Industry News

TALKERS News Notes

Condolences to WBEN-AM, Buffalo afternoon drive host Tom Bauerle on the passing of his mother Dorothy, who died on March 6 at age 90. Bauerle had been hosting his program from his mother’s home while he served as her round-the-clock caregiver. Bauerle says his listeners may have been aware that he was working from his mother’s home, but he didn’t make a big deal out of it. He tells TALKERS, “I just very much believe that when practicable it is a child’s duty to take care of their parent instead of putting them in a nursing home, and in my case it was practicable, so I did it.”

iHeartPodcasts and “Countdown With Keith Olbermann,” will produce a live streaming edition of the program this evening after the conclusion of President Joe Biden’s State of the Union Address. The stream will move on iHeartRadio’s Twitch channel and Keith Olbermann’s YouTube channel.

Sheri Lynch’s “True Weird Stuff” podcast will focus on female subjects in recognition of Women’s History Month. Lynch says, “I’ve spent my whole life struggling to NOT talk about all the weird things that fascinate me and often make other people uncomfortable, such as reincarnation, near-death experiences, aliens, or the idea that reality is a simulation. It’s hard masking so much weird. ‘The True Weird Stuff’ podcast is where I can bring all the quirky, cryptic, creepy, odd and just plain weird together in one place and share them with my listeners.”

Industry Views

Pending Business: Baked-In?

By Steve Lapa
Lapcom Communications Corp
President

imIs that host read you are pitching “baked-in?”

No, I am not talking baked in the content, as in before the break with all the produced commercials. I am talking about “baked-in” the audio that will live on as long as that show is available.

Still confused? You should ask someone who has handled an actual audio podcast avail. Some advertisers and their ad agencies are shaping the future and “baked-in” is a fundamental element of the new-think that is pushing the needle on podcast CPM, while your team struggles to compete for low CPM based on old school models that are dropping like flies.

The good news is that host read is still the gold standard that moves the listener to action. The bad news is radio station sellers are hanging onto older strategies that have little room in a future filled with millions of audio podcasts that contain no music and feature comedy, news, talk, opinion, lifestyle, sports, politics, entertainment, financial, medical, legal, self-help, religion, even foreign language – as in nothing but the human voice and a little production.

Sound familiar? I call it the great sales equalizer: the host read.

So how can this magical host read have such a dramatic impact in this super-crowded environment, yet be so underappreciated on radio stations coast to coast? Let us look at the three legs of the sales stool that have never changed.

1. The seller. Most radio sellers are presenting the host read the same way they did since their first order. What is new, different, and exciting in the way you present your talent today?

2. The audience. Size matters, intimacy matters, performance matters. Can you demonstrate how your host-audience relationship fulfills those criteria and generates a response for your advertisers?

3. The inventory. Why do we still have the same number of host reads in every hour of a show? Anyone have the courage to vary the inventory or pricing throughout a show?

The podcast world is leading the way to a future filled with:

1. Baked-In host reads.
2. Pre-roll, mid-roll, and post-roll price differences.
3. Commercial inventory limits.
4. Impression delivery options that demonstrate clear accountability.

There is a bright future in audio sales that will look and feel different from what we take for granted today. Make sure you are on the right side of the wave and not stuck in the mud.

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

“The Stephen A. Smith Show” moves from Audacy’s Cadence 13 to iHeartMedia’s iHeartPodcast Network for distribution. The show is produced by Smith’s Mr. SAS with Smith serving as executive producer.

Hannah Brummer joins TM Studios’ affiliate relations department serving under senior affiliate relations director Steve Kaufman.

Baltimore Public Media officially launched yesterday (2/26). The move unites radio stations WYPR and WTMD under a single, dynamic umbrella branded “Your Public Media” more than three years after the November 2021 acquisition of WTMD-FM from Towson University. Currently serving as president and GM for the company is former CBS News Radio vice president and general manager Craig Swagler.

Beasley Media Group promotes Luis “Speedy Jr” Gonzalez to director of video and audio production for its Tampa Bay cluster.

Industry News

Veritonic and Realeyes Unveil Audio Attention Report

Audio analytics and research platform Veritonic, in partnership with computer vision and attention AI company Realeyes, publishes their first Veritonic Audio Attention Report that analyzes effective audio advertising. The report provides data-backed insight into the importance of creative efficacy programs for audio andim podcast advertising. Some of the key takeaways include: 1) Attention quality was highest for the audio ad that had the highest voiceover volume (36%) as opposed to the ad that had the lowest voiceover volume (27%) and the ad that had too many competing elements within the creative (25%); 2) 75% of participants reported a good quality audio ad positively influences their consideration to purchase a product; and 3) The inclusion of multiple competing audio components elements within an audio ad caused the ad to score lower in terms of overall quality than the ads without multiple competing elements. You can get the full report here.

Industry News

Pew Research: Majority of Podcasts Employ Guests

Pew Research Center says that according to its study of the podcast landscape focusing on analyzing guests featured on top-ranked shows, “most top-ranked podcasts in 2022 (76%) brought on at least one guest, with over 7,000 people appearing on these shows.” Other findings include: 1) Podcasts about certain topics tend to have guests more often, including top-ranked sports (100%), entertainment (85%)im and politics (78%) shows. In addition, 89% of news-focused podcasts (across topics) brought on at least one guest in 2022; 2) Most podcasts aren’t bringing the same guests on over and over. More than 99% of all guests only appeared once on any top podcast in 2022. In addition, about half (49%) of top podcasts brought on at least one guest more than once, and 23% hosted more than five different people more than once. The most common guests represent a range of professional backgrounds, including entertainment figures, scientists, journalists and political commentators. Pew senior computational social scientist Galen Stocking comments, “Our research has shed light on the variety of topics and approaches within the podcasting landscape. Here, we found that most top-ranked podcasts are bringing on guests, and often from a wide range of professional backgrounds. This can add to the perspectives heard on each podcast.”

Industry News

TALKERS News Notes

Audacy announces the launch of “One Handshake Away: Peter Bogdonavich & The Icons of Cinema,” a seven-part limited-run series featuring Academy Award-nominated director, writer, actor, producer, critic, and film historian Peter Bogdanovich in conversation with some of the greatest directors past and present including Orson Welles, Greta Gerwig, Quentin Tarantino, and Alfred Hitchcock from both new and never-before-heard archival interviews.

BIN: Black Information Network and iHeartMedia announce “Black Land,” a new podcast that will “look into the lives of ordinary people and bring to life their extraordinary tales of triumph and circumstance through the lens of community.” Hosted by Emmy-award winning, BIN: Black Information Network journalist Vanessa Tyler, the new series will dive deep into uncharted stories and give an overdue and deserving voice to those who have often experienced the other side of the American dream. Tony Coles, president, BIN: Black Information Network, says, “These stories are not just important – they are essential. We will continue to use this platform to amplify marginalized voices, foster understanding and contribute to a more inclusive, understanding, and compassionate world.”

Industry News

Audacy and Veritonic Renew Relationship

Audacy and audio analytics and research platform Veritonic announce they have renewed their partnership. Audacy SVP of research and insights Idil Cakim comments, “Measuring the impact of ourim total Audio campaigns — including radio, streaming and podcast advertising— with Veritonic allows us to show the power of Audacy’s content in connecting with audiences and mobilizing customers. We’re thrilled to continue our partnership and enable our clients and advertising partners to leverage audio to achieve the utmost in competitive edge, reach, and ROI.”

Industry News

“SportsRadio 610” in Houston Releases Contributor John McClain

According to a report in the Houston Chronicle, longtime pro football writer and broadcaster John McClain – who retired from the Chronicle in 2022 – is being let go from his role with Audacy’s sportsim talk KILT-AM “SportsRadio 610.” McClain’s role with the station included appearing on the station’s programs, writing stories for its website and co-hosting a podcast with station personality Sean Pendergast. The 72-year-old McClain tells the Chronicle that he’s not ready to leave the Houston radio market, adding, “I’ll see if people are interested. I’m a free agent now.” Read the Chronicle story here.

Industry News

FOX Sports’ Jay Glazer Rebrands “Unbreakable” Podcast

Sports media personality and FOX NFL insider Jay Glazer is rebranding his iHeartRadio original podcast, “Unbreakable.” “Unbreakable with Jay Glazer: A Mental Health Podcast” is now “Unbreakableim with Jay Glazer: A Mental WEALTH Podcast” to better reflect the uplifting message of the program. Glazer says, “When we launched the podcast, it was really important to give words to what many of us are experiencing with our mental health. We led that charge, and after more than a year of conversations with leaders and champions in every field, we’re shifting to a focus on sharing personal stories of overcoming adversity, the tools people use to incur MENTAL WEALTH, and paths to success so we can help motivate, uplift and inspire even more people and help set them up to win.”

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

Clay Travis & Buck Sexton Produce New Election Coverage Podcast

Premiere Networks announces the launch of “24,” a weekly election coverage podcast hosted by Clayim Travis and Buck Sexton. The show debuted yesterday (1/14) and will be available as part of The Clay Travis & Buck Sexton Podcast Network. Premiere says, “‘24’ is a highlight reel of that week’s most important election news from ‘The Clay Travis and Buck Sexton Show’ – one of the leading talk radio shows in America reaching millions of listeners on more than 470 stations nationwide. Whether it’s astute political analysis or candidate interviews, ‘24’ is a curated sampling of Travis and Sexton’s comprehensive coverage of the week in politics.”

Industry Views

Pending Business: Ad Count

By Steve Lapa
Lapcom Communications Corp
President

imHow many times will we research the same subject and come to the same conclusion?

This time it is the podcast. How many ads will the average listener consider “appropriate” in a 60-minute episode?

If you read the recent research from Cumulus/Signal Hill, you know the answer. For the rest of you, survey says under four minutes per 60-minute episode. The same survey says the magic number for a 30-minute episode is under three.

How ironic is that? The typical talk radio hour runs more ads in one break than an entire 60-minute episode of a podcast. Could it be because we have been integrating radio commercials into hour-long broadcast content for over 100 years? Have we conditioned news/talk listeners to accept more commercials per hour? Our TV friends have been at for over 80 years with an even bigger hourly spot load. Anyone ever see audience research that says add more commercials?

Seriously, unless you pay for the ad-free experience of Netflix, HBO, Hulu, Spotify, Pandora, etc., like most consumers of media, you are comfortable with the ad-supported media model.

So, how has the podcast world been so successful with a model that would leave most traditional radio and TV owners, execs, and sellers dumbfounded.

Here is some insight from my experience.

1) CPM is higher in podcast. The hard facts are when you work with higher CPM you can adjust the commercial load. Demand for digital/social media and podcasts with marketable scale is greater than terrestrial radio. The demand curve for podcast advertising is greater than terrestrial radio. Time to wake up, shake up and shout out loud about our 100-year-old sleepy giant!

2) Survey said 62% of podcast listeners prefer the host read. Talk radio sellers should improve this pitch every day. Today, podcast sellers are simply better at it. Podcast sellers get the intimate relationship between host and listener better than most radio sellers get host and audience. Podcast hosts seem more one-on-one savvy. What will Joe Rogan’s next guest say? What will we hear when your talk talent interviews their next guest?

3) Quality. When your local production director is overloaded and needs to get commercials completed on the air yesterday, what wins: quantity or quality? Be honest here. Where is the next audio creative genius like Dick Orkin or Chuck Blore? Do you know those names?

4) Can you really compare ad load levels between the 60- or 30-minute podcast episode to the average three-hour daily talk radio show?

Traditional molds need to be revisited regularly. My experience with YouTube is showing me even newer models for monetization, different from audio podcasts. Does your 2024 planner have any room for innovation?

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

Actress Shannen Doherty teams up with iHeartPodcasts for her podcast, “Let’s Be Clear.” A press release says, “Shannen Doherty will open up like never before in her new live memoir podcast. ‘Let’s Be Clear’ promises to be a raw and candid exploration of Shannen’s personal journey covering everything from her TV and film credits to her stage four cancer battle, friendships, divorces and more. The podcast will also provide a platform for Shannen to share her life experience, the strength that carried her through difficult times, and her hopes and dreams for the future.”

FOX News Audio debuts a new weekly podcast hosted by FOX News correspondent Benjamin Hall called, “Searching for Heroes with Benjamin Hall.” The podcast highlights inspiring stories of community and compassion, while providing a voice to America’s unsung heroes. The first episode features a look back at the catastrophic injuries Hall sustained while covering the war in Ukraine and the extraordinary efforts that aided his road to recovery. While news gathering in Ukraine in March of 2022, Hall’s car was hit by a projectile missile, leaving him with one working limb and tragically taking the lives of his colleagues, FOX News photojournalist Pierre Zakrzewski and Ukrainian journalist Oleksandra Kuvshynova. Since the attack, Hall has been inspired by the incredible efforts of everyday heroes similar to those who went above and beyond to help him throughout his arduous journey of recovery.

Industry News

“New Jersey 101.5” and Bill Spadea Partner to Expand Common Ground Podcast

Townsquare Media’s news/talk WKXW-FM, Trenton “New Jersey 101.5” and morning drive host Bill Spadea announce a new partnership that will allow the “Common Ground with Bill Spadea” podcast to reach more viewers throughout the state. The new program will be titled “New Jersey 101.5 presentsim Common Ground with Bill Spadea” and will feature live episodes of the podcast on location from towns, landmarks and businesses across New Jersey. The station says the deal will give Spadea the resources to focus on hard-hitting conversation and longer form interviews with leaders from New Jersey (and beyond). Spadea adds, “This partnership is the next step in the great success of our morning show, which has seen ratings skyrocket in recent years. We’re excited to be bringing multiple remote podcasts to our audience every month and look forward to seeing everyone on the trail!”

Industry News

Bearman Guests on McCain Podcast

im

Former TALKERS Heavy Hundred radio talk show host Ethan Bearman, of KGO, San Francisco; KSCO, Santa Cruz; and KABC, Los Angeles fame, recently participated as a guest on Meghan McCain’s new podcast titled, “Meghan McCain Has Entered the Chat,” discussing the disturbing wave of anti-Semitism being expressed in the US as a result of the Israel-Hamas War. Bearman left day-to-day talk radio several years ago for a burgeoning career in his own entertainment law firm, as well as teaching at Loyola Law School and engaging in environmental projects in Los Angeles. He’s also an active guest on radio and TV talk shows. Bearman (right) and McCain (left) are pictured when they met several years ago at a TALKERS conference.

Industry News

Newsweek Launches Josh Hammer Weekly Radio Show

Newsweek is launching a weekly talk radio version of its podcast, “The Josh Hammer Show” with Bonneville’s news/talk KTTH-AM, Seattle as its flagship station. The program debuts on Saturday (11/4)im anchored by Newsweek senior editor-at-large Josh Hammer. Newsweek says the program’s goal is to “navigate the converging realms of politics, law, and culture while deliberating on the evolution of American conservatism. Hammer, with his background as a constitutional lawyer, intends to present commentary accompanied by interactions with contemporary conservative thought leaders.” Newsweek director of radio and podcasting Jesse Edwards adds, “Josh Hammer is going to be the next big voice in conservative talk radio, and we couldn’t be more thrilled to bring his powerful message to the airwaves of Seattle, and beyond.”

Industry News

Brand Effect Study Reveals Value of AM/FM and Podcasting

The latest blog post from the Cumulus Media | Westwood One Audio Active Group examines the results of a brand effect study by Upwave of the six-month campaign of an e-commerce retailer that used AM/FM radio streaming and sponsorship of a Katy Perry-narrated podcast about Elizabeth Taylor titled, “Elizabeth the First.” Some of the findings include: 1) those exposed to the digital audio campaignim were 33% more likely to say the brand “partners with all my favorite stores,” 81% more likely to indicate the e-commerce retailer “is a brand I trust,” 140% more likely to associate the brand for offering “the best sales and coupons”; 2) among those exposed versus those not exposed, brand equity measures surged, showing 54% growth in familiarity, 31% lift in average brand images, 37% greater consideration, 102% increase in purchase intent, and 55% growth in customer forecast; and 3) concluded that best practices to power direct-to-consumer marketing effectiveness calls for allocating 74% of marketing budgets to creating future demand (brand building) and 26% to converting existing demand (sales activation), targeting broadly to expand the customer base, employing emotional advertising to build direct-to-consumer brands and drive sales and profit, being known before you are needed, and buying lots of ads in all days and dayparts. See the full blog here.