Monday Memo: Occasions, Not Duration
By Holland Cooke
Consultant
For 100 years, radio programmers have tried to keep listeners listening longer. “Coming up next…”
Another few minutes? Yes! Ask! And do so as-seductively-as-possible, saying “you” and “your.” But there’s very little you can say to keep someone sitting in a parked car after they’ve turned the engine off.
A more realistic opportunity?
Life is fragmented. Audio is everywhere. Listeners move among broadcast radio, podcasts, streams, satellite, YouTube and whatever their phones serve up next. Oh, and off-air promotion – billboards, TV, direct mail – remember them – cost money.
Sales 101: Say it with me: “Your best prospect is…?” An existing customer! Sell ‘em again, in this case inducing an existing listener to listen again later – specifically later-today, and same-time-tomorrow. You can’t win by earning TSL when they’re not listening. So, seem useful-enough that they’ll want to come back again.
- First thing in the morning…
- Before leaving home…
- During the commute…
- At lunch…
- Before the drive home…
- When weather threatens…
- When big news breaks…
- When the game will air…
All-news stations have understood this for decades. The very first one – 1010WINS/New York, to-this-day #1 in morning drive – said, “Give us 22 minutes and we’ll give you the world.” The product was designed for repeat use.
This also changes how we use digital tools
Too many stations treat the app, stream, and social media as separate products. They should be pathways back to useful content. A push alert can invite immediate listening when something important happens. A social clip can preview what the morning show will develop tomorrow. A podcast can serve someone who missed the original conversation while promoting the next live one.
The objective is not to trap listeners. It is to accompany them. Try this…
- Map your target listener’s day. Identify five moments when your station could be helpful, entertaining or reassuring. Then ask yourself…
- Do we offer something worth returning for at each moment?
- Do listeners know we offer it?
- Do we remind them when to return?
And when they do return, do we deliver immediately? Or make them wait through clutter?
Duration still matters. Every unnecessary word still spends attention. So, program at-the-speed-of-life. But focusing only on longer listening per-occasion overlooks how people actually live. You can’t keep someone sitting in a parked car. You can earn more visits.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
hour-long morning program with Josh Albrecht. The Milwaukee Journal-Sentinel reports the program will also air across Audacy’s Wisconsin Sports Radio Network in markets including Greeb Bay-Appleton, Wausau, Madison, and Duluth-Superior. Czaban previously hosted a morning program on iHeartMedia’s then-sports WRNW-FM “97.3 The Game” that iHeartMedia flipped to AC last fall. 
program. WPEN-FM “97.5 The Fanatic” program director Scott Masteller states, “John has brought tremendous passion, professionalism, and authenticity to our morning show and to the Philadelphia sports community. He’s been an important part of the station’s success, and we’re grateful for everything he has contributed both on the air and behind the scenes. We fully support his decision and wish him and his family nothing but the very best in this next chapter.” About his decision to leave the show, Kincade says, “After a great deal of thought, I’ve decided that this summer will be the right time for me to step away from mornings at ‘The Fanatic.’ This decision comes after a lot of reflection following my cancer battle and thinking carefully about what’s best for me and my family moving forward. I’m incredibly grateful to Beasley, to my teammates, and most importantly to the Philadelphia listeners who welcomed me back home in 2021 and supported me every step of the way. I’m proud of what we’ve built on the morning show and very confident in the future of ‘The Fanatic.’ There’s a tremendous team here both on-air and behind the scenes. I’m not retiring, and I’m excited to eventually explore what comes next professionally. Philadelphia has meant so much to me, and I can’t thank the fans enough for their support, especially during my health journey.”
with those breaks filled by exclusive bonus segments, behind‑the‑scenes moments, extended discussions and original content – resulting in nearly three continuous hours of programming each day.” iHeartMedia chairman Bob Pittman comments, “The Breakfast Club has always been at the center of culture, breaking artists, shaping conversations, and reflecting real life in real time. Taking this show live every day to a global audience on Netflix is a powerful example of how we’re expanding the reach of our biggest brands while giving audiences entirely new ways to experience them. Whether it’s morning in NYC or the afternoon in London, the conversation is live and reaching the world in real time.”
show while Hale was away on vacation in Florida. Blueberry vice president Bruce Biette told the paper it is “time to evolve the station.” Biette added, “Simply put, George has had a magnificent media career. He’s the reason a lot of us chose to get into this business, and we here at Blueberry Broadcasting appreciate everything he’s done for VOM.” The Daily News states, “WVOM is an influential station because it is one of only three in the state that runs a locally produced news talk show and the only one based in the Bangor area. WGAN and WLOB, with shows hosted by conservatives Matt Gagnon and Ray Richardson, respectively, are based in the Portland area.” 
If you work in radio, you’ve heard every flavor of AI anxiety. Some fear it will wipe out jobs. Others treat it like a super shortcut – cranking-out spots, promos, and proposals faster and cheaper. Kate O’Neill’s 
Every radio conference agenda and much of what’s-up in the trade press and chat groups is about exploiting Artificial Intelligence. Often these conversations land in one of two places: fear (“Will this replace us?”) or fascination (“Look what it can do!”). Both miss the point.
help to the entire team throughout the past year, stepping in without hesitation and taking on added responsibility. His work ethic, commitment to the station, and focus on fostering a collaborative environment have not gone unnoticed, making him the ideal candidate for this elevated role.” LaCroix, who’s been with the station since 2017 and has served as executive producer of the morning show since 2021, says, “I’m delighted to accept this role and grateful for the opportunity. I’m excited to continue working with this team and to help drive the continued growth and success of ‘The Fan.’”
Oklahoma Association of Broadcasters Personality of the Year and has recently been recognized as a National Association of Broadcasters Marconi Award nominee for Medium Market Personality of the Year. He also played a key role in KRMG’s Marconi Award win for Medium Market Station of the Year. Zoellner Media Group owner Dr. Robert H. Zoellner says, “Skyler understands what local radio should be – trusted, engaged, and community focused. Promoting him into a morning and leadership role is an investment in KRMG’s future.” Cooper comments, “I couldn’t be more excited to hop in the driver’s seat of the KRMG Morning News and wake up with Tulsa each weekday morning, 5-9 am. I started my radio career here as a Sunday morning board op, and to be taking the reins of such a legacy morning broadcast is beyond what I could have ever imagined all those years ago.”
Whitmer to the KNSS morning show alongside Ted Woodward. ‘Woodward and Whit’ will build on the foundation of smart, local conversation that our listeners expect by delivering the essential news, candid analysis and enjoyable banter that starts the day right. This is a powerful pairing that promises to keep the Wichita community informed and engaged.” Whitmer has been hosting an eponymous two-hour weekend show for KNSS since 2018. He’s a veteran of Kansas politics having served in roles for local, state, and national Republican campaigns. Whitmer currently serves as the Chairman of the Sedgwick County Republicans. He says, “I’m honored to join Ted Woodward on ‘Woodward & Whit,’ stepping into the big shoes left by Steve McIntosh, who dedicated over 50 years to Wichita mornings. I look forward to bringing news coverage, straight talk, common-sense discussion and a little fun to help our community start the day on the right note.”
election. About returning, Spadea says, “I’m excited to be returning to the airwaves with ‘New Jersey 101.5’ and the largest audience in the state. I’m looking forward to continuing our mission of fighting for common-sense solutions to save New Jersey. Our show has always been about the listeners, and I’m ready to keep amplifying the voices of small business owners, parents, teachers, first responders, nurses, and everyone else committed to digging in and staying in New Jersey. Stay tuned – there’s more to come!” Townsquare Media regional VP Brian Lang says, “Bill’s audience and the team at ‘New Jersey 101.5’ are looking forward to his return. There’s no doubt he’ll have great stories to share. I also want to thank Eric Scott and the entire morning show team for doing an outstanding job while Bill was away.”
for WWJ and sports talk WXYT-FM “97.1 The Ticket” since 2018. Audacy Detroit SVP and market manager Debbie Kenyon says, “We are excited to have Chris bring his passion and energy to the morning show. Chris and Jackie are a powerful team, and we’re confident they’ll make an impact every morning while connecting with our listeners.” Fillar comments, “I’m ecstatic to take on this new role alongside Jackie and the entire fantastic morning newsroom at WWJ. It’s an honor to wake up and deliver trusted news to our listeners, and I’m humbled to work with such a great team!”
Ricordati and Jonathan Smith, will be split up with Smith moving to mornings alongside Tyvis Powell. The current morning show, “Morning Juice,” hosted by Brandon Beam and Bobby Carpenter is going away with Beam moving to the evening “Buckeye Show” and Carpenter going to the digital side for a 6:00 am to 8:00 am streaming show. 
You know the routine.
WEEI-FM, Boston. He’ll continue to lead his program that includes cast members Jermaine Wiggins, Courtney Cox and Chris Curtis. Audacy Boston SVP and market manager Mike Thomas states, “We are thrilled to extend Greg’s contract and keep the momentum going for his award-winning morning show. We look forward to having Greg, alongside Jermaine and Courtney, continue to set the tone for our weekday programming and deliver entertaining content for our listeners for the foreseeable future.”
to 8:00 am show will be simulcast on the company’s KTOK-AM, Oklahoma City and KAKC-AM, Tulsa. iHeartMedia Nashville market president Dan Endom says, “We are thrilled to welcome Michael, a true broadcasting legend, to iHeartMedia Nashville. Michael’s extensive knowledge of the airwaves coupled with his innate ability to connect with audiences will elevate our programming to new heights.” DelGiorno served with Cumulus Media’s crosstown WWTN-FM, Nashville from 2007 through March of this year. He also previously hosted shows on KFAQ and KRMG in Tulsa.
the top sports morning shows in America and has won numerous national industry awards including a Marconi Award. Toucher was a foundational member of the launch of the station in August 2009. Prior to joining the ‘98.5 Sports Hub’ team, he worked at the former legendary rock station, WBCN.” Toucher comments, “I am thrilled to be able to work with my Beasley family over the coming years. I will continue my record of immense competence and brilliance.” Station PD Rick Radzik adds, “Fred has been entertaining ‘Sports Hub’ listeners each morning since 2009 with his compelling viewpoints and opinions on a wide range of topics. We are very pleased that he will continue on with us for years to come.” There’s no mention of morning drive co-host and Toucher’s longtime partner Rich Shertenlieb in the press release and the Boston Globe’s Chad Finn writes about the possibility Shertenlieb will exit the station soon. 
personality Mike Babchik. Amendolara has been hosting a program on CBS Sports Radio since 2017. SiriusXM VP of sports programming Eric Spitz states, “D.A. is one of the brightest stars in sports radio today. He delivers a terrific blend of informative and thoughtful sports talk with creative, entertaining humor, which is what our listeners are looking for as they start their day. He and Babs will make a dynamic team as they lead off our programming each morning.”
CBS Sports Radio in 2021. She’s also an analyst for SNY, appearing on “Baseball Night in New York.” Perloff joined CBS Sports Radio in 2022 after 13 years with “The Dan Patrick Show” where he earned the nickname “McLovin.” CBS Sports Radio brand manager Spike Eskin says, “Maggie and Perloff are going to be awesome in the morning. The way the show has grown and evolved over the last couple of years is so exciting, and we’re really looking forward to bringing their special mix of opinions, interviews and fun to the morning.”
expanding the “Morning XTRA” show to 6:00 am to 10:00 am. Dickey Broadcasting says, “The addition ‘The Kimmer Show’ demonstrates Dickey Broadcasting’s commitment to building a dominant and world-class news/talk radio station in Atlanta and the region and we thank our loyal advertisers and listeners for helping us build this great station.” Station morning host and content director Tug Cowart comments, “As our listenership grew, the demand for a local afternoon show grew. Our social media and phones all asked for the same thing, ‘The Kimmer Show.’ How could we go any other route? A local and iconic Atlanta talk radio voice and what our listeners wanted from us. It’s the way these decisions are supposed to made.”
-the-hour news during the “Sid & Friends Morning Show.” He’ll also be responsible for all WABC news content and distribution, on-air and online. Laden served with WABC from 2003 to 2018 in which he was news director, news anchor on the “Imus In the Morning” show, and co-host on the Geraldo Rivera show. Laden says, “I’m very excited to join the new 77 WABC. The station has a terrific lineup of hosts and the ratings are soaring. It’s great to be part of a winning team with passionate owners. We’ve got lots of exciting plans for distribution of our news.” Red Apple Media president Chad Lopez says, “New Yorkers need to be in-the-know first thing in the morning and throughout their busy day. Our goal at WABC Radio is not only to deliver the news but to include all sides of the story.”
positions in audio, and involves personalized conversations with a vast network of high-level radio executives and experts to help advance a career within the radio/audio industry. Dowdy is a regional content director who works with nine Townsquare Media markets in the Southeastern United States. During her career she’s also been a morning show co-host, award-winning news reporter, brand manager, promotions director, and midday host. MIW board president Ruth Presslaff says, “This year we had more applicants and more high-quality applicants than ever before. Meg’s dedication to her future, to the business and to paying her success forward was very impressive. We can’t wait to start working with her.”
