WWO Blog: The Sales Effect Power of Creative
This week’s Cumulus Media | Westwood One Audio Active Group blog reveals data from Advertiser Perceptions, commissioned to annually survey brands and media agencies on the sales contribution of five advertising effectiveness factors: Brand, Creative, Reach, Recency, and Targeting. In February,
Advertiser Perceptions surveyed 301 marketers and media agencies on the sales generated by each of the five sales drivers and as they have for the past six surveys, those surveyed had an average % of perception of creative’s contribution toward driving sales around 20%. But the reality according to one study is that creative’s contribution toward driving sales is actually about 49%. Quatical principle Marc Binkley says, “Creative is the closest thing we have to a silver bullet… it’s a way to supercharge budgets. Emotional, well-branded creative is a way to be more memorable. The goal isn’t just awareness, it’s being memorable in as many buying situations as possible.” See the complete blog post here.
These books have helped me tell stories, prioritize programming initiatives and manage career strategies. If interested in a book the link connects to its page on Amazon.
humbled and honored to be taking over the time slot occupied by Tom Sullivan at KFBK, a radio station with a rich history of producing superior news/talk programs. Never have I enjoyed producing and delivering a program more than these last six years as I have co-hosted the morning news show on KFBK with Cristina Mendonsa. I’m very proud of our accomplishments and grateful for the opportunity 
to have worked with Cristina and everyone behind the scenes who made it happen. Now it’s on to a new chapter.” Mendonsa continues as host of “The KFBK Morning News” and will be joined by Mark Demsky, who will serve as news anchor and present special report segments. Demsky joined KFBK last year after serving as a sports anchor and reporter at KTXL-Fox 40 in Sacramento. Mendosa says, “This next chapter is about helping listeners wake up to what really matters, stories that affect their lives. After 30 years in journalism and a multi-generational connection to Northern California, our goal is to bring listeners smart, relevant news with a balanced perspective, cutting through the noise to bring more insight.” 
distribution for its podcast offerings, enabling listeners the option to engage with content in a more dynamic and interactive way. This move has proven highly successful, leading to an explosive increase in video consumption across both its owned channels and third-party platforms.” Company president and co-founder Kit Gray comments, “We are thrilled with the success of our video distribution strategy. Podcasting is no longer just about audio, it’s about offering our audience a rich, immersive, and multi-channel experience. Expanding into video has allowed us to reach new viewers and unlock impactful opportunities for our advertising partners. PodcastOne has a unique ability to support our shows with the technology and resources needed to create best-in-class video podcasts.”
operations via a local management agreement, though a format change it in the works. Big Toe Media’s president and director of sales Dave Greene tells FOX 2, “I was attempting to sell it on Dave Zobrist’s behalf and got very close with one person and had several others interested. When the strong lead didn’t work out, we were able to work out a very favorable deal for both sides.” Regarding the format, Geene says, “The idea of one singular topic for content is outdated. We will talk about what St. Louis talks about, which includes plenty of sports but also local news, culture, food, business, events and more.” FOX 2 notes that Greene is “closely involved with the leadership team” of Sports Hub STL, a digital sports network producing content from local personalities, most of whom have worked in St. Louis sports radio at some point over the years. 
These conventions used to be about making-the-most-of those towers behind radio stations that played in several rooms at home and occupied two knobs and six buttons in the dashboard. Back to the future…
to have Manda Factor join ‘Seattle’s Morning News.’ Her reputation in the Pacific Northwest and genuine enthusiasm for connecting with our community make her a fantastic addition. With Manda and Charlie Harger at the helm, we’re excited to bring our listeners a morning show that’s both informative and engaging.” About her new position, Factor says, “I am beyond excited to join Charlie and the KIRO Newsradio team. Charlie has been an integral part of the Seattle community, and I look forward to collaborating with him to bring important news and meaningful conversations to our listeners every morning. There is so much happening in the world, and I am passionate about delving into those stories to share with our community.”
Serious business coaches reveal that a common trait of successful people is their ability to immediately forget their failures and to move on. Next idea. Next project. Surrounded by seas of committees, forms, rules and mediocrity, effective leaders know that just trying something, regardless of the outcome, is the WIN. 
Hello from Las Vegas, ever-changing yet timeless. Here this week the NAB Show is “Powering the Next Era of Storytelling.” And it’s about time. While there is now a filibuster-proof U.S. Senate majority to require that cars include AM receivers, some AM stations are being shut off. Over the weekend millions took to the streets and this morning Wall Street braced for more. So, the vibe here is positively rejuvenating.
many of the shows within the Gamut Podcast Network have already been established across Hubbard’s markets, but this marks a transformation: from podcasts as supplemental to radio, to podcasts as a focused, scalable business in their own right. Hubbard CEO Ginny Hubbard states, “The launch of Gamut is more than a rebrand; it’s a pivotal evolution for our company. By establishing Gamut as a core component of our business, we are embracing the future of media and ensuring Hubbard’s relevance for the next century.” John Goforth joined Hubbard in August and is serving as vice president and general manager of Gamut Podcast Network. He says, “Gamut is designed to reflect both where the industry is and where it’s going. Yes, we’re building a national powerhouse – but we’re just as focused on lifting up unique voices and staying true to the communities we serve. It’s about reach and relevance. That balance is what makes Hubbard special, and it will make Gamut special too.”
Corporate cost cuts continue. In 
transitioning to a conservative talk host in the early 2000s. Quinn started his radio career at KQV, Pittsburgh in the 1960s. Quinn partnered with Don Jefferson for the popular “Quinn and Banana” show on WKTQ in Pittsburgh from 1983 to 1992. The TribLIVE story notes that Quinn took a position at WRRK, Braddock, PA where he honed his conservative talk chops. He partnered with Rose Tennent and had a successful run with “The Warroom with Quinn and Rose” on iHeartMedia’s WPGB-FM, Pittsburgh as well as on satellite radio. 
in Cape Town — in which the broadcasters shared ideas about better serving their communities, the broadcasters came together to record an original song co-written and produced by broadcast engineer Dr. Andy Gladding EdD (WRHU-FM and Salem Media Group New York). The song is performed by DJs from “Bush Radio” and WKZE, Red Hook, New York. 
communicate directly with the Company’s management and directors regarding our views and concerns.” Gate City owns an almost 14% stake in Saga. Melby expresses Gate City’s concerns about Saga, saying, “Gate City’s decision to nominate directors was based on our belief that Saga was determined to pursue its Digital Transformation regardless of the negative impact the transformation could have on Saga’s profitability, cash flow, and share price. Our determination was made following careful analysis and nearly nine months of conversations with the Company’s senior leadership and Board. We repeatedly expressed our concerns 
that Saga lacked the expertise, and the competitive advantages required to succeed in the low-margin and highly competitive digital advertising space. The pursuit of the Digital Transformation would also divert time, attention, and resources away from the Saga’s core broadcast business, where Saga has competitive advantages and earns high incremental margins. Saga also failed to provide investors with any meaningful financial targets or metrics associated with the Digital Transformation including expectations for incremental revenues, costs, margins, and return on investment. Our recommendation that Saga partner with a digitally-savvy company with the capability and experience to execute Saga’s digital strategy without the added costs and risks associated with the transformation was also dismissed.” Melby’s criticism of Saga Communications’ business strategy continues, “In 2024, the Company’s station operating income fell 23.1% year-over-year to $21.1 million, the Company’s operating income fell 79% year-over-year to $2.4 million, and the Company’s operating profit margin fell to 2.1% in 2024 from 10.2% in 2023, a decline of over 800 bps. To make matters worse, this deterioration in financial results occurred during a presidential election year, when Saga should benefit from elevated levels of political spending. Our concern that the pursuit of the Digital Transformation strategy could detract from the Company’s highly profitable broadcast business also appears prescient. On Saga’s Q4 2024 earnings call, the Company noted that it generated $3.3 million in political revenue in 2024. Saga’s 2024 political advertising revenue declined 52% from the $6.9 million generated in 2020 (the last presidential election year) and also fell from the $3.6 million generated in the 2022 midterm election year. The Company’s two largest stations by revenue are located in the battleground states of Ohio and Wisconsin, calling into question the Company’s explanation that Saga’s stations were not in the correct markets. In addition to posting poor financial results, on March 18, 2025, Saga issued a financial filing stating that the Company would be unable to file its 10-K annual report in a timely fashion. This filing further highlights the potential challenges faced by the Company in executing the Digital Transformation.” 
election, its reporting on the origins of the coronavirus in China, and the investigation into Trump’s ties to Russia during his first term. U.S. Rep. Jim Jordan (R-OH) told Maher, “You guys were 0-for-3 on three of the biggest stories in the country.” Maher was also pressed by U.S. Rep. William Timmons (R-SC) about comments she made before she was CEO of NPR in which she called Donald Trump a sociopath, a racist and deranged and asked how she could helm a news organization with that kind of inherent bias. She replied, “There is strong firewall between me and the newsroom,” and said her political thinking and personal worldview have changed in recent years, adding, “I regret those tweets; I would not tweet them again today.” The story notes that Maher said she “respected” the lawmakers’ concerns and promised NPR is doing more under her watch to “beef up our editorial standards” and “make sure we have more points of view reflected in every story.” 
making companies think twice about the way they describe internal diversity programs. They’re afraid the government may retaliate against them simply because of actions that are responsive to how consumers use their services or choose to buy their products. Sadly, the hard-fought lessons of the civil rights movement are being erased – or worse, distorted – to claim that fairness for all requires discrimination against some. That could not be further from the truth.” Gomez says she’s concerned about the Commission weaponizing “its regulatory authority to enforce government mandates that seek to eliminate voluntary efforts by private companies to increase fair and equal employment opportunities.” 
establishment in 1970, the RTDNA Foundation has provided more than $1 million in scholarships and fellowships to about 600 aspiring journalists, fulfilling its role as the educational and charitable wing of the Radio Television Digital News Association. Some have gone on to become reporters, producers and news directors, covering local and national issues that matter to their communities. Others have ventured into related professions, such as White House speechwriters, media regulatory attorneys and journalism educators. Several former recipients have also contributed to RTDNA’s leadership by serving as board members, while many have been honored with prestigious Murrow Awards.” 
had a storied career in Chicago media. First at newspapers, he moved to television in 1963 working at WBBM as a news writer, reporter and political editor. From 1973 to 1982, Jacobson co-anchored WBBM-TV’s “The 10 O’Clock News” with Bill Kurtis and the two dominated the ratings for nine years. His “Perspective” pieces date to those newscasts when Jacobson would deliver them live from his office. WGN Radio VP and general manager Mary Sandberg Boyle comments, “I ‘knew’ Walter Jacobson mostly for his TV news work virtually all my life. He and Bill Kurtis revolutionized the look and feel of television news broadcasts in Chicago at CBS 2 and it’s still talked about by those who watched them in the 70s. Working with him at WGN Radio and getting to know him in-person has been an honor. After seeing firsthand his uncompromising devotion to his craft, it’s easy to see why he is the media legend that he is. Walter’s personality, contributions and ever unique ‘Perspective’ will be greatly missed.”
by Brandon Contes for Awful Announcing, he writes that Bernstein was taken off of his regular afternoon show with co-host Marshall Harris after threatening to reveal the identities of a follower’s children as retaliation for that person accusing Bernstein of lying about releasing a fish that he had caught and posted a picture of. Bernstein write on social media, “I never respond to trolls, but questioning my sportsmanship and conservation awareness sets me off. Wanna fight? I’m a bad enemy. Want your kids involved?” 
Thank you, TALKERS for placing me on two panels at the IBSNYC conference. All student conferences have one underlying goal: Attendees want to know how to land a starter job in media. Here’s the information I shared with the eager crowd.
There has never been more news. And news has never been more quotable. It costs two-plus cents to make a penny.
and market manager Tish Boden says, “Team Cumulus Fayetteville is excited to have Gilbert Baez join our team as the new host for ‘Good Morning Fayetteville’ on WFNC News Talk. When you say the name Gilbert Baez in the market it is synonymous with news. I look forward to Gilbert’s success on Good Morning Fayetteville.” WFNC program director Kelvin Culbreth adds, “Gilbert Baez brings a deep desire to report the news and a true sense of devotion to Fayetteville, Fort Bragg, and Cumberland County. He’ll bring his wealth of knowledge about our area and his vast cache of connections. We have heard, ‘Everyone knows Gilbert and Gilbert knows everyone.’ He is the perfect host to carry GMF into the future.”
interest from radio stations nationwide. Radio is a great way to engage with the audience, and now that Red Apple Audio Networks is taking the show national, I can’t wait to connect with listeners in other markets.” Red Apple and 77WABC Radio president Chad Lopez states, “Radio clearly wants Anthony Cumia, as dozens of inquiries came in asking about syndication. We shifted into high gear and moved quickly. One of our advantages at Red Apple Media is that we can swiftly pivot to meet market demand.”
years ago. Whether it’s helping the first-time gun buyer sort out what she needs to buy, or exposing politicians who claim to be supporters of the Second Amendment while putting restrictions on this right, there’s plenty to talk about. Responsible gun ownership is strong, and I’m glad to be part of movement.” The program airs live on Sundays from 2:00 pm to 5:00 pm ET and is heard on more than 260 stations.
