Tag: radio shows

Industry Views

In Pursuit of Younger Demos

By TALKERS | by TALKERS

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 Views

Monday Memo: Connie Welcomes the Stranger’s Call

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imShe was the agent I enjoyed working with most over three decades I was an active real estate investor. We remain good friends, and her technique informs the work I do coaching agents – and attorneys and financial advisors and other professionals – who host ask-the-expert radio shows.

Understand the difference between “advertising” and “marketing”

Achievers like Connie do. Do you? Erroneously, these terms are often used interchangeably.

— Advertising asks shoppers to pick your product off a crowded shelf.

— Marketing makes them want to.

High-volume agents typically allocate 30% of net income to marketing, which produces leads. Lower-volume agents spend as much, or more, on advertising, which produces fewer leads. If you’re handing out mouse pads in the era of iPad, you’re late.

And you’re bucking human nature: Every…single…day, we are bombarded by SO many advertising pitches, that we lean-back-from commercials. But we lean-into storytelling, when the story hits home. One of the few things that can keep someone sitting in a parked car with the key on Accessories is the on-air attorney untangling the caller’s dilemma when it is REAL relatable.

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“Can you recommend a plumber?”

The caller isn’t Connie’s client…yet. The stranger got her name from someone else Connie had helped. Reputation. Word-of-mouth. “Got a pen?” she asks. “I’m going to give you his cell number. And let me know if he can’t help you and I’ll recommend someone else who’s helped me lately.” THAT is marketing GOLD. Instant relationship.

As is the attorney whose weekend call-in show offers that “the lawyer is in, the meter is off.” One that I coached offers words-to-live-by: “If you want someone to think you can help them, help them.”

Expensive syndicated TV spots – or hokey locally produced ads – and look-alike billboards – all blur-together in a wall of noise. As do agents’ radio copy that “If I can’t sell your house, I’LL buy it!” and attorneys hedging that “If we don’t win, you don’t pay.”

Yes, advertise. But rather than squandering that airtime touting yourself, do a commercial disguised as an informative feature, snack-size how-to guidance. And offer more-about-that in a free download checklist or podcast or other asset on your memorable domain name website. Or “Ask me!” by calling your memorable phone number. Tell ‘em, rather than just trying to sell ‘em, and you’ll sell more of ‘em.

Big-spending competitors look alike. You can sound different.

It’s the oldest, most-proven concept in marketing: Free samples, of your expertise and comforting counsel. Your trusted voice can differentiate you. Done right, these shows have callers asking, “May I call you at the office on Monday?” even before the host invites them to. BUT…

In too many cases, that weekend show is a well-kept secret, under-promoted by the station, and only available in real-time…UNLESS…the radio show is just one element of a coordinated interactive multi-platform strategy, which harvests and addresses your prospects’ relatable concerns via podcast, social media, email, those commercials I describe above, and a voicemail tactic SO obvious that few spot the opportunity.

Lots of work? You bet! An organized production routine is key. Find a producer – a Robin to your Batman – who can keep that conveyor belt humming, and he or she is every bit the hero as Connie’s plumber.

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

Front Page News Industry News

Tuesday, November 8, 2022

By Editor | by Editor

Audacy Third Quarter Net Revenue Falls 4%. The company reports Q3 net revenue of $317 million – a decline of 4% over the same period in 2021. Additionally, Audacy reports an operating loss of $151.9 million compared to operating income of $29.3 million in Q3 of 2021. The company reports a net loss of $141 million for the third quarter of 2022 compared to the net loss of $4.76 million it reported during the third quarter of 2021. Breaking down Audacy’s revenue by segment, it reports local and national spot business was $205 million, a decline of 7.2% over the same period in 2021. Digital revenue (including podcasting) was $62.7 million, an increase of 2.1% over Q3 of 2021. Network revenue was $23.7 million, up 0.9% over the third quarter of 2021. Audacy chairman, president & CEO David J. Field comments, “Our third quarter revenues declined 3.8% as advertising headwinds impacted company performance. Solid double-digit growth in streaming audio and digital marketing solutions were offset by declining radio revenues. Our radio revenues were negatively impacted by our concentration in the country’s largest markets as small to medium market radio outperformed large market radio by 8% during the quarter. We remain deeply focused on executing our action plan to navigate the storm and emerge healthy and strong. We completed the sale of $56 million in real estate to enhance our financial position with additional sales in the pipeline. We launched the next generation of our Audacy streaming platform with innovative features including segment chaptering of live spoken-word radio shows. Since launch, digital listeners are up 25% while registrations have increased 15% and we have high expectations for the impact of the new platform on our future growth. We also continue to make progress on core strategic growth drivers such as national enterprise business development and our ad tech product roadmap to open important pools of demand and accelerate future performance. Looking beyond the challenging current macro environment, Audacy has been transformed into a leading, scaled multi-platform audio content and entertainment company, better able to serve listeners and customers than ever before. We are excited by the opportunities ahead and are deeply focused on continuing to best position the company to compete for significant growth in the dynamic audio market.”

Audio Pros Gather at FOX News for Reception. Pictured above are (from l-r) “FOX Across America” host Jimmy Failla, Westwood One SVP, head of operations Tim Seymour, FOX News Audio account manager, affiliate sales & marketing Tamara Karcev, and TuneIn chief content officer Kevin Straley at FOX News headquarters in New York as FOX hosted the reception to showcase its collection of radio and podcast offerings with media pros in town for the NAB Show New York last week. FOX News Audio vice president John Sylvester along with hosts Brian Kilmeade, Guy Benson, and Jimmy Failla spoke during the cocktail reception.

Talk Host Austin Petersen Joins Missouri’s ‘Real Talk’ Network. Former KWON, Jefferson City, Missouri morning drive talk host Austin Petersen – a former Libertarian candidate for president and U.S. Senate – joins Ellis Broadcasting & Media LLC’s “Real Talk” format as host of the 2:00 pm to 3:00 pm show. The programming airs on a
number of Missouri radio stations including: KXEN-AM, St. Louis; KRTK-FM, Hermann; KVMO-FM, Vandalia; and KRTE-FM, Steelville. Petersen says, “I can’t wait to take on this new challenge and get the chance to talk about the big issues with the good people in the St. Louis region. It’s a huge opportunity and I couldn’t be more grateful. You can expect hard-hitting interviews, freedom rants, and plenty of jokes and fun. I love gold, guns, freedom and my smokin’-hot, redheaded wife. We’ll look at the issues from all angles. We’ll think outside the box, avoid groupthink, and declare our independence from the tyranny of big government. Most of all, we’ll make freedom fighting fun again!” The network is owned and operated by the husband and wife team of Rick and Tracy Ellis. Tracy Ellis says, “When Rick and I started the ‘Real Talk Radio Network’ it was always important to us to make sure our listeners were kept up to date not only on local news and politics, but throughout the state of Missouri. We have followed Austin Petersen for some time and with his home base in Jefferson City, we felt he was the perfect fit to the puzzle at ‘Real Talk.’ Many local politicians came to us directly and spoke highly of Austin and how much they enjoyed being on his former show and would love to hear him on our stations.”

TALKERS News Notes. Announcing its coverage of the midterm elections, SiriusXM says it is presenting programming on its original political channels – Patriot, P.O.T.U.S. and Progress – with team coverage that extends from its regular daytime schedule into new live primetime and overnight programming. Additionally, on SiriusXM Triumph, starting at 9:00 pm ET Megyn Kelly will host a special live, commercial-free edition of her program on which she’ll share her perspective and analysis of election results as they come in, and will speak with leading experts and political observers. The Urban View channel, which focuses on issues affecting the African-American community, will also be live with special programming from 8:00 pm – 12:00 am ET…..PodcastOne is partnering with original “Friday Night Lights” cast members Zach Gilford, Scott Porter and self-proclaimed “Friday Night Lights” superfan Mae Whitman for an exclusive podcast and vodcast, “It’s Not Only Football: Friday Night Lights and Beyond” that debuts on Thursday (11/10). Each week, the trio will break down an episode of “Friday Night Lights,” giving listeners and viewers exclusive, behind-the-scenes stories and the latest going on in their lives. Episodes will feature guests that range from fellow cast members to close friends and colleagues…..Virtual News Center adds Flagler Broadcasting’s WBHU, St. Augustine Beach, Florida to its growing list of affiliate radio stations. Virtual News Center will provide local newscasts anchored by Amy Cherry with daily reporting from Rich Petschke.

Midterm Elections/Trump in 2024, The Economy, Elon Musk & Twitter, Russia-Ukraine War, January 6, Powerball Delay, and Subtropical Storm Nicole Among Top News/Talk Stories Yesterday (11/7). Today’s midterm elections that will determine control of the House and Senate for the next two years and former President Donald Trump’s teasing his bid for the White House in 2024; inflation and fears of a recession; the uncertain state of Twitter in Elon Musk’s second week as owner of the social media platform; Ukrainians and Europeans brace for a long, cold winter as Vladimir Putin continues his war; the Oath Keepers on trial for seditious conspiracy related to the January 6 Capitol attack; the record $1.8 billion Powerball jackpot drawing is delayed due to “security protocol issue”; and the development of subtropical storm Nicole were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.