTO. After his return stateside, Jim was stationed at Vint Hill Farms Station, VA, and worked at radio stations WGAY, WTOP, and WRC in the Washington, DC market. He joined the Mutual Network in 1983, which later became Westwood One Radio. He began anchoring America in the Morning news magazine, hosting the Saturday night Jim Bohannon Show, and filling in on the Larry King Show. In 1993, Larry King moved to CNN, and the radio show became the Jim Bohannon Show, which Jim hosted until shortly before his death. His distinctive voice, wit and wisdom was aired on some 500 radio stations nationwide. Jim has been honored to be the recipient of numerous awards in recognition of his talent and contributions to the radio industry. This includes his induction into the National Broadcasting Hall of Fame by the National Association of Broadcasters, the Missouri Broadcasters Association Hall of Fame, the Radio Hall of Fame of the Museum of Broadcast Communication, and the Society of Professional Journalists, DC Chapter Hall of Fame. He also received the Lifetime Achievement Award from TALKERS magazine, and the First Amendment Award from the Radio and Television Digital News Foundation. He was especially pleased to receive the Gold Award from the International Radio Festival of New York for his documentary, “Pain and Pride- Remembering Vietnam,” and to be a 2003 inductee to the Wall of Honor in his hometown of Lebanon, MO. He was a lifetime member of the American Legion, Veterans of Foreign Wars, and the Vietnam Veterans of America. Jim is survived by his wife, Annabelle Bohannon, of Westminster, SC, and daughter, Elizabeth Smith of Janesville, WI. Per Jim’s wishes no formal services will be held at this time. The family is at their respective homes. In lieu of flowers, donations in Jim’s memory are suggested to any organization of your choice that serves to support the needs of veterans. A message of condolence may be written to the family by visiting www.sandiferfuneralhome.com. TALKERS publisher Michael Harrison states: “Jim Bohannon was one of the greatest radio broadcasters of all time, plain and simple. His talent was only surpassed by the personal esteem in which his fellow broadcasters held him. He was the very definition of a ‘good guy’ through and through.” Harrison recently recorded the last official interview with Jim Bohannon that is posted on PodcastOne click here.

Remembering Overnight Sensation Jim Bohannon. TALKERS magazine managing editor Mike Kinosian had the pleasure of interviewing Jim Bohannon a number of times over the years for personality profile pieces in the radio trade press. He says, “‘Class act’ epitomized peerless communicator Bohannon, who – while enjoying the luxury of a national Westwood One platform – possessed a palpably authentic on-air style that enamored him to a huge, loyal following. Always remarkably accessible, ‘Jimbo’ was unfailing in offering his vast expertise to the industry as a whole and to aspiring broadcasters. Moreover, he exuded a truly unique warmth that will be missed beyond measure.” Read Mike Kinosian’s piece here.

Monday Memo: Your Podcast “Bones,” Part Deux. In last week’s column, consultant Holland Cooke recommended to podcasters that shorter-is-better. This week, HC recommends a format for longer-form episodes. Read his column here.

Pending Business: When the Crystal Ball Is Foggy. Radio sales pro Steve Lapa writes in today’s column that “the current economic cycle is being driven by a sweeping round of cutbacks and strategic business re-focus.” He says that as a result, “the clock is ticking on the adjustments you should consider to jump-start 2023.” He offers a quick checklist to consider as you deal with a changing economic climate. Read it here.

Urban One’s Sports Talk WFNZ, Charlotte Names New Midday Shows. Today (11/14) marks the launch of new midday programming on Urban One’s Charlotte sports talk WFNZ-AM/FM “Sports Radio 92.7.” The station introduces the new 12:00 noon to 3:00 pm show “Wes & Walker” starring Wes Bryant (left) and Walker Mehl (right). Bryant is a host, producer, editor and voice-over artist for the ACC Digital Network in Charlotte. He’s hosted ACC Digital Network’s “Kickoff Live,” a college football pregame show and “Wes Got Range,” a lifestyle show joining food and local area athletes together. Most recently he was the 2021-2022 season pre- and post-game host for the Charlotte Hornets broadcasts on Bally Sports South. Mehl hosts the “Locked on Hornets” podcast and has served as a guest host on WFNZ. Station PD Jeff Rickard says, “I’m excited to hear from two talented young men who are not only entertaining and engaging, but true native sons of the Queen City. I’m looking forward to hearing their hometown takes on all things Charlotte sports. I can’t wait for our listeners to learn more about them and enjoy the upcoming ride.” Rickard is also debuting his new late morning show titled, “Charlotte Sports Today,” that airs from 10:00 am to 12:00 noon. The “Mac & Bone” show continues is morning drive and Kyle Bailey remains the PM drive personality.

Audacy Names Seema Kumar SVP of Advertising Platforms. Advertising pro Seema Kumar joins Audacy as SVP of advertising platforms for the company. In this role, she’ll lead the team members responsible for the technology platforms for Audacy’s revenue organization, “ensuring that roadmaps and requirements are prioritized for vendors and IT ad tech engineers, aligned with ad product strategy and revenue goals, and optimized to meet business operational needs.” Kumar comes to Audacy from her most recent position as VP of advertising technology for WarnerMedia. Audacy EVP of advertising technology, products and platforms Terri Gunnell states, “We’re thrilled to welcome Seema to the team as we elevate our strategy and focus on the interoperability of our ad platforms to support growing our revenue in partnership with sales and creating efficiencies for sales operations. Her deep ad tech platform experience and forward-thinking business acumen will ensure we improve service to our internal and external clients and partners as well as enhance our ability to innovate in 2023 and beyond.”

WRKO, Boston’s Radiothon Raises $86,000 for Disabled Veterans. On Thursday and Friday of last week (11/10 & 11) iHeartMedia news/tak outlet WRKO, Boston produced its seventh annual DAV Radiothon to benefit the Disabled American Veterans Department of Massachusetts and raised $86,000. Over the two days, WRKO on-air personalities Jeff Kuhner, Chuck Zodda and Mike Armstrong encouraged listeners to donate and raise funds for the DAV of Massachusetts’ homeless shelter and transportation programs. iHeartMedia Boston VP of news, talk, sports Rob Sanchez says, “Every year the WRKO listeners amaze me with their generosity. Once again, they have helped to raise $86,883 for the DAV of Massachusetts. We’re proud to be able to support the DAV of Massachusetts and show that WRKO, our listeners and our sponsors are always willing to help the men and women who have sacrificed so much for our great country.” Since 2016, DAV Radiothon has raised more than $886,000 to benefit veterans in the community.

Midterm Results, Trump in ’24, Biden Meets Xi, G-20 Summit, The Economy/Crypto Meltdown, Deadly Virginia and Idaho Shootings, Russia-Ukraine War, and Social Media Among Top News/Talk Stories Over the Weekend. The aftermath of last week’s midterm elections including the Democrats’ hold on the U.S. Senate and the still-unknown status of the U.S. House; former President Donald Trump’s expected run for president in 2024; President Joe Biden meets with Chinese President Xi Jinping over tense issues including Taiwan; the meeting of G-20 leaders in Bali; U.S. inflation, job reports and concerns about a recession, combined with the freefall of crypto-currency; the fatal shooting of three at the University of Virginia and the deaths of four University of Idaho students; Russia’s ongoing invasion of Ukraine and its exit from Kherson; and the troubles at Elon Musk’s Twitter, Meta’s Facebook, and the future of social media were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.

Front Page News Industry News

Monday, November 14, 2022

By Editor | November 14, 2022 by Editor

Advice

Monday Memo: Your Podcast ‘Bones,’ Part Deux

By Editor | November 14, 2022 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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Front Page News Industry News

Monday, November 7, 2022

By Editor | November 7, 2022 by Editor

Beasley Broadcast Group Q3 Net Revenue Rises 1.5%. Financial data from Beasley Broadcast Group’s third quarter of 2022 reveals net revenue of $63.8 million – an increase of 1.5% over the same period in 2021. The company reports operating income of $4.7 million in the third quarter of 2022 compared to $4.9 million in the third quarter of 2021. It says this slight decrease was driven by a $1.2 million increase in corporate expenses related to investments in its digital business as well as severance expense, partially offset by a year-over-year increase in Station Operating Income (SOI, a non-GAAP financial measure). Beasley reports net income of $500,000 compared to the net loss of $1.6 million it reported during the same period a year ago. Station operating income increased by 5.1% to $12.3 million in the third quarter of 2022, up from $11.7 million in the third quarter of 2021. The company says the increase is primarily attributable to higher net revenue, which more than offset higher operating expenses. Chief executive officer Caroline Beasley says, “Beasley delivered another strong period of operating and financial performance, reflecting the ongoing success of our digital transformation and revenue diversification strategies. Top-line growth was the primary factor contributing to a 5.1% year-over-year increase in SOI to $12.3 million and was driven by continued strength in local audio advertising and impressive growth in our digital business. Regarding the economic environment, like many companies, we are managing through some challenging market conditions with a focus on what we can control. We continue to experience increased volatility in national spot advertising, which accounted for approximately 15% of our third quarter net revenues. The ongoing strength of our digital and local audio advertising revenues is helping us to partially offset these declines. We are also taking actions on the expense side, and have implemented approximately $10 million in expense reductions, of which roughly half were from a reduction to headcount. Digital remains a key component of our revenue diversification strategy. Digital revenue increased 23.1% year-over-year representing 16% of total third quarter revenues, while our digital margin improved. Our digital performance benefitted from a first full quarter contribution from the white label digital agency we acquired in late June, which we believe will continue to accelerate our digital revenue growth and provide meaningful synergies with our growing digital platform. In both the second and third quarters, digital revenue accounted for a larger share of our revenue than national advertising, and we expect this revenue source to continue offsetting national spot weakness in the coming quarters. Total outstanding debt as of September 30, 2022 was $290 million. In summary, we believe these results demonstrate the strength and relevance of our industry-leading audio and digital content, as well as our teams’ extraordinary efforts to serve our listeners, customers and communities through challenging circumstances. And while we cannot control how the economic situation evolves in the coming months, we have already taken decisive steps to mitigate the impact of near-term headwinds and drive continued progress against our long-term growth strategy. Looking ahead, we will continue to focus on maximizing our growth opportunities, managing our expenses and capital structure, serving our audiences and advertisers and delivering results for our stockholders.”

Monday Memo: Your Podcast ‘Bones.’ Like your on-air work, your podcast is a show. And consultant Holland Cooke figures that “as a professional broadcaster, you enter the on-demand audio arena advantaged over others…BUT…” In this week’s column, HC cautions that – given the way podcasts are consumed – your format is critical. Read it here.

Greg Renoe Promoted to Market Manager for Cumulus Columbia/Jefferson City. The company promotes Greg Renoe from his general sales manager position with the Columbia and Jefferson City, Missouri clusters to vice president and market manager. The station groups consist of news/talk KFRU, Columbia and news/talk KLIK, Jefferson City plus five music brands. Cumulus Media SVP of operations Mark Sullivan says, “Greg’s long-standing relationships with our staff, key advertisers, and civic leaders, together with his deep knowledge of the market and effectiveness as a leader, have earned him this promotion. I look forward to his continued success with our organization in Middle Missouri.” Renoe adds, “I’m excited to have the opportunity to lead the Cumulus team here in Middle Missouri. I’m looking forward to the challenges ahead and sharing in many successes with my co-workers. There is no end to what we can accomplish together with our collective vision for these incredible assets.”

iHeartMedia Names Doug Hall Digital PD for LA and SF. Digital media pro Doug Hall is named regional digital program director for iHeartMedia’s Los Angeles and San Francisco clusters. Hall has been serving with the national iHeartRadio team as a senior digital director out of the Nashville headquarters. In this new role, Hall will be responsible for the strategy, audience growth, and maximizing iHeartMedia’s digital platforms in these markets. Hall will report to John Peake, SVP of programming for iHeartMedia Los Angeles. Peake says, “Our iconic Los Angeles audio brands and on-air talent are the engines that are driving unprecedented digital growth. I’ve watched Doug grow and evolve from his time in promotions to leading winning teams in San Francisco, Miami and Nashville. We are fortunate to have him leading our LA digital efforts and rejoining the team in San Francisco.” Hall comments, “I’m excited for this full circle moment, coming back to Los Angeles, where it all started. I can’t wait to dive in and help both our Los Angeles and San Francisco markets continue to grow and innovate in the digital space.”

Megan Marcus Returns to Paramount as VP of Podcast Editorial. Producer and journalist Megan Marcus is named vice president of podcast editorial at Paramount where she will oversee content for CBS News’ slate of podcasts. In this new role, Marcus will oversee the full creative slate for CBS News podcasts in addition to working on editorial across all Paramount global podcasts. This marks a return to CBS News for Marcus, who produced the first two seasons of Mo Rocca’s award-winning podcast “MOBITUARIES” and also worked closely with the CBS News team. Paramount EVP of podcasting and audio Steve Raizes says, “Megan is a dynamic producer and leader in the podcasting field. She did an incredible job guiding ‘MOBITUARIES’ to the top of the podcast charts and is already at work on our current and future slate of CBS News Audio properties.”

Broadcasters Foundation of America Launches Year-End Giving Campaign. The Broadcasters Foundation of America is launching its annual year-end giving campaign. The appeal asks for tax-deductible donations to provide financial assistance to people in broadcasting whose lives have been shattered by debilitating illness, accident, or catastrophe. BFoA president Tim McCarthy says, “Our grantees are your colleagues. They are hard-working men and women who through no fault of their own need our help. Requests for aid continue to increase every year. We cannot turn our backs on those in our industry who need our help.” This year, the Broadcasters Foundation will award close to $2 million in monthly and one-time emergency grants. Since 2017, monthly grants have increased 70% and more than 600 emergency grants have been awarded. Over the past 20 years, the Broadcasters Foundation has distributed more than $15 million to broadcasters in need. Broadcasters Foundation board of directors chairman Scott Herman adds, “Disaster often strikes without notice and extreme circumstances can deplete a life’s savings quickly. We need everyone in radio and TV to spread the word about the Foundation’s charitable mission across their station and company, in case they or someone they know needs our help.” More information, including how to make a personal or corporate donation or apply for aid is available at www.broadcastersfoundation.org, and by contacting the Foundation at 212-373-8250 or info@thebfoa.org.</p

Midterm Elections/Trump in 2024, The Economy, Russia-Ukraine War, Elon Musk & Twitter, Daylight Saving Time Controversy, Astros Win World Series, and Powerball Jackpot Among Top News/Talk Stories Over the Weekend. Tuesday’s midterm elections and the battle for control of the House and Senate, combined with expectations that Donald Trump will announce his bid for the 2024 Republican nomination shortly; inflation and concerns about a recession; Russia’s targeting of Ukraine’s infrastructure as the war grinds on; Elon Musk’s mercurial leadership tactics as owner of Twitter; the debate over Daylight Saving Time and whether to make it permanent in the U.S.; the Houston Astros beat the Philadelphia Phillies in the World Series; and the now $1.9 billion Powerball jackpot 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: Your Podcast ‘Bones’

By Editor | November 7, 2022 by Editor

By Holland Cooke
Consultant

BLOCK ISLAND, RI — Google “podcast tips” and you’ll find plenty, most for utter newbies (i.e., “State your name and the name of your podcast at the beginning”). Things that are second-nature to professional broadcasters.

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Front Page News Industry News

Monday, October 31, 2022

By Editor | October 31, 2022 by Editor

Monday Memo: Earwitness News. There are new WCBS/WINS synergies and USA top-biller WTOP offers voluntary separation buyouts. With so many radio voices now in permanent remote mode, and the post-pandemic gig economy flourishing, consultant Holland Cooke describes an opportunity “like Uber for newscasters.” Read his column here.

Pending Business: Gear Up for the Holiday Season. The midterm elections are almost history and radio sellers are getting ready for this year’s holiday season. There’s no way of knowing for certain how much consumers will spend and on what, but radio sales pro Steve Lapa writes in today’s column that a look at where Americans are spending now can provide a roadmap to a successful holiday sales season. Read more here.

Scott Shannon Announces Retirement. Legendary radio personality Scott Shannon didn’t work in talk radio, but it seems almost criminal not to recognize his announced retirement from his daily morning show. On Friday (10/28), he told his WCBS-FM, New York listeners that is retiring from morning radio on December 16. Among his many achievements in the radio business are his stints at three New York City stations, first at WHTZ-FM “Z100” – which is chronicled in the documentary film, Worst to First: The True Story of Z100 New York – and then at WPLJ-FM. He is credited with the creation of the “morning zoo” concept that was imitated throughout the 1980s. Shannon will continue his other roles with Audacy as host of the nationally syndicated “America’s Greatest Hits” program and the “True Oldies” format on WCBS-HD3.

Hubbard and VSiN Bring Sports Betting Content to Seattle. KNUC-HD2 is the new home of sports gambling radio as Hubbard Radio and VSiN partner in the effort. The press release says, “The station will deliver news and analysis from the industry’s most knowledgeable sports betting experts and legendary book makers to inform and entertain the growing number of people betting on sports. Sister station KIXI-AM 880, will also air “Action Updates” twice each weekday as well as “VSiN PrimeTime” with Tim Murray and former NFL quarterback Shaun King. Hubbard Seattle market manager Trip Reeb comments, “With the incredible growth sports betting has seen in recent years, we saw this as a great opportunity to capitalize on that rapid expansion and the specialized content VSiN delivers.” VSiN content currently airs on more than 140 terrestrial radio stations in 33 states.

iHeartMedia Announces New ‘Glee’ Podcast. The newest podcast for fans of the television hit “Glee!” titled, “And That’s What You REALLY Missed,” is available from iHeartRadio, hosted by Jenna Ushkowitz and Kevin McHale. iHeartRadio says, “Calling all Gleeks! We’re baaaaack…again. Kevin McHale (aka Artie Abrams) and Jenna Ushkowitz (aka Tina Cohen-Chang) are heading back to William McKinley High School to re-watch all six seasons of ‘Glee!’ We’re taking you all the way from McKinley High to New York City, from the choir room to Nationals, and from the Super Bowl to a world tour! We’ll look back on your favorite moments and never before heard stories with a slew of guests including cast, crew, celebrities and you, the fans! So warm up those vocal cords and tune those ears, because it’s all coming out.”

Midterms, Pelosi Attack, January 6/Trump Legal Issues, Russia-Ukraine War, Affirmative Action, The Economy, Brazil Election, and Elon Musk & Twitter Among Top News/Talk Stories Over the Weekend. The debates ahead of the midterm elections and speculation about which party will control the House and the Senate; the aftermath of the attack on House Speaker Nancy Pelosi’s husband; the legal battle over former President Donald Trump’s January 6 emails and his other legal issues; Russia’s continuing assault on Ukraine’s infrastructure; the U.S. Supreme Court takes on affirmative action in higher education; inflation and fears of a recession; Lula defeats Bolsonaro in Brazil’s presidential election; and Elon Musk takes control of Twitter 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: Earwitness News

By Editor | October 31, 2022 by Editor

By Holland Cooke
Consultant

BLOCK ISLAND, RI — Buzz-of-The-Biz in recent days: WTOP-FM, Washington offers newsroom staffers voluntary separation buyouts. Even radio’s top-billing station – owned by venerable Hubbard – is feeling the pinch. “Welcome to the club,” broadcasters elsewhere shrug.

Disclosure: I programmed that station for seven years in the 1980s, and hired some of the voices still heard there. And in today’s “gig economy,” with remote work now so commonplace, there’s new opportunity for the nimble.

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Front Page News Industry News

Monday, October 24, 2022

By Editor | October 24, 2022 by Editor

Monday Memo: #NABShowNY. Consultant Holland Cooke reports “many long-time-no-see hugs among 9,500 of us at the Javits Center” as the National Association of Broadcasters rebooted the October event interrupted, “like much of life” by COVID. In this week’s column, HC offers “numbers for radio broadcasters fretting that listeners have wandered-off.” And about podcasting: Winners’ tips, and well-intended mistakes to avoid. Read it here.

Pending Business: The ‘Who Cares?’ Test. Radio sales pro Steve Lapa says it’s always a good idea to review your sales proposal strategies to make sure they are as effective as they can be. How you pitch your talent’s host read spots is important because the host read spot is so important to news/talk stations. He says, “Radio advertising is still a real-time, single-digit growth business and competitive change is an important daily dynamic that’s out of your control. In plain English, if you are to grow your income through ad sales it will come to you through one of two obvious sources: new business or your competition.” He offers a four-point checklist for assessing your basic pitch features here.

WDAE, Tampa Announces New Program Schedule. Tampa sports talk outlet WDAE-AM/W237CW is beginning this week with a new program lineup. The iHeartMedia station says the “Pat and Aaron Show” – starring Pat Donovan and Aaron Jacobson – is the new morning drive program. They are followed by Premiere Networks’ “The Dan Patrick Show” in the 9:00 am to 12:00 noon slot. The early afternoon program is the new “Jay And Z Show” featuring Jay Recher and Zac Blobner, followed by the “Ronnie & TKras Show” with Ronnie Lane and Tom Krasniqi now in the afternoon drive daypart. FOX Sports Radio’s “The Herd with Colin Cowherd” airs from 7:00 pm to 10:00 pm with ESPN Radio airing overnight.

Radio America Unveils New Sara Carter Podcast ‘Darkwars: The Border.’ Tomorrow (10/25), Radio America releases its new podcast, “Dark Wars: The Border,” hosted by award-winning investigative journalist Sara Carter as she “shares her perilous journey to expose how the porous U.S.-Mexico border has facilitated a deadly trail from China to your home town, with cartels, slavery, and death in between.” Carter is an investigative reporter, host of “The Sara Carter Show” on Radio America and a FOX News contributor. She says, “I am excited to release this podcast, which is a culmination of my on-the-ground investigative reporting of our border crisis. I embedded with border patrol agents via foot, horseback, car and helicopter – talking to coyotes and migrants alike – to reveal chilling stories about the opioid crisis and human trafficking that you haven’t read about in the news. I traveled to the native countries of these migrants to understand how cartels use social media to recruit migrants under the guise of easy passage and a better life. But in reality, they encounter abuse, rape, and death. ’m telling the stories of those being ignored by the media.” Radio America says, “The premiere episode features a wide range of perspectives, from U.S. Senators such as Rand Paul and Marsha Blackburn to Guatemalan President Alejandro Giammattei to coyotes that work for the cartel among others, all to reveal a border crisis that is more serious and disturbing than what is reported in media. It’s a shocking portrayal of money and power that connects the Chinese government and Mexican cartels to the neighborhoods of everyday Americans.”

WGN, Chicago Schedules ‘Spook-tacular’ on Halloween. On Halloween, Nexstar Media’s WGN Radio in Chicago will air the “WGN Radio Theatre Spook-tacular with Carl Amari” from 7:00 pm to 1:00 am. The six-hour special will feature classic Halloween shows including “My Favorite Husband” starring Lucille Ball, “The Whistler,” “Our Miss Brooks,” starring Eve Arden, “Suspense,” starring Ronald Colman and more. WGN says that host Carl Amari has spent decades licensing and preserving original radio broadcasts and is the curator of the Classic Radio Club and board member of the Museum of Broadcast Communications in Chicago.

Midterm Elections, Trump Legal Issues, Russia-Ukraine War, British Politics, U.S. Math Scores, RSV/COVID-19, and World Series Matchup Set Among Top News/Talk Stories Over the Weekend. The November midterm elections, speculation about control of Congress, and voter fraud issues; the several legal battles facing former President Donald Trump; Vladimir Putin’s continuing invasion of Ukraine and the attacks on its infrastructure; Rishi Sunak emerges as the next prime minister of the United Kingdom; the report indicating that math scores for U.S. students plummeted after the beginning of the COVID-19 pandemic; the soaring rate of respiratory syncytial virus cases among young children in the U.S. and concerns about new COVID-19 variants; and the Philadelphia Phillies and Houston Astros win their league championships to face off in the World Series were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.

Advice

Monday Memo: #NABShowNY

By Editor | October 24, 2022 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 | October 24, 2022 by Editor

By Holland Cooke
Consultant

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