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.

im

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

TALKERS News Notes

PodcastOne acquires the exclusive sales and distribution rights to “Camp Counselors with Zachariah Porter and Jonathan Carson.” The podcast first launched in 2022 and has released nearly 100 episodes to date. PodcastOne president and co-founder Kit Gray says, “We’re thrilled to welcome ‘Camp Counselors with Zachariah Porter and Jonathan Carson’ to our network at PodcastOne. Zachariah and Jonathan have created a great comedic podcast, and we’re looking forward to putting our considerable marketing and ad sales strength behind the show to grow its listenership and revenue potential.”

Multimedia sports platform OutKick says January data from Comscore credits it with 7.1 million total multiplatform unique visitors, up 22% versus December 2023. It also delivered 33 million total multiplatform views in January 2024, up 29% versus December 23, and saw 33 million total multiplatform minutes, up 27% versus the prior month. OutKick founder Clay Travis says, “We kick off the year once again with numbers that not only speak to the platform’s growth but our commitment to providing engaging content to our audience. OutKick is the only destination for common-sense reporting with talent that’s unafraid to speak their minds on any topic. I’m looking forward to an exciting year and continuing to drive the conversation.”

Industry News

TALKERS News Notes

Benztown will release the 10th Annual Benztown 50 List of Radio’s Biggest Imaging Voices, “the radio industry’s exclusive listing of the top 50 voiceover artists in the U.S. and Canada.” The Benztown 50 list is based on several criteria, including number of radio station affiliates, station size and market. Benztown has partnered with P1 Media Group to compile and analyze industry data that will be the foundation for this distinction. Apply now through March 1. Voice talent can apply here.

Syndicated Solutions, Inc celebrates its 25th Anniversary. The company was founded in February 1999 by Robert Carey and has successfully syndicated many radio shows over the years, including the current travel show “RMWorldTravel with Robert & Mary Carey and Rudy Maxa,” and the “Rick & Bubba Show” that is in the process of being transitioned into “The Rick Burgess Show.” Carey says, “It’s incredibly gratifying to have incubated SSI from a business trip conversation with George Green while working for Disney/ABC and successfully growing it into the company that SSI became for so many of our operating years, as well as the evolution into the more focused firm that we are today.”

FOX Sports Radio’s “The Paulie and Tony Fusco Show” was awarded the 2024 Sports Podcast Award for “Best Sports Comedy,” from The Sports Podcast Group. “The Paulie and Tony Fusco Show” is a satire of sports talk radio and “hot take” media personalities. It is written, produced, and hosted by veteran sports talk producers Andrew Samson and Sharief Ali, who play two Philadelphia Eagles fans who claim to have the “smartest” sports takes, when in reality their takes are terrible.

Industry News

Ratings Analysis: News/Talk During the Holiday Survey

imToday, TALKERS magazine managing editor Mike Kinosian does a deep-dive into the recent performances of the news/talk format during Nielsen Audio’s “Holiday” PPM ratings period. He writes, “Last week, we recapped how all-news stations have recently performed in (volatile) ‘Holiday’ survey periods. As a companion piece, the data summarizes ratings performances of news/talk stations in the two most recent ‘Holiday’ sweeps.” See the full story here.

Analysis

News/Talk Holiday 2022 & Holiday 2023 Overview

By Mike Kinosian
TALKERS magazine
Managing Editor

imLast week, we recapped how all-news stations have recently performed in Nielsen Audio‘s (volatile) “Holiday” PPM survey periods.

As a companion piece, the following summarizes ratings performances of news/talk stations in the two most recent “Holiday” sweeps.

“Holiday” 2022 – “Holiday” 2023 6+ Increase, 43%.

“Holiday” 2022 – “Holiday” 2023 6+ Decrease, 50%.

“Holiday” 2022 – “Holiday” 2023 6+ Flat, 7%.

Average “Holiday” 2022 – “Holiday” 6+ 2023 Increase, +.61.

Average “Holiday” 2022 – “Holiday” 6+ 2023 Decrease, -.98.

Typical “Holiday” 6+ Share, 3.19 (2022), versus 3.01 (2023).

Representative “Holiday” 6+ Market Rank, #12.42 (2022), versus #12.26 (2023).

News/Talk Composite 6+ Share/Rank Arranged By Market Size

                                    “Hol”      “Hol”

                                    2022       2023

WABC, New York                    3.1    #10    3.0    #11

KFI, Los Angeles                     4.4    #3     4.6    #4

WGN, Chicago                        2.8    #12    2.6    #11

WLS-AM, Chicago                   0.9    #24    1.7    #19

KSFO, San Francisco              1.7    #18    1.4    #22

WBAP, Dallas                         3.7    #8     2.8    #14

KTRH, Houston                      3.3    #12    2.6    #17

WSB-AM & WSBB, Atlanta      4.4    #7     7.4    #2

WMAL, Washington                3.4    #7     3.1    #9

WPHT, Philadelphia                0.8    #24    1.7    #19

WKXW, Philadelphia               1.2    #20    1.2    #23

WRKO, Boston                       2.8    #13    3.1    #9

KIRO-FM, Seattle                    5.5    #3     4.0    #6

KFYI, Phoenix                         3.3    #8     2.9    #8

KTAR-FM, Phoenix                 1.7    #22    2.2    #14

WJR, Detroit                          2.3    #15    2.4    #15

WCCO, Minneapolis                3.7    #12    3.8    #10

KTMY, Minneapolis                 3.1    #14    1.9    #17

KTLK, Minneapolis                 2.0    #17    1.6    #19

WHPT, Tampa                        3.7    #12    4.1    #7

WFLA, Tampa                         2.2    #17    3.2    #13

KOA, Denver                          2.4    #16    2.7    #14

KHOW, Denver                       1.5    #20    1.4    #19

KOGO, San Diego                   5.4    #5     3.9    #6

WABC, Long Island                 1.1    #21    1.1    #20

WBT, Charlotte                       3.7    #10    4.0    #9

KXL, Portland                         6.0    #5     4.9    #6

KEX, Portland                       2.2    #16    1.1    #21

WBAL, Baltimore                    3.6    #10    2.7    #11

WCBM, Baltimore                   1.6    #17    1.5    #17

WMAL, Baltimore                   0.6    #20    DNA  DNA

KMOX, St. Louis                     4.4    #9     2.8    #14

KFTK, St. Louis                      1.4    #17    1.5    #17

KTLK-FM, St. Louis                0.5    #23    1.1    #18

WOAI, San Antonio                 2.6    #13    2.4    #15

KTSA, San Antonio                 2.5    #14    1.8    #19

KSL, Salt Lake City                 4.6    #5     3.6    #9

KNRS, Salt Lake City              4.4    #6     2.2    #17

KFBK, Sacramento                 8.8    #2     6.1    #3

KSTE-AM, Sacramento            3.2    #8     2.1    #16

KLBJ-AM, Austin                    4.4    #5     4.1    #6

WTKS, Orlando                      5.1    #7     3.1    #12

WDBO, Orlando                     4.6    #8     3.1    #12

WFLF, Orlando                       0.7    #22    0.6    #20

KDKA-AM, Pittsburgh             2.8    #13    3.6    #8

KDKA-AM Stream, Pittsburgh 0.7    #19    0.4    #22

KDWN, Las Vegas                   2.3    #16    DNA  DNA

WLW, Cincinnati                    10.7   #1     10.8   #2

WKRC, Cincinnati                   2.8    #13    4.5    #6

KMBZ-FM, Kansas City           3.2    #11    4.1    #7

KCMO-AM, Kansas City          0.4    #25    1.8    #17

KMBZ-AM, Kansas City           1.4    #20    1.4    #19

WTAM, Cleveland                   4.6    #8     4.8    #8

WTVN, Columbus                   5.3    #8     4.5    #7

WTKK, Raleigh                       10.4   #2     5.0    #5

WIBC, Indianapolis                 5.7    #3     4.8    #8

KSFO, San Jose                     1.1    #22    1.5    #19

WWTN, Nashville                    4.9    #7     3.9    #12

WLAC, Nashville                     1.2    #17    1.2    #19

WKXW, Middlesex                   6.2    #4     5.7    #4

WOR, Middlesex                     0.4    #26    1.6    #15

WKXW-Stream, Middlesex       DNA  DNA  0.7    #20

WISN, Milwaukee                   8.8    #3     9.0    #1

WTMJ, Milwaukee                   6.2    #5     6.4    #5

WPRO-AM, Providence            4.5    #7     5.9    #5

WHJJ, Providence                   0.5    #18    0.8    #15

WNIS, Norfolk                        2.8    #11    2.0    #14

WOKV-FM, Jacksonville          6.1    #5     6.5    #3

WPTI, Greensboro                   3.2    #8     3.3    #8

WFTL, West Palm Beach         1.0    #15    2.1    #9

WZZR, West Palm Beach         1.7    #10    1.3    #13

WJNO, West Palm Beach        1.1    #13    0.6    #15

WREC, Memphis                    2.6    #13    1.0    #11

WKIM, Memphis                     2.1    #15    DNA  DNA

KWAM, Memphis                    0.4    #21    0.4    #13

WTIC-AM, Hartford                 5.1    #6     5.2    #6

WDRC-AM, Hartford               1.0    #17    1.5    #15

WTIC-AM-Stream, Hartford     0.2    #20    0.4    #19

WPOP, Hartford                      0.2    #20    DNA  DNA

“Holiday” 2023 6+ Share (Highest to Lowest)

WLW, Cincinnati                    10.8

WISN, Milwaukee                   9.0

WSB-AM & WSBB, Atlanta      7.4

WOKV-FM, Jacksonville          6.5

WTMJ, Milwaukee                   6.4

KFBK, Sacramento                 6.1

WPRO-AM, Providence            5.9

WKXW, Middlesex                   5.7

WTIC-AM, Hartford                 5.2

WTKK, Raleigh                       5.0

KXL, Portland                         4.9

WTAM, Cleveland                   4.8

WIBC, Indianapolis                 4.8

KFI, Los Angeles                     4.6

WKRC, Cincinnati                   4.5

WTVN, Columbus                   4.5

WHPT, Tampa                        4.1

KLBJ-AM, Austin                    4.1

KMBZ-FM, Kansas City           4.1

KIRO-FM, Seattle                    4.0

WBT, Charlotte                       4.0

KOGO, San Diego                   3.9

WWTN, Nashville                    3.9

WCCO, Minneapolis                3.8

KSL, Salt Lake City                 3.6

KDKA-AM, Pittsburgh             3.6

WPTI, Greensboro                   3.3

WFLA, Tampa                         3.2

WMAL, Washington                3.1

WRKO, Boston                       3.1

WDBO, Orlando                     3.1

WTKS, Orlando                      3.1

WABC, New York                    3.0

KFYI, Phoenix                         2.9

WBAP, Dallas                         2.8

KMOX, St. Louis                     2.8

KOA, Denver                          2.7

WBAL, Baltimore                    2.7

WGN, Chicago                        2.6

KTRH, Houston                      2.6

WJR, Detroit                          2.4

WOAI, San Antonio                 2.4

KTAR-FM, Phoenix                 2.2

KNRS, Salt Lake City              2.2

KSTE-AM, Sacramento            2.1

WFTL, West Palm Beach         2.1

WNIS, Norfolk                        2.0

KTMY, Minneapolis                 1.9

KTSA, San Antonio                 1.8

KCMO-AM, Kansas City          1.8

WLS-AM, Chicago                   1.7

WPHT, Philadelphia                1.7

KTLK, Minneapolis                 1.6

WOR, Middlesex                     1.6

WCBM, Baltimore                   1.5

KFTK, St. Louis                      1.5

KSFO, San Jose                     1.5

WDRC-AM, Hartford               1.5

KHOW, Denver                       1.4

KMBZ-AM, Kansas City           1.4

WZZR, West Palm Beach         1.3

WLAC, Nashville                     1.2

WABC, Long Island                 1.1

KTLK-FM, St. Louis                1.1

WREC, Memphis                    1.0

WHJJ, Providence                   0.8

WKXW-Stream, Middlesex       0.7

WFLF, Orlando                       0.6

WJNO, West Palm Beach        0.6

KWAM, Memphis                    0.4

WTIC-AM-Stream, Hartford     0.4

“Holiday” 2023 6+ Market Rank   

WISN, Milwaukee                   #1

WSB-AM & WSBB, Atlanta      #2

WLW, Cincinnati                    #2

KFBK, Sacramento                 #3

WOKV-FM, Jacksonville          #3

KFI, Los Angeles                     #4

WKXW, Middlesex                   #4

WTKK, Raleigh                       #5

WTMJ, Milwaukee                   #5

WPRO-AM, Providence            #5

KIRO-FM, Seattle                    #6

KOGO, San Diego                   #6

KXL, Portland                         #6

KLBJ-AM, Austin                    #6

WKRC, Cincinnati                   #6

WTIC-AM, Hartford                 #6

WHPT, Tampa                        #7

KMBZ-FM, Kansas City           #7

WTVN, Columbus                   #7

KFYI, Phoenix                         #8

KDKA-AM, Pittsburgh             #8

WTAM, Cleveland                   #8

WIBC, Indianapolis                 #8

WPTI, Greensboro                   #8

WMAL, Washington                #9

WRKO, Boston                       #9

WBT, Charlotte                       #9

KSL, Salt Lake City                 #9

WFTL, West Palm Beach         #9

WCCO, Minneapolis                #10

WABC, New York                    #11

WGN, Chicago                        #11

WBAL, Baltimore                    #11

WREC, Memphis                    #11

WDBO, Orlando                     #12

WTKS, Orlando                      #12

WWTN, Nashville                    #12

WFLA, Tampa                         #13

WZZR, West Palm Beach         #13

KWAM, Memphis                    #13

WBAP, Dallas                         #14

KTAR-FM, Phoenix                 #14

KOA, Denver                          #14

KMOX, St. Louis                     #14

WNIS, Norfolk                        #14

WJR, Detroit                          #15

WOAI, San Antonio                 #15

WOR, Middlesex                     #15

WHJJ, Providence                   #15

WJNO, West Palm Beach        #15

WDRC-AM, Hartford               #15

KSTE-AM, Sacramento            #16

KTRH, Houston                      #17

KTMY, Minneapolis                 #17

WCBM, Baltimore                   #17

KFTK, St. Louis                      #17

KNRS, Salt Lake City              #17

KCMO-AM, Kansas City          #17

KTLK-FM, St. Louis                #18

WLS-AM, Chicago                   #19

WPHT, Philadelphia                #19

KTLK, Minneapolis                 #19

KHOW, Denver                       #19

KTSA, San Antonio                 #19

KMBZ-AM, Kansas City           #19

KSFO, San Jose                     #19

WLAC, Nashville                     #19

WTIC-AM-Stream, Hartford     #19

WABC, Long Island                 #20

WFLF, Orlando                       #20

WKXW-Stream, Middlesex       #20

“Holiday” 2022 6+ Share (Highest to Lowest)

WLW, Cincinnati                   10.7

WTKK, Raleigh                      10.4

KFBK, Sacramento                8.8

WISN, Milwaukee                  8.8

WKXW, Middlesex                  6.2

WTMJ, Milwaukee                  6.2

WOKV-FM, Jacksonville         6.1

KXL, Portland                        6.0

WIBC, Indianapolis                5.7

KIRO-FM, Seattle                   5.5

KOGO, San Diego                  5.4

WTVN, Columbus                  5.3

WTKS, Orlando                     5.1

WTIC-AM, Hartford                5.1

WWTN, Nashville                   4.9

KSL, Salt Lake City                4.6

WDBO, Orlando                    4.6

WTAM, Cleveland                  4.6

WPRO-AM, Providence           4.5

KFI, Los Angeles                    4.4

WSB-AM & WSBB, Atlanta      4.4

KMOX, St. Louis                    4.4

KNRS, Salt Lake City             4.4

KLBJ-AM, Austin                   4.4

WBAP, Dallas                        3.7

WCCO, Minneapolis               3.7

WHPT, Tampa                       3.7

WBT, Charlotte                      3.7

WBAL, Baltimore                   3.6

WMAL, Washington                3.4

KTRH, Houston                     3.3

KFYI, Phoenix                        3.3

KSTE-AM, Sacramento           3.2

KMBZ-FM, Kansas City          3.2

WPTI, Greensboro                  3.2

WABC, New York                   3.1

KTMY, Minneapolis                3.1

WGN, Chicago                       2.8

WRKO, Boston                       2.8

KDKA-AM, Pittsburgh            2.8

WKRC, Cincinnati                  2.8

WNIS, Norfolk                       2.8

WOAI, San Antonio                2.6

WREC, Memphis                   2.6

KTSA, San Antonio                2.5

KOA, Denver                         2.4

WJR, Detroit                         2.3

KDWN, Las Vegas                  2.3

WFLA, Tampa                        2.2

KEX, Portland                       2.2

WKIM, Memphis                    2.1

KTLK, Minneapolis                2.0

KSFO, San Francisco             1.7

WZZR, West Palm Beach         1.7

WCBM, Baltimore                  1.6

KHOW, Denver                      1.5

KFTK, St. Louis                     1.4

KMBZ-AM, Kansas City          1.4

WKXW, Philadelphia               1.2

WLAC, Nashville                    1.2

WJNO, West Palm Beach         1.1

WFTL, West Palm Beach         1.0

WDRC-AM, Hartford              1.0

KDKA-AM Stream, Pittsburgh 0.7

WMAL, Baltimore                  0.6

WHJJ, Providence                  0.5

WPOP, Hartford                     0.2

WTIC-AM-Stream, Hartford     0.2

“Holiday” 2022 6+ Market Rank  

WLW, Cincinnati                   #1

KFBK, Sacramento                #2

WTKK, Raleigh                      #2

KFI, Los Angeles                    #3

KIRO-FM, Seattle                   #3

WIBC, Indianapolis                #3

WISN, Milwaukee                  #3

WKXW, Middlesex                  #4

KOGO, San Diego                  #5

KXL, Portland                        #5

KSL, Salt Lake City                #5

KLBJ-AM, Austin                   #5

WTMJ, Milwaukee                  #5

WOKV-FM, Jacksonville         #5

KNRS, Salt Lake City             #6

WTIC-AM, Hartford                #6

WSB-AM & WSBB, Atlanta      #7

WMAL, Washington                #7

WTKS, Orlando                     #7

WWTN, Nashville                   #7

WPRO-AM, Providence           #7

WBAP, Dallas                        #8

KFYI, Phoenix                        #8

KSTE-AM, Sacramento           #8

WDBO, Orlando                    #8

WTAM, Cleveland                  #8

WTVN, Columbus                  #8

WPTI, Greensboro                  #8

KMOX, St. Louis                    #9

WABC, New York                   #10

WBT, Charlotte                      #10

WBAL, Baltimore                   #10

WZZR, West Palm Beach         #10

KMBZ-FM, Kansas City          #11

WNIS, Norfolk                       #11

WGN, Chicago                       #12

KTRH, Houston                     #12

WCCO, Minneapolis               #12

WHPT, Tampa                       #12

WRKO, Boston                       #13

WOAI, San Antonio                #13

KDKA-AM, Pittsburgh            #13

WKRC, Cincinnati                  #13

WJNO, West Palm Beach         #13

WREC, Memphis                   #13

KTMY, Minneapolis                #14

KTSA, San Antonio                #14

WJR, Detroit                         #15

WFTL, West Palm Beach         #15

WKIM, Memphis                    #15

KOA, Denver                         #16

KEX, Portland                       #16

KDWN, Las Vegas                  #16

KTLK, Minneapolis                #17

WFLA, Tampa                        #17

WCBM, Baltimore                  #17

KFTK, St. Louis                     #17

WLAC, Nashville                    #17

WDRC-AM, Hartford              #17

KSFO, San Francisco             #18

WHJJ, Providence                  #18

KDKA-AM Stream, Pittsburgh #19

WKXW, Philadelphia               #20

KHOW, Denver                      #20

WMAL, Baltimore                  #20

KMBZ-AM, Kansas City          #20

WTIC-AM-Stream, Hartford     #20

WPOP, Hartford                     #20

“Holiday” 2023 6+ Fluctuation from “Holiday” 2022

WSB-AM & WSBB, Atlanta      +3.0

WKRC, Cincinnati                   +1.7

KCMO-AM, Kansas City          +1.4

WPRO-AM, Providence            +1.4

WOR, Middlesex                     +1.2

WFTL, West Palm Beach         +1.1

WFLA, Tampa                         +1.0

WPHT, Philadelphia                +.9

KMBZ-FM, Kansas City           +.9

WLS-AM, Chicago                   +.8

KDKA-AM, Pittsburgh             +.8

KTLK-FM, St. Louis                +.6

KTAR-FM, Phoenix                 +.5

WDRC-AM, Hartford               +.5

WHPT, Tampa                        +.4

KSFO, San Jose                     +.4

WOKV-FM, Jacksonville          +.4

WRKO, Boston                       +.3

KOA, Denver                          +.3

WBT, Charlotte                       +.3

WHJJ, Providence                   +.3

KFI, Los Angeles                     +.2

WTAM, Cleveland                   +.2

WISN, Milwaukee                   +.2

WTMJ, Milwaukee                   +.2

WTIC-AM-Stream, Hartford     +.2

WJR, Detroit                          +.1

WCCO, Minneapolis                +.1

KFTK, St. Louis                      +.1

WLW, Cincinnati                    +.1

WPTI, Greensboro                   +.1

WTIC-AM, Hartford                 +.1

WKXW, Philadelphia               Flat

WABC, Long Island                 Flat

KMBZ-AM, Kansas City           Flat

WLAC, Nashville                     Flat

KWAM, Memphis                    Flat

WTKK, Raleigh                       -5.4

KFBK, Sacramento                 -2.7

KNRS, Salt Lake City              -2.2

WTKS, Orlando                      -2.0

KMOX, St. Louis                     -1.6

WREC, Memphis                    -1.6

KIRO-FM, Seattle                    -1.5

KOGO, San Diego                   -1.5

WDBO, Orlando                     -1.5

KTMY, Minneapolis                 -1.2

KXL, Portland                         -1.1

KEX, Portland                       -1.1

KSTE-AM, Sacramento            -1.1

KSL, Salt Lake City                 -1.0

WWTN, Nashville                    -1.0

WBAP, Dallas                         -.9

WBAL, Baltimore                    -.9

WIBC, Indianapolis                 -.9

WTVN, Columbus                   -.8

WNIS, Norfolk                        -.8

KTRH, Houston                      -.7

KTSA, San Antonio                 -.7

WKXW, Middlesex                   -.5

WJNO, West Palm Beach        -.5

KFYI, Phoenix                         -.4

KTLK, Minneapolis                 -.4

WZZR, West Palm Beach         -.4

KSFO, San Francisco              -.3

WMAL, Washington                -.3

KLBJ-AM, Austin                    -.3

KDKA-AM Stream, Pittsburgh -.3

WGN, Chicago                        -.2

WOAI, San Antonio                 -.2

WABC, New York                    -.1

KHOW, Denver                       -.1

WCBM, Baltimore                   -.1

WFLF, Orlando                       -.1

Notes

  • News/talk stations appearing above typically posted a “Holiday” 2022 6+ share of 19, compared to “Holiday” 2023’s 3.01.
  • Even though news/talk’s year-to-year 6+ share dropped slightly, market rank managed to improve – albeit by a razor thin margin (#12.42 – #12.26, 6+).
  • Exactly half the news/talk stations in our sample (50%) faltered from “Holiday” 2022 – “Holiday” 2023, with the average dip roughly being a full-share (-.98).
  • Among all news/talk stations in the 48 PPM markets, Cincinnati’s WLW boasts the strongest 6+ share in “Holiday” 2023 (8) and “Holiday” 2022 (10.7).
  • Precisely four of every ten (40%) news/talk stations listed finished in the top ten (“Holiday” 2023, 6+), off marginally from “Holiday” 2022’s 43%.
  • Whereas WSB-AM & WSBB notches news/talk’s loftiest 6+ “Holiday” 2022 – “Holiday” 2023 gain (4.4 – 7.4, +3.0) – enabling “Atlanta’s News & Talk” to vault from seventh to second – WTKK suffers a more than 50% year-to-year erosion (10.4 – 5.0, -5.4, 6+), dropping from second in Raleigh to fifth.
  • All above data is based on news/talk stations that appeared in the top twenty in the “Holiday” 2022 and/or “Holiday” 2023 survey period.
  • “DNA” indicates a station “Did Not Appear” in that particular survey and/or wasn’t a Nielsen Audio subscriber in that sweep.

Contact managing editor Mike Kinosian at Mike.Kinosian@gmail.com

Industry Views

Monday Memo: Calculating Taylor Swift

By Holland Cooke
Consultant

imNow that every single thing is a political argument, the angry social media conversation about Taylor Swift is unsurprising. And with the Super Bowl looming, the decibel level amps-up.

So, kudos to SiriusXM and CNN host Michael Smerconish. I’ve previously cited him here as technique worth emulating when it comes to:

– Polling the audience on an ongoing basis (a sponsored feature on smart radio stations)
– Leveraging social media to give audience ownership of the show; and
– Genuine curiosity. His centrist approach earns him scorn from both sides in this Cold Civil War we’re living through. I can relate. When I managed WTOP, Washington, the quickest way to make the phone explode was to announce a crowd estimate for an abortion rally. Both sides jammed the lines to damn the number.

This preposterous Swift kerfuffle had been all heat until Smerconish shed light on it this past weekend. Noting rumors shared by FOX News that she would photobomb the Super Bowl with a Joe Biden endorsement, his poll question was “Could Taylor Swift determine the outcome of the presidential election?”

im

Just now, you answered that question in your own mind. But – for our purposes – the more useful approach is to consider information Smerconish curated unfiltered by personal politics:

– Swift has 279 million Instagram followers
– She has (so far) sold 4.35 million pricey tickets for The Eras Tour. Its “record-shattering revenue” (so far) is $1 billion+
– $200 million (so far) in tour merchandise. Her gray $45 T-shirt is now sold-out in all but 3XL and 4XL.
– 26 billion+ Spotify streams in 2023.
– SSRS polling: 59% of USA adults identify as Swift fans, 63% of women; and her fans are evenly divided 50/50 between Democrat or Dem-leaning and Republican or GOP-leaning.
– On her urging, several hundred thousand Americans younger than 25 have registered to vote.

Add it all up? “Taylor knows your social media interactions, where you saw her on tour, how much merch’ you’ve bought from her website, she knows the size of your T-shirt, the number of downloads you’ve made. We’re embarking on an election cycle which will be (a) the most expensive in history, and (b) will see much of the money spent on ‘micro-targeting,’ the use of online data to tailor – pun intended – advertising messages to individuals based on the identification of recipients’ personal vulnerabilities and interests. In order to target effectively, data is essential. And Taylor’s got lots and lots of it, and on a demographic that is exactly what the Biden team needs the most: disproportionally female, young, and passionate. With truly the touch of a button Taylor Swift is uniquely situated to use the data at her disposal to impact the presidential race.”

Leave it to your nerdy consultant to ask: Are WE using OUR listener data to OUR benefit?

Bigger-picture issues:

– Privacy: We have all volunteered LOTS of information about ourselves. Look what pops up in your email and your social media.
– Vulnerability of the Electoral vote process: The last two Republican presidents took office after losing the popular vote. Taylor Swift is my coastal Rhode Island neighbor, and if she votes here, neither of us matter. Our state has four electoral votes. Just 40 thousand-some popular votes in three key states gave Biden his 2020 win.
– Tone: The measurable appeal of Swift’s sunny disposition vs. “I am your retribution.”

Good for us. News/talk radio is in the suspense business. “What JUST happened??? What happens NEXT???” So, we should wish Nikki Haley well.

Inquisitive Smerconish sounds like dispassionate Mr. Spock: “What [Swift detractors on the right] should be worried about is her data.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “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

TALKERS News Notes

iHeartPodcasts debuts episode two of “Finding Matt Drudge,” a limited series podcast hosted by longtime political journalist Chris Moody, who sets out to uncover the mysteries surrounding the Internet’s most enigmatic media mogul. The new investigative audio series will delve deep into the life and career of Matt Drudge, the reclusive figure and founder of The Drudge Report, with the ultimate goal of convincing Drudge to sit down for his first interview in years. Moody says, “Matt Drudge pushed the news industry into the Internet age and his site has remained relevant and engaging for decades. But he hasn’t given an interview in years. We’d like to hear his thoughts on his career, the media, politics and the state of the world. Drudge matters, and we’re interested in what he has to say. Call us, Matt!”

FOX Sports Radio, a division of Premiere Sports Network announces its plans to broadcast live from Las Vegas during Super Week. A number of the network’s programs will broadcast from Las Vegas all week long including “The Dan Patrick Show” from Fontainebleau Las Vegas and several other shows broadcasting from Radio Row at the Mandalay Bay Convention Center.

SiriusXM announces that subscribers will get access to full coverage of the 2024 NHL All-Star Weekend beginning today through Saturday (2/1-3) as SXM broadcasts from Scotiabank Arena in Toronto on the SiriusXM NHL Network Radio channel.

Industry News

Ratings Analysis: All-News During the “Holiday” Survey

imToday, TALKERS magazine managing editor Mike Kinosian does a deep-dive into the recent performances of the all-news format during Nielsen Audio’s “Holiday” PPM ratings period. He writes, “Ever since Arbitron (now Nielsen Audio) instituted the Portable People Meter as ratings currency in 2007, the ‘Holiday’ ratings period has been a veritable goldmine for stations employing the wall-to-wall Christmas music programming strategy. Adult contemporary comprises the overwhelming majority of those outlets. Usually substantial, however, is the negative impact on many other formats in ‘Holiday’ sweeps.” See his analysis of the past four “Holiday” surveys here.

Ratings Takeaways

Has All-News Taken A “Holiday?”

By Mike Kinosian
TALKERS magazine
Managing Editor

imEver since Arbitron (now Nielsen Audio) instituted the Portable People Meter as ratings currency in 2007, the “Holiday” ratings period has been a veritable goldmine for stations employing the wall-to-wall Christmas music programming strategy.

Adult contemporary comprises the overwhelming majority of those outlets.

Usually substantial, however, is the negative impact on many other formats in “Holiday” sweeps.

With that in mind, let’s review how all-news stations have performed in the last four “Holiday” survey periods.

The 2020 presidential election was held on November 3, thus exactly one month prior to the start of that year’s “Holiday” sweep (December 3). It should additionally be remembered that the COVID pandemic was roughly entering its tenth month. Eerily, the final day of that survey period was January 6, 2021, the day of domestic terrorism/insurrection at the U.S. Capitol.

Over the course of the “Holiday” 2023 ratings period (December 7, 2023 – January 3, 2024), all-news operations again battled for listenership in the ongoing annual all-Christmas music environment. Ostensibly working in their favor, however, was that the 2024 presidential campaign was waging and the previous president was embroiled in a record number of legal cases/charges/indictments.

The following chart summarizes ratings performances of all-news stations in the four most recent “Holiday” sweeps.

                                                                 2020       2021       2022       2023

“Holiday” 6+ Share                                       3.70        3.32        3.50        2.88

December – “Holiday” Increase                       35%        40%        30%        5%

December – “Holiday” Decrease                      50%        50%        65%        85%

December – “Holiday” Flat                             15%        10%        5%          10%

Average December – “Holiday” Increase           +.31        +.22        +.28        +.40

Average December – “Holiday” Decrease          -.68         -.21         -.29         -.40

“Holiday” 6+ Market Rank                             #10.40    #12.15     #10.55     #13.20

  • The typical (6+) high-water mark logged by an all-news facility was 2020’s 70, more than eight-tenths of a share better than 2023’s 2.88
  • Four of ten (40%) all-news stations improved December 2021 – “Holiday” 2021 (6+)
  • On the other hand, 85% of these formatted stations witnessed (6+) December 2023 – “Holiday” 2023 erosion
  • Note the virtual identical average increases/average decreases for all-news outlets in the last three “Holiday” sweeps
  • It was customary for an all-news facility to rank tenth in “Holiday” 2020 (#10.40), but thirteenthin “Holiday” 2023 (#13.20)

“Holiday” 2023 6+ Share (Highest to Lowest)

WTOP & WTLP, Washington            6.3

KCBS-AM & KFRC, San Francisco    5.7

WBBM-AM & WCFS, Chicago          4.9

KYW, Philadelphia                         4.7

WBZ-AM, Boston                          4.7

KCBS-AM & KFRC, San Jose           4.5

WWJ, Detroit                                4.3

WINS-FM, New York                      3.9

WINS-FM, Long Island                   3.3

KNX-FM, Los Angeles                     2.5

WCBS-AM, Long Island                  2.5

KNWN, Seattle                              2.3

WINS-FM, Middlesex                      1.8

WCBS-AM, New York                     1.6

KRLD-AM, Dallas                          1.4

WTOP & WTLP, Baltimore               1.0

WCBS-AM, Middlesex                     1.0

WDCH, Baltimore                          .8

WRAL-HD3, Raleigh                       .2

WNOH, Norfolk                             .2

“Holiday” 2023 6+ Fluctuation from December 2023

WCBS-AM, Long Island                  2.5   +.4

WWJ, Detroit                                4.3   Flat

WDCH, Baltimore                          .8     Flat

KCBS-AM & KFRC, San Jose           4.5   -1.2

WINS-FM, Long Island                   3.3   -1.1

KCBS-AM & KFRC, San Francisco    5.7   -.7

WTOP & WTLP, Washington            6.3   -.6

KYW, Philadelphia                         4.7   -.5

KRLD-AM, Dallas                          1.4   -.4

WBZ-AM, Boston                          4.7   -.4

WBBM-AM & WCFS, Chicago          4.9   -.3

KNWN, Seattle                              2.3   -.3

WCBS-AM, Middlesex                     1.0   -.3

WINS-FM, New York                      3.9   -.2

KNX-FM, Los Angeles                     2.5   -.2

WINS-FM, Middlesex                      1.8   -.2

WCBS-AM, New York                     1.6   -.1

WTOP & WTLP, Baltimore               1.0   -.1

WRAL-HD3, Raleigh                       .2     -.1

WNOH, Norfolk                             .2     -.1

  • WCBS-AM’s four-tenths uptick in Long Island represents the only all-news December 2023 – “Holiday” 2023 increase (6+).

“Holiday” 2023 By Market Rank  

KCBS-AM & KFRC, San Francisco    5.7   #3

WBBM-AM & WCFS, Chicago          4.9   #4

WTOP & WTLP, Washington            6.3   #4

KCBS-AM & KFRC, San Jose           4.5   #4

WBZ-AM, Boston                          4.7   #5

KYW, Philadelphia                         4.7   #6

WINS-FM, New York                      3.9   #9

WWJ, Detroit                                4.3   #9

WINS-FM, Long Island                   3.3   #9

KNX-FM, Los Angeles                     2.5   #12

WCBS-AM, Long Island                  2.5   #12

WINS-FM, Middlesex                      1.8   #13

WCBS-AM, Middlesex                     1.0   #18

WCBS-AM, New York                     1.6   #19

KNWN, Seattle                              2.3   #20

WTOP & WTLP, Baltimore               1.0   #20

WDCH, Baltimore                          .8     #22

WRAL-HD3, Raleigh                       .2     #24

WNOH, Norfolk                             .2     #24

KRLD-AM, Dallas                          1.4   #27

  • Forty-five percent (45%) of all-news stations ranked in the top ten (“Holiday” 2023, 6+).

“Holiday” 2022 6+ Share (Highest to Lowest)

WTOP & WTLP, Washington            7.8

KCBS-AM & KFRC, San Jose           7.0

KCBS-AM & KFRC, San Francisco    6.7

KYW, Philadelphia                         6.2

KNWN, Seattle                              5.5

WBBM-AM & WCFS, Chicago          4.8

WBZ-AM, Boston                          4.8

WINS-FM, New York                      4.6

WWJ, Detroit                                4.5

WCBS-AM, Long Island                  3.8

WINS-FM, Long Island                    3.0

KNX-FM, Los Angeles                     2.5

KRLD-AM, Dallas                          2.2

WCBS-AM, New York                     2.0

WINS-FM, Middlesex                      1.7

WCBS-AM, Middlesex                     1.2

WNOH, Norfolk                             .8

WDCH, Baltimore                          .6

WRAL-HD3, Raleigh                       .2

WYTS, Columbus                          .1

“Holiday” 2022 6+ Fluctuation from December 2022

WINS-FM, New York                      4.6   +.4

KYW, Philadelphia                         6.2   +.4

WCBS-AM, Long Island                  3.8   +.4

KNWN, Seattle                              5.5   +.3

WBZ-AM, Boston                          4.8   +.1

WINS-FM, Long Island                   3.0   +.1

WYTS, Columbus                          .1     Flat

WTOP & WTLP, Washington            7.8   -.8

KCBS-AM & KFRC, San Francisco    6.7   -.7

WNOH, Norfolk                             .8     -.7

KNX-FM, Los Angeles                     2.5   -.4

KRLD-AM, Dallas                          2.2   -.3

WCBS-AM, New York                     2.0   -.2

WBBM-AM & WCFS, Chicago          4.8   -.1

WWJ, Detroit                                4.5   -.1

WDCH, Baltimore                          .6     -.1

WRAL-HD3, Raleigh                       .2     -.1

KCBS-AM & KFRC, San Jose           7.0   -.1

WINS-FM, Middlesex                      1.7   -.1

WCBS-AM, Middlesex                     1.2   -.1

“Holiday” 2022 By Market Rank  

KCBS-AM & KFRC, San Francisco    6.7   #2

KCBS-AM & KFRC, San Jose           7.0   #2

WTOP & WTLP, Washington            7.8   #3

KYW, Philadelphia                         6.2   #3

KNWN, Seattle                              5.5   #3

WBBM-AM & WCFS, Chicago          4.8   #4

WINS-FM, New York                      4.6   #5

WBZ-AM, Boston                          4.8   #6

WWJ, Detroit                                4.5   #7

WCBS-AM, Long Island                  3.8   #7

WINS-FM, Long Island                   3.0   #10

KNX-FM, Los Angeles                     2.5   #12

WINS-FM, Middlesex                      1.7   #14

WRAL-HD3, Raleigh                       .2     #16

WCBS-AM, New York                     2.0   #17

WCBS-AM, Middlesex                     1.2   #18

KRLD-AM, Dallas                          2.2   #20

WDCH, Baltimore                          .6     #20

WNOH, Norfolk                             .8     #20

WYTS, Columbus                          .1     #22

  • One of every two (50%) all-news facilities finished in the top ten (“Holiday” 2022, 6+).

“Holiday” 2021 6+ Share (Highest to Lowest)

KCBS-AM & KFRC, San Francisco    6.7

WBZ-AM, Boston                          6.5

WTOP & WTLP, Washington            6.4

WBBM-AM & WCFS, Chicago          5.6

KNWN, Seattle                              5.5

KCBS-AM & KFRC, San Jose           5.4

WWJ, Detroit                                5.0

KYW, Philadelphia                         4.7

WINS, New York                            4.4

WCBS-AM, Long Island                  3.1

KNX-FM, Los Angeles                     2.8

WINS, Long Island                         2.7

WCBS-AM, New York                     2.6

KRLD-AM, Dallas                          1.6

WCBS-AM, Middlesex                     1.6

WINS, Middlesex                           1.1

WNOH, Norfolk                             .4

WDCH, Baltimore                          .1

WMMS-HD2, Cleveland                  .1

WYTS, Columbus                          .1

“Holiday” 2021 6+ Fluctuation from December 2021

WINS, New York                            4.4   +.6

WCBS-AM, New York                     2.6   +.4

KNX-FM, Los Angeles                     2.8   +.2

KNWN, Seattle                              5.5   +.2

KYW, Philadelphia                         4.7   +.1

WINS, Middlesex                           1.1   +.1

WCBS-AM, Middlesex                     1.6   +.1

WNOH, Norfolk                             .4     +.1

KCBS-AM & KFRC, San Francisco    6.7   Flat

WYTS, Columbus                          .1     Flat

WTOP & WTLP, Washington            6.4   -.4

WBZ-AM, Boston                          6.5   -.4

KRLD-AM, Dallas                          1.6   -.3

WCBS-AM, Long Island                  3.1   -.2

WDCH, Baltimore                          .1     -.2

KCBS-AM & KFRC, San Jose           5.4   -.2

WBBM-AM & WCFS, Chicago          5.6   -.1

WWJ, Detroit                                5.0   -.1

WINS, Long Island                         2.7   -.1

WMMS-HD2, Cleveland                  .1     -.1

“Holiday” 2021 By Market Rank  

WBBM-AM & WCFS, Chicago          5.6   #3

KCBS-AM & KFRC, San Francisco    6.7   #3

WBZ-AM, Boston                          6.5   #3

KNWN, Seattle                              5.5   #3

WTOP & WTLP, Washington            6.4   #4

WWJ, Detroit                                5.0   #4

KCBS-AM & KFRC, San Jose           5.4   #4

WINS, New York                            4.4   #5

KYW, Philadelphia                         4.7   #6

WCBS-AM, Long Island                  3.1   #8

KNX-FM, Los Angeles                     2.8   #11

WCBS-AM, New York                     2.6   #13

WINS, Long Island                         2.7   #13

WCBS-AM, Middlesex                     1.6   #19

WMMS-HD2, Cleveland                  .1     #21

WYTS, Columbus                          .1     #20

WNOH, Norfolk                             .4     #22

WINS, Middlesex                           1.1   #23

KRLD-AM, Dallas                          1.6   #26

WDCH, Baltimore                          .1     #32

  • Mirroring what happened in “Holiday” 2022, half the all-news facilities placed in the top ten (“Holiday” 2021, 6+).

“Holiday” 2020 6+ Share (Highest to Lowest)

KCBS-AM & KFRC, San Francisco    8.1

WTOP & WTLP, Washington            8.1

WBBM-AM & WCFS, Chicago          6.8

WBZ-AM, Boston                          6.5

KCBS-AM & KFRC, San Jose           5.6

KYW, Philadelphia                         5.4

KOMO, Seattle                              4.6

WWJ, Detroit                                4.5

WINS, New York                            3.6

KNX, Los Angeles                          3.2

WCBS-AM, Long Island                  2.9

WCBS-AM, New York                     2.7

WINS, Long Island                         2.6

WCBS-AM, Middlesex                     2.4

WBZ-AM, Providence                       1.4

KRLD-AM, Dallas                           1.3

WINS, Middlesex                            1.2

WNOH, Norfolk                             1.2

WDCH, Baltimore                          0.8

WMMS-HD2, Cleveland                  0.1

“Holiday” 2020 6+ Fluctuation from December 2020

KYW, Philadelphia                         5.4   +.5

WBZ-AM, Providence                       1.4   +.4

WINS, New York                            3.6   +.3

WCBS-AM, Middlesex                     2.4   +.3

WNOH, Norfolk                             1.2   +.3

WCBS-AM, New York                     2.7   +.2

WINS, Middlesex                           1.2   +.2

WBBM-AM & WCFS, Chicago          6.8   Flat

KRLD-AM, Dallas                          1.3   Flat

WMMS-HD2, Cleveland                  0.1   Flat

WTOP & WTLP, Washington            8.1   -1.6

KCBS-AM & KFRC, San Jose           5.6   -1.4

KCBS-AM & KFRC, San Francisco    8.1   -1.0

KOMO, Seattle                              4.6   -.7

WCBS-AM, Long Island                  2.9   -.7

WWJ, Detroit                                4.5   -.6

WBZ-AM, Boston                          6.5   -.3

WINS, Long Island                         2.6   -.3

KNX, Los Angeles                          3.2   -.1

WDCH, Baltimore                          0.8   -.1

“Holiday” 2020 By Market Rank  

WBZ-AM, Boston                          6.5   #2

WBBM-AM & WCFS, Chicago          6.8   #3

KCBS-AM & KFRC, San Francisco    8.1   #3

WTOP & WTLP, Washington            8.1   #3

KCBS-AM & KFRC, San Jose           5.6   #4

KYW, Philadelphia                         5.4   #5

KOMO, Seattle                              4.6   #6

WWJ, Detroit                                4.5   #6

WINS, New York                            3.6   #7

KNX, Los Angeles                          3.2   #9

WCBS-AM, New York                     2.7   #12

WCBS-AM, Long Island                  2.9   #12

WNOH, Norfolk                             1.2   #12

WINS, Long Island                         2.6   #13

WBZ-AM, Providence                       1.4   #13

WCBS-AM, Middlesex                     2.4   #14

WMMS-HD2, Cleveland                  0.1   #17

WDCH, Baltimore                          0.8   #21

WINS, Middlesex                           1.2   #22

KRLD-AM, Dallas                          1.3   #24

All-News Composite Arranged By Market Rank    

                                                  “Hol” 2020     “Hol” 2021     “Hol” 2022     “Hol” 2023

WINS-FM, New York                      3.6   #7           4.4   #5           4.6   #5           3.9   #9

WCBS-AM, New York                     2.7   #12         2.6   #13         2.0   #17         1.6   #19

KNX-FM, Los Angeles                     3.2   #9           2.8   #11         2.5   #12         2.5   #12

WBBM-AM & WCFS, Chicago          6.8   #3           5.6   #3           4.8   #4           4.9   #4

KCBS-AM & KFRC, San Francisco    8.1   #3           6.7   #3           6.7   #2           5.7   #3

KRLD-AM, Dallas                          1.3   #24         1.6   #26         2.2   #20         1.4   #27

WTOP & WTLP, Washington            8.1   #3           6.4   #4           7.8   #3           6.3   #4

KYW, Philadelphia                         5.4   #5           4.7   #6           6.2   #3           4.7   #6

WBZ-AM, Boston                          6.5   #2           6.5   #3           4.8   #6           4.7   #5

KNWN, Seattle                               4.6   #6           5.5   #3           5.5   #3           2.3   #20

WWJ, Detroit                                4.5   #6           5.0   #4           4.5   #7           4.3   #9

WINS-FM, Long Island                   2.6   #13         2.7   #13         3.0   #10         3.3   #9

WCBS-AM, Long Island                  2.9   #12         3.1   #8           3.8   #7           2.5   #12

WDCH, Baltimore                          .8     #21         .1     #32         .6     #20         .8     #22

WTOP & WTLP, Baltimore               DNA DNA        DNA DNA        DNA DNA        1.0   #20

WMMS-HD2, Cleveland                  .1     #17         .1     #21         DNA DNA        DNA DNA

WYTS, Columbus                          DNA DNA        .1     #20         .1     #22         DNA DNA

WRAL-HD3, Raleigh                       DNA DNA        DNA DNA        .2     #16         .2     #24

KCBS-AM & KFRC, San Jose           5.6   #4           5.4   #4           7.0   #2           4.5   #4

WINS-FM, Middlesex                      1.2   #22         1.1   #23         1.7   #14         1.8   #13

WCBS-AM, Middlesex                     2.4   #14         1.6   #19         1.2   #18         1.0   #18

WBZ-AM, Providence                       1.4   #13         DNA DNA        DNA DNA        DNA DNA

WNOH, Norfolk                             1.2   #12         .4     #22         .8     #20         .2     #24

Notes

  • WINS-AM, New York added FM simulcast WINS-FM on October 27, 2022
  • KNX-AM, Los Angeles added FM simulcast KNX-FM on December 21, 2021
  • KRLD-AM, Dallas and WBZ-AM, Boston are news – talk hybrids
  • KOMO, Seattle changed calls to KNWN on February 2, 2022
  • WDCH, Baltimore is business news
  • WMMS-HD2, Cleveland and WNOH, Norfolk are Black Information Network affiliates
  • “DNA” indicates a station “Did Not Appear” in that particular survey and/or wasn’t a Nielsen Audio subscriber in that sweep
  • All above data is based on news stations that appeared in the top twenty in at least one of the four “Holiday” survey periods noted (2020, 2021, 2022, 2023)

Contact managing editor Mike Kinosian at Mike.Kinosian@gmail.com

Industry News

Crossover Media Group Acquires Equity Interest in Take On The Day LLC

Production and audio ad rep firm Crossover Media Group announces it is acquiring an equity interest in Take On The Day, LLC, owner of the “Dr. Laura Program” on SiriusXM and the “Dr. Laura’s Call of the Day” and “Dr. Laura’s Deep Dive” podcasts, all hosted by Dr. Laura Schlessinger. This transactionim 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.”

Industry News

Round Four of Holiday 2023 PPM Ratings Released

imThe fourth of four rounds of ratings data from Nielsen Audio’s Holiday 2023 PPM survey has been released for 12 markets including Austin, Raleigh, Indianapolis, Milwaukee, Nashville, Providence, Norfolk, Jacksonville, West Palm Beach, Greensboro, Memphis, and Hartford. The survey period covers December 7, 2023 – January 3, 2024. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Raleigh, iHeartMedia’s news/talk WTKK-FM falls a full share to finish with a 5.0 share (weekly, 6+ AQH share) that leaves it ranked #5, while Curtis Media’s news/talk WPTF loses two-tenths for a .6 share finish good for the #22 rank. In Milwaukee, iHeartMedia’s news/talk WISN sheds six-tenths to wrap the survey with a 9.0 share, but remains ranked #1 for the fourth consecutive survey, while Good Karma Brands’ news/talk WTMJ declines 1.2 shares for a 6.4 share finish that leaves it ranked #5. In Nashville, Cumulus Media’s news/talk WWTN-FM falls four-tenths to a 3.9 share good for the #12 rank, while iHeartMedia’s news/talk WLAC-AM dips three-tenths to a 1.2 share and remains ranked #19. See Mike Kinosian’s Ratings Takeaways for this group of markets – as well as the other 36 markets – here.

Industry News

Round Three of Holiday 2023 PPMs Released

imThe third of four rounds of ratings data from Nielsen Audio’s Holiday 2023 PPM survey has been released for 12 markets including Portland, Charlotte, San Antonio, Sacramento, Pittsburgh, Salt Lake City, Las Vegas, Orlando, Cincinnati, Cleveland, Kansas City, and Columbus. The survey period covered December 7, 2023, through January 3, 2024. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways for this group of markets. In Portland, Alpha Media’s news/talk KXL-FM falls a full share to a 4.9 share (weekly, 6+ AQH share) dropping from the #3 rank to #6, while iHeartMedia’s news/talk KEX-AM loses one-tenth to finish with a 1.1 share good for the #21 rank. In San Antonio, iHeartMedia news/talk WOAI dips three-tenths to a 2.4 share good for the #15 rank, while Alpha Media’s news/talk KTSA sheds two-tenths to finish with a 1.8 share and is steady at the #19 rank. In Salt Lake City, Bonneville’s news/talk KSL-AM/FM declines 2.8 share for a 3.6 share finish that leaves it ranked #9, while iHeartMedia news/talk KNRS-AM/FM dips six-tenths to a 2.2 share good for the #17 rank. See Mike Kinosian’s complete Ratings Takeaways from this group of markets here.

Industry News

TALKERS News Notes

OutKick announces that FOX News contributor, New York Times best-selling author and former professional wrestler, Tyrus, a.k.a. George Murdoch, joins the platform to host the new show, “Maintaining with Tyrus.” The first episode launches on February 1 featuring a sit-down with talk TV host Piers Morgan, followed by interviews with Wolf of Wall Street inspiration Jordan Belfort, and “How America Works” host Mike Rowe.

ESPN is expanding the reach of its ESPN podcast offerings starting January 29 as ESPN2 will televise an ESPN video podcast every weekday from 2:00 pm to 3:00 pm ET. The premiering lineup will include: “First Draft,” “The Hoop Collective,” “The Lowe Post,” “The Mina Kimes Show” and “The Elle Duncan Show.” Mike Foss, ESPN SVP, production says, “This strategic content initiative provides our ESPN podcasts with a tremendous opportunity for continued growth and audience expansion, while simultaneously lending compelling content to our ESPN2 television lineup.”

New England Public Media promotes Elizabeth Román to managing editor – daily and digital news. NEPM says, “Although her title did not dramatically change, her responsibilities have evolved and Román will now be taking the lead on delivering daily news programming on the radio, NEPM website and social media channels.” Román says, “As a lifelong Springfield resident and Western Massachusetts native. I’m excited to continue working with our skilled news department to bring you even more stories that highlight the needs, concerns and successes of the people living and working in this community.”

Cumulus Media’s Westwood One is presenting play-by-play coverage of this weekend’s NFL Conference Championships presented by lead sponsor Intuit Turbo Tax. Doubleheader coverage begins with the pregame show at 2:00 pm ET on Sunday before the Kansas City Chiefs and the Baltimore Ravens meet for the AFC Championship game and the Detroit Lions battle the San Francisco 49ers in the NFC Championship game.

Industry News

Round Two of Holiday 2023 PPMs Released

imThe second of four rounds of ratings data from Nielsen Audio’s Holiday 2023 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey period covered December 7, 2023 – January 3, 2024. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM dips four-tenths to a 3.1 share (weekly, 6+ AHQ share) but remains ranked #9, while Hubbard Broadcasting’s all-news WTOP-FM loses three-tenths to finish with a 6.3 share good for the #4 rank. In Boston, iHeartMedia’s news/talk WRKO added two-tenths for a 3.1 share finish that lifts it to the #9 rank, while sister all-news WBZ-AM declines four-tenths to a 4.7 share but remains ranked #5. In Detroit, Cumulus Media’s news/talk WJR rises one-tenth to a 2.4 share and climbs to the #15 rank, while Audacy’s all-news WWJ is steady at a 4.3 share and remains ranked #9. See Mike Kinosian’s complete Ratings Takeaways from this group of markets here.

Industry News

TV and Radio Legend Charles Osgood Dies at 91

The broadcasting industry is mourning Charles Osgood, who passed away on Tuesday (1/23) at his home in New Jersey at age 91 after a battle with dementia. Osgood spent 45 years of his broadcasting career at CBS News, hosting the iconic “CBS Sunday Morning” program from 1994 through 2016.im During his CBS career, he appeared on every CBS News program including “CBS Morning News,” the “CBS Evening News with Dan Rather” and the “CBS Sunday Night News.” For almost 46 years he produced his nationally syndicated radio feature, “The Osgood File,” from which he signed off with his signature phrase, “I’ll see you on the radio.” As Osgood was preparing to retire from “CBS Morning News” in 2016, he was a guest on TALKERS magazine founder Michael Harrison’s podcast. You can listen to that program here. Also, TALKERS magazine managing editor Mike Kinosian – then serving as special features editor for Inside Radio – had the opportunity to profile Osgood. You can read that here.

Industry News

Round One of Holiday 2023 PPM Ratings Released

imThe first of four rounds of ratings data from Nielsen Audio’s Holiday 2023 PPM survey has been released for 12 markets including New York, Los Angeles, Chicago, San Francisco, Dallas, Houston, Atlanta, Philadelphia, Nassau-Suffolk (Long Island), Riverside-San Bernardino-Ontario, San Jose, and Middlesex-Somerset-Union (New Jersey). The ratings period covered December 7, 2023 – January 3, 2024. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In New York, Red Apple Media’s news/talk WABC adds two-tenths to finish with a 3.0 share (weekly, 6+ AQH share) and remains ranked #11, while iHeartMedia’s news/talk WOR tacks on one-tenth for a 1.2 share finish good for the #21 rank, and Audacy’s all-news WINS-FM falls two-tenths to a 3.9 share but rises to the #9 rank. In Los Angeles, iHeartMedia news/talk KFI loses half a share to finish with a 4.6 share pulling it from the #2 to the #4 rank, while Audacy’s all-news KNX-AM/FM loses two-tenths to finish with a 2.5 share good for the #12 rank. In Chicago, Nexstar Media Group’s news/talk WGN-AM dips two-tenths for a 2.6 share finish leaving it ranked #11, while Cumulus Media’s news/talk WLS-AM is steady at a 1.7 share good for the #19 rank, and Audacy’s all-news WBBM-AM/WCFS-FM loses three-tenths to finish with a 4.9 share and remaining ranked #4. See Mike Kinosian’s complete Ratings Takeaways here.

Features

Remembering Charles Osgood

By Mike Kinosian
TALKERS magazine
Managing Editor

imDespite his seemingly nonchalant, bad boy on-air persona, David Letterman is exceptionally respectful of broadcasting and its history.

An easily discernable gleam could be seen in the late-night talk host’s eyes when – in 1993 – he formally announced he was jumping to CBS-TV.

One would be naïve not to think that the astonishingly lucrative payday played a significant part in his exhilaration, but Letterman was genuinely enthusiastic about joining the “Tiffany Network.” The entertainment division helped sculpt that vaulted reputation, but the Eye Network’s image was also greatly enhanced by its stellar news department.

Names of those who’ve graced CBS news broadcasts read like a veritable “Who’s Who” of the industry, with the incomparable Walter Cronkite at the very top.

Additionally, there’s Murrow. Sevareid. Collingwood. Rather. Reasoner. Wallace. Edwards. Kuralt. Safer. Mudd. Bradley. Schieffer. Stahl. Rooney. Burdett. Pauley. Hottelet. Chung. Threlkeld. O’Donnell. That just scratches the surface.

Perhaps no one on that – or any similar – list is more erudite, witty and thought provoking than Charles Osgood (Wood).

In a special April 18, 2005 NAB presentation in Las Vegas, the man who did as much for boosting bowtie sales (far pre-dating Tucker Carlson) received the Paul White Award from the RTNDA.

Established in 1956, the recognition carries on the name of CBS’ first news director.

Illustrious company

Past Paul White Award recipients have included Edward R. Murrow, Dan Rather, Bob Schieffer, Ed Bradley, Tom Brokaw, Ted Koppel, Peter Jennings, and Jane Pauley, who succeeded Osgood on CBS-TV’s “Sunday Morning” in 2016. Osgood humbly noted, “I’ve known about the Paul White Award for a long time and have been there to see others get it. It’s obviously a very distinguished company I join. I was there when [former CBS News Division President] Richard Salant [received] it and certainly regard it with a lot of respect. If you hang around long enough, it finally gets to be your turn.”

There’s a parallel with this recognition and Osgood’s 1990 induction to the NAB Hall of Fame. “[Neither] one is the kind of thing you campaign for,” he remarked. “The first I heard about it is when they called and told me it happened. There’s no tension about it and no disappointment that you didn’t get it.”    

Mistaken identity

Rich, God-given voice with which Osgood was blessed became evident at an early age. “My dad was a textile salesman and executive. His name was Charles Osgood Wood – I’m actually Charles Osgood Wood, the third. I’d answer the phone and the person on the other end would [automatically assume they were talking to my father]. He and I talked almost exactly alike.” 

Somewhat of a built-in schizophrenia existed in the famed broadcaster. A friend with whom he’d frequently play tennis noticed that when the multiple Peabody and Emmy Award winner screwed up he’d say, “Come on Osgood.” As a result, “I’d be harder on ‘Osgood’ than I would be on ‘Wood.’ You don’t talk to yourself when you do something right – you just sort of smile.”

Distinctive difference

Understandably, the natural tendency was to automatically link the instantly likable Osgood to CBS for his impeccable long-running role as voice/writer of CBS Radio’s “The Osgood File” and for hosting duties of CBS-TV’s “Sunday Morning.” In addition, he spent six years (1981-1987) as anchor of “The CBS Sunday Night News.”

Many, however, forget that predating those résumé credits, he toiled for ABC.

When he began there, ABC – as luck would have it – already had an announcer named Charles Woods. “In those days, some staff announcers did newscasts,” Osgood explained. “They hired me, but said they didn’t want to have a Charles Woods and a Charles Wood. When they told me to pick a name, I used my middle name as my last name. It’s worked out well and is a little more distinctive and professional.”

Safe haven

Selection of another type made a great impact on his life, as the broadcaster with the industry’s most stylish writing style was an Economics major at New York’s Fordham University. “I never really had an idea that this is what I was cut out to do,” Osgood candidly stated. “As a result, I never took any writing or editing courses. When I started [in broadcasting], I really hung on by my fingernails and just did it the best way I could think of. It took more than a couple of years to get a sense of what I could do. If I’d started the kinds of things in journalism school that I do now, they would have said, ‘No – that’s not how you do it.’ I would have had it drummed out of me early on.” 

Thankfully though, someone realized a broadcaster existed within Osgood and the New York native became actively involved at Fordham’s campus radio station. “That was my locker – the place I’d go between classes,” he pointed out. “At least in those days, regardless of your [declared major], you really majored in Philosophy. You learned things like ethics, logic and cosmology. That really turned out to be pretty useful for what I’m doing.”

Never was there a moment’s regret for the father of five that he didn’t pursue a career in economics. “I’m not even sure I understood what economics was when I decided to make it my major,” Osgood sheepishly admitted. “I knew it had something to do with money and I thought it would be good to know something about that.” 

Sailing with Uncle Walter

As things eventuated, it was immaterial that Osgood never took any college journalism courses. “I went to the best school of broadcast journalism that you could go to, [because] I got to work with Walter Cronkite and a pretty potent lineup of [other] people,” Osgood asserted. “I was often in the same room and could see how Walter’s mind worked and his idea of telling a story. He’s the most centered guy you’re ever going to meet and is very tough.”

Fabled anchorman Cronkite was also managing editor of “The CBS Evening News,” a responsibility he took very seriously. “He was a newsman and kept asking questions of everybody; I have all the respect in the world for him,” Osgood reverently recalled of Cronkite, who was 92 when he died in 2009. “Within a year after I went to work in the CBS newsroom, I found myself sailing in a boat with Walter Cronkite. I felt like I died and went to heaven.” 

Mid-1950s on-air job at Washington, DC classical outlet WGMS enabled Osgood to display his familiarity with – and dexterity to handle –  names like Nikolay Rimsky-Korsakoff. “I really did like that kind of music,” the long time ASCAP member emphasized. “They [eventually] gave me a job that was like the assistant to the GM. It paid all of about $25 a week, but I learned a little bit about station management. WGMS was sold to RKO General and I ended up being program director and, for a time, co-manager.”

Ahead of its time

Also dotting Osgood’s notable vitae is a 1963 stint as general manager of Hartford’s WHCT, the country’s first pay television station. “It was an over-the-air station that CBS owned at one time. It had a mechanism that would encode both picture and sound.”

Subscribers paid $125 for a decoder that needed to be attached to their television set; however, Osgood readily conceded it wasn’t exactly the ideal system. “Color was starting to come on strong, but this only worked in black and white, [so] we had a few strikes against us going in. We were, however, able to play ‘subsequent first-run’ movies – [films] that hadn’t yet been seen in local theaters.”

A tape inside the decoder recorded what a subscriber watched and customers were sent a bill once a month. “The system as an experiment failed, but it was not a bad idea,” Osgood maintained. “Now, of course, we have pay-per-view television, which is essentially the same thing.” 

Shared versus singular responsibilities

Each Osgood-fronted “Sunday Morning” broadcast concluded with the affable host reminding viewers that he would, “See you on the radio,” which was his way of reinforcing that radio is a visual medium. “You create pictures in your own mind and those are much richer than the ones that can be shown on television,” Osgood contended. “On television, what you see is what you get and [that medium] is very pre-occupied with the picture. There’s often wonderful writing there, but television people don’t tend to think about that or the sound at all.”

Images are their main focus and having had vast experience in each medium, Osgood opined that radio is a much more individual effort. “You decide what you’re going to do; you write it; and you do it. You can take all the credit or blame for whatever you do on radio. Television is a collaborative process. There are producers, writers and photographers. One person really can’t take any bows.”

Demanding schedule

One hour separated each of his four daily “Osgood File” features. The general rule was that Osgood didn’t start writing the next one until he finished delivering the last. “If it takes more than an hour, I’m in a lot of trouble,” he deadpanned. “I have to write it in somewhat less than an hour.”

Preparation for that Monday through Friday workday ritual began at the petrifying time of 2:30 am. “It somehow always feels like a horrible mistake when the alarm goes off then,” Osgood declared in his perfectly inflected trademark delivery. “I’m usually in the office at 4:30 am. I have to get my ducks in a row before [doing the first piece] so I know what I’m going to do the rest of the morning. You spend part of that time reading to see what’s there in the way of tape and to see what news stories are of interest that morning.” 

Newspapers, wire sources and the internet provided plenty of possibilities, so Osgood didn’t start worrying about what he was going to put on paper until he arrived at the office. “The news is a constantly refreshing source of material,” he commented. “If you’re doing something that has to last for a long time, you have a different problem. It’s just a question of what you can get your teeth into.”

Road to Sunday Morning

Four-year tour of duty (1967 – 1971) as morning anchor/reporter at New York City’s all-news WCBS-AM got Osgood accustomed to getting up early; he had the luxury of sleeping in until 4:30 am each Sunday. “You have no idea how much later 4:30 am is than 2:30 am,” he convincingly put forth. “I don’t have to get up early on Saturdays. There are [‘Osgood File’] shows, but they’re repeats of things that were done during the week. It’s a great delight to wake up on a Saturday and then realize I can go back to sleep, but it’s still never that late. I get up by 7:00 am.”

Energetic Osgood actually preferred a slow news day when it came to doing his 90-minute Sunday television broadcast. “I’m certain I’m the only network TV anchor who hopes there’s no news. We’ve worked on the show all week and want to do the broadcast that was planned. Some of our shows have themes or, at least, have connections between the pieces. If there’s a big story, you might have to throw something out and that may – or may not – hold up the following week.”                                                    

Succeeding Charles Kuralt as host of “Sunday Morning” nearly 30 years ago (4/10/1994) was a tough act for Osgood to follow, especially since he viewed “On The Road” legend Kuralt as a great personal hero. “He was one of the best who ever came along,” Osgood succinctly stressed. “Charles was a country boy with that wonderful North Carolina accent and had a way of using the language. I thought he was simply terrific. He taught me a lot, [including] not to imitate or copy what you hear. He was in control of every sentence he put down and had an idea of how he wanted to come across to the audience; he was really brilliant.”

Admiration for his predecessor

No advance notice was given to Osgood that his colleague – who would die of complications from lupus in 1997 at just 62 – was planning to leave the Sunday morning show. “I remember getting up one day at the usual hour and putting on my socks in a dark room,” Osgood recollected. “I had the radio on and heard Charlie had announced his retirement. That was terrible news and it never even occurred to me that CBS might ask me to replace him. For one thing, I was older than Charles [by approximately 20 months]. You don’t replace a person who retires with someone older, but that’s what happened. The real reason I got the job was they needed someone whose first name is Charles.”       

Sunday’s audience was conditioned to expect a high-level broadcast, and Osgood acknowledged that made the transition much easier. “As long as I didn’t try to be Charles and try to do an imitation of him, I thought I’d be okay [provided] the audience would put up with me long enough to get used to me.”

Certain things about the CBS-TV show were the same every week. “When we change something, the audience usually doesn’t like it at first,” Osgood contended. “It was especially daunting for me at the beginning because [Kuralt] was so terrific.” 

All tied up

Play a visual word association game about Osgood and “bowtie” will invariably be the first response, but he viewed that fashion statement as a relatively new choice. “I’ve only been doing it for 20 years,” he quipped tongue-in-cheek.

It all began when he wore a clip-on bowtie to work one day. CBS-TV “Evening News” writer John Mosedale admonished Osgood to never wear a clip-on. “He actually walked me into the men’s room and taught me how to tie a bowtie. When you teach an old dog a new trick, he wants to keep doing it. I wear a bowtie when I do speaking dates or television. The excuse I use for my attire is that I get dressed in the dark.”

Write stuff

This author of six books (the last one, 2004’s “Defending Baltimore Against Enemy Attack”) also formerly wrote a “USA Weekend” column and a King Features’ syndicated column. Moreover, he had a full plate with four daily CBS Radio shows (via Westwood One) and a weekly morning television show. “I always have a book that I’m either thinking about or actually in the process of writing,” CBS’ “Poet In Residence’ disclosed. “I’ve been talking with publishers about several book ideas, but they’re not far enough along to really [discuss] at this point. The [leisure time] thing I do more than anything else is fooling around at the piano; I like doing that.”

Unexpected situations like receiving the Paul White Award; being inducted into the NAB Hall Of Fame; and replacing Charles Kuralt as host of CBS Sunday Morning seemed to be the norm for the 1999 International Radio & Television Society Foundation award winner for Significant Achievement.

Long-range plans

With that as a backdrop, it was noteworthy that Osgood never considered himself to be a permanent replacement for Dan Rather on the “CBS Evening News” – a job that would eventually go to Katie Couric in 2006. “I’m not a candidate for anything,” Osgood vehemently insisted to me in our conversation, “[although] I do think it’s important that the ‘CBS Evening News’ be our flagship show. When they asked Bob Schieffer what he thought about doing ‘The Evening News,’ he said it was something to keep him busy until he was old enough to be on ‘60 Minutes.’”   

More than satisfied to have carried on with his radio and television assignments, Osgood – who had a summer residence in France – didn’t look forward to retirement. “I like vacations, but I like them because they are vacations. It’s nice to get away from work, but that’s only if you’re working. I hope they realize I intend to continue to do this for a long time. If it stops being fun, that’s when it’s time to hang it up.”

Mike Kinosian can be emailed at Mike.Kinosian@gmail.com

Industry News

Nexstar Media Group Launches NewsNation Audio Network

Nexstar Media Group announces that its NewsNation cable news channel launches the NewsNation Audio Network, a service that provides ready-to-air audio clips for participating radio stations and audio platforms. The company says, “Leveraging the vast newsgathering resources of NewsNation, the newim audio service provides radio stations access to NewsNation content. The NewsNation Audio Network will offer an ongoing, daily service of audio clips featuring coverage from its reporters and breaking news stories from across the nation and around the globe. Radio newsrooms can sign up for access at NewsNationAudio.com. Audio can be downloaded at NewsNationAudio.com or can be delivered directly to newsroom systems including NewsBoss.”

Industry Views

Pending Business: One Billion and Counting

By Steve Lapa
Lapcom Communucations Corp
President

imLet’s talk streaming because I don’t get what is happening. Maybe you do.

Talk shows place decent cameras in the radio studio, maybe one in the control room, possibly a third at a “producer’s” desk, a flat screen or two with cool visuals in the background to fulfill the coolness quotient, push the video stream to YouTube or another platform and wait for the throngs of followers to find the talk radio show, view, subscribe and stay with it until the numbers are staggering.

Sometimes the video stream is promoted on air or your station’s website and the expectation is the online audience will skyrocket. After several months, the viewer numbers don’t skyrocket, or maybe the numbers develop modestly, but sales becomes the art of packaging. Because the scale necessary to move the sales needle is still not happening.

This is not a hypothetical. This is happening today at some of the best radio stations delivering high-level radio programming in markets of all sizes around the country. Why do we struggle with how to turn the best radio programming in the world into competitive online video content?

The short answer is great talk radio programming is just that: great radio programming. But herein lies the dilemma. Great talk radio talent, in any format, are natural masters of the foundational elements that can make their YouTube, Rumble, and other social media video platforms gain audience and successfully generate revenue.

Let’s identify the most important reason why:

1. Authentic. Show me one successful talk radio host in any talk radio format who does not exude “authentic.” Agree or disagree with the host on politics, sports, finances or fishing, great talk show hosts are authentic, and their audience can sense the passion coming through in every show. Now, let’s identify the nasty four-letter word, stopping many great talk talents and their content from performing competitively on current social media video platforms. That four-letter word?

2. Show. Most great talk radio talents understand what it takes to put on a great “show.” Mechanics, formatics, and unique skills are developed over time designed to maximize Nielsen performance. But often, many of these – forgive me here – old media “show” skills are not relevant to the huge audience now consuming 1 billion hours of YouTube video every day. Yet we persist and video stream the radio “show” with the expectation an online audience will skyrocket, sales will explode, and the future is as easy as hitting the send button. It just does not work that way.

The radio industry has developed many of the greatest “authentic” talents in the world. How will we plan for a future that has billions of hours of consumption?

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com.

Industry News

TALKERS News Notes

Cable news network NewsNation launches a new Sunday public affairs program titled, “The Hill Sunday with Chris Stirewalt.” The show will debut on March 3 at 10:00 am ET. NewsNation president of news Michael Corn states, “We are delighted that Chris will be joining the new weekend lineup. He is a legendary figure in Washington and one of the most respected, intelligent, and well-sourced journalists covering U.S. politics.”

Digital sports platform OutKick announces that it finished 2023 with the most growth year over year amongst its competitive set in total multiplatform unique visitors, delivering a monthly average of 7.2 million total multiplatform unique visitors, up 65% versus 2022, according to Comscore. OutKick founder Clay Travis says,“2023 was a tremendous year for OutKick. We’ve added new shows, top-tier talent, and most importantly continued to generate engaging content with a roster that’s unfiltered and fearless.”

PodcastOne renews the exclusive sales and distribution rights for the “Our Fake History” podcast, created and hosted by Canadian high school history teacher Sebastian Major. PodcastOne chief content officer Eli Dvorkin says, “We’re thrilled to continue our long-term relationship with Sebastian and ‘Our Fake History.’ This podcast is a leader in debunking or verifying historical myths and legends while instilling the sort of knowledge that makes any listener just that much smarter.”