Jim Bohannon Tribute Podcast Posted on TALKERS MEDIA YouTube Channel
November 12 marked the second anniversary of the passing of legendary Westwood One syndicated radio talk show host Jim Bohannon who, after waging a brave battle, succumbed to esophageal cancer in 2022. Bohannon’s stellar career in radio covered a span of almost 63 continuous years during which he was honored with just about every award the industry has to offer including induction in the Radio Hall of Fame, the NAB Broadcasting Hall of Fame, and the Missouri Broadcasters Hall of Fame. He is a recipient of the Radio Television Digital News Foundation’s Lifetime Achievement Award as well as the TALKERS Lifetime Achievement Award (which has subsequently been renamed in his honor). TALKERS publisher Michael Harrison conducted the final interview ever recorded with Jim Bohannon one month before the talk show giant’s passing. In it, the two friends and broadcasting industry colleagues engaged in a heartfelt, remarkably candid conversation about life and death, in addition to sharing observations about the changing state of radio. Reflecting on that interview, Harrison states, “For all his accomplishments on and off the air, what I remember most about Jim was the sheer bravery and good-natured wisdom that he publicly displayed during the final months, weeks, and days leading up to his death in 2022. We capture that intimacy and spirit in this interview.” Harrison adds, “Jim Bohannon’s life and work embodied the absolute best aspects of talk radio’s modern era.” In recognition of the second anniversary of Jim Bohannon’s passing, this new podcast episode honoring the great radio star consists largely of that final interview along with a general remembrance of his outstanding career and legacy. It has now been posted on the new TALKERS MEDIA YouTube channel. To listen to it, please click here.
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. 
has amassed “a combined 12 million subscribers across platforms. ‘The Benny Show’ has become a go-to platform for the next generation of news consumers and creators alike. The program features commentary and exclusive interviews with special guests including presidential candidates, world leaders, cultural icons and Hollywood actors.” Under Westwood One’s leadership, the Cumulus Podcast Network distributes, markets, and monetizes “The Benny Show” exclusively with this new partnership. WWO president Collin R. Jones says, “As the Cumulus Podcast Network further expands into video, ‘The Benny Show’ is a natural addition to our portfolio of personality-driven talk shows. Benny is well known on YouTube as a strong and independent voice in conservative talk. He challenges mainstream opinions with cutting-edge insight and straightforward questions, capturing both listeners and partners with his streamlined, frank approach.”
Cumulus Media’s Westwood One today announced that The Dan Bongino Show podcast will offer a special two-hour edition today (8/26) the first day of hearings for the House Republicans’ independent investigation into the assassination attempt against former President Donald J. Trump led by Reps. Cory Mills (R-FL) and Eli Crane (R-AZ). Mills and Crane will be joined by Reps. Andy Biggs (R-AZ), Chip Roy (R-TX), and Matt Gaetz (R-FL) in this independent investigation. Bongino, a former Secret Service agent, will be one of three to testify at the forum, along with Erik Prince, a former Navy SEAL officer, and Ben Shaffer, a Washington regional SWAT operator. Bongino will record the special edition of his podcast from The Heritage Foundation, also the site for the forum. The Dan Bongino Show podcast saw a surge in growth in July 2024 as listeners turned to Bongino for his expertise and insight as a former United States Secret Service agent following the assassination attempt against Trump just prior to the RNC.
media platform to tout home improvement e-commerce as heavy AM/FM radio and podcast listeners are more likely to shop online; 2) AM/FM radio generates significant incremental reach for home improvement TV campaigns: Recent TV campaigns for The Home Depot saw significant lift in reach with the addition of AM/FM radio, especially among younger demos; 3) AM/FM radio generates three times the sales lift of TV in a historic Nielsen TV and AM/FM radio sales effect study for a home improvement retailer; and 4) Home improvement media plans are overweight on linear TV and underweight on audio: The optimized plan should consist of 45% AM/FM radio, 30% linear TV, and 24% podcasts. 
contract. Bartholomew tells TALKERS, “After two successful years where my show increased the numbers of the previous, political show by as much as 350%, I have re-signed with News Talk 820 and 93.3 WBAP in Dallas, TX. So, I’ll be holding down the 9a-11a slot for at least another 2 years.” 
As part of a newly-signed pact between the “The Bob & Tom Show” and Cumulus Media’s Westwood One, the award-winning comedic morning drive program will remain on an affiliate base that includes 17 Cumulus Media stations. Westwood One president/Cumulus Media executive vice president of corporate strategy and development Collin R. Jones states, “‘The Bob & Tom Show’ has been making Americans laugh each morning for more than 25 years. It is an impressive achievement when a program can drive audience numbers and advertiser interest for a 
stretch this long. We at Westwood One are honored to continue our relationship with this exceptionally talented cast for years to come.” Host Tom Griswold comments, “We are truly pleased to continue working with our long-term partner, Westwood One, and with our incredible Cumulus Media affiliates. We have terrific teams and look forward to entertaining listeners with the funniest morning content available. The radio party rolls on – turn it up.” Inducted into the Radio Hall of Fame, “The Bob & Tom Show” airs weekdays 6:00 am – 10:00 am (ET) on over 100 stations and is available to stations of all formats.
reveal that AM/FM ads far outperform most social media ads. For example, the firm Adelaide found that for revery $1,000 spent on AM/FM ads it would require spending $2,635 on Facebook ads for the same amount of attentiveness. However, it also found that just $698 of YouTube ads would yield the same degree of attentiveness as $1,000 of AM/FM advertising. The blog post also addresses the myth that video ads are necessarily more effective than audio ads. 
Back in 1988, Steve and Anita Hotsenpiller launched Columbia, MO-based Steve’s Pest Control with one truck and an ad campaign on a local radio station. Once the business grew, roughly 9% of their revenue was allocated to purchase ad time on more stations. Fast-forward to today, Steve’s Pest Control has 90 trucks and leads all pest control competitors in Missouri, eventually becoming one of local radio’s largest advertisers. Their humorous radio spots include the tag line, “Now you’ve got a friend in the pest control business – Steve’s Pest Control.” As Cumulus Media/Westwood One Audio Active Group chief insights officer Pierre Bouvard details in his blog, “Steve’s Pest Control offers Madison Avenue a master class on creating future demand, and how building a brand is the main driver of long-term growth and profit. These days Madison Avenue is obsessed with the science of measuring the short-term sales effect of advertising and converting existing demand. Steve’s knows what Madison Avenue has forgotten: To generate substantial sales and profit, a business needs to create future demand rather than just obsess over converting existing demand.” Bouvard points out that in a December 2023 MARU/Matchbox survey of nearly 
That’s an important reason to continuously advertise your business. Also, advertising memories fade. Steve’s usage of AM/FM radio advertising has built a dominant brand. It is so impressive for a local business to win against big national brands.” Creative testing firm System1 conducted an evaluation of Steve’s Pest Control’s radio spots, which scored an 84% in brand recognition, demonstrating effective branding that resonates with listeners long after the ad has played. System1 VP of partnerships insights and strategy Allison O’Toole comments, “Steve’s Pest Control’s category ownership – built on long-term radio advertising – shows the potential of audio to work hard and deliver lasting results for any brand.”
ideal medium platforms for retailers and e-commerce brands: Heavy audio listeners are more likely to shop online. Heavy AM/FM radio and podcast listeners also spend more online than TV viewers. AM/FM radio listeners and heavy podcast listeners over-index on Amazon Prime membership and purchase intent; 2) AM/FM radio makes your TV better – “20 gets you 50”: Nielsen Media Impact optimizations reveal shifting more media weight to AM/FM radio generates significantly more reach, especially among younger demographics 18-49. AM/FM radio does an extraordinary job increasing campaign reach among light TV viewers, who are far less likely to see retailer TV ads. The rule of thumb is “20 gets you 50”: a 20% shift of a TV media budget to AM/FM Radio generates a 50% increase in reach; and 3) Audio holiday AM/FM radio campaigns work: Consumers exposed to an Amazon holiday AM/FM radio campaign have higher brand equity (awareness, ad recall, prior purchase and purchase intent). Nielsen sales effect studies reveal AM/FM radio campaigns for retailers generate significant return on advertising spend: $15 dollars of incremental sales for every dollar of AM/FM radio advertising. 
Evita,” joins the Cumulus Podcast Network, dropping its first episode today (7/16). Cumulus says, “In this first podcast extension under the Bongino umbrella, Gen Z journalist and culture analyst Evita Duffy-Alfonso joins the Bongino Report with a daily show covering all the top stories. ‘Bongino Report Early Edition with Evita’ drops each weekday on most major podcast platforms and is live daily on Rumble.” Dan Bongino says, “You don’t want to miss Evita. She is a bright new face in conservative talk who is not afraid to deliver hard-hitting news, uncensored opinions, and the stories that need to be told. If you love the ‘Bongino Report,’ you’ll love the ‘Bongino Report Early Edition with Evita.’”
MARU/Matchbox was hired to conduct an in-depth study of 603 weekly podcast consumers from April 19-24 of this year. Takeaways include: 1) YouTube is used most among Podcast Newcomers, Podcast Pioneers, and heavy podcast consumers; 2) YouTube podcast audience profile: Male and younger than the Apple Podcasts audience; 3) As the world’s entertainment search engine, YouTube is the dominant podcast discovery platform where audiences are more likely to find podcasts; and 4) Those who discover a podcast on YouTube say they stick with the platform for video, comments, community, entertainment, recommendations, and platform features. This growth for YouTube comes at the expense of Apple Podcasts. In July of 2019, Apple Podcasts was the most-used platform for 29% of weekly podcast consumers with 15% for YouTube. Five years later the figures are nearly reversed with 31% of weekly podcast consumers preferring YouTube and just 12% reporting Apple Podcasts as their most-used platform. 
Podcast Network for multiple years. Additionally, Levin will also develop and host an all-new show for the network, his first ever original content podcast series. Levin’s radio show airs live from 6:00 pm to 9:00 pm nightly on close to 400 affiliate stations. He says, “This has been my radio home for 23 years, and I am more excited than ever – especially during these tumultuous and historic times – to continue my relationship with my first-rate broadcast partners for many years to come. I understand my obligation is to serve the millions of patriotic Americans in the audience. I am blessed to do what I do, and I am committed every day to providing detailed analyses of current events along with historic context, commentary, and my in-depth perspectives to deliver the very best broadcasting I am able to share with our many listeners.”
advertising. The five questions are: 1) Does audio work? 2) Can audio be planned and purchased at scale? 3) Are there creative best practices for getting audio right? 4) Can audio be measured? And 5) Is the brand properly set up for success? Fix says, “These five questions are important to advertisers, providers of audio, and the industry in general. Communication with advertisers is best when it is acknowledged as to the stage of the advertiser and the industry. Failure to identify and address each step in the 5-Question Framework will cause unnecessary delay.” 
shows looking for syndication opportunities. With all the changes in our industry it was the natural progression to provide a full range of services to our clients and work with our partner Salem Radio Network. CRN’s new syndication effort will use the Westwood One Wegener system. CRN says this project came to fruition with the help of radio industry affiliate relations pro Jon Patch, who comments, “I’m proud to be working with Mike and the CRN team to offer the newest technology from Westwood One and Wegener. Most radio stations already have this technology in their racks, which brings the most success to our partners.” CRN currently syndicates “The Michael Medved Show,” “The Ron Cey Show,” “The Fred Dryer Show,” “The Conversation,” “Speaking Out America,” “What’s Cookin’ Today,” “What’s Cookin’ on Wine,” “The Lounge,” and more.
with Westwood One Sports. Eaby joined Westwood One as an editor after graduating from college in 1997. He has been an on-site producer for the NFL on Westwood One for 25 years, including 16 Super Bowls and 23 AFC/NFC Championship Games. Eaby has also served as an on-site producer for the network’s NCAA March Madness basketball tournament broadcasts for 23 years. WWO president and Cumulus EVP, corporate strategy & development Collin Jones says, “Our listeners, advertisers, and league partners turn to Westwood One Sports because we deliver consistently outstanding audio broadcasts. With Mike’s experience, passion, and vision, I’m confident he is the perfect person to quarterback Westwood One Sports into its next era.” 
Interestingly, marketers and media agencies massively underestimate the immense sales effect power of creative. NCSolutions says that creative drives half of sales, about two-and-a-half times what advertisers perceive. The Advertiser Perceptions February 2024 study reports brands and media agencies say creative only represents 19% of total sales effect. NCSolutions science reveals creative generates an eye-popping 49% of incremental sales. According to System1 chief customer officer Jon Evans, “Creative is the number one factor in explaining the performance of your advertising and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage. Firstly, marketers need to wake up to the importance of creative and secondly realize it isn’t some dark art but something you can measure and improve to give you an advantage over the competition who haven’t realized this yet.” 
the radio industry and across the agency community, having run sales for the second largest radio network in the country. This is a significant addition to our executive leadership team and brings deep experience, tenure, and valuable industry and agency relationships to our bench at Key Networks. We thank outgoing president of sales Jason Wilberding for his contributions and wish him well in the real estate endeavors he is leaving to pursue.”
media budget, adding AM/FM radio to a digital/TV plan sharply builds reach. Via Nielsen Commspoint, the media allocation planning tool, a wide range of monthly digital/TV media plans were examined. Very small, light, medium, and heavy campaigns were examined. The lightest digital/TV campaign reached 10% of the market. The heaviest reached 60%. Then a 20% allocation of AM/FM radio was introduced. The results were stunning. Across the seven monthly campaigns, from the lightest to the heaviest, the addition of AM/FM radio generated significant lifts in reach. Shifting 20% of the lightest TV/digital campaign to AM/FM radio caused reach to double. Introducing the 20% allocation of AM/FM radio to medium-sized campaigns causes reach to soar by 36% to 55%. Even the heaviest TV and digital campaign saw reach grow 20% with the addition of AM/FM radio to the plan.” 
Podcasting deserves a larger role in media plans as opposed to “test and learn” experimental buys. 135 million Americans, 47% of persons 12+, are reached monthly. Among demographics such as persons 18-34, 18-49, and 25-54, monthly reach is in the low 60% range; 2) It is feasible to consider shifting TV budgets to podcasting given that podcast 18-34 reach performance is as big as TV; 3) The ratio of monthly audiences who also listen weekly is an excellent measure of podcast habituation. At present, 71% of the monthly female podcast audience also listen weekly. This is the strongest female podcast habituation in the last decade; and 4) Currently, podcasts only represent 1% of total national ad spend, per Guideline’s Standard Media Index reporting. At the dawn of cable TV, legendary BBDO media chief Arnie Semsky created the “5% solution,” which stipulated that brands devote 5% of media budgets to cable. 5% is enough of allocation to generate meaningful impact. Semsky was prescient. His brands hugely benefited from taking an early, bold, and strong position in a growing new medium, a lesson for the marketers of today when it comes to podcasts.