Monday Memo: Gobble Gobble
By Holland Cooke
Consultant
Running a successful radio station, hosting a show, or producing a podcast is a lot like hosting Thanksgiving dinner. You need a plan. You need to deliver something satisfying to a crowd with varying tastes. And most of all – if you get it right – you’ll have leftovers you can turn into even more value long after the main event.
The Menu is the Strategy. You don’t just “wing it” on Thanksgiving. Same goes for your content. Who are you serving? What do they expect? Your content calendar is your shopping list. Your team is your kitchen crew. And if you’re still deciding what’s on the menu the morning of, don’t expect rave reviews.
Timing is the Secret Sauce. Get the turkey in too late, and the sides suffer. Hit “record” without a clear rundown, and the show flounders. Publish an episode at the wrong time? Lost in the noise. Stations, shows, and podcasts are all about flow and timing. Great pacing, clean execution, smart transitions. Just like the perfect meal, everything needs to hit the table hot and in the right order.
The Turkey is your Centerpiece. For a station, it’s your format or your tentpole talent. For a show, it’s the host or the day’s big segment. For a podcast, it might be your story structure or your featured guest. Nail the turkey, and people forgive a few lumpy mashed potatoes. Miss it – bland, dry, underwhelming – and no one remembers the green bean casserole.
The Sides are the Supporting Elements. News, weather, traffic, and imaging turn a decent meal into a memorable one. Great intros, tight sound design, and a well-timed punchline make your core content shine.
Different Tastes, One Table. Uncle Edgar wants deep-fried turkey. Your cousin’s vegan. Grandma’s still mad you skipped the marshmallows on the yams. Your audience is just as varied – P1 loyalists, casual browsers, podcast subscribers who never miss a week. You can’t be everything to everyone, but you can build a spread that makes multiple types of listeners feel seen. Know your audience segments. Serve accordingly.
Table Setting = Delivery Platform. Whether it’s FM, a podcast app, a smart speaker, or a website, presentation matters. Is the user experience smooth? Is the stream clean? Is the podcast art appealing? Are your links working? A cold plate on fine china is still cold. Don’t let great content get lost in clunky delivery.
Leftovers = Repurposing. You spent all that time prepping and recording. Don’t just serve it once. Chop up segments for social. Turn interviews into blog posts. Republish as “Best Of” content. Archive it smartly so people can find it later.
Leftover content, when handled right, can fuel long term engagement. Don’t throw away anything tasty just because the initial serving is over.
Thanksgiving reminds us that people crave connection, comfort, and a sense of occasion. So does your audience, whether they tune in live, stream on demand, or binge your podcast during a road trip.
So, plan well. Deliver hot. Serve generously. And whatever you do, don’t forget the gravy.
Happy Thanksgiving. Pass the ratings.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
exclusive sales rep for the Australian market. With this deal, Australian advertisers will be able to access Audacy’s titles as part of their audio campaigns. The partnership broadens the breadth of available content for LiSTNR audiences and increases the reach for clients, with access to a range of titles including “Office Ladies with Jenna Fischer and Angela Kinsley,” “Fly on the Wall with David Spade and Dana Carvey,” “Search Engine,” “The Moth” and dozens of podcasts from CBS Sports and CBS News & Entertainment.
-demand radio shows to migrate to ART19’s infrastructure that it says will allow it to “unlock new revenue opportunities and offering advertisers enhanced reach , deeper analytics, and improved ROI.” Beasley chief content officer Justin Chase says, “This partnership is an important step in our digital transformation. ART19’s platform will help us expand monetization opportunities while delivering a better experience for audiences and advertisers.”
The risk is real. Suggesting that a technique used with great success in the recent past might be beneficial to the present is a perilous course. Is the idea out of touch with today’s reality? Is the author ignoring current trends?
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
(NMI).” Nielsen adds, “As podcast listenership continues to grow, it is critical for advertisers to have sophisticated tools and data to effectively plan, measure and optimize their audio investments. Nielsen Podcast Fusion in NMI will provide an even more holistic view of media planning and help users uncover valuable insights and demonstrate the effectiveness of their campaigns. NMI users will also be able to optimize media plans by specific podcast networks and genres, as well as top podcast programs.” NPR and Ocean Media are among the charter subscribers at launch.
streams) make up 34% of the daily audio time of U.S. consumers ages 13+. Looking at what makes up the other 66% of daily audio time it’s interesting to note that media platforms that didn’t exist (or were very new) 20 years ago make up a combined 54% of daily audio time. Those media platforms are streaming music (23%), YouTube (14%), podcasts (10%), and SiriusXM (7%). 
at how iHeartMedia handled the process of using AI to translate and voice-clone the original podcast hosts. iHeartPodcasts president Will Pearson is quoted saying the AI translations faced two main challenges: ensuring accuracy and preserving each show’s unique tone. iHeartMedia worked with the company Speechlab to clone the voices of the hosts use them to read the show’s transcript in multiple languages. Pearson also says about a quarter of his company’s downloads come from outside the U.S. 
and Mandarin, with plans to expand to even more shows and languages in the future. Host Jay Shetty says, “We have been fortunate to build a huge global audience that continues to reach more people around the world every day. One of the questions I get asked most is, ‘When will the podcast be in Spanish? When will it be in Hindi?’ And now, not only those, but several more languages as well. Expanding into more languages gives us the special opportunity to serve our audience better and bring these conversations to even more people. I truly believe this will deepen our impact, extend our reach and push forward our mission to make the world happier, healthier and more healed.” iHeart Digital Audio Group CEO Conal Byrne says, “Global podcast listenership continues to rise, with podcast consumption significantly growing in regions such as Latin America, Europe, India and other parts of Asia. Podcast translation is an exciting step forward as content continues to globalize, allowing us to bring our catalog of hit shows and talent to these regions, helping us reach new audiences and bring fresh, insightful content worldwide.”
driving brand preference is ‘mental availability’: how well known a brand is, and how easily it comes to mind. Brands with low mental availability tend to struggle, rejected in favor of more familiar rivals. Or not considered in the first place. Brands with high mental availability don’t have to push so hard to sell, so tend to have higher market shares and better margins.” The authors also advise, “Always aim to get more customers from all segments of the market. It’s the main way brands grow.” The blog post concludes that AM/FM radio makes your media plan better by increasing reach. One example is illustrated as follows: Edison’s “Share of Ear” study of ad-supported audio reveals the combined persons 18+ daily reach of Pandora and Spotify is only 12% of Americans. Adding podcasts causes reach to surge to 29%. The introduction of AM/FM radio lifts daily reach to 74%. 
radio.” Nielsen says delineating between total listening (or viewing) and the ad supported universe is vital in today’s burgeoning media landscape where consumer choice grows by the day and marketers are looking at every available opportunity to cut through. In the first quarter of 2025, ad supported audio represented 64% of total listening. This is similar to TV, where 72% of total viewing was spent on ad supported platforms, in Q1 according to Nielsen’s recently launched Ad Supported Gauge report. Looking at ad-supported audio, consumers spent 66% of their daily listening time with radio, 19% with podcasts, 12% with streaming audio services and 3% with satellite radio. Radio accounts for anywhere from 47% of daily ad supported audio time among people 18-34 to 73% among 35+. Meanwhile, podcasts are the inverse, representing 15% of daily audio time for people 35 and older compared with 32% among those 18-34. 
voracious consumers of movies in the theater and films on streaming services. They are first to see a movie in the theater on opening weekend and when films debut on streaming services; and 2) Versus linear TV viewers, audio listeners are far more likely to see movies in the theater and indicate a greater willingness to watch content. Looking at data about marketing moves and streaming video, the study finds that 1) Linear TV advertising spend for theatrical releases and video streaming brands is 30X audio. Despite this, TV viewers show low awareness of new films and low interest in upcoming films and streaming service subscriptions; and 2) Audio (AM/FM radio, streaming audio, and podcasts) should become a much greater allocation in the entertainment marketing media plan. Reallocating 20% of linear TV theatrical and streaming video media plans to AM/FM radio doubles campaign reach with no additional cost. 
During my tenure at NBC, once a month the division heads would meet at the behest of the CEO to report on their progress and trends in their sector. As the executive vice president of the FM division, I took a seat in that formidable group and tried to keep my remarks as brief as possible. What could I possibly say that would be more damn important than the words of the president of NBC News or the NBC Television network? In addition to NBC’s CEO, the CEO of owner RCA would often join the fun.
a state-of-the-art podcast studio in Qatar, accompanied by a lineup of original shows and the introduction of some of the world’s most popular podcasts to Arabic-listening audiences. It will also execute specialized masterclasses to nurture local talent and host global industry events, including Web Summit gatherings, positioning Qatar as a meeting point for the world’s top podcasting voices. iHeartMedia CEO Bob Pittman comments, “Podcasting has exploded in the US and is now a mass-reach medium. And iHeartMedia, with our expansive network as the #1 podcaster in America, is in a unique position to grow strong listenership around the globe. iHeartPodcasts features a massive catalog of original shows spanning every category and this new partnership creates an opportunity to work with a long roster of incredible creators and distribute even more content to new audiences in the Middle East.”
listening to audio daily, compared with 3 hours and 50 minutes among the non-Black population – over 30 minutes more per day. “This listening includes music as well as spoken-word content, such as podcasts and talk radio. We often thank creators for the audio masterpieces that captivate us, which are all very much deserved. Today, we also thank Black consumers for fueling the success of musicians, podcasters, and radio hosts.” 
platforms that emphasize conversation and create a sense of connection. To win with this community who wields $2 trillion in buying power, brands must prioritize engagement strategies that center diverse Black experiences and cultural nuances.” The study notes that social media apps have become a haven for Black consumers – Black adults overall spend more time scrolling than their peers. Black millennials (between 18 and 34-years-old) spend the most time on social media among all adults by almost an hour per week. Black adults also have high engagement with radio and podcasts. Radio averages the same as TV in weekly reach with Black adults – each medium reaches 27 million Black adults on average. 
which is 19.6% of adults planning a new vehicle purchase. Among heavy radio listeners (those that listen more than 3 hours a day), that number jumps to 30%. That’s 53% stronger than the general market.” Forester says that podcasts are also a good genre for auto advertising. He says, “The multi-media analysis by The Media Audit revealed podcasts captured the interest of 30.1% of adults 18+ planning to buy a new vehicle in the next 12 months… 53% higher than the general market. Audio streaming does well at 22.7%… 16% higher than the general market” Forester concludes, “Automotive advertisers have a tremendous opportunity to leverage radio’s ability to connect with ready-to-buy consumers. Our data shows that radio not only drives awareness but also inspires action, making it an essential part of any automotive advertising strategy.”
number of retailers shopped, retailers shopped most often, brand perceptions, and advertising recall have recovered; 2) Brand equity and shopping patterns for the top two performers (AutoZone and O’Reilly Auto Parts) are stable to up. The second-tier players are slightly off; 3) AM/FM radio and podcasts are the ideal platforms to advertise auto aftermarket. TV underperforms with category usage and brand equity: Heavy AM/FM radio and podcast listeners visit more retailers in the category, make more shopping trips, and spend far more than the average. Two key consumer segments, do-it-yourselfers and ultra-heavy shoppers are more likely to be heavy AM/FM radio listeners. TV viewers are weak category users. 
The New York Times’ “The Daily” remains #1, followed by NPR’s “NPR News Now” at #2 and “Up First” at #3, with NBC News’ “Dateline NBC” at #4. Dan Bongino’s “The Dan Bongino Show” leaps four spots to the #5 rank and the DailyWire’s “The Ben Shapiro Show” jumps two spots to the #6 rank, while FOX Audio Network’s “FOX News Hourly Update” falls two places to #8. 
watching video podcasts. Sixty-two percent of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. Meanwhile, the data reveals a compelling point – 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. Edison says, “Podcasts with video elements also allow creators to repurpose content into short, engaging clips tailor-made for social media platforms – think YouTube shorts, TikTok, or reels on Instagram or Facebook. This strategy can work to enhance a show’s digital presence, while amplifying the reach and engagement of podcasts overall.”
podcasts in the United Kingdom, but UK podcast listeners love Joe Rogan as his “Joe Rogan Experience” show is #1 for the survey period there as well as in the U.S. The only other U.S.-produced podcast making the top 25 for Q1 of this year in the UK was The New York Times’ “The Daily,” finishing #22.
listening experiences with friends on Discord with a huge assortment of free audio to add to hangouts or play in the background. TuneIn CEO Rich Stern says, “We’re thrilled to bring TuneIn to the millions of people who use Discord daily to connect and build friendships through audio. This launch underscores our commitment to provide listeners with access to high-quality audio content wherever they are. To be the first audio partner of this kind on the platform is a testament to our continued investment in innovation to power listening experiences everywhere.”
reach. “Republicans listen to more AM/FM radio than other groups, with an index of 109 (or 9% more listening than average). The ad-supported spoken-word channels on SiriusXM are a particularly efficient place to find Republicans, with an index of 146. Meanwhile, podcasts stand out as the more efficient platform for reaching Democrats, indexing at 121. And what about those elusive Independents, who often tip an election? Both streaming music, and in particular music videos on YouTube, over-deliver for these potential voters, with indexes of 103 and 123 respectively.” Edison adds, “Regardless of the party that buyers are trying to reach with political ads, audio stands out as a superior pathway to reaching voters. Audio provides enormous audiences and often a far less cluttered political environment than other ad channels.”
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. 
Salem states, “Revenue growth from the sale of broadcast airtime is negatively impacted by audiences spending less time commuting, certain automobile manufacturers removing AM radio signals, increases in other forms of content distribution, and decreases in the length of time spent listening to broadcast radio as compared to audio streaming services, podcasts, and satellite radio. These factors may lead advertisers to conclude that the effectiveness of radio has diminished. We continue to enhance our digital assets to complement our broadcast content. The increased use of smart speakers and other voice activated platforms that provide audiences with the ability to access AM and FM radio stations offers potential sources for radio broadcasters to reach audiences. Our broadcast advertising revenue is particularly dependent on advertising from our Los Angeles and Dallas markets, which generated 15.3% and 18.4%, respectively, of our total net broadcast advertising revenue during the three-month period ended March 31, 2023, compared to 15.1% and 18.7%, respectively, of our total net broadcast advertising revenue during the three- month period ended March 31, 2024.” 
available across iHeartMedia’s broadcast, digital and podcast platforms and everywhere podcasts are heard. Talent to be heard on the platform include sports media personality Sarah Spain and WNBA legend & three-time Olympic gold medalist, Sheryl Swoopes, with more talent to be announced in the coming weeks. Deep Blue is led by agency veteran Laura Correnti as founder and CEO and WNBA legend Sue Bird as chief strategy officer. iHeartMedia chief marketing officer Gayle Troberman states, “Women’s sports are on fire and so is audio. The timing is perfect to deliver on the massive fan excitement today and most importantly use the power of iHeart’s massive audience reach to ensure women’s sports gets the attention it deserves.
Yesterday’s column
consumer behavior and technology adoption across smart platforms. Marketers and media buyers turn to these insights for important media trends in key channels such as radio, streaming audio, podcasts, social media, and more. Audacy will host a webinar on April 3 with head of research & insights Idil Cakim and Edison Research president Larry Rosin, who will share key trends from The Infinite Dial 2024, including: Media consumption and device adoption, in-car listening habits, podcast trends among key demographic groups, and observations and advertiser insights. 
population has listened to a podcast in the last month, up 12% year over year; 34% of the U.S. 12+ population has listened to a podcast in the last week, up 10% year over year. Despite changes in how downloads are being delivered and counted, listening levels are up markedly; 2) Growth in podcast reach is driven by large increases among the number of female listeners: 45% of women in the U.S. age 12+ have listened to a podcast in the last month, up from 39% in 2023, an increase of 15%; 32% of women in the U.S. age 12+ have listened to a podcast in the last week, up from 27% in 2023, an increase of 19%; 3) Online audio listening hits the highest mark ever: 76% of those in the U.S. age 12+ have listened to online audio in the last month, an estimated 218 million people, 90% of those age 12-34 and 85% of those age 35-54 have listened to online audio in the last month; 4) 70% of those age 18+ who have driven or ridden in a car in the last month currently ever listen to radio as an audio source in their primary car; 55% listen to online audio and 32% listen to podcasts; and 5) 60% of those age 12+ have a traditional AM/FM radio set in their home. 
those living in suburban or urban areas. Rural listeners spend 43% of their daily audio listening time with AM/FM radio and radio streams, compared with urban listeners who spend 34% of their time with AM/FM radio and radio streams. Meanwhile, Urban listeners spend over twice as much of their daily audio time with podcasts as rural listeners. Urban listeners spend 13% of their daily audio time with podcasts compared with rural listeners who spend 6% of their daily time with podcasts.” Interestingly, if you combine the AM/FM listening and podcast listening numbers for Urban, Suburban and Rural listeners, these numbers are essentially the same – between 47% and 49%. Edison notes, “It appears that the ‘time budget’ for radio and podcasting combined is consistent across locations; it is just the apportionment of that time that varies.”
the Bucks,” presented by Gallagher; “Hear District,” hosted by Marques and Kris Johnson, “Bucks in Six,” hosted by Greg Matzek, “Thanalysis,” hosted by Thanasis Antetokounmpo and “Courtside with Gale Klappa.” GKB Milwaukee market manager Greg Scalzo says, “Bucks+ Audio connects Bucks fans to the team in an innovative audio format. The first podcasts provide a deeper look into the Bucks and share untold stories of the team and organization.”
follows a multi-year advertising sales and production partnership between the two organizations. Terms were not announced. Crossover Media Group managing member Sue Freund states, “Throughout her more than four decades in talk radio and now podcasting, Dr. Laura has amassed an enormous following with her frank, direct, captivating style, which is sometimes provocative, always interesting and insightful, and never dull. After many years of working with her and her team at Take On The Day, we’re proud to expand our relationship and commitment to her programs, and to continue to grow our presence as a leading partner to the nation’s top audio-talk hosts.” Take On The Day LLC president Geoff Rich comments, “Crossover Media Group’s investment in Take On The Day adds so much to our ability to reach more listeners and help more sponsors. With Sue and her partners Ron Hartenbaum and Scott Calka joining the management team, we are supercharging the future of the Dr. Laura programming and brand.”