Industry Views

Pending Business: Ad Count

By Steve Lapa
Lapcom Communications Corp
President

imHow many times will we research the same subject and come to the same conclusion?

This time it is the podcast. How many ads will the average listener consider “appropriate” in a 60-minute episode?

If you read the recent research from Cumulus/Signal Hill, you know the answer. For the rest of you, survey says under four minutes per 60-minute episode. The same survey says the magic number for a 30-minute episode is under three.

How ironic is that? The typical talk radio hour runs more ads in one break than an entire 60-minute episode of a podcast. Could it be because we have been integrating radio commercials into hour-long broadcast content for over 100 years? Have we conditioned news/talk listeners to accept more commercials per hour? Our TV friends have been at for over 80 years with an even bigger hourly spot load. Anyone ever see audience research that says add more commercials?

Seriously, unless you pay for the ad-free experience of Netflix, HBO, Hulu, Spotify, Pandora, etc., like most consumers of media, you are comfortable with the ad-supported media model.

So, how has the podcast world been so successful with a model that would leave most traditional radio and TV owners, execs, and sellers dumbfounded.

Here is some insight from my experience.

1) CPM is higher in podcast. The hard facts are when you work with higher CPM you can adjust the commercial load. Demand for digital/social media and podcasts with marketable scale is greater than terrestrial radio. The demand curve for podcast advertising is greater than terrestrial radio. Time to wake up, shake up and shout out loud about our 100-year-old sleepy giant!

2) Survey said 62% of podcast listeners prefer the host read. Talk radio sellers should improve this pitch every day. Today, podcast sellers are simply better at it. Podcast sellers get the intimate relationship between host and listener better than most radio sellers get host and audience. Podcast hosts seem more one-on-one savvy. What will Joe Rogan’s next guest say? What will we hear when your talk talent interviews their next guest?

3) Quality. When your local production director is overloaded and needs to get commercials completed on the air yesterday, what wins: quantity or quality? Be honest here. Where is the next audio creative genius like Dick Orkin or Chuck Blore? Do you know those names?

4) Can you really compare ad load levels between the 60- or 30-minute podcast episode to the average three-hour daily talk radio show?

Traditional molds need to be revisited regularly. My experience with YouTube is showing me even newer models for monetization, different from audio podcasts. Does your 2024 planner have any room for innovation?

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.

Industry News

TALKERS News Notes

Actress Shannen Doherty teams up with iHeartPodcasts for her podcast, “Let’s Be Clear.” A press release says, “Shannen Doherty will open up like never before in her new live memoir podcast. ‘Let’s Be Clear’ promises to be a raw and candid exploration of Shannen’s personal journey covering everything from her TV and film credits to her stage four cancer battle, friendships, divorces and more. The podcast will also provide a platform for Shannen to share her life experience, the strength that carried her through difficult times, and her hopes and dreams for the future.”

FOX News Audio debuts a new weekly podcast hosted by FOX News correspondent Benjamin Hall called, “Searching for Heroes with Benjamin Hall.” The podcast highlights inspiring stories of community and compassion, while providing a voice to America’s unsung heroes. The first episode features a look back at the catastrophic injuries Hall sustained while covering the war in Ukraine and the extraordinary efforts that aided his road to recovery. While news gathering in Ukraine in March of 2022, Hall’s car was hit by a projectile missile, leaving him with one working limb and tragically taking the lives of his colleagues, FOX News photojournalist Pierre Zakrzewski and Ukrainian journalist Oleksandra Kuvshynova. Since the attack, Hall has been inspired by the incredible efforts of everyday heroes similar to those who went above and beyond to help him throughout his arduous journey of recovery.

Industry News

“New Jersey 101.5” and Bill Spadea Partner to Expand Common Ground Podcast

Townsquare Media’s news/talk WKXW-FM, Trenton “New Jersey 101.5” and morning drive host Bill Spadea announce a new partnership that will allow the “Common Ground with Bill Spadea” podcast to reach more viewers throughout the state. The new program will be titled “New Jersey 101.5 presentsim Common Ground with Bill Spadea” and will feature live episodes of the podcast on location from towns, landmarks and businesses across New Jersey. The station says the deal will give Spadea the resources to focus on hard-hitting conversation and longer form interviews with leaders from New Jersey (and beyond). Spadea adds, “This partnership is the next step in the great success of our morning show, which has seen ratings skyrocket in recent years. We’re excited to be bringing multiple remote podcasts to our audience every month and look forward to seeing everyone on the trail!”

Industry News

Bearman Guests on McCain Podcast

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Former TALKERS Heavy Hundred radio talk show host Ethan Bearman, of KGO, San Francisco; KSCO, Santa Cruz; and KABC, Los Angeles fame, recently participated as a guest on Meghan McCain’s new podcast titled, “Meghan McCain Has Entered the Chat,” discussing the disturbing wave of anti-Semitism being expressed in the US as a result of the Israel-Hamas War. Bearman left day-to-day talk radio several years ago for a burgeoning career in his own entertainment law firm, as well as teaching at Loyola Law School and engaging in environmental projects in Los Angeles. He’s also an active guest on radio and TV talk shows. Bearman (right) and McCain (left) are pictured when they met several years ago at a TALKERS conference.

Industry News

Newsweek Launches Josh Hammer Weekly Radio Show

Newsweek is launching a weekly talk radio version of its podcast, “The Josh Hammer Show” with Bonneville’s news/talk KTTH-AM, Seattle as its flagship station. The program debuts on Saturday (11/4)im anchored by Newsweek senior editor-at-large Josh Hammer. Newsweek says the program’s goal is to “navigate the converging realms of politics, law, and culture while deliberating on the evolution of American conservatism. Hammer, with his background as a constitutional lawyer, intends to present commentary accompanied by interactions with contemporary conservative thought leaders.” Newsweek director of radio and podcasting Jesse Edwards adds, “Josh Hammer is going to be the next big voice in conservative talk radio, and we couldn’t be more thrilled to bring his powerful message to the airwaves of Seattle, and beyond.”

Industry News

Brand Effect Study Reveals Value of AM/FM and Podcasting

The latest blog post from the Cumulus Media | Westwood One Audio Active Group examines the results of a brand effect study by Upwave of the six-month campaign of an e-commerce retailer that used AM/FM radio streaming and sponsorship of a Katy Perry-narrated podcast about Elizabeth Taylor titled, “Elizabeth the First.” Some of the findings include: 1) those exposed to the digital audio campaignim were 33% more likely to say the brand “partners with all my favorite stores,” 81% more likely to indicate the e-commerce retailer “is a brand I trust,” 140% more likely to associate the brand for offering “the best sales and coupons”; 2) among those exposed versus those not exposed, brand equity measures surged, showing 54% growth in familiarity, 31% lift in average brand images, 37% greater consideration, 102% increase in purchase intent, and 55% growth in customer forecast; and 3) concluded that best practices to power direct-to-consumer marketing effectiveness calls for allocating 74% of marketing budgets to creating future demand (brand building) and 26% to converting existing demand (sales activation), targeting broadly to expand the customer base, employing emotional advertising to build direct-to-consumer brands and drive sales and profit, being known before you are needed, and buying lots of ads in all days and dayparts. See the full blog here.

Industry News

iHeartPodcast Unveils New Podcast by Hilarie Burton Morgan

iHeartPodcasts and actress Hilarie Burton Morgan announce a new weekly podcast targeting fans of true crime as they take listeners behind the scenes in each small-town case in the series. This show isim the companion podcast to SundanceTV’s powerful true crime documentary series, “It Couldn’t Happen Here.” Along with key crew from the TV series as her co-hosts, Burton Morgan dives deeper into the cases covered on the show featuring never-before-heard archives and a behind-the-scenes lens of how the team tackles these head-scratching and heart-breaking stories. The “True Crime Story: It Couldn’t Happen Here” podcast encourages everyone to get curious, get involved, and ask how they can help when it appears the system has failed.

Industry News

Michael Harrison Guests on Sherry Goldman Podcast

Sherry Goldman, founder/CEO of the Goldman Communications Group – a leading New York-based public relations firm – hosts a weekly radio show and podcast titled “Let’s Talk PR & More!” interviewingim industry leaders about public relations and related topics. The conversations span public relations, PR best practices, the media, immarketing, strategy, career development, profiles of PR pros, and more. The show airs Mondays at 5:00 pm on Hofstra University’s award-winning WRHU-FM and WRHU.org on Long Island and is available on most podcast sites. TALKERS founder Michael Harrison is Goldman’s guest this week talking about the general state of radio, news and public relations as we move further into the digital era.  Both Hofstra graduates, Goldman and Harrison sit on the university’s Lawrence Herbert School of Communication Dean’s Advisory Board. Listen to the podcast here.

Industry Views

Matthew B. Harrison is This Week’s Guest on Harrison Podcast

Two generations of the Harrison radio family meet on mic discussing the copyright implications of artificial intelligence as Matthew B. Harrison is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Matthew, the son of Michael, is VP/associate publisher of TALKERS in addition to being a media and intellectual property attorney, talent manager and audio/video producer.  His latest productions, “I Got a Line in New York City” (www.igotaline.com) and “My Friend is Going Away” (www.myfriendisgoingaway.com) are experimental exercises in the utilization of AI graphics in the music video genre. On this podcast, Harrison and Harrison bring into focus the somewhat murky application of copyright law in communications and the arts as we hurtle into the frontier age of artificial intelligence. Listen to the podcast in its entirety here

Industry News

WWO: Why AM/FM Radio is a Great Place to Promote Podcasts

This week’s Cumulus Media | Westwood One Audio Active Group blog investigates the connection between AM/FM radio listening and podcast listening and concludes that “a majority of the podcast audience also listens to AM/FM radio and vice versa.” It reports that Edison Research’s Infinite Dial study reveals that of the weekly AM/FM radio audience 45% listen to podcasts weekly, 55% listen to podcastsim monthly, and 77% have ever listened to podcasts. “All of this podcast and AM/FM radio audience duplication means there are great cross-promotion opportunities.” Among the podcast audience, over half the ad-supported time spent goes to podcasts themselves at a 53% share. AM/FM radio follows with a 37% share. Distantly following are ad-supported SiriusXM (4%), ad-supported Spotify (3%), and ad-supported Pandora (3%). Additionally, MARU/Matchbox was commissioned to study Cumulus Media radio listeners who listened for at least an hour to stations in Dallas, Chicago, Detroit, San Francisco and Atlanta and were exposed to promos for eight Cumulus Podcast Network podcast titles. Overall, 54% of the Cumulus radio audience were aware of the eight Cumulus Podcast Network podcasts. A much larger promotion of heavy AM/FM radio listeners (67%) were aware of the podcast titles, and a whopping 75% of the heavy AM/FM radio streaming audience were aware of the podcast titles. Read the blog here.

Industry News

WXYT-FM, Detroit Announces New Morning Show

Audacy promotes Detroit sports talk personality Jim Costa to co-host of the morning show on sports talk WXYT-FM, Detroit “97.1 The Ticket,” following the conclusion of the Detroit Lions season in February. He’ll join current morning personality Jon Jansen and takes over for Mike Stone who is retiring. Costa hasim been with the station since February of 2021 and has served as evening host, prime-time fill-in host, and co-hosts the “Cash The Ticket” sports betting podcast with WXYT afternoon host Mike Valenti. Audacy Detroit SVP and market manager imDebbie Kenyon says, “I’m thrilled that Jim Costa will be the next co-host of the ‘97.1 The Ticket’ morning show. Jim has spent the last few years building a great relationship with his listeners. We look forward to the talents of Jim Costa and Jon Jansen entertaining and informing the Detroit sports audience and can’t wait to see how the show evolves in 2024.” Costa adds, “This is a dream come true for me. My whole career, I’ve chased the chance to build a show on ‘97.1 The Ticket.’ I grew up listening to this station and rooting for these teams. To start the conversation in Detroit every morning is special. Jon Jansen and I are a good contrast; we play off each other well, and I’m excited for the show we will create along with Heather [Park] and the entire morning show crew.”

Industry News

Triton Digital Releases August Podcast Ranker

Triton Digital’s ranker of the top U.S. podcasts for August (July 31 – Sept. 3) based on weekly average downloads has been released and not much has changed in the top ranks. NPR’s “NPR News Now” remains ranked #1, followed by audiochuck’s “Crime Junkie” at #2, and NBCUniversal New Group’sim “Dateline NBC” at #3. Radio related podcasts in the top 25 of this ranker include: Cumulus Podcast Network’s “The Dan Bongino Show” at #7, Cumulus Podcast Network’s “Mark Levin Podcast” rising four spots to #19, and Salem Podcast Network’s “The Charlie Kirk Show” at #22. Just as it did last month, Triton notes that Cumulus experienced data collection issues with the Daily Wire shows (such as “The Ben Shapiro Show” which ranked #3 in the June report) during this period. See the August ranker here.

Industry News

FOX Sports Radio Unveils “Overpromised with Covino & Rich” Video Podcast

FOX Sports Radio is debuting a new, weekly video series and podcast starring Steve Covino and Rich Davis called, “Overpromised with Covino & Rich.” The duo hosts the daily afternoon program on the FSRim network, and this new project takes the audience “on a wild ride through the hottest headlines, trends, and debates that didn’t quite make it onto their daily radio show.” New episodes are posted Wednesdays on FOX Sports Radio’s YouTube page, and the podcast is available on iHeartRadio and everywhere podcasts are heard.

Industry Views

Monday Memo: Why Not Just Podcast?

By Holland Cooke
Consultant

imI’m occasionally asked this by attorneys, real estate agents, personal finance advisors, and other local retail service professionals who are disappointed with results they’re getting from hosting weekend ask-the-expert call-in shows.

The Good News: Anyone can podcast.
The Bad News: Anyone can podcast.

That’s evident from the way many podcasts sound, without the planning and polish of a broadcast-quality presentation that demonstrates your expertise and comforting counsel.

So here’s Part 2 of the 2-part series that began here last week: Yes, DO podcast. Data from respected Edison Research demonstrates that podcasting attained “mainstream media” status back in 2016. So do accommodate your prospective clients’ appetite for on-demand media.

im

But who will know your podcast…exists? Lots of radio listeners and social media followers…IF the podcast is part of a coordinated multi-platform marketing strategy. A well-executed, well-promoted weekend show is the hub. Picture an octopus. The torso is the radio show. Appendages include podcasts – both whole hours on-demand and “snack-size” single topic solutions – and aircheck clips linked from social media posts, informative blog posts about issues callers raise, E-newsletter, etc.

Said another way: If the weekend show is a stand-alone, return-on-investment for brokering those hours can be dubious.

And – unlike hobbyist-sounding podcasters self-publishing in obscurity – you’re “real” because you’re on radio.

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. Follow HC on Twitter @HollandCooke

Industry News

WPHT, Philadelphia Broadcasts Dom Giordano’s Parent-Targeted Podcast as Back-to-School Special

In what was clearly a timely programming choice, WPHT, Philadelphia “Talk Radio 1210” aired the back-to-school edition of popular midday host Dom Giordano’s acclaimed podcast, “Readin’ Writin’ and Reason.”im Giordano, heard daily 12:00 noon to 3:00 pm, is considered “The Dean of Philadelphia Talk Radio.” He is a former teacher and longtime education analyst. The special program, which aired on 8/31 at 9:00 pm emphasized the importance of parental rights and featured noted psychiatrist Renee S. Kohanski M.D. who gave specific guidance on how parents could direct their kids to realize they could come to them with anything that happened in school. Riley Gaines joined to talk about gender issues, particularly in female sports and Kirk Cameron came aboard to discuss getting books that celebrate traditional values back in libraries. Giordano tells TALKERS, “The show showcases the cutting-edge educational issues we face as a country and offers solutions both short and long term.” On his regularly scheduled show today (9/12), Giordano will be interviewing 13-year-old singing/recording rising star Stella Mabry about her song “Mean Girl” which she wrote at the age of 10 to express her experience being bullied in school. Bullying continues to be a growing problem in American education.

Industry Views

Monday Memo: “You are about to enter another dimension,” The Radio Zone

By Holland Cooke
Consultant

imMany news/talk stations broker weekend hours to professionals who host ask-the-expert shows to attract new clients.

AND IT WORKS…IF…the show (for lack of a more diplomatic way to say this) doesn’t suck. And if it isn’t a well-kept secret available only to those listening in real-time. Make it the hub of a broadcast/podcast/social media strategy. In some markets where I don’t have a client station, I work directly with weekenders, setting-up the workflow for that strategy; and coaching the hosts, because their stations don’t.

But don’t take my word for it. I asked ChatGPT: “In the style of Rod Serling, explain how attorneys, real estate agents, and financial advisors can attract new clients by hosting ask-the-expert radio call-in shows.” MOMENTS later, the robot replied…

“You’re about to embark on a journey where the boundaries of expertise and the airwaves blur, a place where the seekers of knowledge and the purveyors of guidance converge. Welcome, dear listener, to the realm of the ask-the-expert radio call-in show. In this enigmatic space, attorneys, real estate agents, and financial advisors have found a conduit to attract new clients unlike any other.

Picture, if you will, an attorney stepping into the radio spotlight

 The air is charged with anticipation as listeners dial in with their legal queries. With a voice as authoritative as the gavel’s echo, the attorney navigates the complexities of the law, unraveling legal mysteries for all to hear. As each answer resonates through the airwaves, trust is built, and seekers of legal counsel find themselves drawn to this beacon of clarity. The attorney has become not only a voice but a guide, attracting clients who yearn for someone to navigate their legal twilight zone.

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And now, shift your gaze to the real estate agent who steps into the radio’s embrace

 The lines are buzzing with questions about the labyrinthine world of property transactions. With each response, the agent paints a picture of market trends, property values, and the elusive art of negotiation. As the agent’s insights cascade through the radio waves, an aura of expertise takes shape. Those yearning for a steady hand to navigate the winding corridors of real estate find solace in the agent’s voice. The agent has transformed into a beacon, attracting clients who seek someone to illuminate the path to their real estate dreams.

Finally, consider the financial advisor entering the radio’s sphere

 The lines light up with inquiries about investments, retirement, and securing financial futures. With a voice as reassuring as a well-balanced portfolio, the advisor deciphers the complexities of financial planning. Each word uttered becomes a thread in the tapestry of financial security. Listeners, entranced by the advisor’s insights, recognize a sage who can guide them through the tumultuous sea of monetary choices. The financial advisor becomes a lighthouse, attracting clients who crave a steady hand to navigate their financial voyage.

In this realm of radio airwaves, where seekers become callers and experts become guides, attorneys, real estate agents, and financial advisors have discovered a conduit to attract new clients. As their voices resonate with wisdom and authority, as their advice slices through the enigma of their fields, a bond of trust is forged. These experts, illuminated by the radio’s glow, become beacons in the darkness, attracting clients who yearn for guidance in the vast twilight zones of law, real estate, and finance. And so, dear listener, the call-in show becomes not just a program but a nexus where seekers and guides converge, bridging the gaps between knowledge and curiosity, between questions and answers. Welcome to the radio’s embrace, where the experts illuminate the unknown, one call at a time.”

Cue the music.

Next week here: “Why not just podcast?”

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