Industry Views

Monday Memo: Behold the Radio Unicorn!

By Holland Cooke
Consultant

imGot young local radio news talent? CONGRATULATIONS, for five reasons:

1. They’re young, which our 100-year-old medium NEEDS.
2. Streaming and satellite competitors don’t do local.
3. Radio is still #1 in-car. And in-home again, via smart speakers.
4. As listeners wonder “What NEXT?” news has their back.
5. Talent is acquired. Hire attitude, train skills.

Just DOING local news makes you special, especially if your AM/FM competitors don’t. Six tips for taking it to the next level, and making your station more habit forming:

— Make this hour’s newscast sound different than last hour’s. A particularly clever turn-of-phrase can come back to haunt you the second time a listener hears that version. The little voice in their head says, “I already heard that.”
— Lead with the latest. Avoid telling the story in chronological order. Is there some detail that can top this hour’s version? “A third shift of state troopers has joined the search for little Sarah Johnson…”
— Write as though you were telling the listener face-to-face. The police posted: “Anyone who has seen a car matching that description is asked to contact the police.” Rewrite to say, “If you see that car, call the police.”

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— Less is more. Long sentences can make it difficult for the listener to follow the story and understand the information. Emulate your network’s writing style. Write for the ear. Avoid using too many adjectives and adverbs.
— But don’t leave out verbs! “The woman’s husband arrested the wounded man taken to the hospital.” Huh?
— Highly recommended: “Writing Broadcast News Shorter, Sharper, Stronger” by Mervin Block (expensive on Amazon, FREE on Google Books).

Time Spent Listening is still the ballgame. Specifically, we want to add occasions of tune-in, which is easier than extending duration-per-occasion. Translation: There is very little we can do to keep someone in a parked car with the key on Accessories.

So be known for knowing. Benefit-laden imaging will earn you the information reputation that keeps listeners coming back again and again, “for a quick update.” And user-friendly copy points will be more effective than the boastful station-centric way many news promos sound.

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

Industry News

Top News/Talk Media Stories for Week of April 8 – 12

The presidential race was the most-talked-about story in news/talk media during the week, landing atop the Talkers TenTM. At #2 this week was abortion, including the Arizona Supreme Court’s ruling outlawing most abortions and former President Donald Trump saying he would not sign a federal law outlawing abortion. And at #3 this week was the state of the U.S. economy. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry Views

Monday Memo: The Local Radio Advantage

By Holland Cooke
Consultant

imIf you’re a news/talk station, don’t assume that you own “news radio” in your market. Imaging is important, but it merely talks-the-talk. You walk-the-walk with local news copy that delivers what solid commercial copy does: benefits. Just doing local news makes you special. But do listeners simply hear a station voice… reading something? Are you merely… accurate? Or do you deliver “take-home pay,” unwrapping the story to tell the listener something useful?

In many homes, there are now fewer radios than smart speakers. And nobody has ever said: “Alexa, please play six commercials.” But she can play millions of songs. So do streams and YouTube.

What can make a music station different from all those other audio choices is the way you help folks cope, how relevant and empathetic you are, how you sound like you have-their-back as day-to-day news has them wondering “What NEXT?”

And boosting tune-in exposes your advertisers better. So, Time Spent Listening is still the ballgame. Specifically, you need to add occasions of tune-in, and this week’s column begins a three-part series of news copy coaching tips that can help bring listeners back more often.

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Simply rewriting source material can make a huge difference. Press releases torture the ear. They’re formal, and prone to jargon and spin (especially from politicians). When they’re from the police, they’re written in cop-speak. And most press releases are written inside-out, emphasizing a process, rather than the consequence to listeners.

Process example: “At Thursday’s work session of the Springfield City Council, a decision was made to move forward with Community Days this year. The annual Community Days celebration is scheduled for June 16 and 17th. Council members made sure the Community Days funds will be handled by an independent accountant. Councilwoman Sharon Grant said…”

Re-write to lead with consequence: “The annual Springfield Community Days celebration will be June 16th and 17th. After last year’s controversy, Council members made sure the Community Days funds will be handled by an independent accountant. At Thursday’s session, Councilwoman Sharon Grant said…”

That simple tweak is well-worth the minimal effort. Listeners are mentally busy. Remove “Styrofoam words.”  Example: “State Police say they are investigating a possible case of child endangerment after a seven-month-old child was treated for severe injuries.”

Simply delete “say they.”

Next week: Ripped from the headlines… 

Holland Cooke (HollandCooke.com) is a consultant working at 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

Industry News

Top News/Talk Media Stories for Week of December 4 – 8

The 2024 presidential race was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was Wednesday’s GOP debate tied with Sean Hannity’s Donald Trump town hall, followed by the resumption of the Israel-Hamas war at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Media Stories for Week of November 27 – December 1

The release of numerous Hamas hostages in exchange for Palestinian prisoners was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the global rise in anti-Semitism and the protests against Israel’s war against Hamas, followed by the death of Henry Kissinger at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Stories for Week of July 31 – August 4

The indictment of former President Donald Trump on charges related to the events of January 6 was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the “on hold” plea deal by Hunter Biden and the building momentum to investigate the Biden family finances, followed by the 2024 presidential race at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Stories for Week of May 1-5

The negotiations between House Speaker Kevin McCarthy and the Biden administration over spending cuts in exchange for raising the debt ceiling was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the Fed’s raising of the benchmark interest rate, followed by the recent bank failures and Americans’ faith in the banking system at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Media Stories for Week of April 10-14

The classified Pentagon documents leak, and the arrest of suspect Jack Teixeira was the most-talked-about story this week, landing atop the Talkers TenTM. At #2 this week was the abortion pill rulings, followed by the Russia-Ukraine war at #3. The Talkers TenTM is a weekly chart of the stop stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Media Stories for Week of April 3-7

The arraignment of former President Donald Trump on 34 counts of falsifying business records was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the 2024 presidential race, followed by the recent gas price hikes and economists’ fears of a recession at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Media Stories for Week of March 27-31

The indictment of former President Donald Trump by a Manhattan grand jury and the other legal battles he’s facing was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the race for the GOP nomination for the 2024 presidential contest, followed by the deadly shooting at a Nashville Christian school and the larger topic of gun control at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. See this week’s complete chart here.

Industry News

Top News/Talk Stories for Week of February 6 – 10, 2023

President Joe Biden’s State of the Union Address and the Republican response was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the U.S.’s shooting down of a Chinese spy balloon and the diplomatic repercussions, followed by the debate in Congress over the United States’ debt ceiling at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed on news/talk radio during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. You can see this week’s complete chart here.

Industry News

Top News/Talk Stories for Week of January 16 – 20, 2023

The investigation into President Joe Biden’s possession of government documents by a special counsel was the most-talked-about story in news/talk media this week, landing atop the Talkers TenTM. At #2 this week was the U.S. debt ceiling and the politics surrounding raising the limit to avoid default, followed by state of the U.S. economy under the Biden administration tied with Microsoft’s announcement of the layoff of 10,000 workers and Google’s laying off of 12,000 workers at #3. The Talkers TenTM is a weekly chart of the top stories and people discussed in news/talk media during the week and is the result of ongoing research from TALKERS magazine. It is published every Friday at Talkers.com. You can see this week’s complete chart here.