By Walter Sabo
EDITORS NOTE: In response to market demand, Sabo Media has launched a new service: “Trajectory Check.” It determines if your talk station or talk show has the elements in place for a strong Fall book. The new service monitors your show or station and checks for over 30 health markers that are consistent with winning talk shows. It is a one time only engagement that can be activated today. There is no long term commitment. In a national monitor of top shows and stations — all losing cume — the opportunities for cume growth are simple to enact if put in place right now. On AM, once the cume is gone, it’s gone for good. “Trajectory Check” is designed to stop cume decline.
NEW YORK — Since the advent of PPM, many programmers have ceased worrying about certain elements that were deemed vital to the diary method but are now considered unimportant in the age of PPM. They are especially ignoring past-proven, cume-builders based on the premise that once people are listening — you already got ‘em. This is a huge mistake. Unless you have a major billboard, TV and newspaper advertising campaign in place you cannot afford to waste the power of your own air in generating cume.
By Holland Cooke
News/Talk/Sports Radio Consultant
BLOCK ISLAND, RI — With 2013 expense budgets now in umpteenth revision, this reminder: Be there or be square.
After all the sub-freezing days and nights that chill much of the USA this time of the year – and various off-season trades and free agent signings – The Boys of Summer will be a welcome sound come March.
Yet too few baseball stations establish a presence at their teams’ spring training camps. Smart baseball stations are cheerleaders, and really smart baseball stations start cheering a month before opening day, when every team is in 1st place.
Five reasons this has value:
By Walter Sabo
NEW YORK — Each talk host has a unique set of life experiences, opinions and feelings. When a host is encouraged and allowed to express their unique world view, the result is compelling radio and the cume grows. Tragically, and it is tragic, at some point most hosts are told to “sound more like…” or “did you hear so and so today?”
The reason Howard Stern, Rush Limbaugh, Dr. Laura have been so successful is that they copy no one. You may be surprised to learn that Howard Stern has never listened to most of the other hosts he’s bashed.
When working with talent it is never wise to encourage them to listen to other hosts because it destroys their internal navigation system. Each host has stories they want to tell, ideas they want to present and blessed opinions that must be heard. When they are forced to monitor other hosts, their own instincts soften and ultimately crumble.