Industry Views

Monday Memo: Talking About Abortion

By Holland Cooke
Consultant

imMany Americans have been, in the two years since the Supreme Court punted the issue down to the states. For suburban women voters in swing states, it is – by far – the number one issue, per a Wall Street Journal poll. It tipped 2022 midterms and 2023 elections and swung other elections in battleground states.

As the 2024 vote looms, your reporting will likely be criticized, by both sides; and experience recommends a useful posture when listeners question your coverage and threaten to shun your advertisers.

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No local radio market enjoys – or suffers – more politically outspoken listeners than Washington DC. I programmed all-news WTOP there for seven years in the 80s and 90s. Even then – with Roe’ the law of the land – this was a white-hot issue.

The quickest way we could make EVERYONE angry was by reporting crowd estimates for abortion rallies. Half the callers accused us of inflating the numbers, the other half said we low-balled it.

Here, from my files, are an actual complaint letter, and our standard reply.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of The Local Radio Advantage: Your 4-Week Tune-In Tune-Up and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Monday Memo: WHO ARE You Talking To?

By Holland Cooke
Consultant

imWe – inside-the-box – live and breathe radio. Listeners have their hands full just living and breathing. Their day is time crunched and financially challenging, and we want to be its soundtrack.

But listening is free, unlike umpteen other purchase decisions they agonize. So, what’s high stakes to us is low stakes to them. We only matter if we matter, and we’ve never had so much audio competition. Accordingly, this exercise, which has been helpful at stations I work with:

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Describe the listener your station targets. Then ask other staffers.

— Is everyone profiling the same person?

— Does your programming content address their needs and wants?

— Is station imaging about the station? Or their needs and wants?

— Do commercials offer solutions? Are you missing categories?

Well worth the investment in conference room pizza.

Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry Views

Severe Weather is The New Normal

imToday, consultant Holland Cooke writes, “With 850-plus confirmed 2024 tornadoes – just halfway through the season – each night’s network TV newscast can make you “thankful that we don’t live THERE…”  And with more gnarly weather on the way this week across much of the USA, he reckons that, “regardless of your format, your station can be the weather button that listeners will push, and advertisers can sponsor.” And he suggests a tactic proven over 80 years ago. Read it here.

Industry News

Edison Research Releases “The Podcast Consumer 2024”

Edison Research reports that the results of it’s “The Podcast Consumer 2024” study indicates that podcasts have established themselves as a mainstream media platform, attracting an ever-growing and highly engaged audience. Highlighting the targeted appeal and increasing influence of podcasts, Edisonim says that key points for advertisers to know about podcast listeners include: 1) More people than ever are listening to podcasts: 67% of the 12+ population has ever listened to a podcast; 47% of the 12+ population are monthly podcast listeners and 34% are weekly listeners; 2) Listeners are spending more time than ever with podcasts: In 2014, out of the daily time spent listening to all audio by those age 13+, 2% was spent with podcasts. In 2024, that number more than quadrupled and podcasts now account for 11% of daily time with audio. Twenty-three percent of weekly podcast listeners spend 10 hours or more listening to the medium each week; and 3) Podcasts reach all generations: 29% of kids age 6-12, 59% of those age 12-34, 55% of those age 35-54, and 27% of those age 55+ are monthly podcast listeners. See more about the study here.

Industry Views

Monday Memo: Cliché Alert!

By Holland Cooke
Consultant

imRatings – and advertisers’ results – reward what listeners remember, what sticks-out, not clichés that blend-in. So, avoid blah-blah-blah such as…

“on tap for…”

Instead of “…and more sunshine on tap for Sunday,” say “…and more sunshine Sunday!” 

“The best _____ around” or “the best _____ in town.”

Commercial copy Styrofoam. “The best wings?” Say WHY, in a way that makes the listener salivate.

“conveniently located”

Zzzz… 

“weaponized”

The word itself has been weaponized. It’s talking-about-talking.

“spot-on”

Translation: What you expressed affirms my predisposition. Talk radio is more interesting, and habit-forming, when sparks fly. So, pique curiosity. Have your screener move callers who disagree to the head of the line.

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“Too clever by half.”

Measured how? Not self-explanatory, this is distracting. And it always sounds condescending. 

“all-important”

As in “let’s check that all-important forecast,” often heard when weather is severe or changing quickly. Rookie stuff. If it’s important, get right to it.

“In this day and age…”

‘Makes you sound like an immigrant from the 20th Century, speaking with an accent. 

“THAT’S the $64,000 question.”

From a TV show in the 1950s, when $64K was big money. 

“shuttered.”

If something closed, say “closed.”  Listeners don’t say “shuttered” in conversation…which is where we want to end up.

“unmitigated gall”

“in any way, shape, or form”

And on THAT note…kidding…

“Period, full-stop.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.

Industry Views

Monday Memo: April Fool!

By Holland Cooke
Consultant

imPick a day, any day. At least one news item will have the little voice in your head hollering “TELL me you’re kidding!” After recent headlines, and as various plots thicken, that little voice might need a lozenge.

In olden times, DJs’ and hosts’ April 1 on-air shenanigans would amuse and/or upset listeners. Some of these gags cost jesters their jobs. Expect less of that today, as the local talent ranks have thinned. Maybe A.I. DJs will come up with something.

As cutbacks were cascading on April 1, 2008, my gallows humor headline was: “Farid himself now voice-tracking True Oldies, using on-air name Fred Soulman, as staff cuts force management on-air. The Mystery Oldie-of-the-Day winner gets 1,000 shares of Citadel stock or $1,000 cash, whichever is less. APRIL FOOL!”

im

Back to the future: Many surviving jocks and talkers and newscasters have something in common, what consultants call “word economy.” It’s never been more important than during these dizzying days, but it’s nothing new. All along, those who took only 7 seconds to make a point seemed to be more successful than those who took 17 seconds. When I was a DJ, I stole a line from WABC’s Dan Ingram, who intro’d the Elton John song, “Someone Shaved My Wife Tonight.”

If you’re spinning the hits, streams are spinning more of ‘em, without eight-unit stopsets. So keep it moving. Doing news? Listeners are wondering “What NEXT?” and if you’re telling them, succinctly, they’ll find you helpful and habit-forming. Hosting a talk show? Understand that every other media experience listeners favor is interactive. Busy caller traffic (something local advertisers notice) lets you own topic du jour.

And whether you’re a DJ, news person, or host: Every…single…minute…someone just got in the car. Reset frequently-enough that they’re up-to-speed.

But don’t take my word for it. Being April Fool’s Day, I’ll let these funsters (some immortal) demonstrate this word economy I preach:

“I saw a bank that said ‘24-hour banking,’ but I don’t have that much time.”

— Comedian Steven Wright, my Block Island neighbor

“When I was a kid my parents moved a lot, but I always found them.”

Rodney Dangerfield

“I was going to have cosmetic surgery until I noticed that the doctor’s office was full of portraits by Picasso.”

Rita Rudner

“I’ve had a perfectly wonderful evening, but this wasn’t it.”

Groucho Marx

“I hate housework. You make the beds, you do the dishes, and six months later, you have to start all over again.”

Joan Rivers

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.

Industry Views

Monday Memo: Remember “The Book?”

By Holland Cooke
Consultant

imBefore the bound copy arrived – at which point all work stopped – Arbitron would send “Advances.” Even those topline numbers ground things to a halt, and had some PDs doing cartwheels, others out on the ledge. ‘Seems quaint now.

Back to the future: Measurement is continuous in bigger markets; and Nielsen Audio surveys other rated markets twice a year, and that Spring 2024 survey begins Thursday. But don’t tense-up. Nothing changes the day the survey begins. Radio listening is habit, earned before the sample is polled.

So even if your station doesn’t subscribe, figure that we’re all in Continuous Measurement mode, and do the 5 things that play the ratings game by its rules:

im

1. Promote off-air, reminding existing listeners to keep coming back; and asking those who don’t to give you a try. It’s common for stations that do still promote off-air to show billboards and run TV spots JUST as “The Book” begins. Smart stations shopped smarter, when media were on-sale in January, inviting the sampling then that could be habit by now.

2. Keep ‘em listening longer each time. Just a few more minutes could earn another Quarter Hour of listening credit, although there’s little we can do to keep someone sitting still in a parked car. So…

3. Get ‘em back more times per day (“vertical maintenance” in consultant-speak); and…

4. Get ‘em back more days per week (“horizontal maintenance”); and…

5. Be more memorable, since ratings are a memory test. It is well-worth every effort to be as helpful and relevant and self-explanatory as possible. Tip: “You” and “your” are magic words. And be considerate. Listeners are mentally busy. Boil-it-down.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn. 

Industry Views

Monday Memo: The Local Radio Advantage, Part 3

By Holland Cooke
Consultant

imIt’s not your imagination. The world has gone daffy. The USA is all-but boots-on-the-ground in rough neighborhoods around the world. Weather is getting even wackier. The next gun nut could open fire, at any moment, anywhere. 2024 campaign? It’s a long way to November. And even in this rebounding economy, supermarket prices still hit-home… if you can get there.

Here in Southern New England that could take up to an hour longer, as tens of thousands are inconvenienced every day, and will be for months – possibly two years we’re told – after an abrupt bridge closure along Interstate 195. Your daily commute is torture if you live here; and an unpleasant surprise awaits when you head to Cape Cod this summer, or if you’re just passing through this intersection where I-195 joins Maine-to-Miami I-95, the main artery through the most densely populated parts of the USA.

The good news for listeners is that serious structural defects were spotted BEFORE a deadly bridge collapse like we’ve seen in Minnesota and Pennsylvania and elsewhere in recent years. The good news for local media is that information changes throughout the day, and day-to-day, as the Department of Transportation continuously modifies lane merges and detours to cope. If you’re driving, you can’t NOT listen.

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Presume that listeners are wondering “What NEXT???” If your station is known-for-knowing, listeners will keep coming back for more. Last week and the week before here, we demonstrated simple tweaks that make local news copy instantly more and helpful and relevant and understandable. This week: setting an expectation and delivering. Two tips:

Invite overtly. Try this imaging statement that has proven effective for setting a listening appointment to on-hour newscasts: “SO much is changing, SO quickly now. Stay close to the news.” Example: If you’re an affiliate, call it “a quick FOX News update, every half hour, throughout your busy day.” Doing so empowers the customers our local advertisers want pulling into the parking lot.

Then, make it sound different than last hour. Advance the story.

Example: news that “The New York Times is buying Wordle” broke in afternoon drive.

Next morning, same copy, word-for-word.

Better next-morning lead: “Wordle will remain free… for now.”

Avoid the listener thinking, “You already told me that,” by leading with a different aspect than last time. Every effort you make to sound fresh is well worth it.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn

Industry News

Civic Media Unveils Permanent Lineup

Civic Media finalizes its new midday program lineup that airs across its 12 Wisconsin stations, including flagship WAUK-AM/W266DR, Waukesha. “Matenaer On Air,” starring Jane Matenaer, airs from 10:00 am to 12:00 noon, “The Todd Allbaugh Show” airs from 12:00 noon to 2:00 pm, and “The Maggie Daunim Show” airs from 2:00 pm to 4:00 pm. Program director Kathryn Lake comments, “Wisconsinites will play a crucial role this year in determining who represents the state in Madison and in the nation’s capital. The experience Jane Matenaer, Todd Allbaugh and Maggie Daun bring to the midday microphones will provide listeners across the state compelling stories and important updates about what is happening in their communities and throughout Wisconsin.”

Industry News

Triton Digital Releases U.S. Podcast Report 2023

Triton Digital released its second annual U.S. Podcast Report that “provides insights into the evolving U.S. podcast landscape over the course of 2023, including listening habits, audience demographic data, and insights into the top podcasts, networks, and debuts from the Triton U.S. Podcast Ranker.” The report indicates the number of monthly podcast listeners continues to rise with 12% growth over the past two years. In 2023, 40% of the U.S. population reported listening to a podcast within the past month.im Other notable findings: 1) Older Americans and women are listening to podcasts at a faster rate, with a 22% increase in listeners over the age of 55 and a 19% increase in female listeners 18+ over the past two years; 2) Top podcast genres of 2023 were News (22% of downloads), True Crime (18%), and Comedy (15%). Of True Crime podcast listeners, 67% were female, of Comedy podcast listeners 62% were male, and of News podcast listeners 58% were male; 3) The top sales networks of 2023 in the Triton U.S. Podcast Ranker were SiriusXM Podcast Network at #1, NPR at #2, and Wondery at #3. The top podcast of the year was “NPR News Now.” Triton Digital SVP measurement products & strategy Daryl Battaglia says, “2023 was another year of significant growth for the podcast industry, and with increasing female and over 55+ audiences, we can expect more content production to serve those groups in the coming year. As podcast listenership continues to rise and reach new audiences, we’ll continue to provide our customers with in-depth insights around podcast consumption and listener habits in the coming year.” Get the full report here.

Industry Views

Monday Memo: Plan Now for Your Bonus Day

By Holland Cooke
Consultant

imTake a day off. You get one free this year.

Programmers: When was the last time you really listened?

— Not the way you usually hear it, at low volume in the office…but “out there,” where/when/how listeners hear radio. Schedule dedicated listening time, away from the station. I promise you will find it an ear-opening experience.

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— In 2024, you have no excuse NOT to take a day to listen…because it’s a Leap Year. You get an extra day, a February 29, courtesy of Pope Gregory XIII, in 1582 (as in “The Gregorian Calendar”). So, heaven help you if you miss this opportunity.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry News

Townsquare Promotes Mike Pettis to Market Manager for Sedalia, Missouri

Townsquare Media promotes Mike Pettis to market president/chief revenue officer for its Sedalia, Missouri media cluster that serves West Central Missouri. That office operates news/talk KSIS-AMim “News Talk 1050” and two music brands. Townsquare regional vice president Robert Wawrzyniec says, “Mike is the ideal executive to lead Townsquare’s broadcast and digital operations in West Central Missouri. Most important, he knows the Sedalia market and what resonates with its listeners and advertisers. His expertise in creating, developing and executing exceptional local multi-platform solutions for advertising and marketing clients, as well as driving new business opportunities and forging important community partnerships, has resulted in deep client relationships and a strong commitment to listeners. I am looking forward to working with him in his new role.”

Industry Views

SABO SEZ: Five Golden Actions for 2024

By Walter Sabo
Consultant, Sabo Media Implementers
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network

imResearch shows that readers to trade publications like articles with five bullet points. Here are my five bullet points for 2024. If these were to be deployed, you could be thriving by the end of the year. These actions would increase sales and audience share.

1. Radio should be easy to buy. It’s not. Easy fix: Look at your website. Based on the website how would you buy time on your station? It should be as simple as a realtor’s website. Put up pictures of your salespeople with ALL of their real contact information – not a FORM. Offer their email and cell number. Offer a “tour” of the offerings with information about the talent and the audience. What does the host sell best? How about a very brief audio message from each host to your potential advertiser?
2. Every medium creates its own stars. Example – David Caruso, good on TV, bad in movies. Your hosts, good on radio, lousy at original podcasts.  Sure, edit up the interviews or bits and make them into a podcast. But don’t ask a host to get off the air and make brand new content for a podcast. Engage locals who are good at making original podcasts and offer them a stage.
3. Sell the biggest number. Your morning show probably has more listeners than the “Tonight Show” has viewers in your city. 1010 WINS has more listeners in New York than FOX News has viewers nationwide. Go check. Those are the numbers that put radio in perspective!  Stop selling the smallest number, TIME SPENT LISTENING. Who came up with that!?
4. Don’t make potential advertisers jump through hoops. If you have spent your career in programming, you may not know the tyranny of MEDIA CREDIT. New radio advertiser: Good buy, high rate, longterm business. Sounds great. Not so fast. At most companies, new business still has to go through the gauntlet of a MEDIA CREDIT CHECK. End that.
5. What’s wrong with the hosts? Many hosts use a content formula that MUST generate a diminishing audience size and older and older and older demos.  Repeat. WHY? If you start to trust that what you talk about socially, with your friends, your audience will grow and grow younger. Be more like Bruce Collins, PD at WBAP, Dallas. Bruce just hired James Parker who has been featured for years on “Sterling On Sunday.” James is going to talk about life, fatherhood and funny. He joins “New Jersey 101.5” alumnus, Casey Bartholomew, 10:00 am – 12:00 noon, who talks about life, fatherhood and funny.  It’s working so well that WBAP will now be simulcast on Class C2 FM, KLIF.

Five bullet points. Goals: HAPPY NEW YEAR!

Walter Sabo was a founding architect of SiriusXM and began the recruitment of Howard Stern. He has consulted RKO General, PARADE magazine, Hearst Broadcasting, Press Broadcasting, and other premium brands. He launched the first company to engage online video influencers, Hitviews. As an executive, he was EVP of NBC FM RADIO giving Dr. Ruth Westheimer her first media job and fostering the creation of adult contemporary. As VP ABC Radio Networks, Sabo hired Ringo Starr to be a DJ for a 24-hour special.

Advice

Six Reasons Radio Listeners Ignore Your Morning Show

By Gary Begin
Sound Advantage Media

imYou know the routine.

Your radio station introduces a new morning show, and you sit back and wait for the magic to happen.

And you wait…and you wait.

Still, the audience doesn’t know them, doesn’t care about them, or knows them and still doesn’t care about them.

Why is this happening?

There are six reasons:

One: Because they’re just not that good

It’s true! Radio managers are not famous for spotting and nurturing talent.

And a result: Being good is hard!

There’s a reason why Howard Stern was fired to the top. There’s a reason why it’s a safer bet to plug in Ryan Seacrest than to take a chance on somebody nobody knows (for better or worse). There’s a reason why the freshest young voice with a unique point of view prefers to launch a YouTube channel rather than work its way up the long, hard slog of the radio ladder.

Radio fans know what they like and don’t like, and everything else will likely fall in the vast, bland, vanilla middle. And while that vast, boring, vanilla middle can be tweaked with a bit of coaching or a new producer, there’s an old saying:

“You can’t polish a turd.”

Two: Because they’re not meaningfully different in a crowded field

Guy’s name and Gal’s name in the show title? Check.

Impeccable technical execution? Check.

Show producer/board op? Check.

What about plugging in all the radio morning show best practices? Check.

The problem with formulas for what makes a great morning show is that every station has access to the same procedures. And when every radio station is playing the same morning show game for the same audience at the same time using versions of the same bits, the audience will default to the show they’ve listened to longest, even if it’s not necessarily the best – because it takes a lot of time and effort to find the “best” and no time or effort at all to succumb to habit.

So why should I change the listening behavior that has served me well for years to sample YOUR show?

Three: Because listeners are barely exposed to them

It’s not only about how long a show has been on the air but also about how much exposure that show has had while it has been on.

I have a saying:

Listeners don’t listen to your morning show today; they listen to every episode of your morning show they have ever heard – today.

In other words, listeners bring their relationships with talent to each listening occasion. This makes intense morning shows powerful: They have a longstanding connection with their fans. It’s also why you can stream a market and listen to the dominant morning show without knowing why it’s so successful.

So, when you envelop your show in music, or the host opens the mic to announce a song, do a live read, announce another contest winner, check the weather, or emote some breezy phrase that dissipates into the radio ether within seven seconds, then the audience has less to know and fewer opportunities to realize it.

Why bother?

Four: Because they’re DJs and not humans

While there’s something comforting about a human voice on the radio, not every voice appears human. I’m not talking about voice-tracking here; I’m talking about content.

Humans have three dimensions – strengths and weaknesses, flaws, and blemishes. All on display.

When those dimensions are not displayed in a movie, we call the character “shallow.” And nobody (willingly) makes friends with shallow beings (although we’re happy to laugh at their expense TV).

Five: Because management doesn’t want a great morning show, they want a cheap morning show to be great

Too often, we’re not aiming for greatness; we’re aiming for extraordinary cheapness.

That’s not how Jimmy Fallon got the “Tonight Show” gig or how excellent radio talent is born. We fool ourselves into thinking the cheap voice can be better if only the audience catches on. And then we are disappointed when they never do.

This is not to say you always get what you pay for, but you certainly never get what you don’t pay for.

I recently ran into an old radio friend – a former morning host – now long out of the business. He was approached by a station in his market to do a weekend gig – live. And for this, he would be paid what he described as “the kind of money I made just out of school.”

Either he will say “no,” or the station will get from him what it’s paying for, which is precisely what it wants and much less than it pretends it wants.

Six: Because “liking them” and “listening to them” are two different things

Your new morning host may be a great guy and a model citizen, but if I’ve got 20 minutes of drive-time, I intend to spend it with the most compelling, entertaining, or informative morning show I can find, not with an audio Boy Scout.

Gary Begin can be reached at garybegin10@gmail.com.

Industry Views

Merchandize Your Show!

Mark Kaye, host of the WOKV-FM, Jacksonville-based “The Mark Kaye Show,” writes today in a piece for TALKERS magazine about the value of selling merchandise to your P1s. He says, “We have a saying around ‘The Mark Kaye Show’ studio: ‘If the audience likes it on the air, they’re gonna LOVE it on a t-shirt!’” He gives examples of how they come up with creative ideas to sell merch to their listeners that strengthens the bond between them and his show. He says, “Merchandise isn’t just an additional stream of revenue, it’s a bond that can connect you and your audience eternally. They love you. They love your show. They love it for the three hours a day you offer it to them. Unless you offer them something tangible that doesn’t drift off into the ether after you turn off the microphone, they can’t show their fandom the other 21 hours of the day.” Read the full story here.

Features

Merchandize Your Content!

By Mark Kaye
Talk Show Host
Cox Media Group

imWe have a saying around “The Mark Kaye Show” studio:

“If the audience likes it on the air, they’re gonna LOVE it on a t-shirt!”

Just last month, after moving to vacate Speaker Kevin McCarthy, Representative Matt Gaetz turned around to a House Chamber full of angry, howling Congresspeople and bellowed back…

“Oh BOOOO all you want!”

As we played that clip over and over on my show, all I could think was, “This would make a fantastic Halloween t-shirt!”

Within 24 hours our online store was printing and shipping shirts and hoodies with an AI-generated Matt Gaetz cartoon character standing before a chorus of screaming ghosts with his newly coined catchphrase lingering above: “Oh Boo All You Want!”

It was the hottest-selling item so far this year.

When the feds raided Donald Trump’s mansion in South Florida, I had a friend create an “Remember the Alamo” themed logo that prompted listeners to “Remember Mar-A-Lago.”

We still get orders for those weekly.

And it isn’t just clothing…

My current book The Untold Story of Christmas was born of an annual holiday tradition that began on my show. Many of my listeners pleaded for a copy they could share with their families and loved ones. Not wanting to disappoint them, I published a beautifully illustrated book this year and offered it to my fans. It’s already in its second printing and is quickly climbing up the Amazon charts! (I expect it to be #1 by Black Friday!) And the best part is, they are thanking me for making it available to them.

People want to show their support for you in any way they can and they will give you money if you let them.

The richest guys at the Trump rally are Donald Trump and whoever is selling MAGA hats outside.

The merch line at the Taylor Swift concert is longer than the Great Wall of China.

And if you attend a major sporting event without your team’s logo emblazoned on some article of clothing, well, you just look weird.

But merchandise isn’t just an additional stream of revenue, it’s a bond that can connect you and your audience eternally. They love you. They love your show. They love it for the three hours a day you offer it to them. Unless you offer them something tangible that doesn’t drift off into the ether after you turn off the microphone, they can’t show their fandom the other 21 hours of the day.

Your listeners want to wear your merch and read your books while sipping your signature energy drink and watching your bobblehead nodding along with them as they listen to your show.

If you love and value your audience, and want to keep them listening as long as possible, then simply give them what they want. Create tangible representations of your content. Let them be fanatical about your show even when you’re off the air.

Mark Kaye is the morning drive host at Cox Media Group’s WOKV-FM, Jacksonville. His program is syndicated to other CMG news/talk stations in markets around the country. He can be emailed at: markkayeshow@gmail.com. 

Industry News

Tony Bruno Launching Sports Talk Network

Philadelphia sports site Crossing Broad shares a press release from sports talk media personality Tony Bruno that announces the debut of his new sports talk venture, the Tony Bruno Sports Network. The network will feature “The Tony Bruno Show” in afternoon drive (3:00 pm to 6:00 pm ET), along with “The Pete Sheppard Show” (7:00 am to 10:00 am ET), “Defo & Lubie” (10:00 am to 12:00 noon ET), andimMartinez & Company” (6:00 pm to 8:00 pm ET), with the early afternoon daypart to be announced. The press release states, TBSN will debut October 30th  with LIVE programming every weekday with sports talk radio from 7am to 8pm to start. Additional time slots and weekend programming will be added over the following months. TBSN is available to listeners nationwide online via LIVE365.com and on the ‘Tony Bruno Sports Network’ app for Android and iPhone.” Bruno adds, “I want to thank all of my fans who have followed and supported me through the years. I am grateful to everyone who has encouraged me to return and who still want to hear my daily fun approach to sports and current affairs, which has been my forté for over five decades in broadcasting; this time, I’m bringing friends! I hear over and over again that fans are tired of X’s & O’s sports radio. I plan to bring back exciting, sports talk radio again, with a Florida flair. What better place to launch a new nationwide sports network than in Florida, a true melting pot of fans from all over the nation.”

Industry Views

Monday Memo: What Aren’t You?

By Holland Cooke
Consultant

imThanks to those who sent comments on last week’s column “Gradually, they know you,” which recommended brevity in explaining to listeners who you are.

Equally important: Clarity that you’re NOT what listeners DON’T want. If you’re a host or programmer, you want to understand listener turn-offs as well as Viking Riverboat Cruise Lines seems to know their prospects.

Promising that “We do not try to be all things to all people,” the Viking brochure promises:

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No children under 18.

No casinos.

No nickel and diming.

No charge for Wi-Fi.

No charge for beer & wine at lunch & dinner.

No umbrella drinks.

No photography sales.

No art auctions.

No inside staterooms.

No smoking.

No waiting in lines.

No format lights, butlers or white gloves.

And the brochure details an “Environmentally Considerate” culture “reducing impact through design & technology,” i.e., solar panels, recycling & waste management, etc.

With SO many audio competitors, we can’t risk ambiguity.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Gradually, They Know You

By Holland Cooke
Consultant

imThanks to those who sent comments on last week’s column “Beware The Banter.” For those asking how-much-is-too-much, this follow-up.

The old “Dick Van Dyke Show” depicted the life of TV writers. Collaborators Rob Petrie, Sally Rogers, and Buddy Sorrell spent their workdays in an office, riffing. The weekly script that emerged was careful with show host Alan Brady’s brand. He was a personality viewers came to know, one week at a time.

In offices like that, there’s a living document they call “The Bible.” For that first pilot episode, it might have been a single page of bullet points. A more recent example might have fleshed-out sitcom characters in broad strokes: Jerry is a comedian. He and Elaine used to date, now they’re friends. Elaine is from Maryland and she can’t dance.

Week-by-week, as we come to know these fictitious friends, new details humanize them further, and “The Bible” gets thicker. It guides writers, so they don’t burst our bubble by telling us Elaine is from Connecticut.

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Similarly, your listeners come to know you, accruing your identity, one anecdote at a time. You may be as-surprised-as-flattered when you meet a listener who plays-back something about your life that you might not even remember sharing.

So, know that they know you. And when the boss or the consultant reminds you how mentally busy listeners are – and encourages you to keep-the-show-moving – you needn’t fret that you’ll sound like Sgt. Joe Friday in “Dragnet.” Final TV reference, I promise.

My point: The litmus test for whatever you share is relatability. I was born on the same day as one of the children of 50+ year WTIC, Hartford morning host Bob Steele, and my dad was forever bonded by his amusing baby stories. They were nuanced references, not longwinded rambles.

Remain humble about listeners’ attention.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

In Pursuit of Younger Demos

By Walter Sabo
Consultant, Sabo Media
A.K.A. Walter Sterling
Radio Host, “Sterling On Sunday”
Talk Media Network

imThe persistent liability of most talk stations is that they attract a high percentage of listeners over the age of 65. Consider that many of those older listeners are attracted to radio shows that are talking for companionship and comfort.

There are simple, tested techniques to incorporate in an on-air presentation that will appeal to a younger listener. If put on the air these tips will also enhance a station’s PPM results.

— Bumper music is unnecessary, it makes breaks seem longer. If it is necessary to use bumper music it should have been recorded after the year 2000. 2000 was obviously 23 years ago. A 35-year-old was 12 in 2000.

— Young people are busy with work, kids, life. They are attracted to radio that matches their pace. The shorter the calls, the younger the callers will be. DO NOT thank callers for holding on – that’s a screener’s job. Thank a caller for holding on and you signal that it takes a long time to get on the air. Busy people won’t call to be put on hold!

— The editorial page of any newspaper has the lowest readership. Comics, horoscope, and entertainment have the highest. Quote the editorial page and you’ll wake up grandpa and scare away the new mom. Did you know Taylor Swift has a new boyfriend?

— Everyone is attracted to mirrors of their lives. We engage with people who have similar problems with their kids, in-laws, jobs, money, car. How would you make a friend at a party? Those techniques will work for you on the air. What did your mother tell you about party talk? “Don’t talk about politics or religion, talk about the weather and the shrimp”

— The easiest way to attract younger listeners and repel older listeners is to play music on the weekend. Targeted, researched music that appeals to the exact audience age you covet. WABC features several music shows on the weekend. Sabo Media’s charter clients include “New Jersey 101.5” and “Real Radio Orlando” They air music all weekend, talk all week.

BONUS: Music on the weekend puts a station on concert, movie, music, club, and bar buys!

Just like a music station, a talk station must present a consistent package of entertainment, topics, news stories, music selection, production elements must appeal to your target listener. No wavering.

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Above is a picture of two of Sterling On Sunday’s loyal listeners. Steven and Casandra of Burlington, NJ. Steven owns the bakery, Casandra works there and is a junior in college.

Walter Sabo founded Sabo Media to work with innovative media companies such as RKO, SiriusXM Satellite Radio, PARADE magazine, Pegasus, Apollo Advisers and others. He produces and hosts the successful talk show, Sterling On Sunday. Last Sunday the topics included how to know what’s in the custard in donuts.www.waltersterlingshow.com. Walter Sabo can be emailed at walter@sabomedia.com.

Industry News

“Why Is KFI So Successful?”

iHeartMedia’s news/talk KFI, Los Angeles gets some love from the Los Angeles Daily NewsRichard Wagoner in his column. Reporting on the station’s recent #3 rank in Nielsen’s August PPM survey,im Wagoner writes, “Why is KFI so successful – isn’t conservative talk dead? Yes, it is… and it’s been decades since KFI was considered ‘conservative talk’ (even when it wasn’t). There have always been a balance of viewpoints on the station; as it moved away from politically centered topics to more general topics, it matched the mood of listeners who wanted to be entertained more than they wanted to be angry.” Read his column here.

Industry Views

Monday Memo: Embrace “Car Radio”

By Holland Cooke
Consultant

imAs this week’s first Republican presidential debate looms, my FOX News Radio-affiliated client stations are irked. Thanks to their network, they’re carrying it live, and locally sponsored, and promo-ing it aplenty. A couple of my clients will travel to Milwaukee to wrap pre- and post-game color around the play-by-play. So, yuh, they’re irked.

Listen somewhere else

 FOX News Radio newscasts invite listeners to hear the debate live, at FoxNewsRadio.com. Hello?

I talked one client down-off-the-ledge, by reminding him that anyone who wants to watch the debate, and can, will. And that anyone who’s driving cannot and won’t likely drive distractedly-enough to somehow stream it from a website in-car.

For decades, I’ve scripted promos for events like this, and the Super Bowl and World Series, by offering that “if you’ll be in the car tonight,” and/or “if you can’t be near TV,” and/or “if you’ll be at work,” we’ve got it on radio.

Hey, if I was FOX News Radio, I’d do the same thing. But when one client called to complain and asked “could you at least add ‘…and many of these FOX News Radio stations?’” he was told they’d run-it-up-the-flagpole.

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It could be worse. You’re not a TV station.

THEY should be livid, as NBC uses affiliates’ air to say watch Peacock. Channel-surf, and you will be lured to Paramount+ or Discovery+ or Disney+.

And this didn’t happen overnight, as I demonstrated several years ago in a TV report about the TV switch-pitch (https://youtu.be/2o3CpTz66JY).

So, embrace radio’s preeminence in-car, and not just when plugging special coverage. Program and promote everything as though you’re talking to busy people behind the wheel. Nobody sitting stiller will feel rushed.

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

Industry News

Erick Erickson’s Gathering Draws Almost 1,000 to Atlanta

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WSB-AM/WSBB-FM, Atlanta-based, nationally syndicated talk radio host Erick Erickson presented “The Erick Erickson Show Gathering” in Atlanta last Thursday through Saturday (8/17-19) that drew almost 1,000 of Erickson’s listeners from his markets across the country. During the event, Erickson conducted 16 hours of interviews with GOP presidential candidates including Chris Christie, Ron DeSantis, Nikki Haley, Mike Pence, Vivek Ramaswamy, and Tim Scott, and Senators Tom Cotton (AR) and Joni Ernst (IA) plus Congressman Rich McCormick (GA); and Governors Brian Kemp (GA) and Glenn Youngkin (VA). Press from six countries covered the event and more than 90 local television and radio markets ran stories about the event. Erickson says, “Bringing my audience from across America together to be up close with presidential contenders and conservative leaders is something no one else does. This was my tenth time since starting my show on WSB. Since going into syndication with Compass Media earlier this year, it just made sense to expand the footprint of the Gathering to all my listeners and online readers nationwide. We kept the ticket price very low and relied on sponsors because we didn’t want to burden the audience. The conference isn’t intended to be a profit center. It’s to build lasting relationships with affiliates, listeners, and readers.” Pictured above is Erickson (left) interviewing Governor Youngkin (center) and Governor Kemp (right).

Industry News

Greenville’s News/Talk 98.9 WORD Adds Erick Erickson Show

Audacy announces that WYRD-FM, Greenville, South Carolina “News/Talk 98.9 WORD” adds the WSB, Atlanta-based, syndicated Erick Erickson show to the 12:00 noon to 3:00 pm time slot, effective tomorrow (6/21). Audacy Greenville-Spartanburg SVP and market manager Steve Sinicropi says, “With the arrival ofim Erick Erickson as the new afternoon talk show host on WYRD-FM, an unsurpassed team of talent will serve the Upstate, north Georgia and western North Carolina. Erick’s thought-provoking discussions, unyielding insight and captivating presence will be a welcomed addition to our listeners and partners. Erick will complete News/Talk 98.9 WORD’s incredible lineup, allowing us to provide unmatched content for listeners and the largest and most effective platform for advertisers.” Erickson is syndicated via Compass Media Networks.

Industry News

“New Jersey 101.5” Presents Town Hall on Victim-Proofing

This Thursday (6/15), Townsquare Media’s WKXW-FM, Trenton “New Jersey 101.5” presents a town hall-style discussion titled, “Victim-Proofing Your Life.” The station says this presentation “will help New Jersey residents protect themselves from a tidal wave of scams, auto and home thefts, mass shootings, and identity theft thatim has reached epidemic levels.” Station senior political director Eric Scott will lead the discussion with safety and security experts to help listeners identify and safeguard themselves from these threats. He says, “From home break-ins, catalytic converter thefts and internet scams, there is no shortage of ways that bad actors try and take advantage of you. This program will help New Jersey residents protect themselves from bad actors who are operating throughout New Jersey.”

Industry Views

Pending Business: Thank You, Mr. President

By Steve Lapa
Lapcom Communications Corp
President

imHow about a collective “thank you” to the 45th president of the United States for keeping your talk radio programming relevant, timely, unpredictable and most of all engaging?

The interpretation, speculation and compilation of facts, opinions and reporting will be non-stop until this chapter of the news cycle meets the next chapter. This is a never-ending saga that keeps the dial locked into your talk radio frequency. This is the content that keeps the electronic water cooler crowded with listeners who can’t get enough.

Whatever comes next in this chapter of history unfolding in front of our collective ears and eyes is the oxygen that keeps the talk radio world alive and well every day. By the way, the 45th president of the United States just may have pulled your typically soft talk radio summer sales out of the basement and pushed you into an express elevator to the penthouse.

Are you still feeling the drumbeat of the naysayers predicting how talk radio will age out? Or better yet, run its course? My prediction is talk radio is about enter a phase previously unmatched in American broadcast history. Seriously. When was the last time a former president of the United States owned the headlines and collective headspace of talk radio hosts and listeners worldwide for so many years? Never.

Let’s get ready to refresh our summer vacation schedules, seasonal sales packages, rates, and most of all strategies. Start here:

— Sell the concept. Leave the opinions and banter about indictments, politics and the law to your on-air talent. Focus instead on the unique value of the engaged audience.

— Experts are important. Chances are your talk radio hosts will be smart enough to break down the issues and lean on experts to help the audience understand the ramifications. Credibility and consistency can make your coverage stand apart. Show your advertiser what makes your coverage different and better.

— Talk radio goes where TV and video can’t – the car, the beach, even the backyard. Sell the need to know on the go.

— Unfolding the unpredictable. Your listeners want the “inside scoop” on what the next chapter of this saga looks like. Your on-air talent look for every opportunity to give their listeners a peek behind the opinion curtain. The seller’s job is to bring the value of that connection to life on every sales call.

Talk radio is alive and well every day. It’s up to you to show your advertisers the value of instant access to a trusted voice.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com.