Monday Memo: Be Like Mike
By Holland Cooke
Consultant
Remember the old Gatorade commercial? The “Be like Mike” jingle accompanied a montage of gravity-defying Michael Jordan dunks.
If you’ve heard Mike Hulvey speak, you know his birthday and blood type, because he told you, in his enthused trademark close: “March 4th and B positive!”
Before he recently hit-the-ground-running as Radio Advertising Bureau CEO and president, Mike was my longtime client when he ran Neuhoff Media. I consulted his news/talk/sports WSOY, Decatur and trained news people at other stations in the group. And the company’s “Media Made Locally” mantra was more than a slogan: “Nothing makes us happier than knowing that while our big corporate competitors are abandoning all the things we think make local media special – we’re doubling down.”
With broadcasters now so challenged by non-AM/FM audio competitors – and coping with cost cuts – the “Core Values” that clicked in these small Midwest markets seem like a prescription for stations everywhere:
1. Grit: “Stick with it.”
2. Community: “Give back.”
3. Innovation: “Think different.”
4. Excellence: “Be exceptional.”
In too many places now, a legacy call letter station is referred to as “the AM” within multi-station clusters and is bundled with music stations’ inventory… not the best sales model in Mike’s estimation: “The news/talk format offers endless opportunities to local clients.” Offered properly, these stations have “unique attributes and programming that lend itself to customize sponsorship and marketing extensions in any size market;” with otherwise “hidden gems that create opportunities for naming rights inside local sports and benchmark sponsorships as the local expert,” creating what he calls “lean-in listening that benefits advertisers.”
Live-N-local 24/7 seems quaint now, so we leverage imported programming, to make it sound more like part of the station’s own on-air family, rather than sounding like we’re an affiliate plugged-into the bird. The day Mike first introduced me at WSOY, I told the morning host: “We’ve got to get your voice in Rush Limbaugh and the Cardinals games more.”
Back to the future: With Monday-Friday syndicated talk programming mostly political, I asked Mike, “Could the sort of non-political shows that were such weekday winners for the late-great KGO and Buckley-owned WOR make a comeback?” His take: “I say yes. I believe that great locally targeted content is still a winning formula of success. While we as consumers have more choices than ever, we still crave information about where we live, work, and raise our families. While national political content has a very loud voice in the market, listeners appreciate those locally ‘world famous’ voices from where they live.”
Evidence, from the vault: 2-minute video, Mike explaining how winning radio is a relationship: https://youtu.be/wcsqrN7R7Ic
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.
announced. Neuhoff states in announcing the sale that this “transaction is part of an overall strategic decision on behalf of the Neuhoff family to depart the broadcast industry after nearly 70 years,” according to Julian Hickman and Makena Neuhoff, trustees of the Neuhoff family. The company still owns 13 radio brands spread across the Springfield, Illinois; Bloomington, Illinois; and Lafayette, Indiana markets and it “expects to make additional announcements regarding future agreements as the Neuhoff divestiture process moves forward.” Hickman states, “We are proud of what broadcast ownership has meant to our family, our employees, and the markets we serve. Our grandfather, Roger Neuhoff, began his ownership in the business during the mid-1950s. He loved the broadcast industry and was proud of the way our radio and television stations served their local communities.” Neuhoff Media president Mike Hulvey adds, “We are pleased to see the iconic local media brands of Neuhoff Media’s Danville and Decatur markets all brought together through this historic transaction with the Champaign Multimedia Group. The next chapter for the Danville and Decatur radio stations and digital platforms will create something very special for each community.” Kalil & Co., Inc. acted as the exclusive broker for this transaction.
including continuing to participate in RAB’s Rising Through the Ranks leadership development training and National Radio Talent System, a wholly owned subsidiary of the organization.” The organization goes on to say, “Under Farber’s stewardship, the RAB has reshaped the organization into a full-service integrated membership, business development and training concern as well as forged strong relationships within the advertising marketplace. Additionally, she has diversified and re-invigorated its board of directors to ensure the future of the 
trade association.” Speaking about Hulvey, Warshaw says, “Mike is an excellent selection with the relevant skills and expertise to lead the RAB. He has an impressive track record in corporate management and local radio expertise. In addition, as a past chair of the RAB he has a clear understanding of the organization and what the broadcast industry requires from RAB. He has a tremendous passion for the industry which will serve us all well.” Warshaw adds, “We thank Erica for her leadership over the past decade in helping to shape an organization that meets the needs of broadcasters today as well as for the future of the audio industry. She’s left an indelible imprint on the industry, and we can’t thank her enough for her commitment and passion to radio. It’s been an honor and a privilege to work with her.” Hulvey will work with Farber to ensure a smooth and successful transition during the next few months as her last day with the RAB will be April 30, 2024.
Karma Brands, Steve Wexler, will serve as interim CEO and will begin working with the Neuhoff team in January. Julian Hickman and Makena Neuhoff, the Trustees for the Neuhoff family, say, “We thank Mike for his many contributions during his more than 30 years as part of Neuhoff Media. Under his leadership, Mike has advanced the family mission of great local radio. We wish Mike all the best in his new role at the RAB and are thrilled to welcome Steve Wexler as interim CEO.” Wexler comments, “I am thrilled for Mike and am honored to serve as interim CEO for this legendary company and look forward to working with the talented, committed team at Neuhoff during this transition.” 
