Foreground Nature of Talk Radio and Emotional Intensity of Content Make it Desirable Environment for Advertisers. Continuing with a fall tradition, the latest numbers have been compiled for TALKERS magazine’s annual release of its Talk Radio Research ProjectTM (TRRP). Primarily designed as an in-house vehicle to provide the TALKERS editorial staff with intelligence about the national talk radio audience as a resource for general background and to help answer basic FAQs from the press (such as “What kind of people listen to talk radio?”), the publication began honoring requests from radio stations to share this information. It has proven extremely valuable as a supplemental sales tool that provides a thumbnail qualitative overview of several leading spoken word formats’ audience profiles including demographics, political orientation, income, education and consumer tastes, habits and disposition. These include the mainstay news/talk format as well as the recent additions of the sports talk and pop culture talk genres. The latest figures indicate that news/talk radio maintains its historic position as the most reliable attraction to draw adult audiences and inspire them to action in all audio broadcast media. So do the relatively recent additions of sports talk radio and pop culture talk radio (with several specific differences indigenous to these formats). These spoken-word genres also deliver attentive and highly desirable audiences that consume foreground radio with passion and attention. The people who regularly listen to news/talk, sports talk and pop culture talk radio are more than listeners –– they are radio fans! In a nutshell, the foreground nature of commercial spoken word radio indicates that sponsors receive approximately three times the bang per advertising buck on talk radio than they do on music radio. Other interesting aspects of this illuminating information include: sports talk listeners are culturally (and ethnically) diverse. Caucasians constitute only slightly more than half the sports talk audience (51%) followed by African Americans (26%) and Hispanics (19%) making it one of the most multi-ethnic/racial buys in radio. This is a crucially important aspect/asset of the sports talk audience that for the most part is lost on advertising agencies and radio sales departments which are still glued to selling demos as opposed to mindsets. The ethnic diversity of sports talk radio’s listenership is a rare and valuable quality of the format that sets it apart from the rest of radio! And if advertisers wish to reach “younger demos” via the power of spoken word, they simply need to turn to popular culture talk radio (still erroneously referred to as “shock jock” radio) strewn across the FM dial as talkative morning shows on otherwise music-formatted stations. See the complete data here.
Clear Channel Announces National Programming Platforms Personnel. In concert with its latest round of company-wide layoffs of staff at the station level, Clear Channel introduces the corporate staff that is charged with creating programming for multiple platforms for its stations that is ostensibly designed to “improve local programming in smaller markets by using assets and resources in those markets that their competitors don’t have.” Recently, Tom Poleman and Darren Davis were brought aboard to serve as president of national programming platforms and SVP/GM of national programming platforms, respectively. They will be joined by the following staff: Guy Zapoleon, vice president of digital music programming; Dennis Clark, vice president of talent development; Zena Burns, VP of digital programming platforms; Darren Pfeffer, VP of music & entertainment marketing; Alissa Pollack, EVP of integrated music marketing at Mediabase, expands her role to include national programming platforms; Marissa Morris is manager, artist relations and promotions; and Melissa Webb, senior director at National Programming Platforms. Tom Poleman states, “Clear Channel already has unmatched scale and promotional power. Our competitive advantage is strengthened by our mission to be everywhere our listeners are with the products and services they want and expect. Now, I’m proud to say that we’ve assembled an equally unmatched group of talent to lead our new National Programming Platforms division. This division will enable us to be even more relevant and effective for our audiences, partners and advertisers, and build our national scale and reach by putting together products, events and relationships that nobody else can.”
KABC, Los Angeles PD Jack Silver to Program Sister KLOS-FM. With the recent firing of KLOS-FM, Los Angeles PD Bob Buchmann, KABC PD Jack Silver tells Orange County Register columnist Gary Lycan he’s been named PD of KLOS-FM. There’s no indication the assignment of duties to Silver is temporary but the rumors are starting in Los Angeles that changes may be coming to the classic rock outlet. Those kinds of rumors often start after a round of firings but AM drive team Mark & Brian are very successful and although the production directors for both stations were also let go, it may just be that Cumulus has other plans for saving money in the production department at the stations.
Talk Host Michael Smerconish Signs with WYD Media; Renews Distribution and Sales Deal with Dial Global. The effect on affiliates – as well as listeners – should not be noticed at all as talk host Michael Smerconish’s program is now produced by Ron Hartenbaum’s WYD Media Management while Dial Global continues to handle affiliate sales and ad sales for the show. Smerconish says, “We’re entering the most fascinating election cycle ever. And yet, despite the intense media coverage, there remains a void when it comes to clear thinking and independent viewpoints. I’ve been charting a course to fulfill that role. I know Ron Hartenbaum shares my outlook. For several months we’ve been speaking about the need to grow the talk radio tent by offering a forum not predicated on ideology or anger, and now we’ve decided to pursue that goal together. I intend to rely heavily on his vast experience over the span of many years. Industry-wide he is known for being smart, engaging and personable, and I think big things are about to happen to us both.”
Dave Ramsey Clears 500th Affiliate; KTTH, Seattle. Independently syndicated financial talker Dave Ramsey announces his national program has hit the 500-affilliate mark with a deal to air on Bonneville International’s KTTH, Seattle from 10:00 pm to 1:00 am daily. Vice president of affiliate relations Suzanne Simms says, “The fact that the Dave Ramsey show now has 500 radio affiliates indicates the staying power that we have and have been touting all along. The loyalty of our listeners coupled with the growth of our brand on a national level has contributed to this milestone. The future bodes well for the Dave Ramsey show!” Ramsey is currently touring the country promoting is latest book, EntreLeadership: 20 Years of Practical Business Wisdom from the Trenches (Howard Books 2011).
Lars Larson Flips Seattle Affiliates. Compass Media Networks’ Portland, Oregon-based Lars Larson show moves to a new affiliate in Seattle. As Dave Ramsey takes over the late-night slot at Bonneville’s KTTH, Seattle, Larson’s program takes up residence in the 6:00 pm to 9:00 pm time slot at Inspiration Media’s “Freedom 1590” – KLFE, Seattle. Station general manager Andrew Adams says, “All of us at ‘Freedom 1590’ are excited to have Lars as part of the station. Lars Larson has a larger-than-life persona in Seattle and we are already getting positive listener response to the move.”
On the Campaign Trail. Salem Radio Network nationally syndicated talk host Mike Gallagher is pictured here to the left of presidential candidate and former U.S. Congressman Newt Gingrich (at center) as he’s interviewed on the campaign trail. Gallagher is “embedding” with several GOP candidates during the run-up to the primary elections in order to give his listeners a taste of the campaign trail. Gallagher broadcast “from the road” in Cedar Rapids, Iowa yesterday (10/27) and will host Gingrich for a “live-from-the-campaign-trail” interview at High Cotton Restaurant in upstate South Carolina today on his program. Salem Radio Network VP/news and talk programming Tom Tradup says, “Mike Gallagher’s unique, up-close-and-personal approach to the candidates will give SRN listeners a better understanding about the people seeking to become the next President of the United States. This will go beyond sound bites and photo ops and take our audience behind the scenes for a perspective unavailable anywhere else in American broadcasting.”
Alan Stock to Emcee Las Vegas Veteran’s Day Parade. For the past 12 years, Las Vegas talk show host Alan Stock has emceed the nation’s second largest Veteran’s Day parade in Sin City and he’ll do it again this year on Friday, November 11. Stock hosts the late-morning show on Beasley’s news/talk KDWN, a corporate sponsor of the parade.
OWS Movement Top News/Talk Story for Week of October 24-28. The ongoing ‘Occupy Wall Street’ movement is number one on the Talkers TenTM chart of the most-talked-about stories heard on news/talk radio this week, according to ongoing research from Talkers. The Talkers TenTM chart is published every Friday at Talkers.com. Coming in at #2 this week is the 2012 presidential race. At #3 is the Euro Zone stability/financial markets activity and following up at #4 is the Obama Administration’s economic policy. View the entire chart by clicking on the banner below.