PodcastOne is planning a studio launch party on Monday in Beverly Hills with special guests including its longtime star podcaster Adam Carolla.
Benztown is releasing the holiday imaging and programming library “Christmas in a Box” that comes free to stations with Benztown library subscriptions. It includes more than 5,000 tracks of audio Christmas cheer.
By Holland Cooke
Consultant
I asked my pal, longtime radio seller, now retired: “How often were you asked, ‘How much would you charge for ONE commercial?’”
“Many times!” he guffawed. “I told ‘em ‘Keep your money! It won’t work!’” And he would explain to the prospect that repetition is the key to radio advertising.
Pitch like your happiest advertisers
Smart reps schedule commercial flights using the Radio Advertising Bureau’s Optimum Effective Scheduling formula (OES), because “message retention and recall begins after three exposures.”
Don’t stop there. I don’t know WHEN I’ll need to buy a tire, but when that next nail finds me, I know WHERE I will buy, because that retailer advertises enough to own “tires” in my mind. Purchasing a whole car is more foreseeable, and I’ve read that it takes many buyers 90 days to pull the trigger. So, if the copy is just right, always-on always works.
Programmers: Are you selling your station, on its own air, with the frequency we preach to clients? And – no matter how often you freshen your imaging – is the benefit statement as consistent as the many ways “Liberty-Liberty-Libbberty” assures us “you only pay for what you need?”
Sales 101: “Your best prospect is…”
Say it with me: “…an existing customer.”
To be clear: Nothing you say on-air will add cume, because the only people who hear your imaging are already listening.
Hey, who wouldn’t want a bigger budget for billboards over the Interstate? But it’s…the Interstate. Many who give it a glance (at most) don’t even live here. Some of those who do might give you a try. And whether they do or whether they don’t, there’s very little you can do to keep them sitting in a parked car, listening. So how can we invite them back more often?
Tip: On-hour news appointments, “a quick [name of network] update, throughout your busy day” as the world we live in has listeners wondering “What NEXT???” This is increasingly useful for music stations, with music now commoditized by non-broadcast competitors.
Rip me off
On-air promos accomplish three things:
— Defining the station, labeling your button in the listener’s mind.
— Asking for more occasions of listening, thus the newscast tip above.
— Listeners REMEMBER having-listened. Not just opportune in diary markets, where we want diarykeepers to round-up. 😉 In PPM markets, awareness drives use. So, in both cases, ratings are a memory test. And this matters even if you don’t subscribe to ratings, because advertisers need prospects to hear that tire commercial multiple times.
So, it’s worth your time to review all imaging and promos now airing. Of each piece, ask yourself: What does this accomplish? Does this convey why/when/how the listener should/can listen more often?
To hear 21 examples of imaging work I’ve done for client stations, click “DO listeners understand why to spend more time with you?” at HollandCooke.com
OK…ONE exception…
I asked my bud, who sold a lotta radio for a lotta years: “What if the request to buy ONE commercial was a pop-the-question surprise, to air when the hopeful groom knew she would be listening?”
“Ka-CHING!” he winked, “and I’d nick him good! You know what that ring cost?”
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 “Your Trusted Voice: How to Attract New Clients More Efficiently than Competitors Who Spend a Fortune on Advertising.” Follow HC on Twitter @HollandCooke
The imaging pros at Benztown are offering a free Halloween AudioPack with more than 20 thrilling audio
pieces designed to bring some eerie seasonal sounds to stations of all formats. Sounds featured in the free Benztown Halloween AudioPack include: ghoulish whispers, clinking chains, blood-hungry zombies, creepy-crawly SFX, hauntingly horrific musicbeds, and more sonic treats and audio hocus pocus. Get it now through October 31by visiting Benztown here.
NOW POSTED: This Weekend’s Installment of “The Michael Harrison Wrap: An Overview of the National Conversation.” The latest installment of the one-hour weekend special, “The Michael Harrison Wrap,” that looks back each week at the hottest topics discussed in American talk media per the research of TALKERS, is now posted. This new episode titled, “Soda, Pretzels and Fear,” looks back at this past week of 7/4 to 7/8. The program features guests (in order of appearance): Kevin Casey, executive editor, TALKERS; Gary Sutton; talk show host, WSBA, York, PA; Daliah Wachs, M.D., talk show host, Genesis Communications Network; Holland Cooke, media consultant, Holland Cooke Media; Dom Giordano, talk show host, WPHT, Philadelphia; Victoria Jones, executive director, DC Radio Company; and Matthew B. Harrison, VP/associate publisher, TALKERS. The show airs weekends on WONK-FM, Washington, DC; WTIC, Hartford; KSCO, Santa Cruz, CA; KDFD, Denver; KFNX, Phoenix; KTLK-FM, St. Louis; WPG, Atlantic City, NJ; SuperTalk 99.7 WTN, Nashville; KMZQ, Las Vegas; WTPL, Manchester, NH; WEMJ, Laconia, NH; WTSN, Dover-Portsmouth, NH; WVLY, Wheeling, WV; WTRW-FM, Scranton/Wilkes Barre, PA; WVOX, Westchester, NY; KBDT, Dallas; WGDJ, Albany, NY; WJFN-FM, Richmond, VA; WZFG, Fargo; KTGO, Tioga, ND; KWAM, Memphis; K-NEWS, San Luis Obispo; WGMD, Rehoboth Beach, DE; WCHM, Clarkesville, GA; WPHM, Port Huron, MI; KSYL, Alexandria, LA; KTOE, Mankato, MN; WCED, DuBois, PA; K-NEWS 101.3, Owensboro, KY; WWTK, Sebring, FL; WSAR-AM/FM, Fall River, MA; WIZM-AM/FM, La Crosse, WI; WMVA, Martinsville, VA; KQEN, Roseburg, OR; the Virginia Talk Radio Network; CRN Digital Talk Radio Network; Podcast Radio UK and many more. To listen to this week’s episode, please click here. To view the latest TALKERS topic research, please click here. “The Michael Harrison Wrap” is now available in syndication via Talk Media Network to stations across America on a market exclusive basis. For affiliation information, please click here or call 616-884-8616.
Nick Wilson Returns to 92.3 The Fan Cleveland in Afternoon Drive. Sports talk personality Nick Wilson is re-joining Audacy’s WKRK-FM, Cleveland “92.3 The Fan” alongside Dustin Fox on the afternoon drive program, effective July 18. Wilson
previously served as one of the station’s evening hosts from 2015 to 2018. He most recently served with Urban One’s sports talk WFNZ-AM/FM, Charlotte. Audacy Cleveland SVP and market manager Tom Herschel comments, “Having Nick back in Cleveland to rejoin our lineup is a great 
moment for ‘The Fan,’ the radio home of the Browns and the most local sports talk in Cleveland.” Wilson says of his return, “Leaving Cleveland was an impossible decision four years ago. It’s an honor to be rejoining ‘92.3 The Fan.’ Afternoon drive in Cleveland is hallowed ground, and I can’t think of a better person to team up with than Dustin Fox. I can’t thank Tom Herschel, Andy Roth and the entire leadership group at Audacy Cleveland enough for making my dreams come true again.”
Jake Kaplan Rises to Corporate Role at Audacy. Imaging and creative director for Audacy’s Los Angeles station group is promoted to the newly created corporate
position director of imaging & sound design. Jake Kaplan had been in his previous role with Audacy LA since December of 2019 and had served as imaging director for KCBS-FM, Los Angeles since 2005. In this new role, Kaplan will oversee national vendor relationships, create collaborative teams for brand imaging projects, oversee exclusive station imaging, build format imaging teams, oversee campaigns for national initiatives and events and more.
Campanario Promoted to SVP Post at AURN. Digital media pro John Campanario is promoted to SVP digital media & brand communications for American Urban Radio
Networks. Campanario joined AURN in 2018 and launched the company’s digital platforms. Prior to that, he served with WWRL-AM, New York when it was a progressive talk format. He led the national launch of “The Ed Schultz Show.” AURN CEO Chesley Maddox-Dorsey states, “John has more than proven himself as a great leader with both a creative vision and his uniquely approachable management style. With the expansion of our digital media department, we are excited to have his leadership which affords us continued growth as we explore more emerging digital areas.”
Jim Bohannon Addresses Absence from Air to Listeners. Legendary Westwood One nighttime talk show icon, Jim Bohannon, has been noticeably absent from his show for the past couple of months while battling with and recovering from a health
challenge. His show has begun airing the following message that he recorded for his listeners: “Hi. This is Jim Bohannon, and I hope it sounds like me. I’m sure many of you have noticed my on-air absence of late. I have some health issues which will keep me off a bit longer. In the meantime, thanks to guest hosts Dom Giordano, John Trout, and Rick Valdez for continuing to fill in and I hope to return to the Jim Bohannon Show in the not-too-distant future.” Bohannon also sends his thanks to the many attendees of TALKERS 2022 who signed a large get-well card for him at the convention.
TALKERS News Notes. Sports media figure Greg Papa and the NFL’s San Francisco 49ers have agreed to an extension of Papa’s deal to remain the radio play-by-play voice
for the team through the 2028 season. Papa, who also hosts the midday show on Cumulus Media’s sports talk KNBR, San Francisco (the 49ers flagship station), joined the 49ers after 21 seasons as the voice of the Oakland Raiders until their move to Las Vegas. 49ers president Al Guido says, “Our team has experienced incredible games, plays and moments on the field in the past few seasons, a large portion of which have been accompanied by memorable calls by Greg Papa. His voice has become synonymous with our organization, and we are thrilled to welcome him back to our radio booth for years to come.”…..iHeartMedia Central Florida announces its 2nd Florida Jobs Now Career Expo, an onsite resource event connecting job seekers to companies. The July 14 event will provide job seekers with the opportunity to meet with companies 
throughout Central Florida offering hundreds of positions, as well as attend and interview on-site the day of. iHeartMedia area president for Orlando and Melbourne Barbara Latham comments, “We look forward to bringing our second of three recruiting events this year to Central Florida. As a business ourselves serving our local community in Central Florida, we continue to realize the need from our business partners to fill jobs and is a top priority. We feel uniquely poised to help connect these businesses with people living or moving to Central Florida as an essential part of our efforts in our local communities.”…..SiriusXM announces the release of a special installment of its audio documentary series, which
will remember the late comedian Gilbert Gottfried. “Obsessive Comedy Disorder: Boomers – The Gilbert Gottfried Is Dead Special” features comedy legend Gilbert Gottfried’s interview with Dan Pasternack and Aristocrats director Paul Provenza, who talk about the ‘80s comedy boom, his life, career, and more. SiriusXM says, “In what is believed to be the last long-form interview done with the voice that became comedy gold, this hour and a half conversation is an expansive and hilarious deep dive into the mind and memories of one of comedy’s most brilliant and unique talents.”
Fourth of July Shooting and Gun Control Top News/Talk Story for Week of July 4-8. The shooting in suburban Chicago that took the lives of seven on the Fourth of July and the issue of gun control combined as the most-talked-about story on news/talk radio this week, landing atop the Talkers TenTM. At #2 this week was testimony before the January 6 Committee, followed by partisan politics and the primary races for the November midterm elections at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed on news/talk radio during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.
Rare On-Air Opening at KOA, Denver. This opportunity hasn’t existed in 25-years! With the retirement of April Zesbaugh, we’re looking for our next morning voice to co-host “Colorado’s Morning News” on iHeartMedia’s KOA 850 AM & 94.1 FM in Denver.
You’ll work alongside a group of talented, award-winning journalists in one of the few 24/7 local radio newsrooms in America. Our facilities are top notch, with new studios, one of the best AM signals in the country and full-market FM coverage. Applicants must submit a hosting/anchoring demo as well news writing samples and a summary, with demo audio, of your commercial endorsement skills. See full details and apply here. iHeartMedia is an Equal Opportunity Employer.
Radio News Opportunities. The Virtual News Center is looking for remote reporters who can gather, write, and produce daily news stories with audio from home. Ideal
candidates will have calling capabilities to record interviews with newsmakers, or we can provide access to our VoIP system if needed. Knowledge of the business world would be a plus, as there are opportunities to produce specialized business pieces in addition to daily standard news stories. Please send an mp3 and resume to: jdearing@virtualnewscenter.com